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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/68286

    Title: 品牌社群承諾及品牌忠誠度之前置因素探討:以Facebook粉絲專頁和新浪企業微博為例
    Authors: 蘇家儀;SU,CHIA-YI
    Contributors: 企業管理學系
    Keywords: 品牌社群承諾;品牌忠誠度;顧客價值理論;自我概念滿足;品牌熟悉度;品牌依附
    Date: 2015-07-24
    Issue Date: 2015-09-23 11:14:49 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 近十年來,許多企業透過社群網站經營品牌社群,期望藉以提高顧客品牌忠誠度,卻常因為無法正確衡量社群使用者所重視的價值或需求,降低其對於品牌社群內容的注意,因而失去經營社群與消費者溝通的意義。本研究即採用顧客知覺價值、源自於使用與滿足理論的自我概念滿足以及品牌熟悉度作為正向影響使用者對於品牌社群承諾的前置因素,並且加入品牌依附作為品牌社群承諾到品牌忠誠度的中介影響。
    ;In recent decade, many companies operated brand pages in social networking sites (SNSs) for the purpose of enhancing customer loyalty to the brand. However, companies often failed to communicate with the customers due to failure of getting the correct information of consumer’s real needs and demands, which distracted their attention to the content of the brand pages. This research provides a model on the basis of customer perceived value, self-concept gratification based on the uses and gratifications theory and brand familiarity as the antecedents of customers′ commitment to brand pages. Furthermore, brand attachment mediates the relationship of brand commitment and brand loyalty.
    The market between China and Taiwan has been developing rapidly. Facing this great economical potential, it is vital how brand operating brand pages can attract the consumers of China and Taiwan. A wed survey that conducted on “followers” of brand pages is mainly aimed at Sina Microblog in China and fan pages on Facebook in Taiwan with the 508 valid samples. Based on the structural equation modeling, the result reveals that the functional value has partially positive impact on brand page commitment. The emotional value, social value, self-concept gratification and brand familiarity all have a positive impact on brand page commitment. Brand attachment plays a crucial role of mediating the relationship between brand page commitment and brand loyalty. The impact of brand familiarity on brand page commitment is different from country to country, in this case, China and Taiwan. By validating these assumptions, this research provides a marketing recommendation on brand page operating for the purpose of improving the communication between the company and consumers.
    Appears in Collections:[企業管理研究所] 博碩士論文

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