臺灣博碩士論文加值系統

品牌社群的經營，可以幫助企業品牌建立忠誠度。並在最短的時間內輕鬆的動用最多的資源。除了既有的社群內部成員，潛在外部的一般大眾也應是企業亟於追求提供服務的目標。本研究分別以資訊搜尋知覺利益、網路外部性、口碑效果、社群規範壓力等觀感來做比較，並加入個體之社會比較資訊注意程度做干擾，進而探討對企業品牌評價究竟會造成何種衝擊效果。
本研究結果顯示於手機以及汽車類別的品牌社群中，外部大眾之資訊搜尋知覺利益、網路外部性以及口碑效果，均會對公司品牌評價產生正向影響。而對於餐廳類別的品牌社群，僅會在資訊搜尋知覺利益以及口碑方面，對公司產生正向評價，對網路外部性則無影響效果存在。此外，個體之社會比較資訊注意程度的干擾，僅在於資訊搜尋知覺利益以及網路外部性對品牌評價的關係上有影響效果產生，其餘變數皆無任何顯著的影響效果，最後，外部大眾對於各產品類別之社群規範壓力，均無影響效果存在。

The running of the brand community can encourage the loyalty of the corporation. Generally speaking, the company can use this social platform to establish the relationship between each other. Besides, not only the internal customer but also the potential external mass population may be the target of the company pursue. This study was analysis the impression of perception benefit from information search, network externality, Word-of-Mouth effect, and normative community pressure, and then we will add the individual’s Attention-to-Social-Comparison-Information (ATSCI) as moderator to discuss how it will impact the company evaluation.
The study showed that in the category of phone and automobile, external populations have positive relationship with brand evaluation on perception benefit of information search, network externality, and word of mouth. On the other hand, there is only perception benefit of information search and word of mouth has positive relationship with brand evaluation on the restaurant category. Moreover, individual’s Attention-to-Social-Comparison-Information (ATSCI) will effect only between the perception benefit of information search and network externality happened, and normative community pressure has no effect on brand evaluation whether in what categories.

內容目錄
中文摘要　．．．．．．．．．．．．．．．．．．．．． iii
英文摘要　．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．． v
內容目錄　．．．．．．．．．．．．．．．．．．．．． vi
表目錄　　．．．．．．．．．．．．．．．．．．．．． viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．． x
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
　　第一節　　研究背景．．．．．．．．．．．．．．． 1
　　第二節　　研究動機與問題．．．．．．．．．．．． 3
　　第三節　　研究目的．．．．．．．．．．．．．．． 5
第二章　　文獻探討．．．．．．．．．．．．．．．．． 6
　　第一節　　品牌社群．．．．．．．．．．．．．．． 6
　　第二節　　資訊搜尋的知覺利益．．．．．．．．．． 10
　　第三節　　網路外部性．．．．．．．．．．．．．． 11
　　第四節　　口碑效果．．．．．．．．．．．．．．． 16
第五節 社群規範壓力．．．．．．．．．．．．． 19
第六節 品牌評價．．．．．．．．．．．．．．． 21
第七節 社會比較資訊注意程度．．．．．．．．． 24
第三章　　研究方法．．．．．．．．．．．．．．．．． 26
　　第一節　　研究架構．．．．．．．．．．．．．．． 26
　　第二節　　研究假設．．．．．．．．．．．．．．． 27
　　第三節　　研究變數之操作性定義．．．．．．．．． 31
　　第四節　　研究變數衡量與問卷設計．．．．．．．． 34
　　第五節　　研究設計．．．．．．．．．．．．．．． 40
第六節 資料分析方法．．．．．．．．．．．．． 41
第四章　　研究結果分析．．．．．．．．．．．．．．． 44
　　第一節　　樣本描述性統計．．．．．．．．．．．． 44
　　第二節　　資料分析．．．．．．．．．．．．．．． 48
　　第三節　　外部大眾之品牌社群觀感與公司品牌評價
之關係．．．．．．．．．．．．．．．．．53
　　第四節　　社會比較資訊注意程度對外部大眾之
品牌社群觀感與公司品牌評價之間的
影響關係係．．．．．．．．．．．．．． 58
第五章　　結論與建議．．．．．．．．．．．．．．．．．83
　　第一節 研究結論．．．．．．．．．．．．．．．．83
第二節 研究限制．．．．．．．．．．．．．．．．90
　　第三節　　研究建議．．．．．．．．．．．．．．．．91
參考文獻　．．．．．．．．．．．．．．．．．．．．．．95
附錄A 產品類別選擇之前測問卷．．．．．．．．．．． 113
附錄B　產品類別為手機之問卷．．．．．．．．．．．． 115
附錄C　產品類別為餐廳之問卷．．．．．．．．．．．． 119
附錄D 產品類別為汽車之問卷．．．．．．．．．．．． 123

