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研究生:林芸平
研究生(外文):LIN, YUN-PING
論文名稱:加盟主品牌心理所有權的前置因素與效果
論文名稱(外文):The Antecedents and Consequences of Brand Psychological Ownership: A Franchisee Perspective
指導教授:張國雄張國雄引用關係
指導教授(外文):Chang, Kuo-Hsiung
口試委員:張國雄吳立偉李元恕吳廣文
口試委員(外文):Chang, Kuo-HsiungWu, Li-WeiLii, Yuan-ShuhWu, Kuang-Wen
口試日期:2018-06-04
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:34
中文關鍵詞:品牌心理所有權總公司支持資訊分享品牌公民行為
外文關鍵詞:Brand Psychological OwnershipFranchisor SupportInformation SharingBrand Citizenship Behavior
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本研究主要探討加盟主品牌心理所有權的前置因素與效果,研究對象為食神滷味連鎖加盟企業的加盟者,透過網路發放問卷,回收之有效樣本為49份,並且以統計軟體SPSS 22進行問卷分析。研究結果如下:( 1 )「總公司支持」與「資訊分享」會正向影響加盟者「品牌心理所有權」。( 2 )「總公司支持」與「資訊分享」會正向影響加盟者「品牌公民行為」。( 3 )「總公司支持」以及「資訊分享」會強化「品牌心理所有權」對「品牌公民行為」之正向關係。( 4 )「 品牌心理所有權」在「總公司支持」與「資訊分享」對「品牌公民行為」具有中介效果。文章最後依據研究結果提出研究討論、研究貢獻、管理意涵以及研究限制與未來研究建議。
This study explores the antecedents and consequences of brand psychological ownership from franchisee perspective. This research adopted online questionnaires to survey the shih shen luwei franchise system, and 49 questionnaires were effective. We use SPSS 22 to analysis the questionnaires. The results show that: (1) “Franchisor Support” and “Information Sharing” will positively affect “Brand Psychological Ownership”. (2) “Franchisor Support” and “Information Sharing” will positively affect “Brand Citizenship Behavior”. (3) “Franchisor Support” and “Information Sharing” are two moderation that strengthen the positive relationship between “Brand Psychological Ownership” and “Brand Citizenship Behavior”. (4) “Brand Psychological Ownership” has complete mediating effect between “Franchisor Support” and “Brand Citizenship Behavior”. It also has complete mediating effect between “Information Sharing” and “Brand Citizenship Behavior”. Finally, the theoretical contributions, management implications, research limitations, and the recommendations for future research are thus discussed.
摘 要 i
Abstract ii
目 次 iii
表目次 iv
圖目次 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 研究架構與假設 3
第一節 研究架構 3
第二節 文獻回顧與假設 4
第三章 研究方法 11
第一節 樣本來源 11
第二節 操作變數定義與衡量問項 14
第三節 信度與效度 17
第四章 研究結果 20
第一節 直接效果檢定 20
第二節 干擾效果檢定 22
第三節 中介效果檢定 22
第五章 研究結論與討論 25
第一節 研究討論 25
第二節 理論貢獻 26
第三節 管理意涵 27
第四節 研究限制與未來研究建議 28
參考文獻 29
附錄 問卷 33

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