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研究生:羅執遠
研究生(外文):LO, CHIH-YUAN
論文名稱:品牌社群與文化體驗對消費者之影響-以連鎖咖啡品牌為例
論文名稱(外文):The Influence of Brand Community and Cultural Experience on Customer Behaviors – A Case Study of Coffee Chain Stores
指導教授:賴正能賴正能引用關係
指導教授(外文):LAI, CHENG-NENG
口試委員:邱淑華羅文坤
口試日期:2020-07-09
學位類別:碩士
校院名稱:世新大學
系所名稱:公共關係暨廣告學研究所(含碩專班)
學門:傳播學門
學類:公共關係學類
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:109
中文關鍵詞:品牌社群文化體驗顧客滿意度再購意願
外文關鍵詞:Brand CommunityCultural ExperienceCustomer SatisfactionRepurchase Intention
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在社群起初的發展是因地域與關係而興起,將人們連結起的便是時間與空間,然而在網際網路的發展下打破了人與人之間因地域性而受到的疆界限制,也使得實體社群逐漸轉向延伸出虛擬社群,透過網路不但能將有著相同嗜好的人聚集起來方便交流與分享訊息,也能輕鬆取得需要的資訊。這樣的發展讓消費者有機會改變市場型態,讓原本就競爭激烈的實體店面逐漸步入網路世界的虛擬兢爭時代,同時也給企業帶來新的行銷方式與契機,讓單向發展的銷售關係提升為雙向溝通的親密關係。尤其近年消費者的消費能力提升,咖啡市場蓬勃發展,競爭日益激烈的環境下,改變了原本以提供產品與服務為主的傳統經濟型態,並朝向滿足消費者體驗的型態發展。本研究目的是探討在網際網路高度發展環境下經營品牌社群的重要性,並了解消費者如何在品牌社群與文化體驗的過程中,增加顧客滿意度與再購意願。
基於以上的研究背景動機與問題,提出下列四個目的:一、探討消費者對品牌社群認同是否影響品牌社群投入與文化體驗。二、探討消費者對品牌社群投入是否影響文化體驗、顧客滿意度與再購意願。三、探討消費者的文化體驗是否影響顧客滿意度。四、探討消費者的顧客滿意度是否影響再購意願。本研究採取問卷發放方式為網路問卷,透過各品牌FACEBOOK的粉絲專頁留言欄與社團以及LINE群組發放,期間總共回收有效問卷共計675份,並使用統計軟體SPSS完成信度分析、效度分析、相關分析、因素分析與迴歸分析。
研究結果發現:一、消費者對品牌社群認同越高,則對品牌社群投入與文化體驗分數也越高。二、消費者對品牌社群投入越高,則對文化體驗、顧客滿意度與再購意願也越高。三、消費者的文化體驗分數越高,則顧客滿意度也越高。四、消費者的顧客滿意度越高,則再購意願越高。
The origin of communal development is linked closely with regionalism and interpersonal relations, and what connects people are time and space. However, the rise of the World Wide Web broke down regional border restrictions that set individuals apart and drove physical communities towards extended virtual communities. The internet made people with similar interests easier to meet, communicate, and share information, and requisite information has become much easier to obtain. Such development provides consumers with the opportunity to shape the market towards their favor.
What has already been a fiercely competitive physical market has now moved into an even more challenging internet world rife with virtual competition. Businesses take advantage of the new development by exploring marketing approaches and opportunities, transforming the one-way sales relationship into a two-way communicative and intimate experience. The rise of consumer capacity to spend in recent years injected considerable vitality to the coffee market, and businesses should place emphasis on cultural experiences and set themselves apart from their peer competitors by leaving lasting impressions within the hearts and minds of their patrons.
This research aims to discuss the importance of fostering brand communities and creating cultural experiences in a highly developed internet environment. Also, consideration is given to approaches to improving customer satisfaction and repurchase intention while consumers participate in brand communities and cultural experiences. Based on the research background, motives, and questions listed above, four research purposes are stated as the following: 1.To understand whether customers' brand community identification would impact their brand community engagement and cultural experiences; 2.To understand whether customers' brand community engagement would impact their cultural experiences, customer satisfaction, and repurchase intention; 3.To understand whether consumers' cultural experiences would impact customer satisfaction; 4.To understand whether consumers' customer satisfaction would impact repurchase intention.