表目錄
表 3- 1 資訊搜尋知覺利益衡量問項．．．．．．．．．． 35
表 3- 2 網路外部性衡量問項．．．．．．．．．．．．． 36
表 3- 3 口碑效果衡量問項．．．．．．．．．．．．．． 37
表 3- 4 社群規範的壓力衡量問項．．．．．．．．．．． 38
表 3- 5 社會比較資訊注意程度衡量問項．．．．．．．． 39
表 3- 6 品牌評價衡量問項．．．．．．．．．．．．．． 40
表 4- 1 問卷回收結果．．．．．．．．．．．．．．．． 44
表 4- 2 手機之人口統計分析表．．．．．．．．．．．． 45
表 4- 3 餐廳之人口統計分析表．．．．．．．．．．．． 46
表 4- 4 汽車之人口統計分析表．．．．．．．．．．．． 47
表 4- 5 問卷題項信度表．．．．．．．．．．．．．．． 48
表 4- 6 手機類別皮爾森變數相關分析表．．．．．．．． 50
表 4- 7 餐廳類別皮爾森變數相關分析表．．．．．．．． 51
表 4- 8 汽車類別皮爾森變數相關分析表．．．．．．．． 52
表 4- 9 手機類別之變數複迴歸分析．．．．．．．．．． 54
表 4-10 手機類別結果整理表．．．．．．．．．．．．． 54
表 4-11 餐廳類別之變數複迴歸分析．．．．．．．．．． 55
表 4-12 餐廳類別結果整理表．．．．．．．．．．．．． 56
表 4-13 汽車類別之變數複迴歸分析．．．．．．．．．． 57
表 4-14 汽車類別結果整理表．．．．．．．．．．．．． 57
表 4-15 手機類別之資訊搜尋知覺利益、社會比較資訊注
意程度對公司品牌評價之迴歸分析．．．．．．．．．．． 59
表 4-16 餐廳類別之資訊搜尋知覺利益、社會比較資訊注
意程度對公司品牌評價之迴歸分析．．．．．．．．．．． 61
表 4-17 汽車類別之資訊搜尋知覺利益、社會比較資訊注
意程度對公司品牌評價之迴歸分析．．．．．．． ．．．． 62
表 4-18 假設五之一結果整理表．．．．．．．．．．．． 64
表 4-19 手機類別之網路外部性、社會比較資訊注意程度
對公司品牌評價之迴歸分析．．．．．．．．．． 65
表 4-20 餐廳類別之網路外部性、社會比較資訊注意程度
對公司品牌評價之迴歸分析．．．．．．．．．． 66
表 4-21 汽車類別之網路外部性、社會比較資訊注意程度
對公司品牌評價之迴歸分析．．．．．．．．．．68
表 4-22 假設五之二結果整理表．．．．．．．．．．．． 69
表 4-23 手機類別之口碑效果、社會比較資訊注意程度對
公司品牌評價之迴歸分析．．．．．．．．．．． 70
表 4-24 餐廳類別之口碑效果、社會比較資訊注意程度對
公司品牌評價之迴歸分析．．．．．．．．．．． 72
表 4-25 汽車類別之口碑效果、社會比較資訊注意程度對
公司品牌評價之迴歸分析．．．．．．．．．．．74
表 4-26 假設五之三結果整理表．．．．．．．．．．．． 75
表 4-27 手機類別之社群規範壓力、社會比較資訊注意程
度對公司品牌評價之迴歸分析．．．．．．．．． 76
表 4-28 餐廳類別之社群規範壓力、社會比較資訊注意程
度對公司品牌評價之迴歸分析．．．．．．．．． 78
表 4-29 汽車類別之社群規範壓力、社會比較資訊注意程
度對公司品牌評價之迴歸分析．．．．．．．．． 80
表 4-30 假設五之四結果整理表．．．．．．．．．．．． 82

圖目錄
圖 3- 1 研究架構圖．．．．．．．．．．．．．．．．． 26

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