進階搜尋


 
系統識別號 U0026-0812200911562579
論文名稱(中文) 品牌社群成員之四種網絡關係對品牌社群認同度與忠誠度之影響-以汽車社群為例
論文名稱(英文) The Impacts of Four Relationships of Brand Community Members on Brand Community Identification and Loyalty – The Example of Automobile Community
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 94
學期 2
出版年 95
研究生(中文) 莊弼棕
研究生(英文) Pi-Chung Chaung
電子信箱 kevin_in_sky@hotmail.com
學號 r6693118
學位類別 碩士
語文別 中文
論文頁數 95頁
口試委員 口試委員-曾瓊慧
口試委員-蔡東峻
指導教授-杜富燕
口試委員-史習安
中文關鍵字 品牌社群、社群成員、社群認同度、社群參與度、社群規範壓力、社群忠誠度、LISREL。 
英文關鍵字 community engagement  LISREL.  normative community pressure  brand community loyalty  Community members  Brand Community  brand community identification 
學科別分類
中文摘要 目前已有許多企業成功地利用品牌社群來維繫顧客關係,並宣傳品牌及公司之形象,可見品牌社群對企業的重要性日益顯著。本研究之研究目的包括:1.探討哪些因素會影響品牌社群認同度。2.分析品牌社群認同度與忠誠度之關係。3.探討社群成員所感受到的社群規範壓力和社群參與度在品牌社群認同度與忠誠度之中介效果。
藉由文獻回顧及合理推論,本研究認為社群經營者若能注重社群成員與產品、品牌、公司及其他社群成員的四種關係網絡時,應有助提升社群成員對社群的認同度,增加成員持續參與社群活動和推薦他人參與社群之意圖。
本研究針對國內汽車品牌社群,經由網路問卷調查及LISREL分析後,得出重要研究結論如下:
1.「品牌社群成員與品牌之關係」以及「品牌社群成員與其他成員之關係」越好,則品牌社群認同度越高。
2.成員對品牌社群認同度越高,則對品牌社群之忠誠度越高。
3.社群認同度越高,則成員之社群參與度越高、感受到之社群規範壓力較小。
4.較高的社群參與度、和較小的規範壓力,均使得社群成員對品牌社群的忠誠度提高。


英文摘要 More and more enterprises use brand communities to maintain their customer’s relation and promote their brand image. In view of this, the brand community play an important role for enterprises. The objectives of this research is summed up as follows: (1) Discuss which factors can influence the brand community identification. (2) Analyze the relationship between brand community identification and brand community loyalty. (3)Discuss the mediating effect of Normative Community Pressure and Community Engagement that community members experience in community identification and community loyalty.
By reviewing reference and rational inference, this research shows that if the community's operator could pay attention to the community members’ four relation networks, such as the relation between members and products, brand, company and community’s other members, perhaps they could help to improve community members identification, and increase members’ intention to sustained participate in the community, and keep them participating in the community.
This research is focus on the brand community of domestic automobile. After network questionnaire investigation and LISREL analysis, the empirical results are divided into three parts:
(1)The better “the relation between brand community member and brand” is, as well as “the relation between brand community members and other members”, the higher brand community identification community members have.
(2)The better brand community identification is, the higher the brand community loyalty community members have.
(3)The better the brand community identification is, the higher “Community Engagement” as well as the smaller “Normative Community Pressure” community members has.
(4)The higher “Community Engagement” and smaller “Normative Community Pressure” let community members’ brand community loyalty higher.


