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研究生:洪嘉齡
研究生(外文):Chia-Ling Hung
論文名稱:電子商務網站品牌權益量表的建構與驗證
論文名稱(外文):The Development and Validation of E-Commerce Website Brand Equity Scale
指導教授:黃俊閎黃俊閎引用關係
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士在職專班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:84
中文關鍵詞:品牌權益網站品牌權益驗證模式
外文關鍵詞:Brand EquityWebSite Brand EquityValidation Model
相關次數:
  • 被引用被引用:6
  • 點閱點閱:513
  • 評分評分:
  • 下載下載:174
  • 收藏至我的研究室書目清單書目收藏:4
自1993年全球資訊網(World Wide Web, WWW)的概念被提出迄今,網際網路的蓬勃發展已成為資訊界殺手級的運用,而網路使用者不斷攀升,更使得企業無不爭相投入電子商務行列之中,如何在虛擬網路中吸引顧客、創造商機已然成為企業最重要的課題之一。然而在如此眾多的網路競爭者中,為何只有少數的網站能夠成功留住顧客,而多數都失敗呢?網站能吸引消費者的主要原因為何?什麼原因又使得消費者持續光顧這個網站?過去許多文獻都曾探討哪些因素會影響網站的使用以及怎樣的網站設計才是消費者所偏愛的,然而本研究採用Kevin Lane Keller(1993)所提出以顧客為基礎的品牌權益觀點來探討「網站品牌權益」,希望透過資料分析與驗證去了解影響網站品牌權益的因素,進而提供給實務界在規劃電子商務網站上的一種參考指標。
本研究從文獻中歸納出包括「網站品牌顯著構面」、「網站品牌績效構面」、「網站品牌形象構面」、「網站品牌判斷構面」、「網站品牌情感構面」以及「網站品牌共鳴構面」等六項網站品牌權益概念性構面,並發展一套以顧客為基礎之電子商務網站品牌權益量表的建構與驗證模式,此模式將有助於欲從事電子商務業者發展出強勢網站品牌,提供互動性、即時性、與個人化服務,傳達企業品牌價值與形象,提高網路品牌行銷的成功率。研究意涵以外,本研究在最後並條列數項研究限制,且對本主題有研究興趣的後續研究者提供若干研究方向的建議。
This study proposes that a website can be regarded as a brand entity, and its equity can be enhanced by essential web feature performed as brand efforts on a website. This study also draws on concepts of traditional brand equity and its dimensions to examine their relationships to web brand equity.Web brand equity is defined as the brand equity with a website as a brand. However, current literature has not addressed the development and validation of website brand equity. Thus, the purpose of this study is to develop an instrument for validating website brand equity based on customers’ perspectives.
In this study, we follow the Churchill and Straub’s processes of developing measures of marketing constructs. This paper is divided into six sections, including (1) specifying domain of construct, (2) generating items, (3) collecting data, (4) purifying measure, (5) assessing validity, and (6) developing scale. The proposed model not only provides researchers with a reliable and valid instrument for developing website branding theories, but also helps practitioners assess their customer-based e-brand equity.
In addition to theoretical and managerial implications, limitations and suggestions for future research are also provided.
誌謝 ....................................................iii
目錄 .....................................................iv
表目錄 ...................................................vi
圖目錄 ..................................................vii
第壹章 緒論................................................1
第一節 研究背景與動機.....................................1
第二節 研究目的...........................................5
第貳章 文獻探討............................................6
第一節 品牌...............................................6
第二節 品牌權益...........................................9
第三節 網站品牌權益......................................25
第參章 研究方法...........................................34
第一節 構念定義..........................................35
第二節 問項發展..........................................37
第三節 資料蒐集..........................................41
第四節 純化測量..........................................42
第五節 評估效度..........................................45
第六節 量表建構..........................................47
第肆章 網路品牌權益量表建構與驗證.........................48
第一節 樣本結構分析......................................48
第二節 純化測量..........................................50
第三節 評估效度..........................................52
第四節 量表建構..........................................54
第伍章 結論...............................................56
第一節 討論與研究意涵....................................56
第二節 研究限制..........................................57
第三節 後續研究建議......................................58
參考文獻 .................................................60
附錄 .....................................................66
附錄一 初始問項篩選表....................................66
附錄二 研究問卷..........................................70
附錄三 相關係數矩陣......................................74
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5.羅強生(民國88年),網站品牌權益影響因素之研究-以入口網站為例,台灣科技大學碩士論文。
6.吳蕙妤(民國93年),百貨公司商店品牌權益衡量之研究─以購物動機為基礎,朝陽科技大學碩士論文。
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