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Algesheimer, Dholakia, & Herrmann(2005)定義社群參與為社群成員與其他成員合作、互動的內在動機。

基於這樣的動機，更加強了企業經營品牌社群的決心，因而在社群發展 ... 繁體中文版 EnglishVersion          首頁 論文提交 論文檢索 管理者登入 學院別 淡江大學 管理學院 企業管理學系碩士班 § 瀏覽學位論文書目資料   進階查詢 下載電子全文    系統識別號 U0002-0607200716424800 論文名稱(中文) 品牌認同和社群參與對社群忠誠度影響之研究 論文名稱(英文) AnInfluenceofBrandIdentificationandCommunityEngagementonCommunityLoyalty 第三語言論文名稱 校院名稱 淡江大學 系所名稱(中文) 企業管理學系碩士班 系所名稱(英文) DepartmentofBusinessAdministration 外國學位學校名稱 外國學位學院名稱 外國學位研究所名稱 學年度 95 學期 2 出版年 96 研究生(中文) 莊易霖 研究生(英文) Yi-LinChuang 學號 694450130 學位類別 碩士 語言別 繁體中文 第二語言別 口試日期 2007-06-14 論文頁數 79頁 口試委員 指導教授 - 李月華 委員 - 白滌清 委員 - 吳長生 關鍵字(中) 品牌認同 社群認同 社群參與 社群忠誠度 關鍵字(英) BrandIdentification CommunityIdentification CommunityEngagement CommunityLoyalty 第三語言關鍵字 學科別分類 中文摘要 時代不斷的進步，人與人之間互動越來越頻繁，對群體關係的重視取代了個人不顧一切求取報酬的年代。

隨著商業不斷加速的腳步，科技變遷也想當然爾不落人後的緊追在後，企業如何在千變萬化的環境中維持一定的獲利，需要品牌的加持。

Algesheimer,Dholakia,&Herrmann(2005)定義社群參與為社群成員與其他成員合作、互動的內在動機。

基於這樣的動機，更加強了企業經營品牌社群的決心，因而在社群發展中，針對社群成員彼此的互動、增加對社群的認同、創造社群忠誠，也顯然成為了一個重要的議題。

本研究進一步針對網路人際關係、品牌認同、社群認同、參與及社群忠誠度相關性進行研究，以使用Mac電腦的網站社群為研究對象，採當面發放問卷的方式進行研究，有效樣本180份；並以AMOS統計軟體進行資料分析及數據解讀。

本研究經過統計分析，實證結果發現網路人際互動關係對於品牌社群認同、社群參與有一定的影響，品牌認同影響著社群成員對該社群的認同，同時也對社群成員參與有正向的幫助，在社群成員參與及認同該社群的前提下，也對社群忠誠度產生了一定的助益，影響所及因此可聯繫到該社群的品牌商品，繼而增加企業的收益。

本研究證實對社群經營者而言，如何抓住社群成員的心，需透過營造和諧的互動關係，增加社群成員對社群的認同，自然而然會對社群的忠誠度產生一定的影響；對企業而言，創造一個良好的互動環境，使人們不斷聯繫著彼此的情感，討論彼此認同的事物，產生了對環境的忠誠，也就是對所屬群體、社群的忠誠，也會因此直接或間接的影響著品牌產品的銷售，創造企業獲利。