論文目次 第一章 緒論…………………………………………………………………………………3
第一節 研究背景與動機 ……………………………………………………………………4
第二節 研究目的 ……………………………………………………………………………6
第二章 文獻探討 ……………………………………………………………………………7
第一節 社群(Community)……………………………………………………………………7
第二節 品牌社群認同(Brand Community Identification)……………………………11
第三節 社群成員關係網絡…………………………………………………………………17
第四節 社群規範的壓力(Normative Community Pressure)……………………………26
第五節 社群參與(Community Engagement)………………………………………………28
第六節 品牌社群忠誠度(Brand Cimmunity Loyalty) …………………………………29
第三章 研究方法……………………………………………………………………………34
第一節 研究架構……………………………………………………………………………34
第二節 研究假設……………………………………………………………………………35
第三節 各變數之操作性定義及衡量問項…………………………………………………35
第四節 研究設計……………………………………………………………………………42
第五節 雷諾與福斯品牌社群基本介紹……………………………………………………43
第六節 資料分析方法………………………………………………………………………45
第四章 資料分析與研究結果………………………………………………………………46
第一節 敘述性統計…………………………………………………………………………46
第二節 各潛在變數之信度檢驗……………………………………………………………53
第三節 衡量模式分析………………………………………………………………………54
第四節 結構關係模式分析…………………………………………………………………62
第五節 控制變數影響性之變異數分析……………………………………………………69
第六節 雷諾及福斯汽車社群之比較………………………………………………………71
第五章 結論與建議…………………………………………………………………………75
第一節 研究結論……………………………………………………………………………75
第二節 實務建議……………………………………………………………………………78
第三節 研究限制……………………………………………………………………………80
第四節 後續研究建議………………………………………………………………………81
參考文獻 ……………………………………………………………………………………82
附錄一:問卷內容……………………………………………………………………………93

表目錄

表2-1 組織認同之文獻……………………………………………………………………14
表3-1 社群成員與公司關係之操作性定義及衡量問項…………………………………36
表3-2 社群成員與產品關係之操作性定義及衡量問項…………………………………37
表3-3 社群成員與品牌關係之操作性定義及衡量問項…………………………………38
表3-4 社群成員與其他社群成員關係之操作性定義及衡量問項………………………38
表3-5 品牌社群認同度之操作性定義及衡量問項………………………………………39
表3-6 規範的社群壓力之操作性定義及衡量問項………………………………………40
表3-7 社群參與度之操作性定義及衡量問項……………………………………………41
表3-8 品牌社群忠誠度之操作性定義及衡量問項………………………………………41
表4-1 性別的樣本分布……………………………………………………………………46
表4-2 年齡的樣本分布……………………………………………………………………47
表4-3 雷諾及福斯汽車社群年齡之變異數分析…………………………………………47
表4-4 教育程度分布………………………………………………………………………48
表4-5 雷諾及福斯汽車社群教育程度之變異數分析……………………………………48
表4-6 樣本每月平均收入之分布…………………………………………………………49
表4-7 雷諾及福斯汽車社每月收入之變異數分析………………………………………49
表4-8 每週連絡次數分布…………………………………………………………………50
表4-9 雷諾及福斯汽車社每週聯絡次數之變異數分析…………………………………50
表4-10 加入汽車社群時間…………………………………………………………………51
表4-11 雷諾及福斯汽車社群成員加入時間之變異數分析………………………………51
表4-12 購買汽車時間………………………………………………………………………52
表4-13 雷諾及福斯汽車購買時間之變異數分析…………………………………………52
表4-14 參加社群活動次數…………………………………………………………………53
表4-15 雷諾及福斯汽車社群參加社群活動次數之變異數分析…………………………53
表4-16 潛在變數之信度分析………………………………………………………………54
表4-17 衡量模式之標準化因素負荷量……………………………………………………55
表4-18 調整問項後之模式適合度…………………………………………………………58
表4-19 區別效度分析表……………………………………………………………………61
表4-20 驗證性因素分析之標準化估計值…………………………………………………63
表4-21 LISREL模型之路徑係數檢定表……………………………………………………64
表4-22 社群成員關係網絡對品牌社群認同度之迴歸分析………………………………66
表4-23 自變數之相關係數表………………………………………………………………67
表4-24 假說驗證表 ………………………………………………………………………68
表4-25 參加社群活動次數對架構四個應變數之影響……………………………………69
