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研究生:李泰諺
研究生(外文):Li, Tai-Yen
論文名稱:以社會認同及技術觀點探討虛擬品牌社群滿意度與忠誠度之前因
論文名稱(外文):Exploring The Antecedents Of Satisfaction And Loyalty In Virtual Brand Communities: Social Identity And Technology Perspectives
指導教授:吳英隆吳英隆引用關係
指導教授(外文):Wu, Ing-Long
口試委員:吳英隆阮金聲陳昭宏
口試委員(外文):Wu, Ing-LongRoan, Jin-ShengCheng, Jao-Hong
口試日期:2012-07-18
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理學系暨研究所
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:2013
畢業學年度:100
語文別:中文
論文頁數:67
中文關鍵詞:虛擬品牌社群網站品質社會認同服務利潤鏈
外文關鍵詞:virtual brand communitywebsite qualitysocial identitysatisfaction profit chain
相關次數:
  • 被引用被引用:0
  • 點閱點閱:495
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  • 下載下載:70
  • 收藏至我的研究室書目清單書目收藏:0
In the age of information and communication, relationship marketing plays an important role. In this way, virtual brand community is regard as one of the most effective platforms to run relationship establishment and management among customer, brand, and third party. In our study, social identity and technology perspectives in virtual brand community are considered to be effect of successful development on user satisfaction and loyalty that overall construct is based on satisfaction profit chain. Brand belongs to social entity which can be dedicated self-concept in and have unique characteristics to be identified. In eCommerce, website quality stand for infrastructure to make sure development sustainable. Structural modeling techniques were applied to data collected by questionnaire from 505 practical users by online survey. The result confirms positive associations of all the hypotheses. Even so, the average score of trust counted from gathered data is slightly below intermediate value, three. This information gives us a caution that we should further concentrate on exploring causes that can make user confident in participation.
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Questions 3
1.3 Research Flow 4
Chapter 2 Literature Review 5
2.1 Satisfaction-profit chain 5
2.2 Virtual Brand Community 6
2.3 Social Identity 10
2.3.1 Identification 10
2.3.2 Trust 14
2.4 Technology Perspectives 17
2.4.1 Website Quality 17
2.4.2 Security, Download Delay, Navigability, and Visual Appeal 19
2.5 Satisfaction 21
2.6 Loyalty 22
Chapter 3 Research Methodology 24
3.1 Research Framework/Model 24
3.2 Research Hypotheses 25
3.3 Operational Definition 29
3.4 Research Design 34
3.5 Sampling and data collection 36
Chapter 4 Data Analysis 37
4.1 General Data Analysis 37
4.2 Reliability and validity analysis 39
4.2.1 Reliability 39
4.2.2 Validity 40
4.2.3 Normality test and descriptive statistics 40
4.3 AMOS - Measurement model analysis 42
4.3.1 Goodness of fit measures 42
4.3.2 Convergent validity 43
4.3.3 Multicollinearity 44
4.3.4 Discriminant validity 44
4.4 AMOS - Structural equation modeling analysis 45
Chapter 5 47
5.1 Findings and Discussions 47
5.2 Conclusions and suggestions 49
Reference 52

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