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題名 品牌社群對品牌共鳴之影響-以社會資本論之
The impact of brand community toward brand resonance: based on the theory of social caotal
作者 楊智鈞
貢獻者 張愛華
楊智鈞
關鍵詞 品牌社群
社會資本
品牌共鳴
品牌社群承諾
抵抗性
品牌愛慕
社群參與
Brand community
Social capital
brand resonance
brand community commitment
resistance
brand love
community engagement
日期 2011
上傳時間 30-Oct-2012 10:55:00 (UTC+8)
摘要 本研究以社會資本理論為基礎，探討品牌社群中社會資本對於品牌共鳴的影響，並以多種產業的品牌社群為研究對象，針對九個品牌社群發放問卷，抽樣方式為便利抽樣，共計回收250份有效問卷。所有樣本以線性結構模式進行分析(LSREL)後，獲得下列結論：
1. 社會資本的形成
社會資本的形成是有順序性的，必須先從結構面開始，進而影響群體的認知面，最後促進關係面，如此才可以讓成員對社群發展高參與和承諾。
2. 社群參與無法正向影響品牌社群承諾
積極參與品牌社群的活動，有可能只是為了滿足成員自己的關係需求。因此，不一定能把社群成員對其他成員的承諾轉為對整體品牌社群的承諾。
3. 品牌社群承諾的前因後果
社會資本的關係面與認知會提升成員的品牌社群成承諾，而品牌社群承諾會正向影響抵抗性與品牌愛慕。
4. 抵抗性、品牌愛慕與品牌共鳴的互相關聯
(一)、抵抗性與品牌愛慕正向影響品牌共鳴
品牌愛慕能正面影響顧客的品牌忠誠度、口碑效應，讓顧客對品牌事務有更高的參與動機；抵抗性則能加深成員對於品牌的情感，促使成員對於品牌的信念更加堅定。本研究證實，抵抗性與品牌愛慕都能幫助品牌共鳴的發展。
(二)、抵抗性正向影響品牌愛慕
顧客在抵抗針對品牌的負面訊息的過程中，抵抗性可以幫助顧客加深自身對於支持品牌的態度，使自己的信念更加堅定，有助於顧客對品牌產生更深層的情感。因此，本研究結果證實抵抗性能夠幫助品牌愛慕的發展。
參考文獻 一、中文部分：
1.吳銘峻. (2011). 以社會資本探討虛擬社群成員交流互動行為特性–Faceboo與Mobile01之初探. 國立政治大學, 未出版之碩士論文.
2.周文賢. (2002). 多變量統計分析: SAS/STAT使用方法: 智勝出版社.
3.林佳樺. (2009). 品牌共鳴促成因素之研究 以ASUS&SONY筆記型電腦為例.
二、英文部分：
1.Adler, P. S., & Kwon, S. (2002). Social capital: prospect for a new concept. Academy of Management Review, 27(1), 17-40.
2.Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: evidence from european car clubs. Journal of Marketing, 69(3), 19-34.
3.Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research (JMR) 29(1), 18-34.
4.Aziz, N. A., & Yasin, N. M. (2010). Analyzing the Brand Equity and Resonance of Banking Services: Malaysian Consumer Perspective. [Article]. International Journal of Marketing Studies, 2(2), 180-189.
5.Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518.
6.Bourdieu, P. (1986). The Forms of Capital. In J. Richardson (Ed.) Handbook of Theory and Research for the Sociology of Educatio(New York, Greenwood), 241-258.
7.Briñol, P., Petty, R. E., & Tormala, Z. L. (2004). Self-validation of congitive responses to advertisements. Journal of Consumer Research, 30(4), 559-573.
8.Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product eesponses. Journal of Marketing, 61(1), 68-84.
9.Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing (Mergent, Inc.), 23(4), 321-331.
10.Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: the role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
11.Carroll, B., & Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
12.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
13.Chiu, C., Hsu, M., & Wang, E. G. (2006). Understanding knowledge sharing in virtual conmunities: an integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
14.Coleman, J. S. (1990). Foundations of Social Theory: Havard Press.