表4-26 與朋友每週聯絡次數對架構之四個應變數影響…………………………………70
表4-27 雷諾與福斯汽車社群各變數之變異數分析………………………………………72
表4-28 雷諾與福斯汽車社群之路徑係數比較(Competing model) ……………………74

圖2-1 品牌社群之四種關係網絡。 ………………………………………………………18
圖3-1 本研究觀念性架構。 ………………………………………………………………34
圖4-1 刪除顯性變數後之LISREL模型。 …………………………………………………62
圖4-2 本研究LISREL 模型之路徑係數。…………………………………………………64
圖4-3 雷諾汽車社群 LISREL模型之路徑係數。…………………………………………73
圖4-4 福斯汽車社群 LISREL模型之路徑係數。…………………………………………73
參考文獻 參考文獻
網站部份
1.U-CAR汽車網站,
http://www.u-car.com.tw/ucar-hot/hot-status-detail.asp?NewsID=894。
2.雷諾銀鑚俱樂部(RFC)網站,http://www.rfc-club.com/modules/news/。
3.福斯小狼俱樂部(VW LUPO CLUB),http://www.vw-lupo.biz/phpBB2/index.php。

中文部份
1.呂惠富(民85),「產品涉入、購買涉入與品牌認同度理論模式之研究」,
淡江大學國際企業學研究所碩士論文,民國85 年6 月
2.李素月(民90),類型廣播電台品牌認同建構研究,國立政治大學廣播電視研究所碩士論文,民國90 年6 月。
3.吳俊昇(民91)。虛擬社群滿意度與消費行為相關之研究。國立成功大學國際企業研究所碩士論文,民國92 年6 月。
4.謝宛蓉、卜繁裕、陳慕君、邱如仁、周致、江孟達(2004),「比好玩、搞社群、重情境」,e天下雜誌,第48期,2004年12月。

英文部分
1.Algesheimer.R, Utpal M.Dholakia, & Andreas Herrmann (2005), “The Social Influence of Brand Community: Evidence from European Car Clubs” Journal of Marketing Vol. 69, 19–34
2.Armstrong, Arthur & John III Hagel (1996), “The Real Value of On-line
Communities,” Harvard Business Review, 74(3), 134-141.
3.Armstrong, Arthur & John III Hage (1997), “Net Gain: Expanding Markets
through Virtual Communities,” The McKinsey Quarterly, 140-154.
4.Aaker David A, ( 1996 ), Measuring Brand Equity Across Products and Markets, California Management Review, Berkeley,Vol.38, pp.102-120.
5.Adler, P. A. and Adler, P.(1987), “Book Reviews: Making Mondragon”, Administrative Science Quarterly, 34(2):315.
6.Arnould, Eric J. and Price, Linda L., “River magic: Extraordinary experience and the extended service encounter,” Journal of Consumer Research, Gainesville: Jun 1993. Vol. 20, Iss. 1; pp. 24-45
7.Ashforth, B. E. & Mael, F. (1989) “Social identity theory and the organization ,” Academy of The Management Review, 14, p.20-39.
8.Ajzen, I. (1991) “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Process. 50, pp.179-211.
9.Brown, Erika (2000) “Surfing With CEOs and Other Notables,” Forbes, 84
10.Brown Stephen, Kozinets Robert V., and Sherry Jr. John F. (2003) “Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning,” Journal of Marketing, 67 (3), 19-33.
11.Belk, R.W. (1988)“Possession and the Extended Self,” Journal of Consumer Research, Vol.15, pp.139-168.
12.Bhattacharya, Hayagreeva Rao & Mary Ann Glynn, (1995) “Understanding the bond of identification,” Journal of Marketing, 59(4), 27-43.
13.Berry, Leonard L. (1983) ’’ Relationship Marketing,” in Emerging Perspectives on Services Marketing, p25-28.
14.Berry, Leonard L.(1995) “ Relationship Marketing of Service: Growing Interest, Emerging Perspectives,” Journal of Academy of Marketing Science, 23 (4), p236-45.
