1. NCCU Academic Hub
  2. 學術產出
  3. 商學院
  4. 學位論文
  5. Item

學術產出-學位論文

文章檢視/開啟

書目匯出

Google ScholarTM

政大圖書館

引文資訊

TAIR相關學術產出

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
品牌社群構念之結構模式
作者 廖棟樑
Liao, Dreven
貢獻者 張愛華
Chang, Aihwa
廖棟樑
Liao, Dreven
關鍵詞 品牌社群
道德責任
LISREL
日期 2004
上傳時間 18-九月-2009 18:52:19 (UTC+8)
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
參考文獻 一、中文部份：
1.吳怡銘(2003)，「台灣戴姆勒克萊斯勒：社群行銷 同好相招逗陣來」，能力雜誌，第574期，2003年12月。
2.社區發展季刊編輯部（1995），「從社區發展的觀點，看社區、社區意識與社區文化」，社區發展季刊，第69 期，頁1-4。
3.周文賢(2002)，多變量統計分析：SAS/STAT使用方法，智勝出版社。
4.施沛廷(2004)，社群信任、社群認同與購買行為的關係之研討─以RV休旅車社群為例，國立東華大學企業管理研究所，碩士論文。
5.高宜凡(2004)，「網路時代的行銷利器 社群行銷」，突破雜誌，第二二六期，2004年5月。
6.張瓏耀(2004)，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。
7.蔡昆樺(2004)，品牌形象、認知風險與顧客滿意對品牌忠誠的影響--以台灣市場內筆記型電腦品牌為例，國立成功大學企業管理學系碩博士班，碩士論文。
8.蔡舜玉、丁惠民編譯(2002)，社群行銷，初版，台北，麥格羅希爾。譯自Bressler, S. E. and C. E. Grantham, Sr.
9.謝宛蓉、卜繁裕、陳慕君、邱如仁、周致、江孟達(2004)，「比好玩、搞社群、重情境」，e天下雜誌，第48期，2004年12月。
二、英文部份
1.Aaker, D. A. (1991), Managing Brand Equity: Capitalizing On the Value of a Brand Name, New York, the Free Press.
2.Aaker, D. A. (1995), Building Strong Brand, New York, the Free Press.
3.Assael, H. (1998), Consumer Behavior and Marketing Action, OH, South-Western.
4.Anderson, B. (1983), Imagined Community, London, Verso.
5.Anderson, J. C. and J. A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, (54:1), pp. 42-58.
6.Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (spring), pp.125-43.
7.Alba, L. W. and J. W. Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, Vol. 13, Iss. 4, pp. 411-454.
8.Bagozzi, R. P. and Y. Yi (1988), “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16(1), pp.74-94.
9.Baldinger, A. L. and J. Rubinson (1996), “Brand Loyalty: The Link between Attitude and Behavior,” Journal of Advertising Research, 36(6), pp.22-34.
10.Bender, T. (1978), Community and Social Change in America, New Brunswick, NJ, Rutgers University Press.
11.Bentler. P.M. (1990), “Comparative Fit Indexes in Structural Models,” Psychological Bulletin, 107, pp.238-246.
12.Bollen, K. A. and H. H. Rick (1990), “Perceived Cohesion: A Conceptual and Empirical Examination,” Social Forces, 69 (2), pp.479-504.
13.Boorstin, D. J. (1974), The Americans: The Democratic Experience, New York, Vintage.
14.Brucks, M. (1985), “The Effect of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research, Vol. 12, Iss. 1, pp. 1-16.
15.Buchanan, B. (1974), “Building Organizational Commitment: The Socialization of Managers in Work Organization,” Administrative Science Quarterly, 19 (4), pp.533-546.
16.Chaudhuri, A. and M.B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, No. 2, pp.81-93.
17.Cheney, G. (1982), Organizational Identification as Process and Product: A Field Study, Unpublished master’s thesis, Purdue University.
18.Celsi, R. L., L. R. Randall, and W. L. Thomas (1993), “An Exploration of High-Risk Leisure Consumption through Skydiving,” Journal of Consumer Research, 20 (June), pp.1-23.
19.Crosby, L. A., K. R. Evans, and D.Cowles (1990),”Relationship Quality in Service Selling: An Interpersonal Influence Perspective,” Journal of Marketing, Vol. 54, July, p.69.
20.Cunningham, R. M. (1956), “Brand-Loyalty-What, Where, How Much?” Harvard Business Review, Vol.34, No.1, pp.116-128.
21.Davenport, T.H., and L. Prusak (1998), Working Knowledge: How Organization Manage What They Know, Massachusetts, Harvard Business School Press.
22.Day, G. S. (1969), “A Two-Dimensional Concept to Brand Loyalty,” Journal of Advertising Research, Vol.9, No.3, pp.29-35.
23.Doney, P. M., and J. P. Cannon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61, April, 1997, pp.35-51.
24.Douglas, M. and Isherwood B. (1979), The World of Goods, New York, Basic.
25.Duncan, T., and S. Moriarty (1997), Driving Brand Value, New York, McGraw-Hall.
26.Dunham, R. B., J. A. Grube, and M. B. Castaneda (1994), “Organizational Commitment: The Utility of an Integrative Definition,” Journal of Applied Psychology, 79, pp.370-380.
27.Engel, J. F., R. D. Blackwell, and P. W. Miniard（1994）, Consumer Behavior, 8th ed., Dryden Press.
28.Fernbeck, J. and B. Thompson (1995), “Virtual Communities: Abort, Retry, Failure?” [URL: www.well.com/user/hlr/texts/Vcivil.html].
29.Farh J-L, P. Earley, and Lin (1997), “Impetus for Action: A Cultural Analysis of Justice and Organizational Citizenship Behavior in Chinese Society,” Administrative Science Quarterly, p.42.
