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題名 私域流量虛擬品牌社群價值共創行為研究—以企業運營的視角
Research on Value Co-creation Behavior in Private Traffic Virtual Brand Community—Taking the Perspective of Business Operations
作者 蔣澤楷
JIANG, ZEKAI
貢獻者 張愛華
Chang, AiHwa
蔣澤楷
JIANG, ZEKAI
關鍵詞 私域流量
虛擬品牌社群
企業運營
價值共創行為
品牌信任
Private Traffic
Business Operations
Virtual Brand Community
Value Co-Creation Behavior
Brand Trust
日期 2021
上傳時間 1-十一月-2021 12:20:09 (UTC+8)
摘要 中國大陸移動互聯網用戶達到高峰，各行業之間的流量爭奪戰也愈發激烈。 在這種背景下，「私域流量」的概念逐漸被許多企業熟知，並建立相關私域流量 虛擬品牌社群。此外，隨著消費者與企業之間的角色從被動到主動的轉變，企業 與消費者共同創造價值也已成為企業獲取競爭優勢的來源。
目前的文獻大多以具體案例探討企業應該如何運營管理私域流量虛擬品牌 社群，尚未有學者從企業運營的視角，系統性的研究私域流量對虛擬品牌社群價 值共創行為的動機和後續影響進行研究。
本研究將私域流量虛擬品牌社群價值共創行為分為企業-消費者之間的價值 共創行為和消費者-消費者之間的價值共創行為。根據 590 份網路問卷發現，消 費者參與私域流量虛擬品牌社群的動機中，信息動機、社交動機和娛樂動機正向 影響企業-消費者之間的價值共創行為，信息動機、社交動機正向影響消費者-消 費者之間的價值共創行為。私域流量虛擬品牌社群運營正向影響消費者的品牌信 任，品牌信任在私域流量虛擬品牌社群運營和社群價值共創行為之間的關係發揮 著中介作用。此外，私域流量虛擬品牌社群價值共創行為正向影響品牌認同，品 牌認同正向影響品牌承諾。本研究對私域流量虛擬品牌社群價值共創行為進行了 探索性研究，豐富了私域流量虛擬品牌社群價值共創行為的理論成果。
As the number of mobile users reaches new peaks in mainland China, the competition of user traffic becomes fierce among various companies. In this context, the concept called “Private Traffic” has gradually become familiar to many companies. In addition, value co-creation behavior has become a source of enterprises competitive advantage. The extant studies mostly use typical cases to show how companies should operate and manage the private traffic building in virtual brand communities, yet few studies systematically examine the motivation and value co-creation behavior of consumers in virtual brand communities from the perspective of business operations.
This paper divides virtual brand community value co-creation behaviors into enterprise-consumer value co-creation behaviors and consumer-consumer value co- creation behaviors. A survey based empirical study with 590 respondents was conducted, and the study finds that the informational motivation, social motivation, and recreational motivation positively affect enterprise-consumer value co-creation behaviors, and informational motivation and social motivation positively affect consumer-consumer value co-creation behaviors. Private traffic virtual brand community practices have significant effects on customers’ brand trust. Meanwhile, brand trust has a mediating effect on the relationship between business practices on brand community management and consumers’ value co-creation behaviors. In addition, value co-creation behaviors have significant effects on brand identification, and brand identification has direct effect on brand commitment. This research presents an exploratory study on the value co-creation behaviors of the private traffic virtual brand community and contributes to the theoretical knowledge of private traffic virtual brand community value co-creation behaviors.