15.Blackston, Max (1992) “A Brand with an Attitude: A Suitable Case for Treatment,” International Journal of Market Research, 34(3), 231-242.
16.Baumeister, Roy F., Toss f. Heatherton, and Dianne M. Tice (1993) “When Ego Threats Lead to Self-Regulation Failure: Negative Consequences of High Self-Esteem,” Journal of Personality and Psychology, 64(1), 141-156.
17.Bloch, H.P. and L. M. Richins (1983) “A theoretical Model for The study of product importance perceptions,” Journal of Marketing, 47, 69–81.
18.Bowers, M. R., Martin, C. L. , & Luker, A. (1990) “Trading places, employees as customers, customers as employees,” Journal of Services Marketing, 4(2), 56-69.
19.Brown, Tom, J., John C. Mowen, D. Todd Donavan, Jane W. Licata (2002) “The Customer Orientation of Service Workers: Personality Trait Effects on Self- and Supervisor Performance Ratings,” Journal of Marketing Research, 39(1), 110-119.
20.Bergami, Massimo and Richard P.Bagozzi(2000) “Self-Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the  Organization,” British Journal of Soial Pschology, Vol.39, No.4, pp.555-77.
21.Bhattacharya, C. B., and Sen Sankar(2003) “Consumer-Company Identification: a Framework for understanding consumers’ relationships with companies”, Journal of Marketing, 67, pp. 76-88.
22.Bagozzi, R. P. and Youjae Yi.(1988) “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16, 74-94.
23.Brown T. J., and Dacin, P.A., “The Company and the Product:Corporate Associations and Consumer Product Responses.” Journal of Marketing, 61, pp68- 84, (1997)
24.Batra R. & Ray M. (1985) “Affective response mediating acception of advertising,” Journal of Consumer Research, Vol. 03, pp.234-249.
25.Brown, Erika (2000) “Surfing With CEOs and Other Notables,” Forbes, 84.
26.Brown, J. S., Collins, A., and Duguid, S. (1989) “Situated Cognition and the Culture of Learning,” Educational Research, Vol. 18(1), pp. 32-42.
27.Bitner, Mary Jo, Bernard H. Booms, and Mary Stanfield Tetreault (1990), “TheService Encounter: Diagnosing Favorable and Unfavorable Incidents,” Journalof Marketing, vol.54, 71-84.
28.Brailsford, T.W.(2001) “Building a knowledge community at hallmark cards”, Research Technology Management, pp.18-25.
29.Boorstin, D. J.(1974) “The Americans: The Democratic Experience,” New York, Vintage.
30.Czepiel, John. A., Larry J. Rosenberg, and Adebayo A. (1974) “Perspectives on Consumer Satisfaction,” American Marketing Association, 119-123.
31.Crosby, L. A., Evans, K. R. and Cowles, D., (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, Vol. 54, p.68-81.
32.Cialdini, Robert and Noan J. Goldstein (2004), “social influence: Compliance and Conformity, ”Annual review of psychology, 55, 591-621.
33.Dawar, Niraj &, Madan M. Pillutla (2000), “Impact of Product-Harm Crises on Brand Equity: The Moderatiing Role of Consumer Expectations,” Journal of Marketing Research, 37, 215-226.
34.Doney, Patricia M. and Joseph P. Cannon (1997) “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Consumer Research, 61, 35-51.
35.Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh (1987), “Developing Buyer-Seller Relationship,” Journal of Marketing, 51(April), 11-27.
36.Day, G.S. (1969) “A Two-Dimensional Concept of Brand Loyalty,” Working paper, State University of New York at Buffalo.
37.Delgado-Ballester and Munuera-Aleman (2001), “Brand Trust in the Context of Consumer Loyalty”, European Journal of Marketing, Vol. 35, No. 11/12, p. 1238-1258.
38.Dutton, J. E., Dukerich, J. M. & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39, pp.239-263.
