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研究生:廖雪蓉
研究生(外文):Hsueh-jung Liao
論文名稱:消費者虛擬社群之參與對品牌忠誠度之影響
論文名稱(外文):The Value of Participations in Consumer Community to Brand Loyalty
指導教授:尚榮安尚榮安引用關係
指導教授(外文):Rong-An Shang
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:英文
論文頁數:44
中文關鍵詞:多層次迴歸口碑品牌忠誠度情感涉入認知涉入產品涉入
外文關鍵詞:hierarchical regressioneWOMbrand loyaltyaffective involvementcognitive involvementInvolvement
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本研究之研究主題為探究由消費者所組成之虛擬社群之參與動機及虛擬社群的參與對品牌忠誠度之影響。透過文獻之透討建立假設性模型,以消費者對產品之涉入為消費者參與社群之動機,認為虛擬社群的參與為產品涉入後所產生的資訊搜尋行為,當消費者對此活動所投入的沉沒成本越高,如:瀏覽網頁的時間越長或留言次數越高,消費者對品牌的承諾也會提高,故品牌忠誠度增加。此外,也認為虛擬社群的參與會使消費者增加對品牌的了解而使其對品牌的期待與品牌實際的績效一致,故品牌滿意度及品牌忠誠度提高。另外,提出虛擬社群上訊息對品牌的態度(正面/反面)成為社群參與及品牌忠誠度的干擾因子。再者,檢驗對虛擬社群的信任程度高低是否會干擾變數間的關係。
本研究採用多層次迴歸之分析方法以檢驗模型中的干擾及中介關係。研究結果發現,對品牌的認知涉入與社群參與的瀏覽行為及品牌忠誠度正相關;情感涉入與瀏覽行為不相關。然而,與消費者留言與否與認知及情感涉入無關,意味留言的行為有其他的驅動因子。消費者對社群的參與程度與品牌忠誠度正相關,意味消費者對社群的投入程度越高其品牌忠誠度越高。此外,對社群的信任程度與品牌忠誠度亦為正相關,意味提高對社群的信任對品牌忠誠度的增加有幫助。然而,研究發現社群上訊息(口碑)對品牌的態度與品牌忠誠度沒有相關,意味社群上對品牌的正面或反面訊息不會提高或減低消費者對品牌的忠誠度。
The study examined the relationship between consumer virtual community participation and brand loyalty. We constructed a conceptual model of involvement, community participation and brand loyalty. We hypothesized that involvement is the motivation of participation and participation is positive related to brand loyalty. The study further examined the moderating effect of trust to community members and message attitude within the community. In order to examine this model, a virtual community of Apple computers was chosen as the subjects. Hierarchical regression was used to test mediating and moderating effect.
The study found that cognitive involvement is positive related to virtual community participation, however; affective involvement is not related the participation. In addition, both cognitive involvement and affective involvement were found not related to posting. Consumer virtual community participation (both lurking and posting) is found positive related to brand loyalty. Community trust is found have positive impact on brand loyalty but not the moderating effect of the relationship. Moreover, message attitude (positive/negative) is found not related to brand loyalty which indicated that consumers’ will not be influenced by eWOM
I.Introduction 1
II.Literature Review 3
2.1Virtual Community 3
2.1.1 Motivations of participation 4
2.1.2 Business Values of Virtual Community 6
2.2 Involvement 8
2.3 Brand Loyalty 11
2.3.1 Antecedents of Brand Loyalty 12
III.Method 15
3.1Research Framework 15
3.2 Measures 19
3.3 Subjects and Data Collection 21
IV.Results 23
4.1 Validity and Reliability 23
4.1.1 Correlation Analysis 24
4.2 Hypothesis Tests 24
V.Conclusion 29
5.1 Discussion and Implications 29
5.2 Limitations and Future Research 31
Reference 31
Appendix A 42
Appendix B 43
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