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研究生:林庭薇
研究生(外文):Lin,Ting-Wei
論文名稱:探討影響社群商務意圖的前因─ 以社群媒體為基礎的品牌社群為例
論文名稱(外文):Exploring the Antecedents of Social Commerce Intention: A Case for Social Media-Based Brand Community
指導教授:王智弘王智弘引用關係陳建文陳建文引用關係
口試委員:陳水蓮
口試日期:2016-05-26
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理學系
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:2016
畢業學年度:104
語文別:中文
論文頁數:82
中文關鍵詞:品牌認同品牌社群認同社群商務意圖
外文關鍵詞:Brand identificationBrand community identificationSocial commerce intention
相關次數:
  • 被引用被引用:2
  • 點閱點閱:388
  • 評分評分:
  • 下載下載:19
  • 收藏至我的研究室書目清單書目收藏:5
近幾年,在線上設立一個平台成為許多企業的選擇,於是社群網站顯得越來越重要,社群網站能夠為消費者節省更多了解商品的時間,也為購買產品或是搜尋產品資訊帶來更佳的便利性,透過這樣的發展,消費者會對自己喜愛的品牌以及該品牌的社群網站更常產生一些使用的行為與情感,而這些行為與情感就很有可能會影響到消費者對於社群商務的使用意圖,因此,本研究希望能夠更加詳細的去探討影響社群商務意圖的前因,並以知名的瘦身資訊分享網站─「iFit愛瘦身」為例來進行探討。本研究藉由網路問卷的形式於社群網路上進行樣本收集與調查,研究對象為知道iFit愛瘦身並且有在關注該品牌社群與相關資訊的使用者,共回收有效問卷291份。研究結果發現:(1) 知覺社群品牌相似性、社群外部名望與社群獨特性皆會對以社群媒體為基礎的品牌社群認同具有正向顯著的影響。(2)自我一致性、品牌名望對品牌認同具有正向顯著之影響。然而,品牌可信度對品牌認同之影響結果呈現不顯著 (3)以社群媒體為基礎的品牌社群認同和品牌認同對社群商務意圖(社群購買意圖、社群分享意圖)皆具有正向且顯著之影響。最後,本研究的研究結果可提供給未來的學術研究作為參考,也能提供建議給予相關實務人士進行參考。
For recent years, the usage of social networks for firms’ brand become more and more important, which not only save consuemrs’ time and facilitate consumers to connect with the brand. Accoridngly, this connection highlights the importance of social media-based brand community, which may influence consumers’ social commerce intention. This study investigated the antecedents of social commerce intention. By distributed questionnaire online for whom have experienced on following iFit, a famous social media-based brand community in Taiwan, which received 291 useful questionnaires. This study found the following results. First, perceived community-brand similarity, community external prestige, and community distinctiveness has positive influence on social-media based brand community identification. Second, self-congruity and brand prestige has positive influence on brand Identification. However, brand credibility does not have positive influence on brand identification. Finally, the social meaid-based brand community identification and brand identification have positive influence on social commerce (community purchase intention and community share intention). Findings not only provide some implications for managers but also some future research directions are provided as well.
目錄
第一章 緒論 5
1.1 研究背景與動機 5
1.2 研究目的 9
1.3 研究流程 10
第二章 文獻探討與研究假設 11
2.1 品牌與虛擬品牌社群 11
2.2 以社群媒體為基礎的品牌社群(social media-based brand community) 12
2.3 社群商務意圖(Social commerce intention) 13
2.4 顧客-公司認同模型(customer-company identification model) 15
2.5 品牌社群認同(Brand Community Identification, BCI) 16
2.6 品牌認同(Brand identification) 21
2.7 研究架構 26
第三章 研究方法 28
3.1 研究變數操作型定義及問項文獻來源 28
3.2 研究設計 37
3.3 資料分析方法 37
第四章 研究結果分析 41
4.1 問卷回收與樣本結構 41
4.2 各構面統計分析 43
4.3 研究假設與驗證 47
4.4 效果分析 50
第五章 結論與建議 53
5.1 結論 53
5.2 管理意涵 55
5.3 研究限制與未來建議 58
參考文獻 59
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