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研究生:費喬登
研究生(外文):Chiao-Deng Fei
論文名稱:社群黏度對品牌關係品質與品牌延伸之影響:以西門紅樓為例
論文名稱(外文):The Social network stickiness on Brand Relationship Quality and Brand Extension: A Case Study of The Red House
指導教授:陳綉里陳綉里引用關係
指導教授(外文):Hsiu-Li Chen
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2015
畢業學年度:103
語文別:中文
論文頁數:86
中文關鍵詞:社群黏度品牌延伸品牌關係品質顧客再訪意願
外文關鍵詞:Brand ExtensionBrand relationship qualityCustomer revisitingSocial network stickiness
相關次數:
  • 被引用被引用:1
  • 點閱點閱:164
  • 評分評分:
  • 下載下載:1
  • 收藏至我的研究室書目清單書目收藏:0
現今的品牌經營環境面臨的是資訊日新月異的時代,由於網路的發達,品牌與消費者之間的資訊趨於透明,消費者與品牌之間的連結大部分在社群與網頁上有所互動及資訊交換,社群儼然成為了各品牌之間競爭領域,而品牌在社群上與消費者之互動關係影響,為本研究之主要探討方向。本研究主要目的為談討消費者對於品牌所提供之社群與品牌關係品質之影響,試圖探討上述變數之關係,結果以提供品牌經營者之參考。
本研究主要以大眾消費者為對象,以便利抽樣之方法,使用實體問卷發放來進行樣本搜集,共計發出200份問卷,回收之樣本經篩選並刪除無效問卷後之有效問卷為196份,有效問卷回收率為100%。針對此回收樣本使用SPSS進行因素分析;LISREL進行結構方程模型進行模式驗證。經實證分析結果發現:(1)文創藝術產業相關企業中社群黏度對於品牌關係品質有正向顯著影響。(2)文創藝術產業相關企業之品牌關係品質越高對顧客再訪意願有正向顯著(3)與顧客間之品牌關係品質好壞,品牌關係品質對於品牌延伸有正向顯著影響。
Today’s brand business management is in an environment which information changes constantly. Due to the advanced development of Internet, the barriers of information between brands and consumers become weaker. The links between brands and consumers are mostly based on the interaction of consumers’ communities and information exchange on the websites. The consumers’ communities nearly become the battlefield between the brands. The main focus of this thesis is to discuss the effects of brands on the interactions of communities and consumers. The thesis mainly aims to investigate how consumers see the effects of the communities which are provided by the brands and the qualities of the relationship of brands. In short, the thesis tries to analyze the relationships of the variables mentioned above, and the results could be provided as references for brand managers.
The thesis mainly targets macro customers by the method of convenience sampling. A total of 200 questionnaires were distributed. Recovered samples are categorized. Invalid samples are excluded. Valid samples amount to 196, and the valid recovery rate is 100%. The thesis uses SPSS to undergo factor analysis on the recovered samples, and LISREL uses structural equation model to undergo model verification. By positive analysis, the result shows: (1) The social network stickiness of the communities of the cultural and creative industries have positive impact on the qualities of the relationships of brands. (2) The high qualities of the relationships of brands have positive impact on the revisiting of customers. (3) The qualities of the relationships of brands with the customers have positive impact on brand extension.
目錄
表目錄 …. IV
圖目錄… V
第壹章 緒論 1
第一節 研究背景和動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 文創藝術產業(THE CULTURAL AND CREATIVE INDUSTRIES) 6
一、文創藝術產業的分類 6
二、文創藝術產業形成的意義 7
三、文創藝術產業的特質 8
四、文創藝術產業行銷的內涵 9
第二節 社群黏度(SOCIAL NETWORK STICKINESS) 12
一、黏度 12
二、訪客黏度及其定義 12
三、黏度之衡量 13
第三節 品牌關係品質(BRAND RELATIONSHIP QUALITY) 15
一、消費者與廠商之關係 15
二、關係品質及其定義 16
三、品牌關係及其定義 16
四、品牌關係品質及其定義 18
五、品牌關係品質之相關理論 20
第四節 APP (APPLICATION) 21
一、APP 23
二、APP 之類型 24
三、APP 之現況趨勢 26
第五節 顧客再訪意願(CUSTOMER REVISIT) 28
一、顧客再訪意願之定義 28
二、再訪意願之構面與相關研究 29
第六節 品牌延伸(BRAND EXTENSION) 31
一、品牌延伸之定義 31
二、品牌延伸的效益與風險 32
三、品牌延伸的互惠往來效果 33

第参章 研究方法 36
第一節 研究架構 36
第二節 研究假設 37
一、文創藝術產業相關企業中之社群黏度對於品牌關係品質之影響 37
二、文創藝術產業相關企業之品牌關係品質如何影響顧客再訪意願 38
三、文創藝術產業企業與顧客之品牌關係品質對於品牌延伸之影響 39
第三節 變數之定義與衡量 41
一、社群黏度測量構面與衡量問項 42
二、品牌關係品質測量構面與衡量問項 42
第四節 抽樣調查與問卷設計 44
一、抽樣調查 44
二、問卷設計 44
第五節 資料分析方法 45
一、敘述性統計分析 45
二、信度分析 45
三、效度分析 45
四、LISREL 46
第肆章 實證分析 47
第一節 基本資料彙整與分析 47
一、性別 47
二、年齡 47
三、教育程度 47
四、職業結構 48
五、個人收入狀況 48
六、家庭成員方面 48
第二節 信度與效度分析 51
一、信度分析 51
二、效度分析 53
第三節 結構模式分析 54
一、研究假設分析 54
二、實證結果分析 58
第伍章 結論與管理意涵 59
第一節 研究結論 59
一、文創藝術產業企業中社群黏度對於品牌關係品質有正向顯著影響 59
二、文創藝術產業企業品牌關係品質對顧客再訪意願有正向顯著影響 60
三、與顧客間的品牌關係品質好壞對於品牌延伸有正向顯著影響 61
第二節 研究貢獻與管理意涵 62
一、研究貢獻 62
二、管理意涵 62
第三節 研究限制與後續研究建議 64
一、研究對象及範圍之限制 64
二、進行其他產業研究 64
三、資料蒐集時間之限制 65
四、問卷設計之限制 65
參考文獻 66
附錄 前測問卷 73
附錄 本研究問卷 74
中文部分
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13. 張 槐(2007)。運動用品專賣店服務品質典消費者再購意願之研究 。國立屏東教育大學體育學系碩士學位論文。
14. 蔡淑容(2008)。體驗行銷策略與品牌關係品質之研究:以國立故宮為例。銘傳大學國際企業學系碩士班碩士論文。
15. 郭亭君(2009)。以信任觀點探討部落格使用者分享意圖之研究。逢甲大學企業管理學系碩士班碩士論文。
16. 郭子卉(2011)。餐廳殷勤款待表現對顧客情感反應及再訪意願之影響。天主教輔仁大學餐旅管理學系碩士論文。
17. 楊彥甫(2012)。消費者使用遊戲類行動應用程式(App)之行為研究-影響因素、購買機率、市場佔有率、以及預估 App Store 與 Google Play 之市場相互掠奪程度 。國立東華大學資訊管理碩士學位學程碩士論文。
18. 顏君儫 (2014)。透過品牌延伸對於產品績效之影響:以珠寶業為例。國立台北大學國企企業研究所碩士論文。
19. 葉雯玓(2014)。APP圖示視覺符號溝通與消費者下載 決策關係-以遊戲類為例。國立台北科技大學創新設計研究所碩士學位論文。
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