臺灣博碩士論文加值系統

本研究旨在探討品牌社群凝聚力在跨層級模式下，對群體及個體行為影響之效果。在個體層次，欲了解消費者產品知識與個人購買意願之間的關係及個體層次的品牌涉入對產品知識及購買意願的干擾關係；在群體層次欲了解品牌社群凝聚力與品牌認同度及品牌忠誠度之關係，以及群體的品牌社群凝聚力對個體層次的產品知識與購買意願的干擾關係。本研究以問卷調查的方式在網路家族收集資料，資料回收成果有效樣本計：237份，經趨同性分析、信度與效度分析、線性結構關係模式及階層線性模式分析等統計分析後，研究成果如下：
1. 在個體層次，消費者的產品知識與購買意願呈顯著正向關係；另外，品牌涉入會強化產品知識與購買意願之間的正向關係。
2. 在群體層次，品牌社群凝聚力對產品知識與購買意願之間的干擾效果並不顯著，但對品牌認同度及品牌忠誠度卻有顯著影響。
最後，本研究針對分析成果對學術界及實務界提出相關建議，例如企業在進行行銷企劃時，可針對產品品牌涉入程度較高的消費者為主要客群，並且可和現有的線上討論區合作，透過高人氣的品牌社群和消費互動，提高消費者的購買意願。

In this study we proposed in the virtual community, tested a multi-level model integrating macro and micro approaches to cohesiveness brand community. In individual level, we tested the relationship between product knowledge and purchase intention and the moderating effect of brand involvement between product knowledge and purchase intention. In group level, we tested the relationship between cohesiveness brand community with brand identification and brand loyalty. We use survey to collect the data from virtual community. We had 237 effective samples. We use agreement analysis, reliability analysis, validity analysis, descriptive statistics, linear structural relationship and hierarchical linear model, then we had the conclusion is:
1. In individual level, product knowledge was shown to be positively related to purchase intention; besides, the moderating effect of brand involvement between product knowledge and purchase intention. And we concluded that brand involvement moderated the relationship between product knowledge and purchase intention.
2. In group level, the cross-level moderating analysis using hierarchical linear modeling showed that brand community cohesiveness moderated the ineffective relationships between product knowledge and purchase intention. But brand community cohesiveness was shown to be positively related to brand identification and brand loyalty.
Finally, we make a suggestion to academia and practicality from our analysis, for example: The Company can target on the customers, who have higher brand involvement when conducting the marketing project, and cooperate with the web forum to interact with consumers and advance the purchase intention.

中文摘要 I
英文摘要 III
致謝目錄 IV
目錄 V
圖目錄 VII
表目錄 VIII
表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 論文結構與流程 4
第二章 理論文獻背景與假設發展 6
第一節 品牌社群凝聚力 6
第二節 消費者產品知識 11
第三節 品牌社群與消費者產品知識 14
第四節 品牌認同度、忠誠度 15
第五節 品牌社群凝聚力與品牌認同度及忠誠度 19
第六節 產品知識與購買意願 20
第七節 品牌社群凝聚力的跨層次影響 21
第八節 品牌涉入 22
第三章 研究方法 29
第一節 研究架構 29
第二節 客觀操作性定義及衡量方法 30
第三節 研究對象及抽樣設計 35
第四節 分析方法介紹 35
第四章 資料分析與結果 42
第一節 趨同性分析 42
第二節 信度分析 43
第三節 效度分析 44
第四節 敘述性統計 45
4.4.1研究樣本結構分析 45
4.4.2各變項間相關分析 46
第五節 階層線性模式 48
4.5.1單因子變異數分析(one-way ANOVA) 48
4.5.2產品知識對購買意願之隨機係數的迴歸分析 50
4.5.3加入品牌涉入干擾效果之隨機係數的迴歸分析 51
4.5.4群體層次品牌社群凝聚力對於個體層次購買意願的直接效果 52
4.5.5加入品牌社群凝聚力干擾效果的HLM分析 54
第五章 結論與建議 57
第一節 研究結論與發現 57
第二節 管理意涵 59
第三節 未來研究方向 60
參考文獻 61
一、中文部分 61
二、英文部分 61
附錄：本研究問卷 73

圖目錄
圖1.1本研究流程圖 5
圖2.1方法目的鏈 13
圖2.2品牌認同感、品牌信任及品牌愛好三構面 16
圖3.1本研究架構圖 29

表目錄
表2.1涉入定義彙整表 23
表4.1正式問卷各變項Cronbach’s α係數彙整表 43
表4.2各層次之驗證性因素分析結果表 44
表4.3樣本結構表 45
表4.4個體及群體層次各變項之相關係數矩陣表 47
表4.5虛無階層模式分析的結果摘要 49
表4.6產品知識對購買意願之隨機係數之迴歸模式的結果摘要 50
表4.7加入品牌涉入干擾效果之隨機係數迴歸模式的結果摘要 52
表4.8群體層次品牌社群凝聚力對於個體層次購買意願的直接效果結果摘要 53
表4.9加入品牌社群凝聚力干擾效果的HLM分析結果摘要表 55
表4.10對購買意願影響之HLM模式總結果表 55
表5.1研究假設驗證結果彙整表 57

一、中文部分
呂惠富(2006)，產品涉入、購買涉入與品牌認同度理論模式之研究，淡江大學國際企業研究所碩士論文。
林岳田(1996)，以廣告態度中介模式探討比較性廣告、產品涉入程度、訊息負荷量對廣告效果之影響，東吳大學企業管理學系碩士論文。
林育理(2005)，組織知識活動氣候對員工知識活動行為影響之研究：一個跨層次模式的驗證，元智大學管理研究所博士論文
林彥如(2007)，團體凝聚力的概念分析，護理雜誌，54(5)，82-87頁。
高新建(1997)，階層線性模式的基本念與模式，測驗統計資訊，15，頁1-10
高新建、吳幼吾(1997)，階層線性模式在內屬結構教育資料上的應用，教育研究資訊，5(2)，頁31-50。
陳時奮(2007) ，品牌行銷的社會效益，世界經理文摘，127，民國86年3月，頁60-66。
張重昭、王敏容(2002)，品牌認同、所有權與產品線延伸策略對消費者行為之影響，台北大學企業管理學報，52，113-144頁。
黃俊英、賴文彬(1990)，涉入理論的發展與實務運用，管理科學學報，7(1)，頁15-29。
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http://test.ecome.com.cn/141/172733985.htm
http://www.yesky.com/158/161158.shtml

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