30.Fukuyama, F. (1995), Trust: The Social Virtues and the Creation of Prosperity, the Free Press, New York.
31.Furby, L. (1986), “Effects of Procedural and Distrbutive Justice on Reactions to Pay Raise Decisions,” Academy of Management Journal, 32, pp.270-272.
32.Fournier, S., J. McAlexander, J.Schouten, and S. Sensiper, (2001), “Building Brand Community on the Harley-Davidson Posse Ride,” Harvard Business School Note.
33.Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, 58, April 1994, pp.1-19.
34.Garbarino, E. and M. S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63(2), pp.70-87.
35.Gefen, D., E. Karahanna, and D. W. Straub (2003), “Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, 27(1), pp.51-90.
36.Golembiewski, R.T. and M. McConkie (1975), “The Centrality of Interpersonal Trust in Group Processes,” Theories of Group Processes, New York, Wiley, pp.131-185.
37.Guest, L. P. (1964), “Brand Loyalty Revisited: A Twenty Year Report,” Journal of Applied Psychology, 48, pp.93-97.
38.Gummesson, E. (1998), “Implementation Requires a Relationship Marketing Paradigm,” Academy of Marketing Science, 26(3), pp.242-249.
39.Hall, D. T., B. Schneider, and H. T.Nygren (1970), “Personal Factors in Organizational Identification,” Administrative Science Quarterly, 15, pp.176–190.
40.Heskett, J. L., T. O. Jones, G. W. Loveman, W. E. Sasser and L. A. Schlesinger (1994), “Putting the Service-profit Chain to Work,” Harvard Business Review, Mar-Apr, pp.164-172.
41.Hodges, S. D. and T. D. Wilson (1993), “Effect of Analyzing Reasons on Attitude Change: The Moderating Role of Attitude Accessibility,” Social ognition, Vol. 11, pp.353-366.
42.Holt, D. B. (1998), “Does Cultural Capital Structure American Consumption?” Journal of Consumer Research, 25 (June), pp.1–25.
43.Jacob, J. and R. Chestnut (1978), Brand Loyaity Measurement and Management, New York, John Wiley and Sons.
44.Jacoby, J. and C. O. Jerry (1970), “An Attitudinal Model of Brand Loyalty：Conceptual Underpinnings and Instrumentation Research,” Consumer Psychology, No.159.
45.Jarvis, L. P. and J. B. Wilcox (1976), “Repeat Purchasing Behavior and Attitudinal Brand Loyalty: Additional Evidence,” In Marketing, edited by K.L. Bernhardt, AMA, pp.151-152.
46.Jones, Q. (1997), “Virtual-Communities, Virtual Settlements and Cyber-Archaeology: A Theoretical Outline?” Journal of computer-mediated communication, 3(1),Retrieved October 15, 2001, from http://www.ascusc.org/jcmc/Vol3/issue3/jones.html
47.Karp, D., G. Stone, and W. Yoels (1977), Being Urban: A Social Psychological View of City Life, Lexington, MA: Heath and Company.
48.Konovsky, M. A. and D. W. Organ (1996), "Dispositional and Contextual Determinants of Organizational Citizenship Behavior," Journal of Organizational Behavior. 17, pp.253-266.
49.Konovsky, M. A. and S. D. Pugh (1994), "Citizenship Behavior and Social Exchange," Academy of Management Journal, 37(3), pp.656-669.
50.King, S.（1991）, “Brand-Building in the 1990s,” The Journal of Consumer Marketing, Santa Barbara; fall; Vol. 8, Iss. 4; pp. 43-52.
51.Lagace, R. R., R. Dahlstrom, and J. B. Gassenhheimer (1991), “The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry,” Journal of Personal Selling and Sales Management, Vol.11, No.4, pp.39-47.
52.Lawrence, T. B. (1995), “Power and resources in an organizational community,” Academy of Management Best Papers Proceedings, pp. 251–255.
53.Levitt, T. (1983), "After the Sale is Over," Harvard Business Review, Vol.61, (Sep/Oct), pp.87-93.
54.Lewicki, R. J., and B. B. Bunker (1996) “Developing and Maintaining Trust in Work Relationships”, In R. M. Kramer and T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research, Thousand Oaks, CA: Sage, pp. 114-139.
55.Lipstein, B. (1959), “The Dynamics of Brand Loyalty and Brand Switching,” Proceedings, Fifth annual Conference of the Advertising Research Foundation, New York.
56.Mael, F. A., and B. E. Ashforth (1992), “Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification,” Journal of Organizational Behavior, 13, pp.103–123.
57.Mayer, R. C., J. H. Davis, and F. D. Schoorman (1995), “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol.20, No.3, pp.709-734.
58.McAlexander, J. H. and J. W. Schouten (1998), “Brandfests: Servicescapes for the Cultivation of Brand Equity,” in Servicescapes: The Concept of Place in Contemporary Markets, ed. Sherry, J. F., Jr. Chicago, NTC Business Books, pp.377–402.
59.McAlexander, J. H., J.W. Schouten, and H. F. Koenig, (2002), “Building Brand Community,” Journal of Marketing, 66(1), pp.38-54.
60.McGrath, M. A., J. F. Sherry, Jr., and D. D. Heisley (1993), “An Ethnographic Study of an Urban Periodic Marketplace: Lessons from the Midville Farmer’s Market,” Journal of Retailing, 69 (fall), pp.280–319.
61.Meyer, J. P. and N. J. Allen (1991), “A Three-component Conceptualization of Organizational Commitment,” Human Resource Management Review, 1, pp.61-89.
