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研究生：	張睿哲
論文名稱：	同儕認同、線上品牌社群認同與品牌忠誠度的關係：以「品牌─社群融合度」為干擾變數 Peer Identification, Online Brand Community Identification and Brand Loyalty: Brand-Community Identity Fusion as a Moderator
指導教授：	王仕茹
學位類別：	碩士 Master
系所名稱：	管理研究所 Graduate Institute of Management
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	78
中文關鍵詞：	品牌社群、同儕認同、品牌忠誠度、品牌社群融合度、認同
英文關鍵詞：	brand community, peer identification, brand loyalty, identity fusion, identification
論文種類：	學術論文
相關次數：	點閱：479 下載：59
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網際網路的發展趨勢從一開始的搜尋引擎，到現在社群媒體(social media)的流行，顯示出人們使用網路的目的從原本單方面獲得資訊的需求，逐漸轉變成與其他人交換資訊與互動的社會需求。社群媒體的出現讓消費者能夠在網路上輕易的接觸到彼此的聲音，造成口碑(word of mouth)的出現，許多企業看準了這個機會，紛紛建立起品牌社群(brand community)，試圖讓品牌更加強大並獲得行銷上的效益。

本篇論文假設消費者加入品牌社群的原因包括對品牌的喜愛以及與其他擁有相同喜好的成員互動的社會需求，從「成員對社群的認同」以及「成員對成員的認同」等兩個角度，探討線上品牌社群中的認同與品牌忠誠度之關係；此外，對於內容越來越多元、造成品牌社群與品牌的相關程度逐漸降低的現象，本研究也探討了此現象對品牌社群的經營上的影響。

本研究的結果顯示在品牌社群中，成員間的認同跟品牌忠誠度呈現正相關，甚至比成員對社群的認同還更為重要；此外，多元化的品牌社群對於成員間認同的形成是有正面幫助的。最後，本研究也對品牌社群經營者提出了如何建立品牌社群的建議。

Building an online brand community is an important mission for business and companies who want to obtain the marketing benefit, but few of them succeed. This research examines the relationship between the identification (member-to-community and member-to-member) in online brand community and brand loyalty. In addition, we also examine the effect that brand-community identity fusion brought to online brand communities owing to the diversified non-brand related content of them. At last, we propose several advice for practitioners to build an online brand community right.

Table of Content    i
List of Figures    iii
List of Tables    iv
Chapter 1：Introduction    1
1.1 Research Background    1
1.2 Research Question    6
Chapter 2：Theoretical Background and Hypotheses    7
2.1 Brand Community Identification    7
2.1.1 Community    7
2.1.2 Online Brand Community    8
2.1.3 Brand Community Identification    12
2.2 Antecedents of Brand Community Identification    14
2.2.1 Community Support    15
2.2.2 Community Value Congruence    16
2.2.3 Community Affirmation    16
2.3 Peer Identification    17
2.3.1 Peer Identity Similarity    18
2.3.2 Peer Identity Distinctiveness    19
2.3.3 Peer Identity Prestige    20
2.3.4 Peer Identification to Brand Community Identification    20
2.4 Brand Loyalty    21
2.5 Moderating role of Identity Fusion    23
Chapter 3：Methodology    25
3.1 Research Model    25
3.2 Sampling and Data Collection Procedures    27
3.3 Questionnaire Design    29
3.4 Measures    30
Chapter 4: Results    34
4.1 Descriptive Statistics    34
4.1.1 Sample Characteristics    34
4.1.2 User Behavior Analysis    36
4.2 Factor Analysis    42
4.3 Structural Equation Model    47
4.3.1 Test of Goodness-of-fit    47
4.3.2 Parameter estimation    48
4.4 Hypothesis Testing    52
Chapter 5: Discussion    56
5.1 Research Contributions    56
5.1.1 Peer identification lead to brand community identification    56
5.1.2 Peer identification lead to brand loyalty, rather than brand community identification    56
5.1.3 Community support facilitates the forming of peer identification    57
5.1.4 The brand-community identity fusion strengthen the positive effect member similarity on peer identification    57
5.2 Managerial Implications    58
5.3 Limitations and Directions for Further Research    59
References    61
Appendix.............................................................................................................................................................................67



List of Figures
Figure 1.1 Growth of global internet users    1
Figure 1.2 Internet users per 100 inhabitants    2
Figure 1.3 Online activities people do in an hour    3
Figure 1.4 Popular internet activities changing over time    3
Figure 1.5 The reasons for joining brand communities    5
Figure 2.1 Bhattacharya and Sen’s framework of organizational identification    18
Figure 3.1 Research model    25
Figure 3.2 Types of issues discussed through communities    27
Figure 4.1 Statistical result of survey respondents’ possession of automobile    37
Figure 4.2 Statistical result of survey respondents’ most-used camera    37
Figure 4.3 Statistical result of survey respondents’ length of car usage    38
Figure 4.4 Statistical result of survey respondents’ membership of automobile brand communities    38
Figure 4.5 Statistical result of survey respondents’ most-visited automobile brand communities    39
Figure 4.6 Path diagram    48
Figure 4.7 Parameter estimates for conceptual model    55






List of Tables
Table 2.1 Four elements definite community    8
Table 3.1 Hypotheses    26
Table 3.2 Brand communities as subjects of study    28
Table 3.3 Operational definitions and measurement items    30
Table 4.1 Descriptive statistics of respondents’ characteristics (N=280)    35
Table 4.2 Analysis of user behavior (N=280)    40
Table 4.3 Factor analysis results    44
Table 4.4 Correlations among constructs, convergent validity and discriminant validity    46
Table 4.5 Goodness-of-fit statistics for conceptual model    47
Table 4.6 Standardized estimates on latent endogenous variables and observed variables    49
Table 4.7 Decomposition of standardized effects for conceptual model (γ value)    50
Table 4.8 Decomposition of standardized effects for conceptual model (β value)    50
Table 4.9 Moderating effect of brand-community identity fusion    51
Table 4.10 Hypotheses testing    54

                                

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