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研究生:陳巧芳
研究生(外文):CHEN, CHIAO-FANG
論文名稱:建構虛擬社群成員在產品品牌認知之知識結構-以美妝為例
論文名稱(外文):The Knowledge Concept Structure for Brand Recognition of Cosmetics in Virtual Community-A Case of Cosmetics
指導教授:李來錫李來錫引用關係
指導教授(外文):LEE, LAI-HSI
口試委員:陳世良葉惠忠李來錫
口試委員(外文):CHEN, SHIEH-LIANGYEH, HUI-CHUNGLEE, LAI-HSI
口試日期:2017-06-22
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:73
中文關鍵詞:虛擬社群品牌知識結構正規化概念分析
外文關鍵詞:virtual communitybrandknowledge structureformal concept analysis
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隨著網路科技的進步,網路成為人們溝通的橋樑,虛擬社群已成為大家資訊來源的重要管道,透過虛擬社群互相建立、獲取和交換資訊。由於市面上的美妝品牌眾多,所以美妝品一直是競爭激烈的市場,為了瞭解消費者需求,許多廠商不斷花費行銷資源在加強消費者對其品牌的認同,而虛擬社群變成大家對於產品資訊來源的重要管道,因此在美妝市場上,虛擬社群的知識分享內容成為一個很重要的課題。本研究以美妝品為例,以知識概念結構探討虛擬社群的成員對於品牌議題認知的差異以及進一步將樣本區分為保養品及彩妝品兩大類,探討社群成員所重視之知識概念差異。資料來源以Mobile 01為樣本抽取對象,將收集的樣本資料整理歸類出5個知識概念,分別為「品牌知名度」、「品牌代言形象」、「品牌忠誠度」、「品牌屬性」及「品牌利益」,接著以正規化概念分析將抽取到的600筆有效樣本資料建構虛擬社群上成員對於彩妝及保養討論之知識結構,再進一步將600筆有效樣本區分為保養品及彩妝品兩大類各300筆樣本資料,探討消費者對於不同類型的產品所重視之知識概念差異為何。研究結果顯示,社群成員在購買產品時最重視的概念為品牌屬性,而品牌代言形象最不被消費者所重視,再進一步的研究結果中顯示,保養品及彩妝品之前三大品牌因素在比率上是有差異的。
Virtual community has become one of the important information resources for purchase. This paper explores the knowledge concept structure of cosmetics using discussion data from a virtual community. 600 discussion data are sampling from a famous community, Mobile 01. Five knowledge concepts are first identified and then the knowledge structure is constructed by formal concept analysis. The five knowledge concepts are extracted as "brand awareness", "brand image by prolocutor", "brand loyalty", "brand attributes", and "brand interest". Then this research will classify into two data groups: cosmetics and care products. The knowledge structures are draw and compared of each data group using formal concept analysis. The results show the most important concept is brand attributes when the members of the community in the purchase of products, and consumers are less emphasis on brand image by prolocutor. And further research results show that skin care products and cosmetics in top three in the brand factors ratio is different.
誌謝 I
中文摘要 II
Abstract III
目錄 IV
表目錄 VIII
圖目錄 X

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究限制 3
第四節 研究流程與架構 4

第貳章 文獻探討 7
第一節 虛擬社群 7
第二節 品牌因素 11
第三節 知識結構 23
第四節 正規化概念分析 25

第參章 研究方法 30
第一節 樣本收集 31
第二節 彩妝及保養品討論內容之概念分類 37
第三節 正規化概念分析 40
第四節 評分者信度 42

第肆章 彩妝及保養之知識結構 44
第一節 論壇矩陣圖之節點探討 44
第二節 群組資料分析 49
第三節 小結 50

第伍章 彩妝及保養品之知識結構進階比較 52
第一節 保養品矩陣圖之節點探討 52
第二節 彩妝品矩陣圖之節點探討 56
第三節 保養品及彩妝品知識結構差異比較 60

第陸章 結論與建議 63
第一節 結論 63
第二節 未來研究方向建議 66

參考文獻 67

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