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題名 網路企業品牌形象之研究—以Web 2.0網站為例
其他題名 A Study on Online Corporate Brand Image in the Web 2.0 Context
作者 Chang, Ai-Hwa;He, Shao-Tian;Wu, Jia-Jhou
張愛華;何少天;吳家州
關鍵詞 網路品牌形象 ; Web 2.0
Online corporate brand image ; Customer satisfaction ; Loyalty
日期 2008
上傳時間 11-Sep-2009 16:53:54 (UTC+8)
摘要 網際網路發展已進入Web2.0時代，其對企業品牌形象的影響值得探究。因此本研究以新興貣之Web2.0網路企業為對象，探討品牌屬性（網站服務品質）對企業品牌形象之影響以及Web2.0網路企業品牌形象之構成要素，並且驗證企業品牌形象與滿意度及忠誠度之間的關係。本研究抽樣對象為無名小站使用者，共得377份有效問卷，以結構方程模式進行模型驗證。研究發現：(1)使用簡易、隱私安全、顧客關懷、系統穩定與實用滿足等五種品牌屬性會對網路企業品牌形象有正面影響，而包含Web 2.0特性之實用滿足對影響最大。(2)Web2.0網站之網路品牌形象為和藹可親、冒險精神、稱職能力、時髦別緻與不拘禮節等五種人格特性，其中和藹可親對網路企業品牌形象最具解釋力。(3)網路企業品牌形象會對滿意度有直接且正面之影響，且頇透過滿意度作為中介，進而對忠誠度產生間接的正面影響。
This research investigates how the brand attributes (electronic service quality) influence the online corporate brand image of Web 2.0 sites, and then examines the relationship between online corporate brand image, customer satisfaction and loyalty. 377 valid responses from the users of Wretch were obtained using a survey research and structural equation modeling (SEM) was employed to analyze the collected data. The findings show: (1) Five brand attributes which are ease of use, privacy/security, customer care, system availability and usefulness/fulfillment are significant in determining the corporate brand image of Web 2.0 sites. In particular, usefulness/fulfillment representing the features of Web 2.0 has the most effect in influencing online corporate brand image. (2) There were five dimensions representing the online corporate brand image of Web 2.0 sites. Those are agreeableness, competence, chic, informality and enterprise while agreeableness was found to be important in explaining the online corporate brand image. (3) Online corporate brand image has a positive direct effect on satisfaction and indirect positive (via satisfaction) effect on loyalty.
參考文獻 中文部分
1. 林希展、盧諭緯 (2002)，數位時代：15分鐘搞懂Web 2.0特刊，台北，巨思文化。
2. 吳明隆 (2007)，SPSS操作與應用：問卷統計分析實務，台北，五南圖書出版股份有限公司。
3. 周文賢 (2002)，多變量統計分析：SAS/STAT使用方法，台北，智勝文化。
4. 邱皓政 (2006)，結構方程模式，台北，雙葉書廊有限公司。
5. 黃芳銘 (2007)，結構方程模式理論與應用，台北，五南圖書出版股份有限公司。
6. 龐文真 (2006)，完全解讀無名小站，數位時代，137 (pp. 46-75)，台北，巨思文化。
7. 百大網站排名總覽 (2008年3月1日)，數位時代。2009年3月4日，取自：http://www.bnext.com.tw/LocalityView_6608
8. 就愛這些網站 (2008年3月1日)，數位時代。2009年3月4日，取自：http://www.bnext.com.tw/LocalityView_6610
英文部分
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關聯 電子商務研究, 8(2), 259-290
描述 碩士
國立政治大學
企業管理研究所
96355051
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355051
資料類型 thesis
dc.creator (作者) Chang, Ai-Hwa;He, Shao-Tian;Wu, Jia-Jhouzh_TW
dc.creator (作者) 張愛華;何少天;吳家州-
dc.date (日期) 2008en_US
dc.date.accessioned 11-Sep-2009 16:53:54 (UTC+8)-
dc.date.available 11-Sep-2009 16:53:54 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:53:54 (UTC+8)-
dc.identifier (Other Identifiers) G0096355051en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29936-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 96355051zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 網際網路發展已進入Web2.0時代，其對企業品牌形象的影響值得探究。因此本研究以新興貣之Web2.0網路企業為對象，探討品牌屬性（網站服務品質）對企業品牌形象之影響以及Web2.0網路企業品牌形象之構成要素，並且驗證企業品牌形象與滿意度及忠誠度之間的關係。本研究抽樣對象為無名小站使用者，共得377份有效問卷，以結構方程模式進行模型驗證。研究發現：(1)使用簡易、隱私安全、顧客關懷、系統穩定與實用滿足等五種品牌屬性會對網路企業品牌形象有正面影響，而包含Web 2.0特性之實用滿足對影響最大。(2)Web2.0網站之網路品牌形象為和藹可親、冒險精神、稱職能力、時髦別緻與不拘禮節等五種人格特性，其中和藹可親對網路企業品牌形象最具解釋力。(3)網路企業品牌形象會對滿意度有直接且正面之影響，且頇透過滿意度作為中介，進而對忠誠度產生間接的正面影響。zh_TW