39.Evans, Joel R. & Richard L. Laskin (1994), “The Relationship Marketing
Process: A Conceptualization and Application,” Industrial Marketing
Management, 23(5), 439-454.
40.Eagly, A. and Chaiken, S. (1993), The psychology of attitudes, Harcourt Brace Jovanovich, Inc., Fort Worth, TX.
41.Ellemers, N, Kortekaas, P, and Ouwerkerk, J.W (1999) “Self-Categorisation, Commitment to the Group and Group Self-Esteem as Related but Distinct Aspects of Social Identity,” European Journal of Social Psychology (29), pp. 371-389.
42. Franke N. and Shah S. (2003), “ How communities support innovative activities: An exploration of assistance and sharing among end-users,” Research Policy, Vol. 32(1), p. 157.
43.Fournier S. (1991), “A Meaning-Based Framework for the Study of Consumer Object relations,” Advances in Consumer Research, 18, 736-742.
44.Fournier, S., Dobscha, S., and D. G. Mick (1998), “Preventing the premature death of relationship marketing,”Harvard Business Review 76(1), pp. 42-51
45.Fournier, S., J. McAlexander, J.Schouten, and S. Sensiper, (2000), “Building Brand
Community on the Harley-Davidson Posse Ride,” Harvard Business School Case.
46.Terry, Deborah J. and Michael A. Hogg (1996), “Group norms and the attitude-behavior relationship: A role for group identification, “Society for Personality and Social Psychology, 22(8), 776-793
47.Grönroos(1994),“From Marketing Mix to Relationship Marketing toward a Paradigm Shift in Marketing,” Management Decision, 32(2), 4-32.
48.Gruen, Thomas W., John O. Summers & Frank Acito (2000), “Relationship
Marketing Activities, Commitment, and Membership Behaviors in Professional Associations,” Journal of Marketing, 64, 34-49.
49.Gwinner, Kevin, P., Dwayne D. Gremler & Mary Jo Biner (1998), “Relational Benefits in Services Industries: The Customer's Perspective,” Academy of Marketing Science Journal, 26(2), 101-115.
50.Hinde(1995) “Book Reviews — Surveying the People: The Interpretation and Use of Document Sources for the Study of Population in the Later Seventeenth Century edited by Kevin Schurer and Tom Arkell,Population Studies,49(2), 371.
51.Holmlund, Maria & Sören Kock (1996), “Relationship Marketing: The Importance of Customer-Perceived Service Quality in Retail Banking,” The Service Industries Journal, 16(3), 287-304.
52.Hall,D.T. & Schneider,B.(1972),Toward Specifying The Concept of Work. Climate:A Study of Roman Catholic Diocesan Priests, Journal of Applied Psychology, Vol.36, pp.19-39.
53.Holt, D. B. (1995), “How Consumers Consume: A Typology of Consumption Practices,” Journal of Consumer Research, 22, 1-16.
54.Holt, D. B. (1998), “Does Cultural Capital Structure American Consumption?”
Journal of Consumer Research, 25 (June), pp.1–25.
55.Hogg, M. A., & Abrams, D. (1988) “Social identification: A social psychology of intergroup relations and group process,” London: Routledge.
56.Hair, J.F., R.E. Anderson, R.L. Tatham, & W.C. Black (1995) “Multivariate Data Analysis with Readings,” New York: Macmillan.
57.Holbrook, M. B., & Hirschman, E. C. (1982) “The experiential aspects of consumption: Consumer fantasies, feelings, and fun,” Journal of Consumer Research, 9(5), 132-140.
58.Jacoby, J. & Kyner, D.B. (1973) “Brand loyalty vs repeat purchasing behavior,” Journal of Marketing Research, vol. 10, pp.1-9.
59.Jones, T.O. & Sasser, W.E. Jr. (1995) “Why Satisfied Customers Defect,” Harvard Business Review, vol.73, pp.88-99.
