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系統識別號 U0026-0502201620301900
論文名稱(中文) 線上品牌社群參與之前因與後果
論文名稱(英文) The Antecedents and Consequences of On-Line Brand Community Participation
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 104
學期 2
出版年 105
研究生(中文) 林品彣
研究生(英文) Pin-Wen Lin
學號 R66021035
學位類別 碩士
語文別 中文
論文頁數 75頁
口試委員 指導教授-蔡東峻
共同指導教授-張紹基
口試委員-賴孟寬
口試委員-劉佳玲
中文關鍵字 線上品牌社群  線上論壇  社群參與  社群忠誠度  品牌忠誠度 
英文關鍵字 Online brand community  online forum  community participation  community loyalty  brand loyalty 
學科別分類
中文摘要 近年來,線上品牌社群被企業視為與消費者溝通的重要工具;在學術上,也引起許多學者的興趣與討論。企業必須建立穩固、對社群有黏著度的社群成員,並確保他們會積極參與社群,因為品牌社群參與是社群表現的關鍵指標,對於發展品牌與消費者之間的關係也相當有幫助。故本研究以線上品牌社群參與為核心,同時探討影響消費者參與線上品牌社群之前因以及在參與社群後對社群忠誠度、品牌忠誠度之影響。
本研究以台灣地區之智慧型手機品牌線上論壇為研究對象,透過網路發放問卷,共收集378份有效樣本,並採用結構方程模式進行分析。由研究結果驗證了以下七項社群參與前因:資訊動機、工具性動機、自我發現動機、維繫人際間連結動機、社交強化動機、娛樂動機、品牌喜愛,分別對於「成員間的互動」、「成員對活動的涉入」兩項社群參與有不同的影響力。此外,研究結果也顯示消費者積極參與線上品牌社群會提高其對社群與該品牌之忠誠度。本研究的發現提供給欲投入或正在經營線上品牌社群的智慧型手機品牌商有用的策略發展指南,以及明確了解滿足消費者何種需求可以促使其積極參與社群。
英文摘要 The significance of online brand community has received increasing attention from both academia and industry. Firms are starting to establish their online brand communities as a useful way to build and maintain consumer-brand relationship. The most important aspect of online brand community is the active participation of its members since participation is a key indicator of performance of a brand community, which makes it more important than ever to understand the antecedents and impacts of online brand community participation. In this respect, this study intended to (1) explore why consumers participate in online brand community, (2) investigate the impacts toward participation on online brand community loyalty and brand loyalty, and (3) examine the influence of online brand community loyalty on brand loyalty.
The research scope focused on smartphone brands’ online brand communities in Taiwan, including HTC, ASUS, and Xiaomi. After conducting an online-based survey and collecting 378 effective samples, this study adopted SEM for its analytical methodology. The empirical analysis derived from data pertaining to three smartphone brands’ online communities showed that each antecedent (information, instrumental, self-discovery, maintaining interpersonal connectivity, social enhancement, entertainment, and brand love) had different influence upon two types of online brand community participation (member-member interaction and member-activity involvement) and more participation will positively influence consumers’ community loyalty and brand loyalty. This result provided specific and useful guidelines for smartphone brands’ marketers or communities’ managers to develop customized strategies to facilitate consumer participation.
論文目次 致謝 I
摘要 II
Abstract III
目錄 VIII
表目錄 X
圖目錄 XII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 線上品牌社群與社群參與 7
第二節 線上品牌社群參與動機 10
第三節 線上品牌社群參與結果 16
第三章 研究方法 19
第一節 研究架構與推論假設 19
第二節 研究設計 22
第三節 變數衡量 23
第四節 資料分析方法 30
第四章 結果分析與討論 33
第一節 前測 33
第二節 正式問卷回收概況 34
第三節 有效樣本之敘述性統計分析 34
第三節 主要構面之敘述性分析 38
第四節 正式問卷之信度與效度檢驗 44
第五節 假設之驗證 50
第五章 結論與建議 59
第一節 研究結論 59
第二節 理論與實務意涵 60
第三節 研究限制與後續研究建議 63
參考文獻 64
附錄一 70
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