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系統識別號 U0026-1307202014365500
論文名稱(中文) 忠誠度計畫與品牌社群對知覺關係投資、社群意識與品牌忠誠度之影響—以航空產業為例
論文名稱(英文) The Influences of Loyalty Program and Brand Community on Perceived Relationship Investment, Sense of Community and Brand Loyalty - Using Airline Industry as an Example
校院名稱 成功大學
系所名稱(中) 交通管理科學系
系所名稱(英) Department of Transportation & Communication Management Science
學年度 108
學期 2
出版年 109
研究生(中文) 謝妤婕
研究生(英文) Yu-Chieh Hsieh
學號 R56071290
學位類別 碩士
語文別 中文
論文頁數 105頁
口試委員 指導教授-蔡東峻
口試委員-陳勁甫
口試委員-盧筱涵
口試委員-李奇勳
中文關鍵字 忠誠度計畫  品牌社群  參與度  知覺關係投資  社群意識  品牌忠誠度 
英文關鍵字 Loyalty Program  Brand Community  Engagement  Perceived Relationship Investment  Sense of Community  Brand Loyalty 
學科別分類
中文摘要 因應時代不斷地發展,企業的行銷方式不斷變化,而企業與顧客之間的互動與聯繫方式也隨之發展。不管是實行已久的忠誠度計畫,或是隨著社群媒體逐漸興起的品牌社群,都已成為現代企業與顧客建立關係的工具之一。而本研究希望探討在這兩種方式下,是如何吸引顧客參與其中,並且透過參與後可以營造出何種的關係感受進而對品牌忠誠度產生影響。本研究使用網路問卷,於2020年3月底發放497份問卷,最終有效問卷為414份,並以SEM作為研究方法進行分析。
研究結果顯示在忠誠度計畫上有形獎勵與優惠待遇皆可以促進忠誠度計畫的參與度;品牌社群上則是享樂價值與社交互動價值可以提升社群中的參與程度,而不管是藉由忠誠度計畫或是品牌社群的參與過程下,皆可以產生知覺關係與社群意識的感受,但其中又以透過品牌社群的參與影響效果較大。而且不論是知覺關係投資或是社群意識也都有助於產生品牌忠誠度,其中又以社群意識的影響效果更好。而忠誠度計畫參與度對於品牌忠誠度也具有直接地正向影響效果。此外,本研究也採用分群分析發現了會員依據身分等級的不同也會產生不同的影響。最後根據分析的結果進行討論並提供管理意涵與未來研究之建議。
英文摘要 Both loyalty program and brand community are one of the tools for companies to establish relationships with customers. This research explores how to attract customers to engage these two ways, and what kind of relationship feelings can be created through engagement to affect brand loyalty. We conducted a questionnaire survey through the Internet and got 414 valid samples. The results of the analysis show that both tangible rewards and preferential treatment can promote the loyalty program engagement; hedonic value and social interaction value can enhance the level of engagement in the community. Both engagement in loyalty program or brand community can positively affect perceived relationship investment and sense of community, but the engagement in brand community has a greater effect. And both perceived relationship investment and sense of community can also generate brand loyalty, and the effect of sense of community is better. In addition, loyalty program engagement can directly effect brand loyalty. Moreover, we also used multi-group SEM analysis to find that members will also have different effects according to their different levels of identity. Finally, we provide management implications and suggestions for future research.
論文目次 第一章 緒論………………………………………………………………….1
第一節、 研究背景………………………………………………………….…1
第二節、 研究動機………………………………………………………….…4
第三節、 研究目的………………………………………………………….…8
第四節、 研究流程………………………………………………………….…9
第二章 文獻回顧…………………………………………………….……..10
第一節、 現況………………………………………………………………...10
第二節、 忠誠度計畫………………………………………………………...13
第三節、 品牌社群………………….……………………………………..…16
第四節、 參與度………………………………………………..…………….21
第五節、 知覺關係投資與社群意識….…………………………………..…25
第六節、 品牌忠誠度………………………………………………………...29
第三章 研究方法…………………………………………….……………..32
第一節、 研究架構與假設…………………………………………………...31
第二節、 研究及抽樣對象…………………………………………………...34
第三節、 問卷設計…………………………………………….……………..35
第四節、 資料分析方法…………………………….………………………..41
第五節、 問卷前測……………………………………………………...........43
第四章 結果分析與討論………………………………………………...…47
第一節、 問卷回收與資料處理……………………………………………...47
第二節、 受測者基本資料…………………………………………………...48
第三節、 研究變數之敘述性統計分析……………………………………...52
第四節、 信效度分析………………………………………………………...56
第五節、 研究假設驗證……………………………………………………...67
第六節、 其他分析…………………………………………………………...75
第五章 結論與建議………………………………………………………...78
第一節、 研究結論…………………………………………………………...78
第二節、 實務建議…………………………………………………………...83
第三節、 研究限制與未來研究建議………………………………………...86
參考文獻…………………………………………………………………………...87
附錄 問卷……………………………………………………………………….100
參考文獻 網路文獻
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