英文摘要 Wearewitnessinganageinwhichpeopleinteractwithoneanothermorefrequently;theconceptionofcommunityrelationshiphasbeguntosubstituteforindividualisticentrepreneurism;andtheaccelerationofbusinesstransactioncomeswithtechnologicaladvancement.Howacompanyadaptsitselftothischangedmilieuandmaintainstherateofprofitdependsonthemakingofbrandcommunity.Algesheimer,Dholakia,&Herrmann(2005)define“CommunityEngagement”istheinternalmotivationofmemberswhentheycooperate,interactwithothermembers.Andthismotivationpropelsacompanyintoshapingitsbrandcommunity.Henceforth,interactionamongcommunitymembers,theidentificationofagivencommunity,andcreationofcommunityloyaltybecomethosetowhichacompanyhastodedicateitsutmostattention. Thepurposeofthisresearchistoexplorethecorrelationbetweeninterpersonalrelationshipwithincyberspace,brandidentification,communityidentification,communityengagement,andcommunityloyalty.Theresearchisconductedwith180questionnairescollectedfromusersofMacasmembersofthisMaccommunityinthecyberspace.Moreover,thedatathuscollectedisanalyzedbyAMOSstatisticalsoftware. Thefindingsofthisresearchareasfollowing:First,thecorrelationbetweeninterpersonalrelationshipinthecyberspaceandcommunityidentificationispositive.Second,interpersonalrelationshipinthecyberspaceandcommunityengagementispositive.Third,thecorrelationbetweenbrandidentificationandcommunityidentificationispositive.Forth,thecorrelationbetweenbrandidentificationandcommunityengagementispositive.Fifth,thecorrelationbetweencommunityidentificationandcommunityloyaltyispositive.Finally,thecorrelationbetweencommunityengagementandcommunityloyaltyispositive. Asaleaderofacompany,creatingamilieuinwhichcustomerscouldinteractwithoneanothereasilyandfreelytodiscusstheproducttheyidentifywithisimportantfortheformationofcommunityloyalty,whichwillinfluencesalesvolumeof,andprofitfrom,theproduct. 第三語言摘要 論文目次 目錄 目錄 I 表目錄 III 圖目錄 V 第壹章緒論 1 第一節研究背景與動機 1 第二節研究目的 4 第三節研究流程和步驟 5 第貳章文獻探討 7 第一節網路人際關係(internetinterpersonalrelationship) 7 第二節品牌認同(BrandIdentification) 9 第三節社群(Community) 10 第四節品牌社群認同(BrandCommunityIdentification) 16 第五節社群參與(CommunityEngagement) 18 第六節社群忠誠度(CommunityLoyalty) 19 第參章研究方法 25 第一節研究架構與假說 25 第二節研究對象與資料蒐集方法 31 第三節變數衡量方法 32 第四節問卷設計 37 第五節資料分析方法 39 第肆章資料分析 43 第一節樣本結構分析與比較 43 第二節信度與各構面分析 45 第三節驗證性因素分析 47 第四節整體模型與結構關係分析 53 第伍章結論與建議 60 第一節研究結論與貢獻 60 第二節研究限制 63 第三節未來的研究建議 63 Reference 64 附件：研究問卷 76 表目錄 表3.1-1研究假說 26 表3.3-1網路人際關係之操作性定義與衡量問項 33 表3.3-2品牌認同之操作性定義與衡量問項 34 表3.3-3品牌社群認同之操作性定義與衡量問項 35 表3.3-4社群參與之操作性定義及衡量問項 36 表3.3-5社群忠誠度之操作性定義及衡量問項 37 表3.4-1本研究使用的配適度指標 42 表4-1樣本結構分析 43 表4-1樣本結構分析(續) 44 表4.2-1問卷各構面之信度分析 45 表4.2-2因素分析之信度與解釋變異量 46 表4.2-3網路人際關係與品牌社群認同及社群參與之Pearson相關 47 表4.3-1個別信度與組成信度(不分社群) 48 表4.3-2各因素之平均變異抽取量(不分社群) 48 表4.3-3各構面之因素負荷量(不分社群) 49 表4.3-4Mobile01-我愛吃蘋果社群的個別信度與組成信度 50 表4.3-5OIKOS社群的個別信度及組成信度 51 表4.3-6兩社群之平均變異抽取量 51 表4.3-6兩社群之平均變異抽取量(續) 52 表4.2-7各構面之因素負荷量-mobile01-我愛吃蘋果社群 52 表4.2-8各構面之因素負荷量-OIKOS社群 53 表4.4-1模式之整體配適度評估(不分社群) 54 表4.4-1模式之整體配適度評估(不分社群)(續) 55 表4.4-2模式之整體配適度評估 55 表4.4-3網站社群在五個構面之關係(不分社群) 57 表4.4-4兩網站社群在五個構面之關係 58 圖目錄 圖1.3-1研究流程圖………………………………………………….…......5 圖2.1.3-1品牌社群關係……………………………………………………...15 圖3.1-1研究架構……………………………………………..……..…......25 圖4.4-1兩網站社群之線性結構分析結果(不分社群)………….........…...56 圖4.4-2mobile01-我愛吃蘋果社群之線性結構分析結果…………..….…56 圖4.4-3OIKOS社群之線性結構分析結果………………….……….…....57 參考文獻 中文部分： 方世榮譯(2003)，Kotler，P.原著，行銷管理學，第十一版，台北：東華書局。

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