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題名 品牌社群經營、品牌社群關係與品牌忠誠度之關係
作者 林育正
Lin ,Yu-Cheng
貢獻者 張愛華<br>白崇亮
林育正
Lin ,Yu-Cheng
關鍵詞 品牌社群
社群關係
品牌忠誠度
品牌社群經營
品牌社群關係
品牌類型
Brand Community
Community Relationship
Brand Loyalty
Brand Community Management
Brand Community Relationship
Type of Brand
日期 2005
上傳時間 18-九月-2009 13:31:20 (UTC+8)
摘要 品牌，對現今的行銷及組織經營而言早已成為相當重要的課題，因為它不僅是一個圖像或名稱，而是讓組織與商品得以在眾多的競爭者間脫穎而出的策略；而品牌必須要不斷的擴大顧客對於品牌的終生貢獻價值，即顧客權益（customer equity）的擴張，因此當忠誠度能夠幫助顧客權益的擴張時，組織如何建立忠誠度即成為廣受關注的議題，而能幫助忠誠度發展的「品牌社群」便漸漸吸引許多學者的研究。
本研究以McAlexander、Schouten與Koenign（2002）三位學者提出的「品牌社群關係模型（brand community relationship model）」為基礎，希冀以品牌社群成員的觀點研究「品牌社群經營」、「品牌社群關係」與「品牌忠誠度」間關係，並進一步探討品牌的「理性傾向」對於上述「品牌社群經營」、「品牌社群關係」以及「品牌忠誠度」關係的影響。
本研究以多個不同品牌的品牌家族為研究對象，透過Swatch、Samsung以及Sony三個品牌家族的經營者進行深入訪談後，以Swatch、Seiko、Samsung三個不同品牌的品牌家族為問卷調查對象，經由一系列的量化分析後得出以下研究結論：
一、品牌社群關係與品牌忠誠度
品牌社群內的社群成員與品牌的關係好壞對品牌忠誠度是有正向驅動關係；而透過比較不同品牌社群的品牌社群關係構面對品牌忠誠度的作用，發現不同品牌會呈現不同的強弱影響關係。
二、品牌社群經營與品牌社群關係
社群成員在品牌社群中，對於「人際相關的社群活動（communal community program）」的參與較能幫助成員與品牌的關係，而「實質利益相關的社群活動（non-communal community program）」的經營與品牌社群關係的好壞並無顯著的關係，因此品牌社群若能提供社群成員良好的「人際互動經驗」較能明顯幫助品牌社群關係的建立。
三、社群成員對品牌的理性傾向與品牌社群經營
理性傾向將會降低品牌社群成員對於人際相關活動的參與情形，連帶的降低社群活動期望的正向差距，因此消費者對品牌的態度越理性，對於品牌社群的經營就有較不利的影響。
四、品牌理性傾向與品牌忠誠度
雖然「理性傾向」對於品牌社群的經營有不利的效果，不過在研究中發現到當品牌給社群成員越多理性的資訊時，社群成員會藉由增強對經營公司的好感以幫助品牌忠誠度的建立。
Brand has become an important issue to marketing and organization management nowadays, for it is not only a logo or a name but a strategy that distinguishes an organization and its products from numerous competitors. A brand must continuously expand its customers’ lifetime contribution value, namely the increase of customer equity. Therefore, when loyalty helps increase customer equity, how an organization establish loyalty becomes a critical issue, while “brand community” that assists developing loyalty gradually arise many scholars interest in research.
The research adopts “brand community relationship model” by McAlexander, Schouten and Koenign (2002), attempting to study relationship among “brand community management”, “brand community relationship” and “brand loyalty” via perspective of brand community members, and further discussing influence of brand “rational inclination” on the aforementioned “brand community management”, “brand community relationship” and “brand loyalty”.
The research uses multiple-brand family as research subject, conducting in-depth interview with managers of three brand families of Swatch, Samsung and Sony, and choosing brand families of Swatch, Seiko and Samsung as questionnaire targets. The following conclusions are derived after a series of quantitative analysis:
1. Brand community relationship and brand loyalty
Relationship between members of brand community and brand has positive correlation to brand loyalty. By comparing different brand community’s effect of brand community relationship dimension on brand loyalty, the research found different brands generate different level of influence relationship.