62.Miller, V. D., M. Allen, M. K.Casey, and J. R. Johnson (2000), “Reconsidering the Organizational Identification Questionnaire,” Management Communication Quarterly, 13(4), pp.626-658.
63.Monroe, K. B. and J. P. Guiltinan (1975), “A Path-Analytic Exploration of Retail Patronage Influences,” Journal of Consumer Research, 2 (June), pp.19-28.
64.Morgan, R. M. and S. D. Hunt, (1994), “The Commitment-trust Theory of Relationship Marketing,” Journal of Marketing, July, 1994, pp. 20-38.
65.Mowday, R. T., L. W. Porter, and R. M. Steers (1982), “Employee-organization Linkages: The Psychology of Commitment, Absenteeism and Turnover,” New York, Academic Press.
66.Muniz, A., M., Jr., and T. C. O’Guinn (2001), “Brand Community,” Journal of Consumer Research, 27(4), pp.412-432.
67.Nicholson, N. and G. Johns, (1985), “The Absence Culture and the Psychological Contract-Who`s in Control of Absence?” Academy of Management Review, 10(3), pp.397-407.
68.Nunnally, J. C. (1978), Psychometric Theory, McGraw-Hill, New York.
69.Obst, P., L. Zinkiewicz, and S. G. Smith (2002), “Sense of Community in Science Fiction Fandom, Part 1: Understanding Sense of Community in an International Community of Interest,” Journal of Community Psychology, 30 (1), pp.87-103.
70.Odin, Y., N. Odin, and P. Valette-Florence (2001), “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation,” Journal of Business Research, Vol.53, pp.75-84.
71.Oliver, R. L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63 (Special Issue), pp.33-44.
72.O’Reill, C.and J. Chatman (1986), “Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification on Propocail Behavior,” Journal of Applied Psychology, 71.pp492-499.
73.Organ, D. W. (1988), Organizational Citizenship Behavior ：The Good Solider Syndrome, Lexington, MA: Lexington Books.
74.Organ, D. W. (1990). "The Motivational Basis of Organizational Citizenship Behavior," in B. M. Staw and L. L. Cummings (eds.), Research in Organizational Behavior , Greenwich, CT：JAI Press, 12, pp.43-72.
75.Park, C. S. and V. Srinivasan (1994), "A Survey Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, 31 (May), pp.217-88.
76.Park, C. W., L. Feick, and D. L. Mothersbaugh (1992), “Consumer Knowledge Assessment-how Product Experience and Knowledge of Brands, Attributes, and Features Affects What Think We Know,” Advances In Consumer Research, Vol. 19, Iss. 3, pp. 193-198.
77.Park, C. W. and V. P. Lessig (1981), “Familiarity and Its Impact on Consumer Decision Biases and Heuristic,” Journal of Consumer Research, Vol. 8, Iss. 2, pp. 223-230 61.
78.Patchen, M. (1970), Participation, achievement, and involvement on the job, Englewood Cliffs, NJ: Prentice Hall.
79.Perry, M., and P. Hamm (1969), “Canonical Analysis of Relations between Social-Economical Risk and Personal Influence in Purchase Decisions,” Journal of Marketing Research, Vol. 6, Iss. 3, pp. 351-354.
80.Porter, L. W., Steers, R.M., Mowday, R.T., and Boulian, P.V. (1974), “Organizational Commitment, Job Satisfaction and Turnover among Psychiatric Technicians,” Journal of Applied Psychology, 59, pp.603-609.
81.Quester P. and A.L. Lim (2003), “Product Involvement/Brand Loyalty: Is There a Link?” Journal of Product and Brand Management, Vol.12, No.1, pp.22-38.
82.Rempel, J.K., J.G. Holmes, and M.P. Zanna (1985), “Trust in Close Relationships,” Journal of Personality and Social Psychology, Vol. 49 (1), pp. 95-112.
83.Kanter, R. M. (1968), “Commitment and Social Organization: A Study of Commitment Mechanisms in Utopian Communities,” American Sociological Review, 33, pp.499-517.
84.Rene, U. M. Dholakia, and A. Hermann(2004), “Interplay between Brand and Brand Community: Evidence form European Car Clubs,” [URL:http://papers.ssrn.com/sol3/papers.cfm?abstract_id=534542]
85.Reynolds, T. J. and J. Gutman (1984), “Advertising Is Image Management,” Journal of Advertising Research, Vol. 24 (Feb/Mar), Iss. 1; pp.27-37.
86.Riketta, M. (2005), “Organizational Identification: A Meta-analysis,” Journal of Vocational Behavior, 66(2), pp.358–384.
87.Rousseau, D. M. (1998), “Why Workers Still Identify with Organizations,” Journal of Organizational Behavior, 19, pp.217–233.
88.Rothaermela, T. F. and S. Sugiyama (2001), “Virtual Internet Communities and Commercial Success: Individual and Community-level Theory Grounded in the Atypical Case of TimeZone.com,” Journal of Management, 27, pp.297–312.
89.Sheth, J. N., B. Mittal, and B. I. Newman (1999), Consumer Behavior, Orlando, The Dryden Press.
90.Sheppard, B. H., and M. Tuchinsky, (1996), Micro-OB and the Network Organization, Thousand Oaks, CA: Sage.
91.Simon, K. (1998), “Loyalty-based Segmentation and the Customer Development Process,” European Management Journal, 16(6), pp.729-737.
92.Staw, B. M. (1977), “Commitment to a Policy Decision: A Multi-Theoretical Perspective,” Administrative Science Quarterly, 23, pp.40-64.
93.Tajfel, H., C. Flament, M.G. Billig, and R.F. Bundy (1971), “Social Categorizationand Intergroup Behavior,” European Journal of Social Psychology, 1, pp.149-177.
