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研究生:楊素貞
研究生(外文):Yang, Su - Jhen
論文名稱:品牌社群整合對品牌社群權益的影響– 以品牌社群認同及品牌社群承諾為中介
論文名稱(外文):The Influence of IBC to Brand Community Equity – The Mediation Effect of Brand Community identity and Brand Community Commitment
指導教授:賴明政賴明政引用關係
指導教授(外文):Lai, Ming - Cheng
學位類別:碩士
校院名稱:國立臺北商業技術學院
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:85
中文關鍵詞:品牌社群整合品牌社群承諾品牌社群認同品牌社群權益
外文關鍵詞:IBCBrand Community EquityBrand Community identityBrand Community Commitment
相關次數:
  • 被引用被引用:1
  • 點閱點閱:444
  • 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:1
由於現今網際網路的發達及便利,網路媒介創造出許多新興平台使得消費者可以輕易獲得所需要的資訊。而由於實體店面競爭空間逐漸縮小,慢慢進入了網路競爭的時代,加上近年網路購物趨勢趨緩,大家逐漸轉移至社群平台尋求相關的產品及服務資訊。因此,對於建立線上品牌社群的議題也逐漸被重視,企業行銷人員也體認到多元建立品牌的價值,故品牌社群整合將會重要的議題。本研究藉由探討品牌社群整合對品牌社群認同及品牌社群承諾對提升品牌權益的關係,而經結構方程模式分析發現品牌社群整合四個概念中成員與產品的關係、成員與品牌的關係、成員與企業的關係對品牌社群承諾有顯著的影響,成員與企業的關係、成員與其他成員的關係對品牌社群認同有顯著的正向影響,品牌社群認同對品牌社群承諾亦呈現顯著的正向影響,而品牌社群認同、品牌社群承諾對品牌權益亦呈正向影響;另經修飾模式發現成員與品牌的關係、成員與企業的關係對品牌社群權益亦呈現顯著的正向影響。
Today, Internet development and convenient, Internet media create many emerging platforms allow consumers to easily obtain the required information. Due to the physical storefront competitive space narrowing, gradually into the era of network competition, and in recent years, people gradually transferred to the target community platform, and try to look for the relevant product and service information. Therefore, creating an online brand community of issue is gradually being taken seriously, corporate marketing staff awareness to pluralism of build brand value, so brand community integration issues will be important. This research study to explore the brand community integration to enhance the brand equity by the brand community identity and brand community commitment, and the study uses Linear Structural Relations (LISREL) as a model validation tool to analyze, the study found the following points, brand community integration of four concept among the relationship between members and the product, the brand's relationship with members, members and corporate relations for the brand community commitment to have a significant impact. Brand community identity on brand community commitment also showed a significant positive impact. The brand community identity, brand community commitment was also found positive effects on brand equity. In addition, through the modification patterns found among members of the relationship with the brand, the relationship between members and corporate brand community equity has also shown a positive effect.
摘要 ii
ABSTRACT iii
致謝 iv
目錄 v
圖目錄 vii
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 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 社群 5
第二節 品牌社群整合 11
第三節 品牌社群認同 18
第四節 品牌社群承諾 22
第五節 品牌社群權益 25
第六節 各變相間之相關研究 31
第三章 研究設計與研究方法 34
第一節 研究架構 34
第二節 研究假說 34
第三節 變數定義與衡量 37
第四節 研究範圍 42
第五節 統計方法 42
第四章 研究結果與討論 45
第一節 問卷資料分析 45
第二節 信度分析 49
第三節 效度分析 50
第四節 鑑別效度 53
第五節 相關分析 53
第六節 整體模式衡量分析 56
第八節 修飾模式 61
第九節 直接效果與間接效果 63
第五章 研究結論與建議 66
第一節 研究結論 66
第二節 管理意涵 69
第三節 實務建議 70
第四節 研究限制 71
第五節 未來研究建議 72
參考文獻 73
附錄 83

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