15.Coleman, J. S. (1993). The rational reconstruction of society. American Sociological Review, 58(1), 1-15.
16.DiMaggio, P., Hargittai, E., Neuman, W. R., & Robinson, J. P. (2001). Social implications of the internet. [Article]. Annual Review of Sociology, 27(1), 307-336.
17.Drengner, J., Jahn, S., & Gaus, H. (2012). Creating loyalty in collective hgedonic service: the role of satisfaction and psychological sense of community. Schmalenbach Business Review (SBR), 64(1), 59-76.
18.Franke, N., & Piller, F. (2004). Value creation by toolkits for user innovation and design: The case of the watch market. Journal of Product Innovation Management, 21(6), 401-415.
19.Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
20.Heere, B., Walker, M., Yoshida, M., Ko, Y., Jordan, J. S., & James, J. D. (2011). Brand community development through associated communities: grounding community measurement within social identity theory. Journal of Marketing Theory & Practice, 19(4), 407-422.
21.Holt, D. B. (1995). How consumers consume: a typology of consumption practices. Journal of Consumer Research, 22(1), 1-16.
22.Hsiao, C., & Chiou, J. (2012). The effects of a player’s network centrality on resource accessibility, game enjoyment, and continuance intention: a study on online gaming communities. Electronic Commerce Research & Applications, 11(1), 75-84.
23.Jang, H., Lorne, O., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80.
24.Keller, K. (2001a). Building customer-based brand equity. (cover story). Marketing Management, 10(2), 14-19.
25.Keller, K. (2001b). Building customer-based brand equity: a blueprint for creating string brands. Marketing Science Institute
26.Kim, J. W., Choi, J., Qualls, W., & Kyesook, H. (2008). It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management, 24(3/4), 409-431.
27.Laczniak, R. N., Ehrich, K., Muehling, D. D., & Vijayalakshmi, A. (2011). The influence of negatively framed comparative ads on users and non-users of the comparative referent: attitude resistance. American Academy of Advertising Conference Proceedings, 168-169.
28.Leimeister, J., Ebner, W., & Krcmar, H. (2005). Design, implementation, and evaluation of trust-supporting components in virtual communities for patients. Journal of Management Information Systems, 21(4), 101-135.
29.Madupu, V., & Cooley, D. O. (2010). Cross-cultural differences in online brand communities: an exploratory study of indian and american online brand communities. Journal of International Consumer Marketing, 22(4), 363-375.
30.Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832-849.
31.Matzler, K., Pichler, E., Fuller, J., & Mooradian, T. A. (2011). Personality, person-Bband fit, and brand community: an Investigation of individuals, brands, and brand communities. Journal of Marketing Management, 27(9/10), 874-890.
32.McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.
33.Muñiz Jr., A. M., & Schau, H. (2005). Religiosity in the abandoned apple newton brand community. Journal of Consumer Research, 31(4), 737-747.
34.Muniz Jr., A. M., & O`Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
35.Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advanatge. Academy of Management Review, 23(2), 242-266.
36.Nan, L. (1999). Social networks and status attainment. Annual Review of Sociology, 25(1), 467-487.
37.Nunnally, J. C. (1978). Psychometric Theory. New York: McGraw-Hill.
38.Pai Cheng, S., Hsin-Yun, H., & Cheng-Kiang, F. (2010). Lead user participation in brand community: The case of microsoft MVPs. International Journal of Electronic Business Management, 8(4), 323-331.
39.Park, W. C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
40.Paxton, P. (1999). Is Social Capital Declining in the United States? A Multiple Indicator Assessment. American Journal of Sociology, 105(1), 88-127.
41.Portes, A. (1998). Social capital: its origins and applications in modern sociology. Annual Review of Sociology, 24, 1-24.
42.Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3), 333-348.
43.Prus, A., & Brandt, D. R. (1995). Understanding your customers. Marketing Tools, 2(5), 10-14.
44.Putnam, R. D. (1995). Bowling Alone: America`s Declining Social Capital. Journal of Democracy, 6(1), 65-78.
45.Schau, H., Muñiz Jr., A., & Arnould, E. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
46.Schau, H., & Muniz Jr., A. M. (2002). Brand communities and personal identities: negotiations in cyberspace. Advances in Consumer Research, 29(1), 344-349.