2. Brand community management and brand community relationship
Participation in “communal community program” by members of brand community reinforces relationship between members and brand, yet no significant relationship is found between management of “non-communal community program” and brand community relationship. Thus, it is more obvious in establishing brand community relationship if brand community provide members with satisfactory “interrelationship experience”
3. Community members’ rational inclination toward brand and brand community management
Rational inclination will reduce brand community members’ participation in interrelationship activities, which reduces positive gap in social activity anticipation. Hence, the more rational attitude consumers hold toward a brand, the less favorable effect it has on management of brand community.
4. Brand rational inclination and brand loyalty
Although “rational inclination” has less favorable effects on management of brand community, the research found that when more rational information is provided to community members, they will enhance establishment of brand loyalty by increasing goodwill toward the company.
參考文獻 【中文部份】
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2. 林靈宏（民國82年），消費品類型、創新類型與新產品行銷策略關係研究，國立政治大學企業管理學系碩士班，碩士論文
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8. 張瓏耀（民國93年），擁有者關係與人格特質對品牌社群活動的影響-以休旅車社群為例，淡江大學國際貿易學系碩士班，碩士論文
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描述 碩士
國立政治大學
企業管理研究所
93355057
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093355057
資料類型 thesis
dc.contributor.advisor 張愛華<br>白崇亮zh_TW
dc.contributor.author (作者) 林育正zh_TW
dc.contributor.author (作者) Lin ,Yu-Chengen_US
dc.creator (作者) 林育正zh_TW
dc.creator (作者) Lin ,Yu-Chengen_US
dc.date (日期) 2005en_US
dc.date.accessioned 18-九月-2009 13:31:20 (UTC+8)-
dc.date.available 18-九月-2009 13:31:20 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 13:31:20 (UTC+8)-
dc.identifier (其他 識別碼) G0093355057en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/34997-
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) 93355057zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 品牌，對現今的行銷及組織經營而言早已成為相當重要的課題，因為它不僅是一個圖像或名稱，而是讓組織與商品得以在眾多的競爭者間脫穎而出的策略；而品牌必須要不斷的擴大顧客對於品牌的終生貢獻價值，即顧客權益（customer equity）的擴張，因此當忠誠度能夠幫助顧客權益的擴張時，組織如何建立忠誠度即成為廣受關注的議題，而能幫助忠誠度發展的「品牌社群」便漸漸吸引許多學者的研究。
本研究以McAlexander、Schouten與Koenign（2002）三位學者提出的「品牌社群關係模型（brand community relationship model）」為基礎，希冀以品牌社群成員的觀點研究「品牌社群經營」、「品牌社群關係」與「品牌忠誠度」間關係，並進一步探討品牌的「理性傾向」對於上述「品牌社群經營」、「品牌社群關係」以及「品牌忠誠度」關係的影響。
本研究以多個不同品牌的品牌家族為研究對象，透過Swatch、Samsung以及Sony三個品牌家族的經營者進行深入訪談後，以Swatch、Seiko、Samsung三個不同品牌的品牌家族為問卷調查對象，經由一系列的量化分析後得出以下研究結論：
一、品牌社群關係與品牌忠誠度
品牌社群內的社群成員與品牌的關係好壞對品牌忠誠度是有正向驅動關係；而透過比較不同品牌社群的品牌社群關係構面對品牌忠誠度的作用，發現不同品牌會呈現不同的強弱影響關係。
二、品牌社群經營與品牌社群關係
社群成員在品牌社群中，對於「人際相關的社群活動（communal community program）」的參與較能幫助成員與品牌的關係，而「實質利益相關的社群活動（non-communal community program）」的經營與品牌社群關係的好壞並無顯著的關係，因此品牌社群若能提供社群成員良好的「人際互動經驗」較能明顯幫助品牌社群關係的建立。
三、社群成員對品牌的理性傾向與品牌社群經營
理性傾向將會降低品牌社群成員對於人際相關活動的參與情形，連帶的降低社群活動期望的正向差距，因此消費者對品牌的態度越理性，對於品牌社群的經營就有較不利的影響。
四、品牌理性傾向與品牌忠誠度
雖然「理性傾向」對於品牌社群的經營有不利的效果，不過在研究中發現到當品牌給社群成員越多理性的資訊時，社群成員會藉由增強對經營公司的好感以幫助品牌忠誠度的建立。		zh_TW
dc.description.abstract (摘要) Brand has become an important issue to marketing and organization management nowadays, for it is not only a logo or a name but a strategy that distinguishes an organization and its products from numerous competitors. A brand must continuously expand its customers’ lifetime contribution value, namely the increase of customer equity. Therefore, when loyalty helps increase customer equity, how an organization establish loyalty becomes a critical issue, while “brand community” that assists developing loyalty gradually arise many scholars interest in research.