94.Tam, W. W. (1998), An Assessment of the Relationships among Organizational Trust, Organizational Politics, and Organizational Justice, and Their Effects on Merit Pay Outcomes in the Malaysian Public Sector, Unpublished doctoral dissertation, The Pennsylvania State University.
95.Tompkins, P. K., and G. Cheney (1983), Account Analysisi of Organizations: Decision-making and Identification. Beverly Hills, CA. Sage,pp.123-146.
96.To¨nnies, F. (1912), Gemeinschaft und Gesellschaft: Grundbegriffe der Reinen Soziologie, 2nd edition, Berlin, Curtius.
97.To¨nnies, F. (1967). Gemeinschaft and Gesellschaft. In C. Bell and H. Newby (Eds.), The sociology of community, London, Frank Cass and Co. Ltd. pp. 7-12
98.Towel, Jeffrey G. and Claude R. Martin (1976), “The Elderly Consumer: One Segment of Many?” Advances in Consumer Research, Vol.3, pp.463-468.
99.Turner, J. C. (1982), Towards a Cognitive Redefinition of the Social Group. In Tajfel, H. (ed), Social identity and intergroup relations, England, Cambridge University Press.
100.Upshaw L. B. (1995), Building Brand Identity, New York, W and S.
101.Weber, Max (1978), Economy and Society, Berkeley, University of California Press.
102.Whetten, D. A., and P. C. Godfrey (1998), Identity in organizations, Thousand Oaks, CA: Sage.
103.Wiener, Y. (1982), “Commitment in Organizations: A Normative View”, Academy of Management Review, pp.421-429.
104.Williams, L. J., and S. E. Anderson (1991), “Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-role Behaviors,” Journal of Management, Vol. 17, pp.601-617.
105.Wilson, T. D., D. Kraft, and D. S. Dunn (1989), “The Disruptive Effect of Explaining Attitude: the Moderating Effect of Knowledge about Attitude Object,” Journal of Experimental Social Psychology, Vol. 25, pp.379-400
106.Zucker, L. G. (1986),”Production of Trust：Institutional Sources of Economic Structure,” Research in Organizational Behavior, 8, pp.53-111.
描述 碩士
國立政治大學
企業管理研究所
92355019
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923550191
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Aihwaen_US
dc.contributor.author (作者) 廖棟樑zh_TW
dc.contributor.author (作者) Liao, Drevenen_US
dc.creator (作者) 廖棟樑zh_TW
dc.creator (作者) Liao, Drevenen_US
dc.date (日期) 2004en_US
dc.date.accessioned 18-九月-2009 18:52:19 (UTC+8)-
dc.date.available 18-九月-2009 18:52:19 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 18:52:19 (UTC+8)-
dc.identifier (其他 識別碼) G0923550191en_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) 92355019zh_TW
dc.description (描述) 93zh_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/#G0923550191en_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) LISRELen_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) thesisen
dc.relation.reference (參考文獻) 一、中文部份：zh_TW
dc.relation.reference (參考文獻) 1.吳怡銘(2003)，「台灣戴姆勒克萊斯勒：社群行銷 同好相招逗陣來」，能力雜誌，第574期，2003年12月。zh_TW
dc.relation.reference (參考文獻) 2.社區發展季刊編輯部（1995），「從社區發展的觀點，看社區、社區意識與社區文化」，社區發展季刊，第69 期，頁1-4。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，智勝出版社。zh_TW
dc.relation.reference (參考文獻) 4.施沛廷(2004)，社群信任、社群認同與購買行為的關係之研討─以RV休旅車社群為例，國立東華大學企業管理研究所，碩士論文。zh_TW
dc.relation.reference (參考文獻) 5.高宜凡(2004)，「網路時代的行銷利器 社群行銷」，突破雜誌，第二二六期，2004年5月。zh_TW
dc.relation.reference (參考文獻) 6.張瓏耀(2004)，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。zh_TW
dc.relation.reference (參考文獻) 7.蔡昆樺(2004)，品牌形象、認知風險與顧客滿意對品牌忠誠的影響--以台灣市場內筆記型電腦品牌為例，國立成功大學企業管理學系碩博士班，碩士論文。zh_TW
dc.relation.reference (參考文獻) 8.蔡舜玉、丁惠民編譯(2002)，社群行銷，初版，台北，麥格羅希爾。譯自Bressler, S. E. and C. E. Grantham, Sr.zh_TW
dc.relation.reference (參考文獻) 9.謝宛蓉、卜繁裕、陳慕君、邱如仁、周致、江孟達(2004)，「比好玩、搞社群、重情境」，e天下雜誌，第48期，2004年12月。zh_TW
dc.relation.reference (參考文獻) 二、英文部份zh_TW
dc.relation.reference (參考文獻) 1.Aaker, D. A. (1991), Managing Brand Equity: Capitalizing On the Value of a Brand Name, New York, the Free Press.zh_TW
dc.relation.reference (參考文獻) 2.Aaker, D. A. (1995), Building Strong Brand, New York, the Free Press.zh_TW
dc.relation.reference (參考文獻) 3.Assael, H. (1998), Consumer Behavior and Marketing Action, OH, South-Western.zh_TW
dc.relation.reference (參考文獻) 4.Anderson, B. (1983), Imagined Community, London, Verso.zh_TW
dc.relation.reference (參考文獻) 5.Anderson, J. C. and J. A. Narus (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,” Journal of Marketing, (54:1), pp. 42-58.zh_TW
dc.relation.reference (參考文獻) 6.Anderson, E. W. and M. W. Sullivan (1993), “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science, 12 (spring), pp.125-43.zh_TW
dc.relation.reference (參考文獻) 7.Alba, L. W. and J. W. Hutchinson (1987), “Dimensions of Consumer Expertise,” Journal of Consumer Research, Vol. 13, Iss. 4, pp. 411-454.zh_TW
