臺灣博碩士論文加值系統

在近年台灣的社群商務之中，習慣與品牌忠誠度的關係一直是重要的課題。檢視過去分析社群商務品牌忠誠度之研究，其前置因素大多著重於信任、滿意度等。過去的學者很少注意到行為信念、規範信念和控制信念如何影響習慣。因此，分析習慣和信念與品牌忠誠度之影響，儼然已成為現階段供社群商務重要的課題之一。本研究提出一個研究模型，其包括4條研究假說和5個主要構面，如習慣、行為信念、規範信念、控制信念和品牌忠誠度，並且發展出一個以信念(行為信念、規範信念和控制信念)為干擾變數的概念模型，進而對品牌忠誠度之影響做深入探討。結果顯示，消費者透過行為信念、規範信念、控制信念，進而影響其習慣。研究模式的統計實證結果提供了許多的見解。本研究發現信念將有效的調節習慣進而影響消費者的品牌忠誠度，未來需注重消費者信念，才能提升其品牌忠誠度，進而達成持續性的競爭優勢。

In Taiwan's social commerce, the relationship between habit and brand loyalty has always been a key issue. In previous studies, a great amount of studies discuss focus on trust and satisfaction. Past scholar seldom noticed behavior beliefs, normative beliefs and control beliefs influence the habit. Accordingly, analyzing how beliefs (behavior beliefs, normative beliefs and control beliefs) influence habit and brand loyalty is an important issue in social commerce. This study presents a research model which comprises four hypothesis with five constructs, including habit, behavior beliefs, normative beliefs, control beliefs and brand loyalty. This study develops a conceptual model that beliefs (behavior beliefs, normative beliefs and control beliefs) as a hinder construct to examine the interrelationship effects that affect brand loyalty and these relationship. The results need to add the consumers by the beliefs (behavior beliefs, normative beliefs and control beliefs) and reach the better brand loyalty. The findings of the study provide practical insights in understanding how seller should notice consumer's belief, in order to enhance brand loyalty for the social commerce as a whole.

摘要
Abstract
誌謝
Table of Contents
List of Tables
List of figures
1. Introduction
2. Literature review
2.1 Habit
2.2 Belief
2.2.1 Behavior beliefs
2.2.2 Normative beliefs
2.2.3 Control beliefs
2.3 Brand loyalty
3. Research model
3.1 Research model
3.1.1 Habit
3.1.2 Behavioral Beliefs
3.1.3 Normative Beliefs
3.1.4 Control Beliefs
3.1.5 Control variables
4. Research methods
4.1 Content validity
4.2 Pre-text and Pilot-test
4.3 Data collection
5. Data analysis and results findings
5.1 Assessment of the measurement model
5.2 Assessment of the structural model
5.3 Comparison with alternative models
5.4 Common method bias
5.5 Hypotheses testing
5.6 Control variables
6. Discussion
6.1 Theoretical implications
6.2 Managerial and practical implications
7. Conclusions and future research
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