The research adopts “brand community relationship model” by McAlexander, Schouten and Koenign (2002), attempting to study relationship among “brand community management”, “brand community relationship” and “brand loyalty” via perspective of brand community members, and further discussing influence of brand “rational inclination” on the aforementioned “brand community management”, “brand community relationship” and “brand loyalty”.
The research uses multiple-brand family as research subject, conducting in-depth interview with managers of three brand families of Swatch, Samsung and Sony, and choosing brand families of Swatch, Seiko and Samsung as questionnaire targets. The following conclusions are derived after a series of quantitative analysis:
1. Brand community relationship and brand loyalty
Relationship between members of brand community and brand has positive correlation to brand loyalty. By comparing different brand community’s effect of brand community relationship dimension on brand loyalty, the research found different brands generate different level of influence relationship.
2. Brand community management and brand community relationship
Participation in “communal community program” by members of brand community reinforces relationship between members and brand, yet no significant relationship is found between management of “non-communal community program” and brand community relationship. Thus, it is more obvious in establishing brand community relationship if brand community provide members with satisfactory “interrelationship experience”
3. Community members’ rational inclination toward brand and brand community management
Rational inclination will reduce brand community members’ participation in interrelationship activities, which reduces positive gap in social activity anticipation. Hence, the more rational attitude consumers hold toward a brand, the less favorable effect it has on management of brand community.
4. Brand rational inclination and brand loyalty
Although “rational inclination” has less favorable effects on management of brand community, the research found that when more rational information is provided to community members, they will enhance establishment of brand loyalty by increasing goodwill toward the company.		en_US
dc.description.tableofcontents 第一章 緒論
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討
第一節 品牌社群 6
第二節 社群經營 14
第三節 品牌與產品分類 20
第四節 顧客權益與品牌忠誠度 23
第五節 研究假說之發展 32
第三章 研究方法
