| dc.contributor.advisor | 張愛華 | zh_TW |
| dc.contributor.advisor | Chang, Aihwa | en_US |
| dc.contributor.author (Authors) | 廖棟樑 | zh_TW |
| dc.contributor.author (Authors) | Liao, Dreven | en_US |
| dc.creator (作者) | 廖棟樑 | zh_TW |
| dc.creator (作者) | Liao, Dreven | en_US |
| dc.date (日期) | 2004 | en_US |
| dc.date.accessioned | 18-Sep-2009 18:52:19 (UTC+8) | - |
| dc.date.available | 18-Sep-2009 18:52:19 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Sep-2009 18:52:19 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0923550191 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/36567 | - |
| 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) | 92355019 | zh_TW |
| dc.description (描述) | 93 | zh_TW |
| dc.description.abstract (摘要) | 本研究引用McAlexander, Schouten, and Koenig (2002)的品牌社群關係模式為基礎，希望以社群成員的角度對國內目前品牌社群的狀況做進一步的探討，研究利用問卷調查方式衡量社群認同、社群信任、社群承諾、道德責任等品牌社群關係及公司關係品質，並探討前述構念間的交互關係及其對產品知識與品牌忠誠的影響。研究以中華三菱SAVRIN汽車品牌社群為研究對象，針對「中華三菱SAVRIN家族」及「K族」家長進行深度訪談後對二個品牌社群成員發放研究問卷，抽樣方式為便利抽樣，共計回收234份有效問卷，所有樣本以線性結構模式進行分析(LISREL)後，獲得下列結論：1.品牌社群關係品牌社群關係建立有其順序性，必須先從社群認同開始，再擴展至社群信任與社群承諾，當社群信任與社群承諾到達一定水準後，社群成員才會發展出超越角色的行為，產生高度的社群道德責任。2.道德責任道德責任直接對產品知識與品牌忠誠產生影響，因此對於在品牌社群中需要尋求品牌產品使用相關協助的成員或想要促進品牌忠誠度的行銷人員來說，道德責任所扮演的角色是不可忽視的。3.品牌社群與關係品質、品牌忠誠即使面對相同的品牌、品牌商及產品，品牌社群關係不一定對關係品質及品牌忠誠有正面的影響，品牌社群對關係品質或品牌忠誠的影響可能會受到如社群規模、社群領導人、品牌商贊助等特定因素的影響。關鍵字：品牌社群、道德責任、LISREL | zh_TW |
| dc.description.tableofcontents | 第壹章 緒論 1第一節 研究背景與研究動機 1第二節 研究問題與研究目的 4第三節 研究範圍 4第四節 研究流程與步驟 5第貳章 文獻探討 7第一節 品牌社群 7第二節 品牌社群關係 11第三節 關係品質 18第四節 產品知識 20第五節 品牌忠誠度 22第六節 研究假說之發展 27第參章 研究方法 32第一節 本研究觀念架構 32第二節 研究變數的定義與衡量 34第三節 問卷之發展與測試 37第四節 資料蒐集方法 43第五節 資料分析方法 44第肆章 資料分析 49第一節 樣本敘述統計與變異數分析 49第二節 信效度分析 56第三節 驗證性因素分析 57第四節 結構方程式模式分析 63第五節 品牌社群比較分析 71第伍章 結論與建議 84第一節 研究結論 84第二節 實務意涵 86第三節 研究貢獻 87第四節 研究限制 88第五節 未來研究方向 89附錄一 研究問卷 96表次頁次表2.5.1-1 品牌忠誠度類型 23表2.6.4-1 研究假說 31表3.2.1-1 社群認同衡量問項 35表3.2.2-1 社群信任衡量問項 35表3.2.3-1 社群承諾衡量問項 