dc.relation.reference (參考文獻) 8.Bagozzi, R. P. and Y. Yi (1988), “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16(1), pp.74-94.zh_TW
dc.relation.reference (參考文獻) 9.Baldinger, A. L. and J. Rubinson (1996), “Brand Loyalty: The Link between Attitude and Behavior,” Journal of Advertising Research, 36(6), pp.22-34.zh_TW
dc.relation.reference (參考文獻) 10.Bender, T. (1978), Community and Social Change in America, New Brunswick, NJ, Rutgers University Press.zh_TW
dc.relation.reference (參考文獻) 11.Bentler. P.M. (1990), “Comparative Fit Indexes in Structural Models,” Psychological Bulletin, 107, pp.238-246.zh_TW
dc.relation.reference (參考文獻) 12.Bollen, K. A. and H. H. Rick (1990), “Perceived Cohesion: A Conceptual and Empirical Examination,” Social Forces, 69 (2), pp.479-504.zh_TW
dc.relation.reference (參考文獻) 13.Boorstin, D. J. (1974), The Americans: The Democratic Experience, New York, Vintage.zh_TW
dc.relation.reference (參考文獻) 14.Brucks, M. (1985), “The Effect of Product Class Knowledge on Information Search Behavior,” Journal of Consumer Research, Vol. 12, Iss. 1, pp. 1-16.zh_TW
dc.relation.reference (參考文獻) 15.Buchanan, B. (1974), “Building Organizational Commitment: The Socialization of Managers in Work Organization,” Administrative Science Quarterly, 19 (4), pp.533-546.zh_TW
dc.relation.reference (參考文獻) 16.Chaudhuri, A. and M.B. Holbrook (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, Vol. 65, No. 2, pp.81-93.zh_TW
dc.relation.reference (參考文獻) 17.Cheney, G. (1982), Organizational Identification as Process and Product: A Field Study, Unpublished master’s thesis, Purdue University.zh_TW
dc.relation.reference (參考文獻) 18.Celsi, R. L., L. R. Randall, and W. L. Thomas (1993), “An Exploration of High-Risk Leisure Consumption through Skydiving,” Journal of Consumer Research, 20 (June), pp.1-23.zh_TW
dc.relation.reference (參考文獻) 19.Crosby, L. A., K. R. Evans, and D.Cowles (1990),”Relationship Quality in Service Selling: An Interpersonal Influence Perspective,” Journal of Marketing, Vol. 54, July, p.69.zh_TW
dc.relation.reference (參考文獻) 20.Cunningham, R. M. (1956), “Brand-Loyalty-What, Where, How Much?” Harvard Business Review, Vol.34, No.1, pp.116-128.zh_TW
dc.relation.reference (參考文獻) 21.Davenport, T.H., and L. Prusak (1998), Working Knowledge: How Organization Manage What They Know, Massachusetts, Harvard Business School Press.zh_TW
dc.relation.reference (參考文獻) 22.Day, G. S. (1969), “A Two-Dimensional Concept to Brand Loyalty,” Journal of Advertising Research, Vol.9, No.3, pp.29-35.zh_TW
dc.relation.reference (參考文獻) 23.Doney, P. M., and J. P. Cannon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships,” Journal of Marketing, 61, April, 1997, pp.35-51.zh_TW
dc.relation.reference (參考文獻) 24.Douglas, M. and Isherwood B. (1979), The World of Goods, New York, Basic.zh_TW
dc.relation.reference (參考文獻) 25.Duncan, T., and S. Moriarty (1997), Driving Brand Value, New York, McGraw-Hall.zh_TW
dc.relation.reference (參考文獻) 26.Dunham, R. B., J. A. Grube, and M. B. Castaneda (1994), “Organizational Commitment: The Utility of an Integrative Definition,” Journal of Applied Psychology, 79, pp.370-380.zh_TW
dc.relation.reference (參考文獻) 27.Engel, J. F., R. D. Blackwell, and P. W. Miniard（1994）, Consumer Behavior, 8th ed., Dryden Press.zh_TW
dc.relation.reference (參考文獻) 28.Fernbeck, J. and B. Thompson (1995), “Virtual Communities: Abort, Retry, Failure?” [URL: www.well.com/user/hlr/texts/Vcivil.html].zh_TW
dc.relation.reference (參考文獻) 29.Farh J-L, P. Earley, and Lin (1997), “Impetus for Action: A Cultural Analysis of Justice and Organizational Citizenship Behavior in Chinese Society,” Administrative Science Quarterly, p.42.zh_TW
dc.relation.reference (參考文獻) 30.Fukuyama, F. (1995), Trust: The Social Virtues and the Creation of Prosperity, the Free Press, New York.zh_TW
dc.relation.reference (參考文獻) 31.Furby, L. (1986), “Effects of Procedural and Distrbutive Justice on Reactions to Pay Raise Decisions,” Academy of Management Journal, 32, pp.270-272.zh_TW
dc.relation.reference (參考文獻) 32.Fournier, S., J. McAlexander, J.Schouten, and S. Sensiper, (2001), “Building Brand Community on the Harley-Davidson Posse Ride,” Harvard Business School Note.zh_TW
dc.relation.reference (參考文獻) 33.Ganesan, S. (1994), “Determinants of Long-Term Orientation in Buyer-Seller Relationships,” Journal of Marketing, 58, April 1994, pp.1-19.zh_TW
dc.relation.reference (參考文獻) 34.Garbarino, E. and M. S. Johnson (1999), “The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships,” Journal of Marketing, 63(2), pp.70-87.zh_TW