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描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363112
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108363112
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, AiHwaen_US
dc.contributor.author (作者) 蔣澤楷zh_TW
dc.contributor.author (作者) JIANG, ZEKAIen_US
dc.creator (作者) 蔣澤楷zh_TW
dc.creator (作者) JIANG, ZEKAIen_US
dc.date (日期) 2021en_US
dc.date.accessioned 1-十一月-2021 12:20:09 (UTC+8)-
dc.date.available 1-十一月-2021 12:20:09 (UTC+8)-
dc.date.issued (上傳時間) 1-十一月-2021 12:20:09 (UTC+8)-
dc.identifier (其他 識別碼) G0108363112en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/137732-
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(MBA學位學程)zh_TW
dc.description (描述) 108363112zh_TW
dc.description.abstract (摘要) 中國大陸移動互聯網用戶達到高峰，各行業之間的流量爭奪戰也愈發激烈。 在這種背景下，「私域流量」的概念逐漸被許多企業熟知，並建立相關私域流量 虛擬品牌社群。此外，隨著消費者與企業之間的角色從被動到主動的轉變，企業 與消費者共同創造價值也已成為企業獲取競爭優勢的來源。
目前的文獻大多以具體案例探討企業應該如何運營管理私域流量虛擬品牌 社群，尚未有學者從企業運營的視角，系統性的研究私域流量對虛擬品牌社群價 值共創行為的動機和後續影響進行研究。
本研究將私域流量虛擬品牌社群價值共創行為分為企業-消費者之間的價值 共創行為和消費者-消費者之間的價值共創行為。根據 590 份網路問卷發現，消 費者參與私域流量虛擬品牌社群的動機中，信息動機、社交動機和娛樂動機正向 影響企業-消費者之間的價值共創行為，信息動機、社交動機正向影響消費者-消 費者之間的價值共創行為。私域流量虛擬品牌社群運營正向影響消費者的品牌信 任，品牌信任在私域流量虛擬品牌社群運營和社群價值共創行為之間的關係發揮 著中介作用。此外，私域流量虛擬品牌社群價值共創行為正向影響品牌認同，品 牌認同正向影響品牌承諾。本研究對私域流量虛擬品牌社群價值共創行為進行了 探索性研究，豐富了私域流量虛擬品牌社群價值共創行為的理論成果。		zh_TW
dc.description.abstract (摘要) As the number of mobile users reaches new peaks in mainland China, the competition of user traffic becomes fierce among various companies. In this context, the concept called “Private Traffic” has gradually become familiar to many companies. In addition, value co-creation behavior has become a source of enterprises competitive advantage. The extant studies mostly use typical cases to show how companies should operate and manage the private traffic building in virtual brand communities, yet few studies systematically examine the motivation and value co-creation behavior of consumers in virtual brand communities from the perspective of business operations.
This paper divides virtual brand community value co-creation behaviors into enterprise-consumer value co-creation behaviors and consumer-consumer value co- creation behaviors. A survey based empirical study with 590 respondents was conducted, and the study finds that the informational motivation, social motivation, and recreational motivation positively affect enterprise-consumer value co-creation behaviors, and informational motivation and social motivation positively affect consumer-consumer value co-creation behaviors. Private traffic virtual brand community practices have significant effects on customers’ brand trust. Meanwhile, brand trust has a mediating effect on the relationship between business practices on brand community management and consumers’ value co-creation behaviors. In addition, value co-creation behaviors have significant effects on brand identification, and brand identification has direct effect on brand commitment. This research presents an exploratory study on the value co-creation behaviors of the private traffic virtual brand community and contributes to the theoretical knowledge of private traffic virtual brand community value co-creation behaviors.		en_US
dc.description.tableofcontents 目次
致謝 II
摘要 III Abstract IV
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 5
第一節 公域流量與私域流量 5
第二節 虛擬品牌社群 10
第三節 價值共創行為 20
第四節 品牌信任 23
第五節 品牌認同 25
第六節 品牌承諾 27
第三章 研究模型與假設 29
第一節 研究模型 29
第二節 研究假設 30
第四章 變數定義與問卷設計 36
第一節 變數定義與衡量 36
第二節 問卷前測與正式調查問卷 44
第五章 數據分析與假設檢驗 59
第一節 描述性統計分析 59
第二節 信效度分析 62
第三節 假設檢驗 69
第六章 結論與建議 81
第一節 研究結論 81
第二節 研究的理論意涵及實務意涵 87
第三節 研究侷限與展望 89
參考文獻 91
附件一 問卷 100		zh_TW
dc.format.extent 3816798 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108363112en_US
dc.subject (關鍵詞) 私域流量zh_TW
dc.subject (關鍵詞) 虛擬品牌社群zh_TW
dc.subject (關鍵詞) 企業運營zh_TW
dc.subject (關鍵詞) 價值共創行為zh_TW
dc.subject (關鍵詞) 品牌信任zh_TW
dc.subject (關鍵詞) Private Trafficen_US
dc.subject (關鍵詞) Business Operationsen_US
dc.subject (關鍵詞) Virtual Brand Communityen_US
dc.subject (關鍵詞) Value Co-Creation Behavioren_US
dc.subject (關鍵詞) Brand Trusten_US
dc.title (題名) 私域流量虛擬品牌社群價值共創行為研究—以企業運營的視角zh_TW
dc.title (題名) Research on Value Co-creation Behavior in Private Traffic Virtual Brand Community—Taking the Perspective of Business Operationsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
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dc.identifier.doi (DOI) 10.6814/NCCU202101621en_US