47.Steinberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2), 119-135.
48.Thompson, S., & Sinha, R. (2008). Brand communities and new product adoption:the influence and limits of oppositional loyalty. Journal of Marketing, 72(6), 65-80.
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描述 碩士
國立政治大學
企業管理研究所
99355034
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099355034
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 楊智鈞zh_TW
dc.creator (作者) 楊智鈞zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:55:00 (UTC+8)-
dc.date.available 30-Oct-2012 10:55:00 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:55:00 (UTC+8)-
dc.identifier (Other Identifiers) G0099355034en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54385-
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) 99355034zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本研究以社會資本理論為基礎，探討品牌社群中社會資本對於品牌共鳴的影響，並以多種產業的品牌社群為研究對象，針對九個品牌社群發放問卷，抽樣方式為便利抽樣，共計回收250份有效問卷。所有樣本以線性結構模式進行分析(LSREL)後，獲得下列結論：
1. 社會資本的形成
社會資本的形成是有順序性的，必須先從結構面開始，進而影響群體的認知面，最後促進關係面，如此才可以讓成員對社群發展高參與和承諾。
2. 社群參與無法正向影響品牌社群承諾
積極參與品牌社群的活動，有可能只是為了滿足成員自己的關係需求。因此，不一定能把社群成員對其他成員的承諾轉為對整體品牌社群的承諾。
3. 品牌社群承諾的前因後果
社會資本的關係面與認知會提升成員的品牌社群成承諾，而品牌社群承諾會正向影響抵抗性與品牌愛慕。
4. 抵抗性、品牌愛慕與品牌共鳴的互相關聯
(一)、抵抗性與品牌愛慕正向影響品牌共鳴
品牌愛慕能正面影響顧客的品牌忠誠度、口碑效應，讓顧客對品牌事務有更高的參與動機；抵抗性則能加深成員對於品牌的情感，促使成員對於品牌的信念更加堅定。本研究證實，抵抗性與品牌愛慕都能幫助品牌共鳴的發展。
(二)、抵抗性正向影響品牌愛慕
顧客在抵抗針對品牌的負面訊息的過程中，抵抗性可以幫助顧客加深自身對於支持品牌的態度，使自己的信念更加堅定，有助於顧客對品牌產生更深層的情感。因此，本研究結果證實抵抗性能夠幫助品牌愛慕的發展。		zh_TW
dc.description.tableofcontents 目次.... i
表次.... ii
圖次.... iv
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... ........5
第三節 研究範圍................... 5
第四節 研究流程與步驟.............. 6
第貳章 文獻探討與研究假設...........8
第一節 品牌共鳴................... 8
第二節、品牌社群...................14
第三節、社會資本.................. 20
第四節、品牌社群之相關構念與研究..... 27
第五節 假設發展................... 34
第參章 研究方法................... 40
第一節 本研究觀念架構.............. 40
第二節 研究變數的定義與衡量......... 43
第三節 資料蒐集方法................52
第四節 資料分析方法 ................53
第肆章 資料分析................... 59
第一節 樣本結構與敘述統計........... 59
第二節 信效度分析................. 65
第三節 驗證性因素分析.............. 67
第四節 結構方程式模式分析........... 81
第伍章 結論與建議................. 93
第一節 研究結論................... 93
第二節 管理實務意涵................ 96
第三節 研究貢獻................... 98
第四節 研究限制................... 99
第五節 未來研究方向................ 100
參考文獻......................... 102
一、中文部分：.................... 102
二、英文部分：.................... 102
附錄一：問卷...................... 107		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099355034en_US
dc.subject (關鍵詞) 品牌社群zh_TW
dc.subject (關鍵詞) 社會資本zh_TW
dc.subject (關鍵詞) 品牌共鳴zh_TW
dc.subject (關鍵詞) 品牌社群承諾zh_TW
dc.subject (關鍵詞) 抵抗性zh_TW
dc.subject (關鍵詞) 品牌愛慕zh_TW
dc.subject (關鍵詞) 社群參與zh_TW
dc.subject (關鍵詞) Brand communityen_US
dc.subject (關鍵詞) Social capitalen_US
dc.subject (關鍵詞) brand resonanceen_US
dc.subject (關鍵詞) brand community commitmenten_US
dc.subject (關鍵詞) resistanceen_US
dc.subject (關鍵詞) brand loveen_US
dc.subject (關鍵詞) community engagementen_US
dc.title (題名) 品牌社群對品牌共鳴之影響-以社會資本論之zh_TW
dc.title (題名) The impact of brand community toward brand resonance: based on the theory of social caotalen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分：
1.吳銘峻. (2011). 以社會資本探討虛擬社群成員交流互動行為特性–Faceboo與Mobile01之初探. 國立政治大學, 未出版之碩士論文.