dc.relation.reference (參考文獻) 35.Gefen, D., E. Karahanna, and D. W. Straub (2003), “Trust and TAM in Online Shopping: An Integrated Model,” MIS Quarterly, 27(1), pp.51-90.zh_TW
dc.relation.reference (參考文獻) 36.Golembiewski, R.T. and M. McConkie (1975), “The Centrality of Interpersonal Trust in Group Processes,” Theories of Group Processes, New York, Wiley, pp.131-185.zh_TW
dc.relation.reference (參考文獻) 37.Guest, L. P. (1964), “Brand Loyalty Revisited: A Twenty Year Report,” Journal of Applied Psychology, 48, pp.93-97.zh_TW
dc.relation.reference (參考文獻) 38.Gummesson, E. (1998), “Implementation Requires a Relationship Marketing Paradigm,” Academy of Marketing Science, 26(3), pp.242-249.zh_TW
dc.relation.reference (參考文獻) 39.Hall, D. T., B. Schneider, and H. T.Nygren (1970), “Personal Factors in Organizational Identification,” Administrative Science Quarterly, 15, pp.176–190.zh_TW
dc.relation.reference (參考文獻) 40.Heskett, J. L., T. O. Jones, G. W. Loveman, W. E. Sasser and L. A. Schlesinger (1994), “Putting the Service-profit Chain to Work,” Harvard Business Review, Mar-Apr, pp.164-172.zh_TW
dc.relation.reference (參考文獻) 41.Hodges, S. D. and T. D. Wilson (1993), “Effect of Analyzing Reasons on Attitude Change: The Moderating Role of Attitude Accessibility,” Social ognition, Vol. 11, pp.353-366.zh_TW
dc.relation.reference (參考文獻) 42.Holt, D. B. (1998), “Does Cultural Capital Structure American Consumption?” Journal of Consumer Research, 25 (June), pp.1–25.zh_TW
dc.relation.reference (參考文獻) 43.Jacob, J. and R. Chestnut (1978), Brand Loyaity Measurement and Management, New York, John Wiley and Sons.zh_TW
dc.relation.reference (參考文獻) 44.Jacoby, J. and C. O. Jerry (1970), “An Attitudinal Model of Brand Loyalty：Conceptual Underpinnings and Instrumentation Research,” Consumer Psychology, No.159.zh_TW
dc.relation.reference (參考文獻) 45.Jarvis, L. P. and J. B. Wilcox (1976), “Repeat Purchasing Behavior and Attitudinal Brand Loyalty: Additional Evidence,” In Marketing, edited by K.L. Bernhardt, AMA, pp.151-152.zh_TW
dc.relation.reference (參考文獻) 46.Jones, Q. (1997), “Virtual-Communities, Virtual Settlements and Cyber-Archaeology: A Theoretical Outline?” Journal of computer-mediated communication, 3(1),Retrieved October 15, 2001, from http://www.ascusc.org/jcmc/Vol3/issue3/jones.htmlzh_TW
dc.relation.reference (參考文獻) 47.Karp, D., G. Stone, and W. Yoels (1977), Being Urban: A Social Psychological View of City Life, Lexington, MA: Heath and Company.zh_TW
dc.relation.reference (參考文獻) 48.Konovsky, M. A. and D. W. Organ (1996), "Dispositional and Contextual Determinants of Organizational Citizenship Behavior," Journal of Organizational Behavior. 17, pp.253-266.zh_TW
dc.relation.reference (參考文獻) 49.Konovsky, M. A. and S. D. Pugh (1994), "Citizenship Behavior and Social Exchange," Academy of Management Journal, 37(3), pp.656-669.zh_TW
dc.relation.reference (參考文獻) 50.King, S.（1991）, “Brand-Building in the 1990s,” The Journal of Consumer Marketing, Santa Barbara; fall; Vol. 8, Iss. 4; pp. 43-52.zh_TW
dc.relation.reference (參考文獻) 51.Lagace, R. R., R. Dahlstrom, and J. B. Gassenhheimer (1991), “The Relevance of Ethical Salesperson Behavior on Relationship Quality: The Pharmaceutical Industry,” Journal of Personal Selling and Sales Management, Vol.11, No.4, pp.39-47.zh_TW
dc.relation.reference (參考文獻) 52.Lawrence, T. B. (1995), “Power and resources in an organizational community,” Academy of Management Best Papers Proceedings, pp. 251–255.zh_TW
dc.relation.reference (參考文獻) 53.Levitt, T. (1983), "After the Sale is Over," Harvard Business Review, Vol.61, (Sep/Oct), pp.87-93.zh_TW
dc.relation.reference (參考文獻) 54.Lewicki, R. J., and B. B. Bunker (1996) “Developing and Maintaining Trust in Work Relationships”, In R. M. Kramer and T. R. Tyler (Eds.), Trust in Organizations: Frontiers of Theory and Research, Thousand Oaks, CA: Sage, pp. 114-139.zh_TW
dc.relation.reference (參考文獻) 55.Lipstein, B. (1959), “The Dynamics of Brand Loyalty and Brand Switching,” Proceedings, Fifth annual Conference of the Advertising Research Foundation, New York.zh_TW
dc.relation.reference (參考文獻) 56.Mael, F. A., and B. E. Ashforth (1992), “Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification,” Journal of Organizational Behavior, 13, pp.103–123.zh_TW
dc.relation.reference (參考文獻) 57.Mayer, R. C., J. H. Davis, and F. D. Schoorman (1995), “An Integrative Model of Organizational Trust,” Academy of Management Review, Vol.20, No.3, pp.709-734.zh_TW
dc.relation.reference (參考文獻) 58.McAlexander, J. H. and J. W. Schouten (1998), “Brandfests: Servicescapes for the Cultivation of Brand Equity,” in Servicescapes: The Concept of Place in Contemporary Markets, ed. Sherry, J. F., Jr. Chicago, NTC Business Books, pp.377–402.zh_TW
