過去組織行為研究中指出，員工對組織之承諾與其對組織的認同度有關。近年亦發現消費者可能對特定組織產生認同度。社會識別理論多應用於員工與組織間的行為，鮮應用於探討消費者與企業、組織間關係。
本研究試圖從「認同度」出發，去探討消費者心理主觀意願與企業建立關係的原因。藉以消費者認同度為主體，分別探討其與識別吸引力，以及與結果變項間關係。針對金融業之消費者進行實證研究，最後總計回收600份有效問卷，利用因素分析、迴歸分析、獨立樣本t檢定等方法進行統計結果分析。
研究結果發現，各項研究假設都獲得支持，識別吸引力的確影響消費者認同度；且對企業產生認同度越高之消費者，對企業之忠誠度會越高、消費者利他行為與顧客招攬的傾向也會越高。因此對管理與行銷的意涵來說，企業管理者的確可透過增強消費者對企業識別的吸引，以加深消費者對企業的認同度，並進而促使其產生有利於企業之正面行為。

Related research in organizational behavior suggested that organizational commitment positively related to organizational identification. In recent years, it was proposed that consumers might have identification with specific organizations, such as highly recommended company or famous organization. Social identity theory was mainly applied to discuss employees’ interaction with their employed organization, seldom applied to explore consumers’ relationship with businesses or institutions.
This research used “identification” construct tried to explore consumers’ mental willing in make relationship with business. With social identity and organization identification, the research tried to framework the identity attractiveness, identification and its impact on outcome variables. Data were collected from financial industry for empirical examination. 600 useful questionnaires were put into analysis with factor analysis, regression and t-test statistic tools.
Research results focused that four hypotheses were supported. Identity attractiveness is the determinant variable which affects consumers’ identification with specific company. With higher identification, consumers have higher loyalty to specific company, higher tendency of altruistic behavior and customers recruiting. It is important implication for marketer to enforce identity attractiveness, and identification, to induce positive favorable consumers’ behavior.

目錄…………………………………………………………Ⅰ
表目錄………………………………………………………Ⅲ
圖目錄………………………………………………………Ⅳ
目錄
第一章 緒論......................... 1
第一節 研究背景與動機............... 1
第二節 研究問題與目的............... 3
第二章 文獻探討..................... 5
第一節 識別吸引力................... 5
第二節 消費者認同度................. 11
第三節 消費者認同度之結果變項....... 16
第三章 研究方法..................... 24
第一節 研究架構..................... 24
第二節 假設推論..................... 26
第三節 變數定義與衡量............... 28
第四節 問卷設計..................... 33
第五節 研究對象與抽樣設計........... 37
第六節 資料分析方法................. 46
第七節 問卷信度與效度檢定........... 48
第四章 實證結果與分析............... 51
第一節 研究變數之描述性統計分析..... 51
第二節 識別吸引力與消費者認同度之因素分析.... 53
第三節 識別吸引力與消費者認同度之關係........ 56
第四節 消費者認同度與其結果變項之關係........ 60
第五節 各變數在不同企業別與顧客別間之差異.... 66
第五章 結論與建議................... 68
第一節 研究結論與管理意涵........... 68
第二節 研究建議..................... 75
第三節 後續研究建議................. 78
第四節 研究限制..................... 80
參考文獻............................ 81
一、中文部份........................ 81
二、英文部份........................ 82
附錄................................ 87
附錄一：中國信託商業銀行問卷........ 87
附錄二：南山人壽問卷................ 91

表目錄
表2-1組織公民行為構面表…………………………………………………… 20
表3-1研究變數之觀念性定義表……………………………………………… 31
表3-2研究變數之操作性定義表……………………………………………… 32
表3-3識別吸引力問項表……………………………………………………… 33
表3-4消費者認同度各構面問項表…………………………………………… 34
表3-5對企業忠誠度問項表…………………………………………………… 36
表3-6消費者利他行為問項表………………………………………………… 36
表3-7顧客招攬問項表………………………………………………………… 36
表3-8問卷回收狀況表………………………………………………………… 39
表3-9中國信託樣本個人基本資料統計表…………………………………… 41
表3-10南山人壽樣本個人基本資料統計表……………………………………42
表3-11中國信託顧客樣本與其往來特性表……………………………………44
表3-12南山人壽顧客樣本與其往來特性表……………………………………45
表3-13本研究問卷之信度分析表………………………………………………49
表4-1中國信託與南山人壽各變數之描述性統計…………………………… 51
表4-2識別吸引力之因素分析表……………………………………………… 53
表4-3消費者認同度之因素分析表…………………………………………… 55
表4-4識別吸引力與消費者認同度之迴歸分析表…………………………… 56
表4-5識別吸引力各因素與消費者認同度之迴歸分析表…………………… 57
表4-6中國信託與南山人壽識別吸引力與消費者認同度之迴歸分析表…… 58
表4-7中國信託與南山人壽識別吸引力各因素與消費者認同度之迴歸分析表…………………………………………………………………… 59
表4-8消費者認同度與對企業忠誠度之迴歸分析表………………………… 61
表4-9中國信託與南山人壽消費者認同度與對企業忠誠度之迴歸分析表… 61
表4-10消費者認同度與消費者利他行為之迴歸分析表………………………62
表4-11中國信託與南山人壽消費者認同度與消費者利他行為迴歸分析表…63
表4-12消費者認同度與顧客招攬之迴歸分析表………………………………64
表4-13中國信託與南山人壽消費者認同度與顧客招攬之迴歸分析…………65
表4-14各研究變項之企業別差異分析…………………………………………66
表4-15識別吸引力與消費者認同度之顧客別差異分析………………………67
表5-1研究假設檢定結果彙整表……………………………………………… 74

圖目錄
圖3-1研究架構圖……………………………………………………………… 25

一、中文部份
1.王郁惠 (民86)，服務業類別、關係行銷與顧客忠誠度關係之研究，中正大學企業管理研究所碩士論文。
2.王瓊慧（民91），組織與品牌認定、認同及員工效能之關係-以國內休閒服飾零售業賣場人員為對象，中山大學人力資源管理研究所碩士論文。
3.吳萬益、張淑昭、林文寶（民90），「影響關係行銷策略應用因素與績效之研究」，東海管理評論，第三卷第一期，頁79-112。
4.林淑姬 (民 81)，薪酬公平、程序公正與組織承諾、組織公民行為關係之研究，政治大學企業管理研究所博士論文。
5.洪紹榮（民83），組織認同、領導風格與海外派遣員工工作投入關係之研究，大葉大學國際企業管理學系碩士論文。
6.徐瑋伶、鄭伯壎（民91），「組織認同：理論與本質之初步探索分析」，中山管理評論，第十卷第一期，頁45-64。
7.陳文蓉（民87），員工利他行為對服務績效影響之研究-以台灣地區銀行業為例，元智大學管理研究所碩士論文。
8.黃俊英（民89），多變量分析，華泰書局。
9.楊雙連（民83），中央行政機關公務員組織認同之研究，台灣大學政治研究所博士論文。
10.蔡依倫（民89），宗教醫院志工組織認同與組織承諾之研究 : 與非宗教醫院志工作比較，中山大學公共事務管理研究所碩士論文。
11.賴志超、鄭伯壎、陳欽雨(民90)，「台灣企業員工組織認同的來源及其效益」，人力資源管理學報，第一卷第一期，頁27-51。


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