臺灣博碩士論文加值系統

在網路普及化的今天，網路購物也相較以前來的方便，消費者也越來越習慣這種消費方式，使得網路購物變成一種趨勢。因此，在這個競爭的市場中要如何取得消費者的支持，品牌忠誠度是致勝關鍵。
消費者在購物時往往都會參考他人的意見，就算是在一個只有自己和電腦的環境中，也仍會有從眾行為的發生。本研究以社會智能為網路從眾行為之前因，架構出兩者間以及品牌忠誠度的理論模式來發展問卷。同時，本研究以使用過網路購物的消費者為研究目標，運用結構方程式之分析來看這些關係是否會在產品別的干擾下而有所不同。
本研究將網路參考團體分成BBS、論壇以及部落格，更能進一步地瞭解網路消費者參考資訊的來源。藉由本研究結果，網路從眾行為對於外生品牌忠誠度及內生品牌忠誠度皆有顯著的影響。在瞭解消費者對於不同產品的偏好下，更有助於業者在品牌行銷策略上的擬定。

Nowadays, it is becoming more convenient to shop online. More and more consumers have been enjoying online shopping and it has become a trend. Furthermore, consumers normally take notice of other people’s opinions when making decisions, and they may change their initial decisions if these opinions are contrary to their own. Even the purchasing environment may be isolated; there are no interruptions, but the conformity behavior will still occur during online shopping. Therefore, brand loyalty is a critical strategic thrust for suppliers in trying to gain advantages in this competitive market environment.
This study hypothesizes that social intelligence is the antecedent of online conformity behavior. Furthermore, different product categories may have different effects on consumers’ attitudes; so this study uses the product categories as the moderator variables. This study aims to investigate the relationship between social intelligence and online conformity behavior with respect to brand loyalty, and whether this relationship will be difference in four different product categories.
The questionnaires are administered through an online survey in Taiwan, and this study focuses on consumers who have experience with online shopping. A product category pretest and full questionnaire pretest are conducted.
This study finds that social intelligence positively affects online informational conformity and online normative conformity. Furthermore, both online informational conformity and online normative conformity positively affect endogenous brand loyalty and exogenous brand loyalty. It will help the companies to adopt marketing strategies if they have a better understanding of consumers’ preferences in different product categories.

Directory
I. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purpose 3
1.3 Research procedure: 3
II. Literature Review and Hypotheses 5
2.1 Social Intelligence 5
2.2 Conformity 9
2.3 Brand Loyalty 16
2.4 Product categories 20
2.5 Online reference groups 24
III. Research Methodology 26
3.1 Conceptual Framework 26
3.2 Operational Definitions 27
3.2.1 Social intelligence 27
3.2.2 Conformity 28
3.2.3 Brand Loyalty 31
3.3 Research Scope 33
3.4 Sampling Method 34
3.5 Questionnaire design 35
3.5.1 Product category pretest 35
3.5.2 Questionnaire pretest 38
3.5.3 Questionnaire design 38
3.6 Analysis Method 39
3.6.1 Descriptive statistics 39
3.6.2 Item analysis 39
3.6.3 Test of homogeneity 40
3.6.4 Reliability 40
3.6.5 Validity 40
3.6.6 SEM (Structural Equation Modeling) 41
IV. Data Analysis and Empirical Results 42
4.1 Descriptive Statistics 42
4.2 Test of homogeneity 47
4.3 Validity analysis 49
4.4 Reliability Analysis 52
4.5 Correlation Analysis 54
4.6 Hypotheses Test 55
4.6.1 Path Analysis 56
4.6.2 Multi-group comparison 59
4.6.3 Summary 62
V. Discussion and Suggestion 64
5.1 Discussion and Conclusion 64
5.2 Managerial Implication 67
5.3 Limitations and Future Research 69
References 71
Appendix: 76
1. Product Category Pretest (English Version) 76
2. Product Category Pretest (Chinese Version) 78
3. Pretest questionnaire (English version) 80
4. Pretest questionnaire (Chinese version) 84
5. T-Test for questionnaire pretest 88
6. Formal questionnaire (English version) 95
7. Formal questionnaire (Chinese version) 99

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