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題名 以使用者為基礎的社群網站品牌權益之研究--概念架構、量表發展與影響因素
User-Based Brand Equity (UBBE) of the virtual community web businesses-conceptual framework, measurement, and impact factors
作者 劉芳梅
貢獻者 洪順慶
劉芳梅
關鍵詞 品牌權益
社群網站
生產性消費者
日期 2011
上傳時間 30-Oct-2012 11:18:23 (UTC+8)
摘要 本論文以社群網站品牌權益為研究主題，社群網站最大的特色在於使用者扮演「生產性消費者」的角色，且社群網站事業經營者面對的是網站、使用者和廣告主的三邊交換關係。本研究的目的有三：第一、提出社群網站品牌權益的觀念架構；第二、發展一套社群網站品牌權益量表；第三、提出社群網站使用者基礎品牌權益的影響前因，實證分析影響社群網站品牌權益的前置因素，做為社群網站事業經營者擬定品牌策略及建立品牌權益的依據。
Study 1採取文獻探討和田野調查方式蒐集資料，包括6家社群網站共計8位經營者、3場社群網站使用者焦點座談共計15個受訪者，以及2位品牌專家。歸納質性訪談結果，本研究認為社群網站的品牌權益以使用者為基礎所建立 (User-Based Brand Equity, UBBE)，包括以下3個要素：第一、使用者投入資源；第二、使用者形成的人際網絡；以及第三、使用者形成的社群影響力，特別是對購買決策與消費行為的影響。
Study 2發展社群網站使用者基礎品牌權益的量表題項，並進行2次量表施測，分別回收283份和319份樣本數，經由信度與效度驗證，社群網站使用者基礎品牌權益量表分為投入的時間、投入的資訊/知識、人際網絡廣度、人際網絡聯繫強度，以及社群影響力等5個構面，分別有3個題項，總共15個題項。
Study 3探索影響社群網站使用者基礎品牌權益的前置變數，依據使用者在社群網站面對的交換關係，提出網站品質、關係品質和移轉成本為影響使用者基礎品牌權益的重要前因，而網站品質和關係品質透過移轉成本的部分中介機制達成影響效果，針對社群網站使用者共回收500份樣本數，實證結果發現，上述前置因素與中介機制皆獲得支持。
過去行銷領域文獻中，學者以買賣雙方的直接交換關係出發，分別提出以企業為觀點或以消費者為基礎的品牌權益；本研究提出社群網站使用者基礎品牌權益，補充過去品牌權益文獻較少觸及的複雜交換關係。過去資訊管理領域文獻中，學者以網站系統本身及系統管理者觀點出發，重視網站系統的設計與運作；本研究則以使用者為基礎，社群網站事業成功的關鍵除了系統平台的完善程度之外，使用者在社群網站系統平台上的貢獻度、互動性和影響力，才是影響社群網站成功與否的重要因素。
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描述 博士
國立政治大學
企業管理研究所
95355505
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355505
資料類型 thesis
dc.contributor.advisor 洪順慶zh_TW
dc.contributor.author (Authors) 劉芳梅zh_TW
dc.creator (作者) 劉芳梅zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:18:23 (UTC+8)-
dc.date.available 30-Oct-2012 11:18:23 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:18:23 (UTC+8)-
dc.identifier (Other Identifiers) G0095355505en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54521-
dc.description (描述) 博士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) 95355505zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本論文以社群網站品牌權益為研究主題，社群網站最大的特色在於使用者扮演「生產性消費者」的角色，且社群網站事業經營者面對的是網站、使用者和廣告主的三邊交換關係。本研究的目的有三：第一、提出社群網站品牌權益的觀念架構；第二、發展一套社群網站品牌權益量表；第三、提出社群網站使用者基礎品牌權益的影響前因，實證分析影響社群網站品牌權益的前置因素，做為社群網站事業經營者擬定品牌策略及建立品牌權益的依據。
Study 1採取文獻探討和田野調查方式蒐集資料，包括6家社群網站共計8位經營者、3場社群網站使用者焦點座談共計15個受訪者，以及2位品牌專家。歸納質性訪談結果，本研究認為社群網站的品牌權益以使用者為基礎所建立 (User-Based Brand Equity, UBBE)，包括以下3個要素：第一、使用者投入資源；第二、使用者形成的人際網絡；以及第三、使用者形成的社群影響力，特別是對購買決策與消費行為的影響。
Study 2發展社群網站使用者基礎品牌權益的量表題項，並進行2次量表施測，分別回收283份和319份樣本數，經由信度與效度驗證，社群網站使用者基礎品牌權益量表分為投入的時間、投入的資訊/知識、人際網絡廣度、人際網絡聯繫強度，以及社群影響力等5個構面，分別有3個題項，總共15個題項。
Study 3探索影響社群網站使用者基礎品牌權益的前置變數，依據使用者在社群網站面對的交換關係，提出網站品質、關係品質和移轉成本為影響使用者基礎品牌權益的重要前因，而網站品質和關係品質透過移轉成本的部分中介機制達成影響效果，針對社群網站使用者共回收500份樣本數，實證結果發現，上述前置因素與中介機制皆獲得支持。
過去行銷領域文獻中，學者以買賣雙方的直接交換關係出發，分別提出以企業為觀點或以消費者為基礎的品牌權益；本研究提出社群網站使用者基礎品牌權益，補充過去品牌權益文獻較少觸及的複雜交換關係。過去資訊管理領域文獻中，學者以網站系統本身及系統管理者觀點出發，重視網站系統的設計與運作；本研究則以使用者為基礎，社群網站事業成功的關鍵除了系統平台的完善程度之外，使用者在社群網站系統平台上的貢獻度、互動性和影響力，才是影響社群網站成功與否的重要因素。		zh_TW
dc.description.tableofcontents 第壹章 前言 1
第一節 研究動機與目的 1
第二節 研究流程 4
第貳章 文獻探討 6
第一節 品牌權益 6
第二節 網站事業類型與交換關係 20
第三節 網站品質與接受度影響因素 27
第參章 以社群網站使用者為基礎的品牌權益內涵 31
第一節 研究方法 31
第二節 研究發現 34
第肆章 以社群網站使用者為基礎的品牌權益量表 52
第一節 研究方法 52
第二節 量表施測與結果分析 55
第伍章 社群網站使用者基礎的品牌權益影響因素 77
第一節 研究假說與架構 78
第二節 研究方法 89
第三節 研究結果 94
第陸章 結論與討論 112
第一節 使用者基礎品牌權益與過去文獻之比較 112
第二節 使用者基礎品牌權益量表型態與信效度 116
第三節 品牌權益影響因素的觀點比較 119
第四節 研究貢獻與後續研究建議 126
參考文獻 135
附件1：社群網站事業經營者訪談大綱 146
附件2：社群網站使用者訪談大綱 148
附件3：網站事業領域專家訪談大綱 149
附件4：以社群網站使用者為基礎品牌權益量表題項 150
附件5：社群網站使用者滿意度與忠誠度量表題項 152
附件6：本研究Study 3問卷 153		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355505en_US
dc.subject (關鍵詞) 品牌權益zh_TW
dc.subject (關鍵詞) 社群網站zh_TW
dc.subject (關鍵詞) 生產性消費者zh_TW
dc.title (題名) 以使用者為基礎的社群網站品牌權益之研究--概念架構、量表發展與影響因素zh_TW
dc.title (題名) User-Based Brand Equity (UBBE) of the virtual community web businesses-conceptual framework, measurement, and impact factorsen_US
dc.type (資料類型) thesisen
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