35表3.2.4-1 道德責任衡量問項 36表3.2.5-1 關係品質衡量問項 36表3.2.6-1 產品知識衡量問項 37表3.2.7-1 品牌忠誠傾向衡量問項 37表3.2.7-2 品牌推薦傾向衡量問項 37表3.2.2-1 正式問卷第一部份：社群經歷 42表3.4.2-1 LISREL符號說明 47表4.1 -1 問卷回收狀況 49表4.1 -2 樣本次數分配表 50表4.1 -3 問卷題項平均數與標準差–家族比較 51表4.1 -4 問卷題項平均數與標準差–回收方式比較 53表4.1 -5 One-Way MANOVA分類性解釋變數 55表4.1 -6 One-Way MANOVA檢定結果–擔任幹部 55表4.2.1-1 信度分析表(n=234) 56表4.3.1-1 驗證性因素分析配適度評鑑指標 59表4.3.2-1 各因素構念標準化λ值與t值 60表4.3.2-2 標準化ψ值、標準誤與t值 61表4.4.1-1 SEM因素分析配適度評鑑指標 65表4.4.2-1 標準化λX值與t值 65表4.4.2-2 標準化λy值與t值 66表4.4.2-3 標準化β值與t值 66表4.4.2-4 標準化γ值與t值 67表4.4.2-5 假說檢定結果彙整表 68表4.4.3-1 外生潛在變項對內生潛在變項之總效果與間接效果 69表4.4.3-2 內生潛在變項對內生潛在變項之總效果 70表4.4.3-3 內生潛在變項對內生潛在變項之間接效果 70表4.5.1-1幸福家族路徑分析配適度評鑑指標 72表4.5.1-2 幸福家族路徑分析標準化β值與t值 72表4.5.1-3 幸福家族路徑分析標準化γ值與t值 73表4.5.2-1 K族路徑分析配適度評鑑指標 75表4.5.2-2 K族路徑分析標準化β值與t值 75表4.5.2-3 K族路徑分析標準化γ值與t值 76表4.5.3-1 整體資料路徑分析配適度評鑑指標 78表4.5.3-2 整體資料路徑分析標準化β值與t值 78表4.5.3-3 整體資料路徑分析標準化γ值與t值 79表4.5.3-4 路徑分析假說檢定結果彙整表 81表4.5.4-1 模式一配適度指標 81表4.5.4-2 模式二配適度指標(∑γ(幸福)=∑γ(K)；∑β(幸福)=∑β(K)) 82表4.5.4-3 模式三配適度指標(∑γ(幸福)=∑γ(K)) 82表4.5.4-4 模式四配適度指標(∑β(幸福)=∑β(K)) 82表4.5.4-5 模式三標準化β值與t值 83表4.5.4-6 模式三標準化γ值與t值 83圖次頁次圖1.4 - 1 研究流程 6圖2.1.3- 1 品牌社群關係 10圖2.2.2- 1 信任整合模式 13圖2.3.1- 1 關係品質模式 19圖2.3.1- 2 KMV模式 19圖3.1 - 1 本研究觀念架構 32圖4.3 - 1 CFA模式參數路徑圖 58圖4.3.2- 2 CFA模式參數估計結果 62圖4.4 - 1 SEM模式參數路徑圖 64圖4.4.2- 1 本研究觀念架構檢定結果(一) 67圖4.4.2- 2 本研究觀念架構檢定結果(二) 68圖4.4.2- 3 SEM模式參數估計結果 71圖4.5.1- 1 幸福家族觀念架構檢定結果(一) 73圖4.5.1- 2 幸福家族路徑模式參數估計結果 74圖4.5.2- 1 K家族觀念架構檢定結果(一) 76圖4.5.2- 2 K族路徑模式參數估計結果 77圖4.5.3- 1整體資料觀念架構檢定結果(一) 79圖4.5.3- 2 整體資料路徑模式參數估計結果 80圖4.5.4- 1 二家族路徑關係差異比較 83 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0923550191 | en_US |
| dc.subject (關鍵詞) | 品牌社群 | zh_TW |
| dc.subject (關鍵詞) | 道德責任 | zh_TW |
| dc.subject (關鍵詞) | LISREL | en_US |
| dc.title (題名) | 品牌社群關係與公司關係品質對產品知識及品牌忠誠的影響 | zh_TW |
| dc.title (題名) | 品牌社群構念之結構模式 | zh_TW |
| dc.type (資料類型) | thesis | en |
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