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系統識別號 U0026-1507202011280800
論文名稱(中文) 社群顧客參與對消費性電子科技品牌忠誠度的影響─以華碩電腦為例
論文名稱(英文) The Impact of Virtual Community Customer Engagement on Consumer Electronics Brand Loyalty-ASUS as An Example
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 108
學期 2
出版年 109
研究生(中文) 田有廷
研究生(英文) You-Ting Tian
學號 R46071133
學位類別 碩士
語文別 中文
論文頁數 104頁
口試委員 指導教授-陳淑惠
口試委員-李榮顯
口試委員-黃瀞瑩
口試委員-余明助
中文關鍵字 虛擬社群  顧客參與  產品創新  產品創新績效  品牌忠誠度 
英文關鍵字 Virtual community  Customer engagement  Product innovation  Product innovation performance  Brand loyalty 
學科別分類
中文摘要 網路世代下的企業與顧客,兩者的關係已不再受地理位置與時間的限制,因為能透過網際網路的聯繫提升溝通的效率,甚至企業還能藉由虛擬社群的經營,從顧客的角度來進行分析與思考。在社群力量崛起的現今商業環境,企業整合社群顧客的意見來進行營運已成為保健因子,或許能進一步結合之創新與忠誠度等觀點,從更多維度或是不同層次的角度進行探索,以社群的顧客角度作為依據,思考企業在營運甚至是創新上,是否會受到社群顧客的回饋與互動所影響,同時探討進行創新後是否再更進一步提升顧客對於品牌的正面感受與體驗。
回顧與整理相關文獻後發現,虛擬社群的參與特性,與顧客參與具有許多重疊的部分,而過去研究多將顧客參與和產品創新對於品牌忠誠度的影響進行單向關係的探討,鮮少有研究將虛擬社群的參與方面和顧客參與整合後,以中介或調節的觀點加以分析。因此本研究試圖探索華碩電腦品牌社群的顧客參與活動對於產品創新和其績效的影響,並驗證其效果是否會更進一步傳遞,增加社群當中產品顧客的品牌忠誠度。
本研究建立了相關的研究量表,並進行網路問卷發放,一共回收313份有效樣本,以結構方程模型檢驗研究變數之間的影響效果,其研究主要結果如下:
一、產品創新會受到社群顧客參與所有因素的正面影響。
二、品牌忠誠度僅受到社群顧客參與中的社群參與,和產品創新的正向影響,其餘則未產生顯著影響。
三、產品創新績效會受產品創新的正向影響,但不一定受社群顧客參與的直接影響。
四、產品創新對於社群顧客參與和品牌忠誠度的關係有顯著的中介效果;且產品創新對於社群顧客參與和產品創新績效亦有顯著的中介效果存在。
五、產品創新績效僅能作為依變數,作為中介變項則不會產生顯著中介效果。
英文摘要 The research has focused on the innovation based on the interaction with customers in virtual community and the influence on brand loyalty recently. However there are fewer study regard innovation as the mediator between customer and brand loyalty in virtual community. Therefore, this study intends to explore how customers’ interaction in ASUS community influence the product innovation and further impact on innovation performance and brand loyalty.
In this study, the survey was conducted to measure the ASUS customers’ perception in virtual community customer engagement, product innovation, product innovation performance and brand loyalty. There are total of 313 valid samples were collected from the network questionnaires. The main results of the research are as follows: (1) Product innovation will be positively affected by all factors of virtual community customer engagement. (2) Brand loyalty is only positively affected by product innovation and community engagement of virtual community customer engagement, while the other factors has no significant impact. (3) Product innovation performance will be positively affected by product innovation, but not necessarily directly affected by the virtual community customer engagement construct. (4) Product innovation has a significant mediation on the relationship between virtual community customer participation and brand loyalty; and product innovation also has a significant mediation effect on community customer participation and product innovation performance. (5) Product innovation performance can only be used as a dependent variance, but as a mediator, it will not have significant mediation effects.
論文目次 摘要 i
Extended Abstract ii
致謝 v
目錄 vi
表目錄 viii
圖目錄 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 6
第一節 華碩電腦公司的介紹 6
第二節 社群顧客參與 7
第三節 產品創新 13
第四節 產品創新績效 17
第五節 品牌忠誠度 20
第六節 各構面間的關係 22
第三章 研究方法 32
第一節 研究架構與假設 32
第二節 問卷設計 34
第三節 資料蒐集與抽樣方法 40
第四節 分析方法 41
第四章 研究結果 47
第一節 正式問卷回收與樣本資料分析 47
第二節 信度與效度分析 49
第三節 Pearson相關分析 61
第四節 獨立樣本T檢定與變異數分析 62
第五節 結構方程模型的配適度檢驗 67
第六節 研究假設驗證 68
第五章 研究結論與建議 77
第一節 研究結果討論 77
第二節 管理意涵與建議 82
第三節 研究限制與未來發展 84
參考文獻 87
中文文獻 87
英文文獻 89
附錄一、正式問卷 101
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