虛擬社群意識在品牌社群認同與品牌忠誠度之中介效果

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許伶憶(Ling-yi Hsu) 查詢紙本館藏

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企業管理學系

論文名稱

虛擬社群意識在品牌社群認同與品牌忠誠度之中介效果
(The Mediate Effect of Sense of Virtual Community between Brand Community Identification and Brand Loyalty)

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摘要(中)

依照品牌社群的運作者對品牌社群進行分類，可將其分為由公司運作的品牌社群與由消費者或第三方所運作的品牌社群。過去關於品牌社群的研究，大多是針對由公司運作的品牌社群進行探討，較少著墨於由消費者或第三方所運作的品牌社群，因此本研究欲著重於由消費者或第三方所運作的品牌社群。本研究欲探究為什麼品牌社群能夠提高品牌忠誠度，經文獻探討後，針對此研究問題提出研究架構與研究假設，探討品牌社群認同對社群參與之影響、社群參與對感知的好處之影響、感之的好處對虛擬社群意識之影響、虛擬社群意識對品牌忠誠度之影響、虛擬社群意識對品牌關係品質之影響與品牌關係品質對品牌忠誠度之影響。
　　本研究以國內Apple品牌社群的社群成員為研究對象，以網路問卷的形式於國內Apple品牌社群進行發放，發放時間為2011年4月28日至2011年5月5日，共計回收382份有效問卷，並將問卷資料做進一步的分析，本研究針對問卷資料進行敘述性統計分析、信度分析、效度分析與結構方程模式分析。
　　本研究的研究結果為品牌社群認同對社群參與有正向顯著影響、社群參與對感知的好處有正向顯著影響、感知的好處對虛擬社群意識有正向顯著影響、虛擬社群意識對品牌忠誠度有正向顯著影響、虛擬社群意識對品牌關係品質有正向顯著影響與品牌關係品質與品牌忠誠度有正向顯著影響。

摘要(英)

According to the operator of the brand community, the brand community can be classified into two categories. One is operated by the company, and the other is operated by consumers or a third-party. Is the past, most of researches concerning brand community focused on the brand community which was operated by the company, and less emphasized on the brand community which was operated by consumers or a third-party. Therefore, this study centers on the brand community which is operated by consumers or a third-party. This study aims to investigate why the brand community can raise the brand loyalty.
After reviewing literature, the researcher builds the research framework and proposes hypotheses. The purpose of the study is to examine the following effects: The effect of brand community identification toward community participation, The effect of community participation toward perceived benefits, The effect of perceived benefits toward sense of virtual community, The effect of sense of virtual community toward brand loyalty, The effect of sense of virtual community toward brand relationship quality and The effect of brand relationship quality toward brand loyalty.
The researcher considers Apple as the brand object because Apple is well-known as faithful customers. Participants in the study are members of the brand community of Apple. Data were collected via a web-based questionnaire survey during April 28- May5, 2011. A total of 382 questionnaires were collected and confirmed as valid samples. The researcher analyzes data by means of descriptive statistical analysis, reliability analysis, validity analysis, and structural equation model analysis.
This study shows the following results. Brand community identification has positive significant effect on community participation. Community participation has positive significant effect on perceived benefits. Perceived benefits have positive significant effect on sense of virtual community. Sense of virtual community has positive significant effect on brand loyalty. Sense of virtual community has positive
significant effect on brand relationship quality. Brand relationship quality has positive significant effect on brand loyalty.

關鍵字(中)

★ 品牌關係品質
★ 品牌忠誠度
★ 虛擬社群意識
★ 品牌社群認同
★ 社群參與
★ 感知的利益

關鍵字(英)

★ Brand Community Identification
★ Community Participation
★ Brand Loyalty
★ Sense of Virtual Community
★ Perceived benefits

論文目次

目錄
圖目錄
表目錄
第一章　緒論1
1.1 研究背景與動機1
1.2 研究問題與目的3
1.3 研究流程4
第二章文獻探討5
2.1 品牌社群認同5
2.1.1 品牌社群5
2.1.2 品牌社群認同9
2.2 社群參與11
2.3 感知的利益：使用與滿意架構13
2.3.1 社會綜合的利益13
2.3.2 個人綜合的利益14
2.3.3 快樂的利益14
2.4 虛擬社群意識15
2.4.1 社群意識15
2.4.2 虛擬社群意識16
2.5 品牌忠誠度18
2.6 品牌關係品質20
第三章研究方法23
3.1 研究架構23
3.2 研究假設24
3.2.1 品牌社群認同對社群參與的影響24
3.2.2 社群參與對感知的利益的影響24
3.2.3 感知的利益對虛擬社群意識的影響25
3.2.4 虛擬社群意識對品牌忠誠度的影響25
3.2.5 虛擬社群意識對品牌關係品質的影響26
3.2.6 品牌關係品質對品牌忠誠度的影響26
3.3 研究變項的操作性定義28
3.3.1 品牌社群認同28
3.3.2 社群參與29
3.3.3 感知的利益30
3.3.4 虛擬社群意識31
3.3.5 品牌忠誠度32
3.3.6 品牌關係品質33
3.4 研究對象與問卷設計34
3.4.1 研究對象34
3.4.2 問卷設計34
3.5 資料分析與統計方法36
第四章研究結果38
4.1 樣本資料之敘述性統計分析38
4.2 研究變項之信度與效度分析41
4.2.1 信度分析41
4.2.2 效度分析44
4.3 研究變數之因果關係46
4.3.1 本研究之結構方程模式46
4.3.2 整體模式的適合度檢定50
4.3.3 整體模式因果關係分析51
4.3.4 研究假設檢定結果56
第五章結論與建議59
5.1 研究結論59
5.2 研究貢獻62
5.3 實務意涵64
5.4 研究限制66
5.5 未來研究方向的建議66
參考文獻67
附錄一、研究問卷71

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指導教授

蕭嬋、張東生
(Chan Hsiao、Dong-Shang, Chang)

審核日期

2011-7-4

推文