60.Jacoby, Jacob and Robert Chestnut (1978) “Brand Loyalty Measurement and Management,” New York:John Wiley & Sons。
61.Kalwain, Manohar U. and Narakesari Naraynadas (1995) ”Long-term
Manufacturer-Supplier Relationship: Do They Pay Off for Supplier Firms?” Journal of Marketing, 59(January), 1-16.
62.Knippenberg, D. & Schie, E. C. (2000). Foci and correlates of organizational identification. Journal of Organizational Psychology, 73, pp.137-147.
63.Kolter (1999), “Marketing Management-An Asia Perspective,” Second Edition, pp.216-217.
64.Koh, J. & Kim, Y. G. (2004), “Knowledge Sharing in Virtual Communities:
An e-Business Perspective,” Expert Systems with Applications, 26, 155-166.
65.Lastovicka, John L. and Gardner, David M.(1978), ”Components of
Involvement,” in Attitude Research Plays for High Stakes, 53-73.
66.Lave, J. & Wenger, E. (1991) “Situated learning: Legitimate peripheral participation,” NY: Cambridge University Press.
67.Levitt, Theodore (1986), “Production-Line Approach to Service”, Harvard Business Review, Vol.50, Sep/Oct, pp.41-52.
68.Muniz, A., M., Jr., & O’Guinn, T., C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432.
69.McAlexander, James H., John W. Schouten &, Harold F. Koening (2002),
“Building Brand Community,” Journal of Marketing, 66(1), 38-55.
70.McQuarrie, Edward F., McIntyre and Shelby H.(1986)“Focus Groups and the Development of New Products by Technologically Driven Companies: Some Guidelines,” Journal of Product Innovation Management, vol.1, pp.40-47.
71.McCold, Paul & Wachtel Benjamin (1998) “Community is not a Place: A
New Look at Community Justice Initiatives,” Contemporary Justice
Review,1(1),pp71.
72.McQuarrie Edward F. and Michael Munson (1992). A revised productinvolvement inventory: improved usability and validity. Advances inConsumer Research, Vol. 19, pp. 108-115.
73.Martin, Charles, L. (1996) “Consumer-to-Consumer Relationships: Satisfaction with Other Consumers’ Public Behavior,” The Journal of Consumer Affairs, 30(1), 146-169.
74.Martin, C., L. and Pranter, A. P (1989) “Compatibility Management Customer-to- Customer Relationships in Service Environments,” Journal of Service Marketing, Vol.3, pp. 6-15.
75.McCracken, G. (1989) “Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, Vol. 16, No. 3, pp.310-321.
76.McMillan, D. and D. Chavis. (1996) “Sense of Community," Journal of Community Psychology, Vol. 24(4), pp315-325.
77.Mael, F. A. and B. E. Asforth (1989) “Social identity theory and the organization” Academy of Management Review, vol. 14(1), 20-39.
78.Muniz, A.M. and Schau H.J. (1995) “Religiosity in the Abandoned Apple Newton Brand Community,” Journal of Consumer Research, Vol. 31(4), 737-748.
79.Newman, J.W. & R.A. Werbel (1973) “Multivariate Analysis of Brand Loyalty for Major Household Appliances,” Journal of Marketing Research, vol.10, pp.404-409.
80.Oliver R.L. (1999) “Whence Consumer Loyalty?” Journal of Marking, vol.63, Special Issue, pp.33-44.
81.Oliver, R.L. (1997) “Satisfaction: A Behavioral Perspective on the Consumer,” New York:Irwin/Mcgraw-Hill.
82.O’Reilly, C. and J. Chatman (1986) “Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification and Internationalization on Prosocial Behavior,” Journal of Applied Psychology, 71, 492-499.
83.Peppers, Don and Martha Rogers (1993) “The one-to-one Future: Budling Relationships One Customer at a Time. New york: Currency/Doubleday.
84.Price, Linda, L. & Eric, J. Arould (1993) “River Magic: Extraordinary Experience and the Extended Service Encounter,” Journal of Consumer Research, 20, 24-45.
