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研究生:楊智鈞
論文名稱:品牌社群對品牌共鳴之影響-以社會資本論之
論文名稱(外文):The impact of brand community toward brand resonance: based on the theory of social caotal
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:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:111
中文關鍵詞:品牌社群社會資本品牌共鳴品牌社群承諾抵抗性品牌愛慕社群參與
外文關鍵詞:Brand communitySocial capitalbrand resonancebrand community commitmentresistancebrand lovecommunity engagement
相關次數:
  • 被引用被引用:11
  • 點閱點閱:431
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
本研究以社會資本理論為基礎,探討品牌社群中社會資本對於品牌共鳴的影響,並以多種產業的品牌社群為研究對象,針對九個品牌社群發放問卷,抽樣方式為便利抽樣,共計回收250份有效問卷。所有樣本以線性結構模式進行分析(LSREL)後,獲得下列結論:
1. 社會資本的形成
社會資本的形成是有順序性的,必須先從結構面開始,進而影響群體的認知面,最後促進關係面,如此才可以讓成員對社群發展高參與和承諾。
2. 社群參與無法正向影響品牌社群承諾
積極參與品牌社群的活動,有可能只是為了滿足成員自己的關係需求。因此,不一定能把社群成員對其他成員的承諾轉為對整體品牌社群的承諾。
3. 品牌社群承諾的前因後果
社會資本的關係面與認知會提升成員的品牌社群成承諾,而品牌社群承諾會正向影響抵抗性與品牌愛慕。
4. 抵抗性、品牌愛慕與品牌共鳴的互相關聯
(一)、抵抗性與品牌愛慕正向影響品牌共鳴
品牌愛慕能正面影響顧客的品牌忠誠度、口碑效應,讓顧客對品牌事務有更高的參與動機;抵抗性則能加深成員對於品牌的情感,促使成員對於品牌的信念更加堅定。本研究證實,抵抗性與品牌愛慕都能幫助品牌共鳴的發展。
(二)、抵抗性正向影響品牌愛慕
顧客在抵抗針對品牌的負面訊息的過程中,抵抗性可以幫助顧客加深自身對於支持品牌的態度,使自己的信念更加堅定,有助於顧客對品牌產生更深層的情感。因此,本研究結果證實抵抗性能夠幫助品牌愛慕的發展。

目次.... i
表次.... ii
圖次.... iv
第壹章 緒論.......................1
第一節 研究背景與研究動機... ........1
第二節 研究問題與研究目的... ........5
第三節 研究範圍................... 5
第四節 研究流程與步驟.............. 6
第貳章 文獻探討與研究假設...........8
第一節 品牌共鳴................... 8
第二節、品牌社群...................14
第三節、社會資本.................. 20
第四節、品牌社群之相關構念與研究..... 27
第五節 假設發展................... 34
第參章 研究方法................... 40
第一節 本研究觀念架構.............. 40
第二節 研究變數的定義與衡量......... 43
第三節 資料蒐集方法................52
第四節 資料分析方法 ................53
第肆章 資料分析................... 59
第一節 樣本結構與敘述統計........... 59
第二節 信效度分析................. 65
第三節 驗證性因素分析.............. 67
第四節 結構方程式模式分析........... 81
第伍章 結論與建議................. 93
第一節 研究結論................... 93
第二節 管理實務意涵................ 96
第三節 研究貢獻................... 98
第四節 研究限制................... 99
第五節 未來研究方向................ 100
參考文獻......................... 102
一、中文部分:.................... 102
二、英文部分:.................... 102
附錄一:問卷...................... 107

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