臺灣博碩士論文加值系統

隨著社群媒體的盛行，許多企業開始建立自己的品牌社群，為消費者提供有價值的資訊與促銷活動之訊息，來增強消費者對品牌的關注度及參與度。消費者透過品牌社群的互動過程中，產生社會群體或品牌社群認同，品牌社群認同是指品牌社群上提供的產品或服務是對自我有利的價值，以提升品牌社群成員的黏著度，被視為品牌社群成功的關鍵決定因素。當消費者傾向於品牌社群可增加其顧客忠誠度，企業皆努力建立一個成功、擁有眾多成員且黏著度高的品牌社群，以利透過消費者口耳相傳的推薦行為來增加產品或服務的銷售，因此，如何發展和維持品牌與成員之間的黏著關係，是大多數企業重視的行銷課題。

本研究目的是從企業與消費者的相關因素探討消費者對品牌社群黏著度的影響。本研究的研究對象是以曾經訪問Facebook及Instagram上美妝品牌社群的台灣消費者，透過網路調查問卷網站Do-Survey來蒐集數據，排除無效樣本後，本研究的最終樣本數為524份，回收率高達94%。本研究採用結構方程模型（SEM）使用SPSS20.0及AMOS 21.0進行相關的檢測及驗證。

本研究結果顯示，資訊品質於提升消費者對品牌社群黏著度有正向的影響，社群認同及認知價值於提升消費者對品牌社群的黏著度有正向影響。此外，品牌社群黏著度對顧客忠誠度有正向的影響，對品牌社群的消費者會回購更多品牌的產品或服務，並產生積極的口碑推薦。

With the popularity of social media, many businesses start to establish their own brand community to provide consumers with valuable or sales promotion information to enhance their attention and participation. Consumers are likely to generate identification with either social community or brand through the process of interaction with the brand community. Brand community identification, provision of useful and valuable products and services, and promotion of brand community member’s stickiness are regarded as critical determinants of the success of a brand community. Since consumers who are sticky to a brand community tend to increase their loyalty, all companies endeavor to build a successful brand community with numerous and highly sticky members so as to increase sales of products or services via word-of-mouth recommendations of the consumers. Therefore, how to develop and maintain a sticky relationship between a brand community and its members is a crucial marketing issue for most business practitioners.

The purpose of this study is to explore the factors influencing consumers’ stickiness to a brand community from the aspects of both business and consumer. The subjects of this study are consumers who have ever visited an online beauty brand communities on Facebook or Instagram in Taiwan. Data were collected through online questionnaires conducted on Do-Survey Website. After excluding non-usable data, the final sample size of this study was 524, generating a response rate of 94%. This study employed structural equation modeling (SEM) using the SPSS20.0 and AMOS 21.0 to carry out the relevant testing and validation.

The results indicate that information quality has positive influences on consumers’ stickiness to a brand community. Both brand community identification and perceived value are also positively related to consumers’ stickiness to a brand community. Moreover, stickiness to a brand community has positive impacts on customer loyalty. The consumers who are sticky to a brand community would repurchase more products and serviced of the brand and generate positive word-of-mouth recommendations as well.

摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 緒論 1
1.1研究背景與動機 1
1.2研究目的 4
1.3研究範圍 4
1.4研究流程 5
第貳章 文獻探討 6
2.1 品牌社群黏著度 6
2.1.1社群網站 6
2.1.2品牌社群 8
2.1.3黏著度 10
2.2企業因素 13
2.2.1資訊品質 13
2.2.2促銷策略 17
2.3消費者因素 18
2.3.1社群認同 19
2.3.2認知價值 21
2.4顧客忠誠度 23
2.4.1再購行為 24
2.4.2口碑推薦 25
第參章 研究方法 27
3.1 研究架構 27
3.2 研究假設 28
3.3操作型定義 30
3.4 問卷設計 35
3.5 研究對象與樣本分析工具 42
第肆章 研究結果與分析 44
4.1 樣本回收情形 44
4.2 樣本敘述性統計分析 44
4.3 整體信度與效度分析 48
4.3.1信度分析 48
4.3.2效度分析 50
4.3.3整體配適度檢驗 52
4.4 整體結構模型分析 55
4.4.1研究假說驗證結果 55
4.4.2中介變項檢測 57
第伍章 結論與建議 62
5.1 研究結論 62
5.2學術意涵 64
5.3管理意涵 64
5.4 研究限制與未來研究方向 65
5.4.1研究限制 65
5.4.2未來研究方向 66
參考文獻 67
中文文獻 67
英文文獻 67
附錄1 正式問卷 78
附錄2 美妝保養品產業使用社群網站的概況 82

中文文獻
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