85.Patchen, M. (1970) “Participation, achievement, and involvement on the job,” Englewood Cliffs, NJ: Prentice Hall.
86.Rothaermel, F.T. and Sugiyama, S. (2001) “Virtual Internet Communities and Commercial Success: Individual and Community-level Theory Grounded in the Atypical Case of TimeZone.com,” Journal of Management, 27(3), pp.297-312.
87.Rheingold, H. (1993) “The virtual community:homesteading on the electronic frontier, Canada: Addison-Wesley Publishing.
88.Ratneshwar, S., Cornelia Pechmann, and Allan D. Shocker (1996), “Goal- Derived Categories and the Antecedents of Across-Category Consideration,” Journal of Consumer Research, Vol.23(Dec.), pp. 240-250
89.Romm, Celia, Nava Pliskin & Rodney Clarke (1997), “Virtual Communities
and Society: Toward an Integrative Three Phase Model”, International
Journal of Information Management, 17(4), 261-271.
90.Sheth, Jagdish N. & Atul Parvatiyar (1995), “Relationship Marketing in
Consumer Markets: Antecedents and Consequences,” Academy of Marketing Science Journal, 23(4), 255-272.
91.Schouten John W. and James H. Mcalexander (1995), “Subcultures of consumption: An ethnography of the new bikers,” Journal of Consumer Research, 22, 43-61.
92.Scott, S. G., & Lane, V. R. 2000. A stakeholder approach to organizational identity. Academy of Management Review, 25(1), 43-62
93.Suchman, L. (1987) “Plans and situated actions: The problem of human/machine communication,” New York: Cambridge University Press.
94.Shim, S., Eastlick, M. A., Lotz, S. L. and Warrington, P. (2001) “An online pre-purchase intentions model: The role of intention to search,” Journal of Retailing, 77(3), p.397-416.
95.Spekman, R. E., & Johnston, W. J. (1986) “Relationship management: Managing the selling and the buying interface,” Journal of Business Research, 14, 519-531.
96.Thorbjornsen, Helge, Magne Supphellen, Herbjorn Nysveen & Per Egil Pedersen (2002) “Building Brand Relationships Online: A Comparison of Two Interactive Applications,” Journal of Interactive Marketing, 16(3), 17-34.
97.Tajfel, H., Billig, M. G., Bundy, R. P., & Flament, C. (1971) “Social categorization and intergroup behavior,” European Journal of Social Psychology, 1, 149-178.
98.Traylor B. M. (1981) “Product involvement and brand commitment,” Journal of Advertising Research, Vol.21, pp.51-56.
99.Tajfel, H. (1974) “Social Identity and Intergroup Behavior,” Social Science Information, 13, 65-93.
100.Tajfel, H. (1978) “Differentiation between Social Groups: Studies in the Social Psychology of Intergroup Relations,” London: Academic Press.
101.Tajfel, H. (1981) “Human Groups and Social Categories : Studies in the Social Psychology,” New York: Cambridge University Press.
102.Turner, J. C. (1985) “Social categorization and the self-concept: A social cognitive theory of group behavior. In E. J. Lawler, Advances in group processes,” Theory and research, Vol.2, pp.77-122.
103.Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987) “Rediscovering the Social Group,” Oxford: Blackwell.
104.Wenger, E. C. & Snyder, W. M. (2000) “Communities of Practice:The organizational frontier,” Harvard Business Review, 78(1), 139-145.
105.Wallendorf, R. A., & Arnould, E. J. (1988). My favorite things: A cross-cultural inquiry into object attachment, possessiveness, and social linkages. Journal of Consumer Research, 14(4), 531-547.
106.Zeithaml, Berry & Parasuraman (1996),Evans & Laskin (1994) 51“TheBehavioral Consequences of Service Quality”, Journal of Marketing, 60(2),31-47.
107.Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” Journal of Consumer Research, 12(3), 13-25.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2007-07-18起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2007-07-18起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw