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研究生:曾麗玉
研究生(外文):TSENG,LI-YU
論文名稱:品牌社群參與與品牌依附之關係:自我監控人格特質之干擾效果
論文名稱(外文):The Relationship between Participation in Brand Community and Brand Attachment: The Moderating Effect of Self-monitoring Personality
指導教授:周建亨周建亨引用關係
指導教授(外文):Chou,CHIEN-HENG
口試委員:顏敏仁張盛華周建亨
口試日期:2020-06-27
學位類別:碩士
校院名稱:中國文化大學
系所名稱:企業實務管理數位碩士在職專班
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:2020
畢業學年度:108
語文別:中文
論文頁數:76
中文關鍵詞:品牌社群品牌依附自我監控
外文關鍵詞:Brand CommunityBrand AttachmentSelf-monitoring
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品牌依附是企業從品牌經營過程到品牌成功的一個重要關鍵因素,為促進消費者對於品牌之依附,創造消費者對於虛擬品牌社群參與乃成為企業重要方針。
然而既有研究仍欠缺探究自我監控人格特質對於品牌社群參與與品牌依附之關係的擾干效果,因此以自我監控人格特質為干擾變數,探討自我監控干擾變項對於品牌社群與品牌的情感依附之關係是否會有顯著影響。
本研究透過電子問卷,提供受訪對象一個特定的網頁連結,受訪者可透過此網頁連結,直接點選進去填寫本研究問卷,總共收回702份樣本。實際驗證結果顯示,本研究在控制公眾自我意識之條件下,品牌社群參與與品牌情感依附呈顯著負相關,此實証結果與本研究假說一並不相符,但我們發現,自我監控對於品牌社群參與與品牌依附之關係具有顯著的正向干擾效果,也就是說,當自我監控程度越高,品牌社群參與與品牌依附之關係則越往正相關的方向變動。根據本研究結果,提供相關建議以供行銷相關人員作為參考。
Brand attachment is an important key factor for companies to develop from brand management process to brand success. To promote consumers’ attachment to the brand, it is an important policy for enterprises to create consumers’ participation in the virtual brand community.
However, the previous research is still deficient in exploring the interference effect of self-monitoring personality traits on the relationship between brand community par-ticipation and brand attachment. Therefore, this study used self-monitoring personality traits as interference variables, and explored whether the self-monitoring interference variables had a significant impact on relationship of attachment for brand community and brand emotion.
This study provided the respondents with a specific webpage link through an elec-tronic questionnaire. Respondents can directly click this webpage link to fill in the re-search questionnaire. 702 questionnaires were recovered. The results show that when public self-consciousness is under control, brand community participation is negatively correlated with brand attachment. This empirical result is not consistent with Hypothesis 1 of this study. However, we found that self-monitoring has a significant positive in-terference effect on the relationship between brand community participation and brand attachment. That is to say, the higher the degree of self-monitoring is, the more posi-tively correlated the relationship between brand community participation and brand at-tachment tends to be. Based on the results of this study, relevant suggestions are pro-vided for marketing personnel as a reference.

內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... ix
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與目的............ 3
  第三節  研究架構............... 4
第二章  文獻探討................. 5
  第一節  品牌依附............... 5
  第二節  品牌社群參與............. 16
  第三節  自我監控............... 22
  第四節  研究假說............... 30
第三章  研究方法................. 32
  第一節  資料來源與資料搜集方法........ 32
  第二節  研究變數的操作性定義與問卷結構.... 34
  第三節  樣本結構分析............. 37
  第四節  資料分析方法............. 38
第四章  資料分析................. 39
  第一節  信度分析............... 39
  第二節  相關性分析.............. 43
  第三節  假設檢定............... 44
第五章  結論與建議................ 46
  第一節  研究結論............... 46
  第二節  管理與理論意涵............ 46
  第三節  未來研究建議............. 48
參考文獻 ..................... 49
附錄A  研究問卷.................. 72

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