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研究生:黎裕元
論文名稱:虛擬品牌社群加入動機與使用者創作態度、參與意圖及社群認同之研究
論文名稱(外文):The antecedents and consequences of user-generated content participation of online brand community
指導教授:張愛華張愛華引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:91
中文關鍵詞:品牌社群使用者創作結構方程式
外文關鍵詞:Brand CommunityUser-generated ContentStructual Equation ModelingUGCSEM
相關次數:
  • 被引用被引用:10
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  • 收藏至我的研究室書目清單書目收藏:4
隨著網路時代的來臨,人際互動與溝通模式產生新的轉變,世界各地的網友可以藉由網路平台,表達自己的想法並且結交志同道合的朋友。喜歡特定品牌的網友們也會自行集結成立品牌社群,社群中的成員會以各種型式的創作與眾人分享其對於該品牌之愛好。有鑑於台灣寬頻網路普及率在世界名列前茅,品牌社群如雨後春筍般相繼成立,網友們也紛紛透過發表與瀏覽使用者創作與品牌社群成員互動,因此本研究目的在於找出影響網友加入品牌社群動機,及影響社群成員創作與消費使用者創作的因素,最後探討參與使用者創作對於品牌認同和社群認同的影響。
本研究以結構方程式來驗證Clary, Snyder, Ridge, Copeland, Stukas, Haugen, and Miene (1998) 功能性動機架構應用於品牌社群使用者創作之動機與態度,Eccles and Wigfield (1995) 的期望─價值理論對於使用者創作認知價值與態度間關係,以及Bagozzi and Dholakia (2005) 的品牌社群成員對於使用者創作態度及其使用者創作參與意圖的關聯,參與意圖對品牌與社群產生認同感之差異。
本研究有以下重要發現:
1. 社群導向加入動機會正面影響社群成員創作與消費使用者創作之態度,品牌導向加入動機則無顯著影響。
2. 品牌社群成員認為在社群中發表或瀏覽使用者創作越有價值,會更願意參與使用者創作的活動。
3. 對於創作使用者創作具有正面態度的社群成員,其參與使用者創作的意願越強,消費使用者創作態度較無顯著影響。
4. 社群成員參與使用者創作意願會強化品牌認同與社群認同,亦即越有意願參與使用者創作的成員對於品牌與社群之認同感越高。
With the coming of the Internet age, people begin to change the way they communicate. People around the world can share their opinions on the Internet platform. Brand fanatics gather together and establish brand communities, and create different kinds of user-generated content to express their affections on the particular brand. In Taiwan, the assessiblity rate of Internet is occupied the leading position in the world. Moreover, brand community members interact with other members via publishing and consuming user-generated content. Thus, the purpose of the research is to find out the factors that influence brand community participation motivation, creating and consuming user-generated content, and the relation between user-generated content participation intention and brand identification and community identification.
The Research is based on the conceptual framework of Functional Motivation proposed by Clary, Snyder, Ridge, Copeland, Stukas, Haugen, and Miene (1998) to investigate the relation between motivation and attitude toward user-generated content. With the Expectation – Value Theory proposed by Eccles and Wigfield (1995) to find out the influence of perceived value on attitude. Finally, the research will follow Bagozzi and Dholakia (2005) conceptual framework to discuss difference between the brand identification and community identification from the user-generated content participation intention.
The research induces the following findings:
1. Community Oriented Participation Motivations will positively influence the brand community members’ user-generated contetent creation and consumpation attitude. Brand Oriented Participation Motivation will have no influence on the user-generated contetent creation and consumpation attitude.
2. The brand community members will base on the perceived value of creating and consuming user-generated content to engage user-generated content activity.
3. The attitude toward creating user-generated content will positively influence on the user-generated content participation intention. There is no significant influence from the attitude toward consuming user-generated content.
4. The user-generated content participation intention will reinforce the brand identification and community identification.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的與問題 4
第四節 研究範圍 5
第五節 研究流程 5
第六節 論文架構 7
第二章 文獻探討 8
第一節 品牌社群 8
第二節 使用者創作 12
第三節 功能性動機 17
第四節 期望 ─ 價值理論 19
第五節 參與意圖 21
第六節 品牌與社群認同 23
第三章 研究方法 27
第一節 研究觀念架構 27
第二節 研究假說 28
第三節 研究變數的定義與衡量 34
第四節 問卷發展與測試 38
第五節 資料蒐集方法 42
第六節 資料分析方法 42
第四章 資料分析 47
第一節 樣本敘述統計分析 47
第二節 問卷信度與效度分析 50
第三節 驗證性因素分析 51
第四節 結構方程式路徑分析 57
第五節 創作行為比較分析 67
第五章 結論與建議 75
第一節 研究結論 75
第二節 管理意涵 77
第三節 研究貢獻 78
第四節 研究限制 79
第五節 未來研究方向 79
參考文獻 81
附錄─研究問卷 88
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