dc.relation.reference (參考文獻) 59.McAlexander, J. H., J.W. Schouten, and H. F. Koenig, (2002), “Building Brand Community,” Journal of Marketing, 66(1), pp.38-54.zh_TW
dc.relation.reference (參考文獻) 60.McGrath, M. A., J. F. Sherry, Jr., and D. D. Heisley (1993), “An Ethnographic Study of an Urban Periodic Marketplace: Lessons from the Midville Farmer’s Market,” Journal of Retailing, 69 (fall), pp.280–319.zh_TW
dc.relation.reference (參考文獻) 61.Meyer, J. P. and N. J. Allen (1991), “A Three-component Conceptualization of Organizational Commitment,” Human Resource Management Review, 1, pp.61-89.zh_TW
dc.relation.reference (參考文獻) 62.Miller, V. D., M. Allen, M. K.Casey, and J. R. Johnson (2000), “Reconsidering the Organizational Identification Questionnaire,” Management Communication Quarterly, 13(4), pp.626-658.zh_TW
dc.relation.reference (參考文獻) 63.Monroe, K. B. and J. P. Guiltinan (1975), “A Path-Analytic Exploration of Retail Patronage Influences,” Journal of Consumer Research, 2 (June), pp.19-28.zh_TW
dc.relation.reference (參考文獻) 64.Morgan, R. M. and S. D. Hunt, (1994), “The Commitment-trust Theory of Relationship Marketing,” Journal of Marketing, July, 1994, pp. 20-38.zh_TW
dc.relation.reference (參考文獻) 65.Mowday, R. T., L. W. Porter, and R. M. Steers (1982), “Employee-organization Linkages: The Psychology of Commitment, Absenteeism and Turnover,” New York, Academic Press.zh_TW
dc.relation.reference (參考文獻) 66.Muniz, A., M., Jr., and T. C. O’Guinn (2001), “Brand Community,” Journal of Consumer Research, 27(4), pp.412-432.zh_TW
dc.relation.reference (參考文獻) 67.Nicholson, N. and G. Johns, (1985), “The Absence Culture and the Psychological Contract-Who`s in Control of Absence?” Academy of Management Review, 10(3), pp.397-407.zh_TW
dc.relation.reference (參考文獻) 68.Nunnally, J. C. (1978), Psychometric Theory, McGraw-Hill, New York.zh_TW
dc.relation.reference (參考文獻) 69.Obst, P., L. Zinkiewicz, and S. G. Smith (2002), “Sense of Community in Science Fiction Fandom, Part 1: Understanding Sense of Community in an International Community of Interest,” Journal of Community Psychology, 30 (1), pp.87-103.zh_TW
dc.relation.reference (參考文獻) 70.Odin, Y., N. Odin, and P. Valette-Florence (2001), “Conceptual and Operational Aspects of Brand Loyalty: An Empirical Investigation,” Journal of Business Research, Vol.53, pp.75-84.zh_TW
dc.relation.reference (參考文獻) 71.Oliver, R. L. (1999), “Whence Consumer Loyalty?” Journal of Marketing, 63 (Special Issue), pp.33-44.zh_TW
dc.relation.reference (參考文獻) 72.O’Reill, C.and J. Chatman (1986), “Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification on Propocail Behavior,” Journal of Applied Psychology, 71.pp492-499.zh_TW
dc.relation.reference (參考文獻) 73.Organ, D. W. (1988), Organizational Citizenship Behavior ：The Good Solider Syndrome, Lexington, MA: Lexington Books.zh_TW
dc.relation.reference (參考文獻) 74.Organ, D. W. (1990). "The Motivational Basis of Organizational Citizenship Behavior," in B. M. Staw and L. L. Cummings (eds.), Research in Organizational Behavior , Greenwich, CT：JAI Press, 12, pp.43-72.zh_TW
dc.relation.reference (參考文獻) 75.Park, C. S. and V. Srinivasan (1994), "A Survey Based Method for Measuring and Understanding Brand Equity and Its Extendibility," Journal of Marketing Research, 31 (May), pp.217-88.zh_TW
dc.relation.reference (參考文獻) 76.Park, C. W., L. Feick, and D. L. Mothersbaugh (1992), “Consumer Knowledge Assessment-how Product Experience and Knowledge of Brands, Attributes, and Features Affects What Think We Know,” Advances In Consumer Research, Vol. 19, Iss. 3, pp. 193-198.zh_TW
dc.relation.reference (參考文獻) 77.Park, C. W. and V. P. Lessig (1981), “Familiarity and Its Impact on Consumer Decision Biases and Heuristic,” Journal of Consumer Research, Vol. 8, Iss. 2, pp. 223-230 61.zh_TW
dc.relation.reference (參考文獻) 78.Patchen, M. (1970), Participation, achievement, and involvement on the job, Englewood Cliffs, NJ: Prentice Hall.zh_TW
dc.relation.reference (參考文獻) 79.Perry, M., and P. Hamm (1969), “Canonical Analysis of Relations between Social-Economical Risk and Personal Influence in Purchase Decisions,” Journal of Marketing Research, Vol. 6, Iss. 3, pp. 351-354.zh_TW
dc.relation.reference (參考文獻) 80.Porter, L. W., Steers, R.M., Mowday, R.T., and Boulian, P.V. (1974), “Organizational Commitment, Job Satisfaction and Turnover among Psychiatric Technicians,” Journal of Applied Psychology, 59, pp.603-609.zh_TW
dc.relation.reference (參考文獻) 81.Quester P. and A.L. Lim (2003), “Product Involvement/Brand Loyalty: Is There a Link?” Journal of Product and Brand Management, Vol.12, No.1, pp.22-38.zh_TW