dc.description.abstract (摘要) This research investigates how the brand attributes (electronic service quality) influence the online corporate brand image of Web 2.0 sites, and then examines the relationship between online corporate brand image, customer satisfaction and loyalty. 377 valid responses from the users of Wretch were obtained using a survey research and structural equation modeling (SEM) was employed to analyze the collected data. The findings show: (1) Five brand attributes which are ease of use, privacy/security, customer care, system availability and usefulness/fulfillment are significant in determining the corporate brand image of Web 2.0 sites. In particular, usefulness/fulfillment representing the features of Web 2.0 has the most effect in influencing online corporate brand image. (2) There were five dimensions representing the online corporate brand image of Web 2.0 sites. Those are agreeableness, competence, chic, informality and enterprise while agreeableness was found to be important in explaining the online corporate brand image. (3) Online corporate brand image has a positive direct effect on satisfaction and indirect positive (via satisfaction) effect on loyalty.-
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究問題與目的 3
     第三節 研究範圍 4
     第四節 研究流程 4
     第二章 文獻探討 6
     第一節 Web 2.0 6
     第二節 企業品牌形象 9
     第三節 網站服務品質 15
     第四節 企業品牌形象對顧客滿意度與忠誠度之影響 18
     第三章 研究方法 22
     第一節 研究架構 22
     第二節 研究假說 23
     第三節 研究變數之定義與衡量 26
     第四節 問卷發展 31
     第五節 資料蒐集方法 33
     第六節 資料分析方法 34
     第四章 資料分析 39
     第一節 樣本敘述性統計分析 39
     第二節 問卷信度與校度分析 42
     第三節 驗證性因素分析 44
     第四節 結構方程模式分析 51
     第五章 結論與建議 58
     第一節 研究結論 58
     第二節 管理意涵 60
     第三節 研究貢獻 61
     第四節 研究限制 62
     第五節 未來研究方向 63
     參考文獻 64
     附錄 72		zh_TW
dc.language.iso en_US-
dc.relation (關聯) 電子商務研究, 8(2), 259-290-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096355051en_US
dc.subject (關鍵詞) 網路品牌形象 ; Web 2.0zh_TW
dc.subject (關鍵詞) Online corporate brand image ; Customer satisfaction ; Loyaltyen_US
dc.title (題名) 網路企業品牌形象之研究—以Web 2.0網站為例zh_TW
dc.title.alternative (其他題名) A Study on Online Corporate Brand Image in the Web 2.0 Context-
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分zh_TW
dc.relation.reference (參考文獻) 1. 林希展、盧諭緯 (2002)，數位時代：15分鐘搞懂Web 2.0特刊，台北，巨思文化。zh_TW
dc.relation.reference (參考文獻) 2. 吳明隆 (2007)，SPSS操作與應用：問卷統計分析實務，台北，五南圖書出版股份有限公司。zh_TW
dc.relation.reference (參考文獻) 3. 周文賢 (2002)，多變量統計分析：SAS/STAT使用方法，台北，智勝文化。zh_TW
dc.relation.reference (參考文獻) 4. 邱皓政 (2006)，結構方程模式，台北，雙葉書廊有限公司。zh_TW
dc.relation.reference (參考文獻) 5. 黃芳銘 (2007)，結構方程模式理論與應用，台北，五南圖書出版股份有限公司。zh_TW
dc.relation.reference (參考文獻) 6. 龐文真 (2006)，完全解讀無名小站，數位時代，137 (pp. 46-75)，台北，巨思文化。zh_TW
dc.relation.reference (參考文獻) 7. 百大網站排名總覽 (2008年3月1日)，數位時代。2009年3月4日，取自：http://www.bnext.com.tw/LocalityView_6608zh_TW
dc.relation.reference (參考文獻) 8. 就愛這些網站 (2008年3月1日)，數位時代。2009年3月4日，取自：http://www.bnext.com.tw/LocalityView_6610zh_TW
dc.relation.reference (參考文獻) 英文部分zh_TW
dc.relation.reference (參考文獻) 1. Aaker, D. A. (1996). Building Strong Brands. London: Simon & Schuster UK Ltd.zh_TW
dc.relation.reference (參考文獻) 2. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.zh_TW
dc.relation.reference (參考文獻) 3. Agarwal, J., & Malhotra, N. K. (2005). An integrated model of attitude and affect: Theoretical foundation and an empirical investigation Journal of Business Research, 58(4), 483-493.zh_TW
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