2.周文賢. (2002). 多變量統計分析: SAS/STAT使用方法: 智勝出版社.
3.林佳樺. (2009). 品牌共鳴促成因素之研究 以ASUS&SONY筆記型電腦為例.
二、英文部分：
1.Adler, P. S., & Kwon, S. (2002). Social capital: prospect for a new concept. Academy of Management Review, 27(1), 17-40.
2.Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: evidence from european car clubs. Journal of Marketing, 69(3), 19-34.
3.Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research (JMR) 29(1), 18-34.
4.Aziz, N. A., & Yasin, N. M. (2010). Analyzing the Brand Equity and Resonance of Banking Services: Malaysian Consumer Perspective. [Article]. International Journal of Marketing Studies, 2(2), 180-189.
5.Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of Brand Management, 17(7), 504-518.
6.Bourdieu, P. (1986). The Forms of Capital. In J. Richardson (Ed.) Handbook of Theory and Research for the Sociology of Educatio(New York, Greenwood), 241-258.
7.Briñol, P., Petty, R. E., & Tormala, Z. L. (2004). Self-validation of congitive responses to advertisements. Journal of Consumer Research, 30(4), 559-573.
8.Brown, T. J., & Dacin, P. A. (1997). The company and the product: corporate associations and consumer product eesponses. Journal of Marketing, 61(1), 68-84.
9.Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing (Mergent, Inc.), 23(4), 321-331.
10.Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: the role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.
11.Carroll, B., & Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
12.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.
13.Chiu, C., Hsu, M., & Wang, E. G. (2006). Understanding knowledge sharing in virtual conmunities: an integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
14.Coleman, J. S. (1990). Foundations of Social Theory: Havard Press.
15.Coleman, J. S. (1993). The rational reconstruction of society. American Sociological Review, 58(1), 1-15.
16.DiMaggio, P., Hargittai, E., Neuman, W. R., & Robinson, J. P. (2001). Social implications of the internet. [Article]. Annual Review of Sociology, 27(1), 307-336.
17.Drengner, J., Jahn, S., & Gaus, H. (2012). Creating loyalty in collective hgedonic service: the role of satisfaction and psychological sense of community. Schmalenbach Business Review (SBR), 64(1), 59-76.
18.Franke, N., & Piller, F. (2004). Value creation by toolkits for user innovation and design: The case of the watch market. Journal of Product Innovation Management, 21(6), 401-415.
19.Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34-49.
20.Heere, B., Walker, M., Yoshida, M., Ko, Y., Jordan, J. S., & James, J. D. (2011). Brand community development through associated communities: grounding community measurement within social identity theory. Journal of Marketing Theory & Practice, 19(4), 407-422.
21.Holt, D. B. (1995). How consumers consume: a typology of consumption practices. Journal of Consumer Research, 22(1), 1-16.
22.Hsiao, C., & Chiou, J. (2012). The effects of a player’s network centrality on resource accessibility, game enjoyment, and continuance intention: a study on online gaming communities. Electronic Commerce Research & Applications, 11(1), 75-84.
23.Jang, H., Lorne, O., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80.
24.Keller, K. (2001a). Building customer-based brand equity. (cover story). Marketing Management, 10(2), 14-19.
25.Keller, K. (2001b). Building customer-based brand equity: a blueprint for creating string brands. Marketing Science Institute
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