臺灣博碩士論文加值系統

數位科技的便利性與靈活性為品牌管理實務帶來了新的機會，企業可以透過數位工具與員工溝通互動，指導員工的態度與行為、建立員工與品牌間的連結，並透過標準化資訊的傳遞，使各個單位對消費者能提供具有一致性的服務體驗。因故本研究以社會認同理論與科技接受模型為理論基礎，探討組織品牌數位溝通、員工品牌承諾和品牌型塑行為之間的跨層次影響關係，並在個人層次探究員工知覺數位平台有用性在品牌承諾與品牌型塑行為之間的調節效果。
本研究以臺灣連鎖餐飲與零售品牌從業人員為研究對象，以問卷調查法進行研究，最終一共回收374份有效問卷，其中包含30家連鎖品牌，並以跨層次分析與迴歸分析方法進行假說驗證，研究結果顯示：1. 品牌數位溝通對品牌承諾具正向影響效果；2. 品牌數位溝通對品牌型塑行為具正向影響效果；3. 品牌承諾對品牌型塑行為具正向影響效果；4. 品牌承諾在品牌數位溝通與品牌型塑行為之間具跨層次部分中介效果；5. 知覺數位平台有用性在品牌承諾與品牌型塑行為之間具正向調節效果。
根據研究結果，本研究將研究意涵歸納為以下幾點：1. 透過數位溝通管道傳遞品牌相關資訊的品牌管理方法有助於員工形成品牌認同；2. 品牌數位溝通的管理舉措能幫助員工了解品牌價值，展現有利於品牌的行為；3. 認同品牌的員工比較容易展現出與品牌一致且有利於品牌發展的品牌型塑行為；4. 品牌承諾在組織與員工之間具有跨層次的中介效果，品牌數位溝通有助於員工順利將品牌價值內化並展現品牌型塑行為；5.員工知覺組織所提供的數位平台將能強化品牌承諾對品牌型塑行為的正向影響效果，有助於提升品牌競爭力。

The convenience and flexibility of digital technologies offer new opportunities for brand management practices. Organizations can use digital tools to communicate and interact with their employees, guiding their attitudes and behaviors to establish a connection between employees and the brand, and ensure a consistent service experience for consumers through the standardization of information delivery. Therefore, this study examines the multilevel relationships among brand-related digital communication, employee brand commitment, and brand building behaviors based on social identity theory and technology acceptance models. In addition, this research explores the moderating effect of employees' perceived usefulness of digital platforms on the relationship between brand commitment and branding behaviors in the individual level.
The study utilizes a questionnaire survey to collect 374 valid from 30 brands of stores in Taiwan. The results show that: 1. brand digital communication has a positive effect on brand commitment; 2. brand digital communication affects branding behavior positively; 3. brand commitment positively affects branding behavior; 4. brand commitment partially mediates the multilevel relationship between brand digital communication and branding behavior; 5. perceived digital platform usefulness positively moderates the relationship between brand commitment and brand branding behavior.
Based on the findings, the study summarizes the implications as follows: 1. Practices of brand management that convey brand-related information through digital communication channels help employees to develop brand identity; 2. Practices of brand-related digital communication help employees to understand brand values and exhibit brand-friendly behaviors; 3. 4. Brand commitment has a multilevel mediating effect between the organization and employees, indicating digital brand communication helps employees internalize brand values and display brand shaping behaviors; 5. Employees who perceive the usefulness of digital platform provided by the organization helps to reinforces the positive effect of brand commitment on brand building behaviors, thus enhancing brand competency.

中文摘要---------------------------------i
Abstract-------------------------------ii
致謝詞------------------------------iii
目次-----------------------------------iv
表次-----------------------------------vi
圖次-----------------------------------vii
第壹章 緒論----------------------------1
第一節 研究背景與動機-------------------1
第二節 研究目的------------------------5
第三節 研究流程------------------------6
第貳章 文獻探討------------------------8
第一節 品牌數位溝通---------------------8
第二節 品牌承諾------------------------14
第三節 品牌型塑行為--------------------18
第四節 知覺數位平台有用性---------------22
第五節 社會認同理論--------------------26
第六節 科技接受模型--------------------28
第七節 研究假說發展--------------------30
第參章 研究方法------------------------35
第一節 研究架構------------------------35
第二節 研究對象與樣本蒐集---------------36
第三節 研究變項的操作型定義與測量工具----37
第四節 資料分析方法---------------------42
第五節 效度分析------------------------44
第六節 信度分析------------------------53
第七節 共同方法變異---------------------54
第肆章 研究結果------------------------55
第一節 樣本敘述性統計分析---------------55
第二節 研究變項的相關分析---------------57
第三節 虛無模式------------------------59
第四節 跨層次分析結果------------------60
第五節 調節效果分析結果-----------------63
第伍章 結論與建議----------------------65
第一節 假設驗證歸納--------------------65
第二節 研究結果與討論-------------------67
第三節 研究貢獻與意涵-------------------71
第四節 研究限制與未來建議---------------76
參考文獻--------------------------------78
附錄 研究問卷---------------------------87

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