第一節 研究觀念架構 40
第二節 研究變數的定義與衡量 42
第三節 問卷發展 46
第四節 資料蒐集方法 47
第五節 資料分析方法 49
第六節 深入訪談摘要 50
第四章 資料分析
第一節 樣本資料之敘述性統計 54
第二節 問卷信度與效度分析 57
第三節 社群成員對品牌的態度類型 59
第四節 品牌社群綜合指數與品牌忠誠度 60
第五節 消費者品牌態度對品牌社群關係與品牌忠誠度關係之影響 68
第六節 品牌社群經營對品牌社群綜合指數之影響 73
第七節 消費者品牌態度對品牌社群經營與品牌社群關係之作用 82
第八節 假說驗證與分析結果整理 84
第五章 結論與建議
第一節 研究結論 87
第二節 管理建議 89
第三節 研究貢獻 91
第四節 研究限制 91
第五節 未來研究方向 92
參考文獻 94
附錄一 研究問卷 101
附錄二 深度訪談摘要 106

表目錄

表 2.3-1 呂玉華產品分類 22
表 2.4-1 Reichheld與Sasser 汽車服務業研究 26
表 3.2-1 擁有者－產品關係衡量問項 42
表 3.2-2 擁有者－品牌關係衡量問項 42
表 3.2-3 擁有者－公司關係衡量問項 42
表 3.2-4 擁有者－擁有者關係衡量問項 43
表 3.2-5 品牌忠誠度衡量問項 43
表 3.2-6 社群活動衡量問項 44
表 3.2-7 社群活動期望差距衡量問項 45
表 3.2-8 品牌理性程度與感性程度衡量問項 46
表 4.1-1 問卷回收情形 54
表 4.1-2 人口變數描述性統計 55
表 4.1-3 問卷各構面之平均數與標準差 57
表 4.2-1 問卷構面信度分析 58
表 4.3-1 各品牌理性傾向與感性程度之描述性統計 59
表 4.3-2 各品牌理性程度之變異數分析－多重比較 59
表 4.3-3 各品牌感性程度之變異數分析－多重比較 59
表 4.3-4 各品牌理性傾向之變異數分析－多重比較 60
表 4.4-1 品牌擁有者關係之相關係數 61
表 4.4-2 品牌社群集成對忠誠度之迴歸分析 62
表 4.4-3 迴歸模式摘要 62
表 4.4-4 品牌變數編碼 63
表 4.4-5 相關係數表 65
表 4.4-6 各變數對忠誠度之迴歸分析 66
表 4.4-7 迴歸模式摘要 66
表 4.4-8 主成分分析之成份矩陣 68
表 4.5-1 理性傾向與關係構面對忠誠度之相關係數分析 69
表 4.5-2 理性傾向與關係構面對忠誠度之迴歸分析 70
表 4.5-3 理性傾向與關係構面對忠誠度之迴歸模式摘要 70
表 4.5-4 理性傾向與關係構面對忠誠度之迴歸模式摘要 71
表 4.5-5 理性傾向與關係構面對忠誠度之迴歸分析 72
表 4.6-1 社群活動參與對社群關係之迴歸模式摘要 74
表 4.6-2 模式2相關係數分析 74
表 4.6-3 模式3相關係數分析 75
表 4.6-4 模式4相關係數分析 75
表 4.6-5 模式2迴歸分析 76
表 4.6-6 模式3迴歸分析 76
表 4.6-7 模式4迴歸分析 76
表 4.6-8 活動認知差距對關係構面之迴歸模式摘要 78
表 4.6-9 模式1相關係數分析 78
表 4.6-10 模式2相關係數分析 78
表 4.6-11 模式3相關係數分析 79
表 4.6-12 模式4相關係數分析 79
表 4.6-13 模式5相關係數分析 79
表 4.6-14 模式1迴歸分析 80
表 4.6-15 模式2迴歸分析 80
表 4.6-16 模式3迴歸分析 80
表 4.6-17 模式4迴歸分析 81
表 4.6-18 模式5迴歸分析 81
表 4.7-1 理性傾向對社群經營變數之模式摘要整理 83
表 4.7-2 理性傾向對社群經營變數之迴歸分析整理 83
表 4.8-1 研究假說驗證結果表 85

圖目錄

圖 1.3-1 研究流程 5
圖 2.1.4-1 品牌與顧客關係 13
圖 2.3-1 FCB Model 21
圖 2.4-1 顧客資產管理 25
圖 2.4-2 社群經營、滿意度與忠誠度之關係 31
圖 2.5-1 行銷傳播在市場上的角色 36
圖 3.1-1 研究觀念架構 40
圖 4.8-1 研究變數互動關係 86		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093355057en_US
dc.subject (關鍵詞) 品牌社群zh_TW
dc.subject (關鍵詞) 社群關係zh_TW
dc.subject (關鍵詞) 品牌忠誠度zh_TW
dc.subject (關鍵詞) 品牌社群經營zh_TW
dc.subject (關鍵詞) 品牌社群關係zh_TW
dc.subject (關鍵詞) 品牌類型zh_TW
dc.subject (關鍵詞) Brand Communityen_US
dc.subject (關鍵詞) Community Relationshipen_US
dc.subject (關鍵詞) Brand Loyaltyen_US
dc.subject (關鍵詞) Brand Community Managementen_US
dc.subject (關鍵詞) Brand Community Relationshipen_US
dc.subject (關鍵詞) Type of Branden_US
dc.title (題名) 品牌社群經營、品牌社群關係與品牌忠誠度之關係zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 【中文部份】zh_TW
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