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系統識別號 U0026-1806201319470600
論文名稱(中文) 從服務品質與承諾觀點探討線上品牌社群對品牌權益之影響
論文名稱(英文) The Influence of On-Line Brand Community on Brand Equity:From the Perspective of Service Quality and Commitment
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 朱庭慧
研究生(英文) Ting-Hui Chu
學號 R76004027
學位類別 碩士
語文別 中文
論文頁數 131頁
口試委員 指導教授-王維聰
口試委員-陳正忠
口試委員-林彣珊
中文關鍵字 線上品牌社群  服務品質  品牌權益  社群承諾 
英文關鍵字 on-line brand community  service quality  brand equity  community commitment 
學科別分類
中文摘要 過去許多研究都指出品牌權益是一個幫助企業成功的重要關鍵,品牌權益不僅可創造實體資產外的附加價值,並能同時帶來行銷效益和財務績效,而品牌權益是企業營銷活動創造出來的,因此營銷策略對品牌權益的影響效用受到企業界高度重視。近年來,許多企業都致力於建立、管理和維護品牌社群,將線上品牌社群視為企業營銷策略之一,希望能藉由線上社群之建立和顧客維持長期良好關係和提升企業品牌績效,因此了解如何透過線上品牌社群來提升企業品牌權益便成為本研究探討之重點。本研究由服務品質和承諾的觀點探討線上品牌社群對品牌權益之影響,了解線上品牌社群中不同的服務品質構面對於社群承諾、滿意度和品牌權益之間的影響。
本研究針對線上品牌社群網站的使用者進行問卷調查,共回收312份有效問卷。透過結構方程模式(SEM)進行資料分析。研究結果顯示:使用性和服務互動性對於整體服務品質有顯著影響,資訊品質無顯著影響。整體服務品質與社群滿意度之間有顯著影響,與社群承諾和品牌權益無顯著影響。社群滿意度與社群承諾和品牌權益之間有顯著影響,社群承諾會正向顯著影響品牌權益。儘管整體服務品質對於品牌權益並無直接顯著影響,但透過社群承諾和社群滿意度,仍可以提升品牌權益。本研究結果彌補過去關於線上品牌社群-服務品質-品牌權益文獻之不足,並提供企業建立、經營線上品牌社群等相關實務之建議。
英文摘要 Prior studies have indicated that brand equity is a key to the success of enterprises. Brand equity may not only create added values of physical assets, but also may lead to marketing effectiveness and favorable financial performance. Brand equity is created by corporate marketing activities. Therefore, employing effective marketing strategy intended to increase brand equity is critical to enterprises. In recent years, many companies have committed themselves to establishing, managing and maintaining brand communities, and consider the implementation of virtual brand communities as one of their important corporate marketing strategies to maintain long-term good relationship with customers and to enhance corporate brand performance. Therefore, the aim of this study is to understand how online brand community enhances corporate brand equity. This relationship between online brand community and brand equity is investigated from the perspective of the influences of the different aspects of the service quality of on-line brand communities on overall perception of service quality, community satisfaction, community commitment, and brand equity.
Based on the data from 312 active users of online brand communities in Taiwan, this study applies structural equation modeling to examine the proposed model. The results indicate that usability and service interactivity have significant effects on overall service quality. However, information quality was not found to have significant effects on overall service quality. Overall service quality was found to have a significant effect on community satisfaction, but was not found to have significant effects on community commitment and brand equity. Community satisfaction was shown to have a significant effect on community commitment and brand equity, and community commitment was shown to have a significant effect on brand equity. Although overall service quality was not demonstrated to have a direct significant effect on brand equity, it was still seen as indirectly influencing brand equity through community satisfaction and community commitment.
The results of this study can contribute to existing literature on brand community, service quality and brand equity by offering insightful implications for managers regarding creating and maintaining on-line brand communities.
論文目次 目錄
摘要 I
Abstract II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
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 研究範圍與限制 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 品牌權益 5
第二節 線上品牌社群 11
第三節 承諾 17
第四節 滿意度 22
第五節 服務品質 24
第六節 小節 28
第三章 研究方法 29
第一節 研究架構 29
第二節 研究假說 31
第三節 問卷設計 37
第四節 資料分析 48
第五節 資料分析方法 58
第四章 資料分析與結果 61
第一節 敘述性統計分析 61
第二節 信度分析 80
第三節 相關分析 85
第四節 衡量模型 86
第五節 結構模型 90
第五章 結論與建議 97
第一節 研究發現與結論 97
第二節 研究貢獻 101
第三節 研究限制與未來研究方向 106
參考文獻 107
中文部分 107
英文部分 107
附錄一 前測問卷 114
附錄二 實測問卷 122

表目錄
表2 1全聯福利中心與星巴克之商標圖案 6
表2 2品牌權益定義 9
表2 3線上社群定義 11
表2 4線上品牌社群定義 13
表2 5承諾定義 18
表3 1研究假設與支持文獻 35
表3 2使用性問項 38
表3 3資訊品質問項 39
表3 4服務互動問項 41
表3 5整體服務品質問項 42
表3 6滿意度問項 43
表3 7承諾問項 44
表3 8品牌權益問項 45
表3 9前測項目分析 49
表3 10前測信度分析 51
表4 1樣本數量比例表:性別 62
表4 2樣本數量比例表:年齡 62
表4 3樣本數量比例表:教育程度 63
表4 4樣本數量比例表:從事行業 64
表4 5樣本數量比例表:每週使用線上品牌社群時間 64
表4 6樣本數量比例表:網路使用經驗 65
表4 7樣本數量比例表:企業建立社群方式 65
表4 8構面敘述性統計 66
表4 9變項敘述性統計 66
表4 10依線上品牌社群設立方式類別之獨立樣本T檢定 72
表4 11研究變項之常態性檢定 74
表4 12構面與問項Cronbach’s α表 80
表4 13 Pearson相關係數矩陣表 85
表4 14收斂效度分析 87
表4 15區別效度表 89
表4 16構面階層 91
表4 17假說路徑表 92
表4 18形成性指標的vif和weight 94


圖目錄
圖1 1 研究流程圖 4
圖3 1本研究之研究模型 30
圖4 1結構方程路徑圖 93
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