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研究生:黃博謙
研究生(外文):HUANG,BO-CIAN
論文名稱:藉由線上品牌社區滿意度探討顧客品牌忠誠度:整合資訊系統成功模型與信任
論文名稱(外文):Exploring Customer’s Brand Loyalty through Brand Community Satisfaction: Integrating Information System Success Model and Trust
指導教授:吳英隆吳英隆引用關係
指導教授(外文):WU,ING-LONG
口試委員:陳昭宏阮金聲
口試委員(外文):CHENG, JAO-HONGROAN, JIN-SHENG
口試日期:2020-12-21
學位類別:碩士
校院名稱:國立中正大學
系所名稱:資訊管理系研究所
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:2021
畢業學年度:108
語文別:中文
論文頁數:87
中文關鍵詞:品牌社區資訊品質服務品質平台品質品牌社區滿意度品牌忠誠意圖
外文關鍵詞:Brand communityInformation qualityService qualityPlatform qualityBrand community satisfactionBrand loyalty intention
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隨著網際網路發達,品牌經營者漸漸的在社交媒體上建立了品牌社區,進而達到在社交媒體上與顧客進行雙向溝通,讓公司或個人直接地接收顧客對於他們的期望與回饋,使他們能立即得知並修正。過去研究顯示,顧客在網路上參與品牌社區,透過資訊、平台、服務等不同模式影響其自身的滿意度,進而再去提高對於品牌的忠誠度。品牌社區不論在學術方面或是商業活動方面已經被多方探討,而線上品牌社區對於顧客成為品牌忠誠用戶的過程來說是一個重要因素,因此本研究主要透過個人在社交媒體上對於顧客需求的資訊品質及服務品質來了解顧客屬性,並進而探討如何設計平台將會影響平台品質與品牌社區滿意度之因素。本研究更加入了信任來作為與品牌社區滿意度之探討,以及在最後對於品牌社區滿意度對品牌忠誠意圖之影響探討,並以顧客對生理既有的性別因素來看品牌社區滿意度影響品牌忠誠意圖之干擾效果。
本研究之研究結果發現,顧客資訊品質需求、顧客服務品質需求對媒體平台品質設計有正向且顯著之影響,而媒體平台品質設計以及信任對於品牌社區滿意度有正向且顯著之影響,以及品牌社區滿意度對於品牌忠誠意圖也有正向且顯著之影響,但性別對品牌社區滿意度與品牌忠誠意圖之間關係並不影響。

With the development of the Internet, operators of brands have gradually established communities on social media. They achieved two-way communication with consumers on social media, and allowing companies or individuals to receive consumer expectations and feedback directly. Through the past researches, consumers participate in brand communities on the Internet and impact their own satisfaction from the information, platforms, services and other different models to increase their brand loyalty .This research mainly uses personal social media to realize customer needs. Information quality and service quality are used to understand customer attributes, and how to design a platform will affect the quality of the platform and brand community satisfaction. This research also adds trust as a discussion with brand community satisfaction. The discussion understand thet how brand community satisfaction impact brand loyalty intentions , and considers the influence of brand community satisfaction from the existing gender factors of consumers. Final, discuss the interference effect of brand loyalty.
The result of this study found that customer information quality requirements and customer service quality requirements have a positive and significant impact on the quality design of media platforms. And media platform quality design and trust have a positive and significant impact on brand community satisfaction. Community satisfaction also has a positive and significant impact on brand loyalty intentions, but gender does not affect the relationship between brand community satisfaction and brand loyalty.

目錄
圖目錄 V
表目錄 VI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與問題 3
1.2.1 研究目的 3
1.2.2 研究問題 3
1.3 研究流程 4
第二章 文獻探討 6
2.1 品牌社區 6
2.1.1 品牌社區定義 6
2.1.2 線上品牌社區定義 7
2.2 資訊系統成功模型理論 9
2.3 滿意度 12
2.4 品牌忠誠意圖 12
2.5 資訊豐富性 13
2.6 個人化 14
2.7 互動 15
2.8 瀏覽 16
2.9 知識分享 16
2.10 反應性 17
2.11 信任 18
2.12 性別 19
第三章 研究方法 21
3.1 研究架構 21
3.2 研究假說之推導與建立 22
3.2.1 顧客資訊品質需求與媒體平台品質設計的關係 22
3.2.2 顧客服務品質需求與媒體平台品質設計的關係 25
3.2.3 媒體平台品質設計與品牌社區滿意度的關係 26
3.2.4 信任與品牌社區滿意度的關係 28
3.2.5 品牌社區滿意度與品牌忠誠意圖的關係 28
3.2.6 性別與品牌忠誠意圖的關係 29
3.3 研究變數之操作型定義 30
3.4 研究設計 32
3.4.1 問卷設計 32
3.4.2 研究對象 32
第四章 資料分析結果 35
4.1 問卷回收狀況與樣本結構分析 36
4.1.1 問卷回收 36
4.1.2 樣本資料分析 36
4.2 敘述性統計分析 38
4.3 信度與效度分析 41
4.3.1 信度分析(Reliability) 41
4.3.2 效度分析(Validity) 42
4.4 研究假說檢定 49
4.4.1 路徑係數及假說檢定 49
4.4.2 模型預測力 50
第五章 結論與建議 52
5.1 研究結論 52
5.2 研究貢獻 56
5.2.1 學術面貢獻 56
5.2.2 實務面貢獻 57
5.3 研究限制 58
5.4 未來研究建議 59
參考文獻 60
附錄:研究問卷 74

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