| dc.contributor.advisor | 張愛華<br>李嘉林 | zh_TW |
| dc.contributor.author (作者) | 范綱典 | zh_TW |
| dc.creator (作者) | 范綱典 | zh_TW |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 29-九月-2011 16:31:35 (UTC+8) | - |
| dc.date.available | 29-九月-2011 16:31:35 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-九月-2011 16:31:35 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0098355003 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/50733 | - |
| 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) | 98355003 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 近年來，隨著網路的普及，也有越來越多的企業開始在網路上建立自己的品牌社群。根據台灣網路資訊中心(TWNIC)發佈的2011台灣寬頻網絡使用調查報告，目前台灣的上網人口已經達到1695萬，較去年增加了73萬。在這樣一個趨勢下，Facebook、Twitter等社群網站更是成為新一波數位時代的重要媒體。因此有越來越多的企業開始在Facebook或是Twitter成立線上的品牌社群，並希望透過社群的力量來企圖影響消費者。 然而，目前國內外關於品牌社群的文獻中，鮮少探討當品牌社群面對產品契合度低的延伸產品或是品牌負面新聞時，品牌涉入度和品牌社群認同度對延伸評價或是母品牌評價差距之影響。因此，本研究乃以國內品牌社群為研究主題，並參考國內外相關的研究，以星巴克和漢堡王之品牌社群為研究對象，針對前述議題進行較深入的研究。 研究結果顯示，品牌社群認同度高的消費者對品牌延伸的評價會比品牌社群認同度低的消費者高，品牌涉入度高的消費者對品牌延伸的評價會比品牌涉入度低的消費者高，品牌社群認同度高的消費者對母品牌評價的差距會小於社群認同度低的消費者，品牌涉入度高的消費者對母品牌評價的差距會小於品牌涉入度低的消費者。最後，品牌商可參考本研究結果，採用正確的方法和對策，提升品牌形象、市場佔有率與獲利能力。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 6第一節 研究背景與動機 6第二節 研究問題與研究目的 8第三節 研究流程 9第二章 文獻探討 10第一節 品牌社群 10第二節 品牌社群認同度 14第三節 品牌涉入度 17第四節 品牌延伸 20第五節 群體意見 22第六節 自我提升理論 23第三章 研究方法 24第一節 研究架構 24第二節 研究假說 26第三節 變數定意與衡量 30第四節 前測結果 34第五節 問卷設計 37第六節 資料蒐集方法 38第四章 資料分析 39第一節 星巴克樣本之描述性統計 39第二節 星巴克樣本之信度分析 43第三節 星巴克樣本之操弄檢定 44第四節 漢堡王樣本之描述性統計 45第五節 漢堡王樣本之信度分析 49第六節 漢堡王樣本之操弄檢定 50第七節 變異數分析 51第八節 假說驗證 80第五章 結論與建議 84第一節 研究結論 84第二節 管理意涵 85第三節 後續研究建議 86參考文獻 88附錄-問卷 92問卷1 星巴克前測問卷 92問卷2 漢堡王前測問卷(火烤漢堡) 95問卷3 漢堡王前測問卷(狂牛症) 97問卷4 漢堡王前測問卷(瘦肉精) 99問卷5星巴克問卷內容(洗髮精╳群體支持) 101問卷6星巴克問卷內容(洗髮精╳群體不支持) 108問卷7星巴克問卷內容(手錶╳群體支持) 115問卷8星巴克問卷內容(手錶╳群體支持) 122問卷9漢堡王問卷內容(火烤漢堡╳懷疑) 129問卷10漢堡王問卷內容(火烤漢堡╳相信) 136問卷11漢堡王問卷內容(狂牛症╳懷疑) 143問卷12漢堡王問卷內容(狂牛症╳相信) 150問卷13 漢堡王問卷內容(西部華堡) 157 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0098355003 | en_US |
| dc.subject (關鍵詞) | 品牌社群認同度 | zh_TW |
| dc.subject (關鍵詞) | 品牌涉入度 | zh_TW |
| dc.subject (關鍵詞) | 群體意見 | zh_TW |
| dc.subject (關鍵詞) | 品牌延伸 | zh_TW |
| dc.title (題名) | 品牌涉入度、品牌社群認同度、社群意見對品牌延伸評價之影響 | zh_TW |
| dc.title (題名) | The impact of brand involvement, brand community identification, and group opinion on brand extension evaluation | en_US |
| dc.type (資料類型) | thesis | en |
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