In this study, questionnaire was used to collect data. Collect questionnaires through the facebook fan page of the brand, facebook groups and line groups. Finally 675 valid sample are adopted, using SPSS for data analysis. The data analysis methods are normal statistics analysis, internal consistency reliability analysis, content validity analysis, Pearson’s correlation coefficient analysis, factor analysis, and Regression Analysis. After statistical analysis and prove, we can find some conclusion:
1.The better brand community identification is, the higher community engagement and cultural experiences.
2.The better brand community engagement is, the higher cultural experiences, customer satisfaction, and repurchase intention.
3. The better cultural experiences is, the higher customer satisfaction.
4.The better customer satisfaction is, the higher repurchasing intention.
目錄
目錄 IV
表次 VI
圖次 VIII
第一章、前言 1
第一節、 研究背景 1
第二節、 研究動機與問題 5
第三節、 研究目的與範圍 8
第二章、文獻探討 9
第一節、品牌社群起源與發展 9
第二節、 品牌社群 14
第三節、 品牌社群認同 18
第四節、 品牌社群投入 22
第五節、 文化體驗 24
第六節、 顧客滿意度與再購意願 32
第三章、研究方法 35
第一節、研究架構 35
第二節、研究假設推導 36
第三節、變項之操作型定義 36
第四節、研究設計與前測 42
第四章、資料分析結果 48
第一節、樣本結構 48
第二節、信度與效度分析 51
第三節、相關分析 55
第四節、因素分析 56
第五節、各變數敘述性統計分析 60
第六節、研究假設檢定 65
第七節、進階分析 69
第五章、結論與實務建議 71
第一節、研究結論 71
第二節、研究意涵 73
一、研究理論發現 74
二、管理實務面之意涵與建議 75
第三節、研究限制 77
一、 研究樣本 77
二、研究方向及建議 77
參考文獻 79
中文部份 79
英文部份 80
網路資料 90
附錄一 前測問卷 92
附錄二 正式問卷 95



表次
表 1 1 2020 Instagram與Facebook Fanpage與實體會員人數統計 4
表 2 1 文化特殊性所產生的服務行銷問題 30
表 3 1 研究假設彙整表 36
表 3 2 品牌社群投入研究變數之定義與衡量 37
表 3 3品牌社群投入研究變數之定義與衡量 37
表 3 4 文化體驗研究變數之定義與衡量 38
表 3 5 顧客滿意度研究變數之定義與衡量 39
表 3 6 再購意願研究變數之定義與衡量 40
表 3 7 前測樣本組成結構 43
表 3 8前測樣本信度分析表 45
表 3 9 網路聲量熱門排行 45
表 3 10 修改之題項對照表 46
表 4 1 樣本結構 48
表 4 2 品牌社群成員人數比例 50
表 4 3 品牌社群認同之信度分析表 51
表 4 4 品牌社群投入之信度分析表 52
表 4 5 文化體驗之信度分析表 52
表 4 6 顧客滿意度之信度分析表 53
表 4 7 再購意願之信度分析表 54
表 4 8 各變數之相關分析表 55
表 4 9 KMO與Bartlett 檢定 56
表 4 10 主成分分析之成分矩陣 57
表 4 11 解說總變異量 57
表 4 12 品牌社群認同敘述性統計 60
表 4 13 品牌社群投入敘述性統計 61
表 4 14 文化體驗敘述性統計 62
表 4 15 顧客滿意度敘述性統計 63
表 4 16 再購意願敘述性統計 64
表 4 17 品牌社群認同對於品牌社群投入之迴歸分析表 65
表 4 18 品牌社群認同對於文化體驗之迴歸分析表 65
表 4 19 品牌社群投入對於文化體驗之迴歸分析表 66
表 4 20 品牌社群投入對於顧客滿意度之迴歸分析表 66
表 4 21 品牌社群投入對於再購意願之迴歸分析表 66
表 4 22 文化體驗對於顧客滿意度之迴歸分析表 67
表 4 23 顧客滿意度對於再購意願之迴歸分析表 67
表 4 24 假設驗證 67
表 4 25 不同品牌社群成員再購意願 69

圖次
圖 1—1 咖啡品牌從會員口袋裡賺了多少錢 3
圖 1—2 各企業建立Facebook Fanpage時間軸 4
圖 1—3 研究架構 8
圖 2—1 傳統品牌顧客關係模型 16
圖 2—2 Muniz & O’ Guinn(2002)品牌社群三要素 16
圖 2—3 Muniz & O’ Guinn(2002)顧客中心模型 17
圖 2—4 消費虛擬社群的成員分類 20
圖 2—5 體驗四象限 25
圖 2—6 顧客體驗概念模型 27
圖 2—7 文化層次結構 28
圖 3—1 研究架構圖 35
圖 3—2 問卷結構圖 42

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