dc.relation.reference (參考文獻) 82.Rempel, J.K., J.G. Holmes, and M.P. Zanna (1985), “Trust in Close Relationships,” Journal of Personality and Social Psychology, Vol. 49 (1), pp. 95-112.zh_TW
dc.relation.reference (參考文獻) 83.Kanter, R. M. (1968), “Commitment and Social Organization: A Study of Commitment Mechanisms in Utopian Communities,” American Sociological Review, 33, pp.499-517.zh_TW
dc.relation.reference (參考文獻) 84.Rene, U. M. Dholakia, and A. Hermann(2004), “Interplay between Brand and Brand Community: Evidence form European Car Clubs,” [URL:http://papers.ssrn.com/sol3/papers.cfm?abstract_id=534542]zh_TW
dc.relation.reference (參考文獻) 85.Reynolds, T. J. and J. Gutman (1984), “Advertising Is Image Management,” Journal of Advertising Research, Vol. 24 (Feb/Mar), Iss. 1; pp.27-37.zh_TW
dc.relation.reference (參考文獻) 86.Riketta, M. (2005), “Organizational Identification: A Meta-analysis,” Journal of Vocational Behavior, 66(2), pp.358–384.zh_TW
dc.relation.reference (參考文獻) 87.Rousseau, D. M. (1998), “Why Workers Still Identify with Organizations,” Journal of Organizational Behavior, 19, pp.217–233.zh_TW
dc.relation.reference (參考文獻) 88.Rothaermela, T. F. and S. Sugiyama (2001), “Virtual Internet Communities and Commercial Success: Individual and Community-level Theory Grounded in the Atypical Case of TimeZone.com,” Journal of Management, 27, pp.297–312.zh_TW
dc.relation.reference (參考文獻) 89.Sheth, J. N., B. Mittal, and B. I. Newman (1999), Consumer Behavior, Orlando, The Dryden Press.zh_TW
dc.relation.reference (參考文獻) 90.Sheppard, B. H., and M. Tuchinsky, (1996), Micro-OB and the Network Organization, Thousand Oaks, CA: Sage.zh_TW
dc.relation.reference (參考文獻) 91.Simon, K. (1998), “Loyalty-based Segmentation and the Customer Development Process,” European Management Journal, 16(6), pp.729-737.zh_TW
dc.relation.reference (參考文獻) 92.Staw, B. M. (1977), “Commitment to a Policy Decision: A Multi-Theoretical Perspective,” Administrative Science Quarterly, 23, pp.40-64.zh_TW
dc.relation.reference (參考文獻) 93.Tajfel, H., C. Flament, M.G. Billig, and R.F. Bundy (1971), “Social Categorizationand Intergroup Behavior,” European Journal of Social Psychology, 1, pp.149-177.zh_TW
dc.relation.reference (參考文獻) 94.Tam, W. W. (1998), An Assessment of the Relationships among Organizational Trust, Organizational Politics, and Organizational Justice, and Their Effects on Merit Pay Outcomes in the Malaysian Public Sector, Unpublished doctoral dissertation, The Pennsylvania State University.zh_TW
dc.relation.reference (參考文獻) 95.Tompkins, P. K., and G. Cheney (1983), Account Analysisi of Organizations: Decision-making and Identification. Beverly Hills, CA. Sage,pp.123-146.zh_TW
dc.relation.reference (參考文獻) 96.To¨nnies, F. (1912), Gemeinschaft und Gesellschaft: Grundbegriffe der Reinen Soziologie, 2nd edition, Berlin, Curtius.zh_TW
dc.relation.reference (參考文獻) 97.To¨nnies, F. (1967). Gemeinschaft and Gesellschaft. In C. Bell and H. Newby (Eds.), The sociology of community, London, Frank Cass and Co. Ltd. pp. 7-12zh_TW
dc.relation.reference (參考文獻) 98.Towel, Jeffrey G. and Claude R. Martin (1976), “The Elderly Consumer: One Segment of Many?” Advances in Consumer Research, Vol.3, pp.463-468.zh_TW
dc.relation.reference (參考文獻) 99.Turner, J. C. (1982), Towards a Cognitive Redefinition of the Social Group. In Tajfel, H. (ed), Social identity and intergroup relations, England, Cambridge University Press.zh_TW
dc.relation.reference (參考文獻) 100.Upshaw L. B. (1995), Building Brand Identity, New York, W and S.zh_TW
dc.relation.reference (參考文獻) 101.Weber, Max (1978), Economy and Society, Berkeley, University of California Press.zh_TW
dc.relation.reference (參考文獻) 102.Whetten, D. A., and P. C. Godfrey (1998), Identity in organizations, Thousand Oaks, CA: Sage.zh_TW
dc.relation.reference (參考文獻) 103.Wiener, Y. (1982), “Commitment in Organizations: A Normative View”, Academy of Management Review, pp.421-429.zh_TW
dc.relation.reference (參考文獻) 104.Williams, L. J., and S. E. Anderson (1991), “Job Satisfaction and Organizational Commitment as Predictors of Organizational Citizenship and In-role Behaviors,” Journal of Management, Vol. 17, pp.601-617.zh_TW
dc.relation.reference (參考文獻) 105.Wilson, T. D., D. Kraft, and D. S. Dunn (1989), “The Disruptive Effect of Explaining Attitude: the Moderating Effect of Knowledge about Attitude Object,” Journal of Experimental Social Psychology, Vol. 25, pp.379-400zh_TW
dc.relation.reference (參考文獻) 106.Zucker, L. G. (1986),”Production of Trust：Institutional Sources of Economic Structure,” Research in Organizational Behavior, 8, pp.53-111.zh_TW