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495436173
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研
究 李博英
生
(中)
研
究 Por-Yin Lee
生
(英)
論
文 品牌形象、品牌關係品質與品牌忠誠度之關係-品牌社群認同與社群凝聚力
名
的影響效果
稱
(中)
論
文 The Relationship Among Brand Image, Brand Relationship Quality and Brand
名
Loyalty
稱
(英)
其
他 The Effect of Brand Community Identification and Brand Community Cohesiveness
題
名
指
導
廖國鋒
教
授
(中)
指
導
Gou-Fong Liaw
教
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(英)
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文 中文
別
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鍵 品牌形象 品牌社群認同 品牌關係品質 社群凝聚力 品牌忠誠度
字
(中)
關
鍵 Brand Image Brand Community Identity Brand Relationship Quality Brand
字 Community Cohesion Brand Loyalty
(英)
近年來感性的消費行為提升，使社群成為一個重要的角色。品牌透過社群
的運作產生更大的效益，藉由社群可以降低購買的知覺風險並且能夠提升
顧客的品牌忠誠度。許多研究均指出社群在電子產品中具有良好的效用，
摘 但在多變的流行服飾產業中，社群是否能產生相同作用？能成功的提高顧
客的品牌忠誠度？ 本研究以品牌形象、品牌關係品質、社群認同、凝聚力
要
與品牌忠誠度相關進行研究，以中價位流行品牌服飾為研究目標，使用量
(中)
化的研究方法，並以品牌的社群成員以隨機取樣的方式發放問卷，透過線
性結構統計軟體來分析各個構面的相關聯性並且驗證研究假設是否如預
期。 研究顯示品牌本身良好的形象可以提升品牌忠誠度，社群的認同與品
牌忠誠度也具有顯著的關係。
In recent years, the consumer emotional purchasing behaviors have become
important issues in the business marking. The brands operated the
“communities.”to generate great economic benefits, they also played the
important role to decrease the purchasing risks, and also increased consumer brand
摘 loyalty. In many studies have pointed out that communities in the 3C products could
with good effects, but are they able to get the same effect in the ever changing
要 fashion industrials? In the study, we used the LISREL statistical software to analysis
(英) the various dimensions and verification of hypothesis. We chose brand image, brand
relationship quality, community identity, cohesion and loyalty to figure out what the
correlations between them. We adopted the medium price clothing brands to be the
subjects, and chose the communities members to do the random sampling survey.
The results showed that the brands themselves have good images could increase
brand loyalty, it also has a significant relationship with the community identity.
論
文
目
次
中文摘要……………………………………………………………………… i
英文摘要………………………………………………………………… ii 謝
誌………………………………………………………………………… iii 目
錄………………………………………………………………………… iv 圖目
錄……………………………………………………………………… vi 表目
錄……………………………………………………………………… vii 第一
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 論文
結構與流程………………………………………………5 第二章 文獻探
討...……………………………………………….… 6 第一節 品牌形
象……………………….……………………………6 第二節 社
群………………………………………………………… 11 第三節 社群凝
聚力………………………………………………… 21 第四節 社群認
同…………………………………………………… 23 第五節 品牌關係品
質……………………………………………….28 第六節 品牌忠誠
度………………………………………………….35 第三章 研究方
法……………………………………………………… 38 第一節 論文架
構……….……………………………………………38 第二節 研究假
說…….………………………………………………39 第三節 操作性定
義………………………………………………… 44 第四節 研究動
機…………………………………………………….47 第五節 測量工
具…………………………………………………….48 第四章 資料分析與結
果……………………………………………… 49 第一節 樣本結構分
析……………………………………………… 49 第二節 信度與效度分
析…………………………………………… 51 第三節 相關分
析………………………………………………… 55 第四節 驗證性因素分
析…….…...………………………….. 56 第五節 LISREL 模
式……………………………………………… 58 第五章 結論與管理意
涵…...…………………………………… 62 第一節 結
論……………………………………………………… 62 第二節 各構面之
關係…………………………………………… 64 第三節 管理意
涵………………………………………………… 66 第四節 研究限制與未
來研究方向……………………………… 68 參考文
獻………………………………………………………………… 69 中文部
分……………………………………………………………… 69 英文部
分……………………………………………………………… 70 附
錄：…………………………………………………………………… 79 圖目
錄 圖 2-1 品牌形象構面圖……………………………………………… 7 圖 22 品牌形象架構………………………………………………… 9 圖 2-3 品牌
社群三角模型… ……………………………………… 18 圖 2-4 品牌社群的
顧客中心模式…………………………………… 18 圖 2-5 品牌認同及產出
圖…………………………………………… 26 圖 2-6 關係品質模
式 ……………..……………………………… 30 圖 2-7 關係品質模
式………………………………………………… 31 圖 3-1 研究架
構……………………………………………………… 38 圖 4-1 研究假設路徑
驗證結果……………………………………… 59 表目錄 表 2-1 虛擬社群分
類表……………………………………………… 15 表 2-2 社群凝聚力的定
義…………………………………………… 22 表 2-3 品牌關係品質構
面…………………………………………… 32 表 2-4 品牌忠誠度之定
義…………………………………………… 36 表 4-1 研究樣本結
構………………………………………………… 50 表 4-2 本研究各變數之
Cronbach α 信度彙整表….…………… 52 表 4-3 各構面之收斂效度檢定
表…………………………………… 53 表 4-4 個構面之區別效度檢定
表…………………………………… 54 表 4-5 相關係數矩陣
表……………………………………………… 55 表 4-6 驗證因素分析結
果…………………………………………… 57 表 4-7 假設路徑驗證結
果…………………………………………… 60 表 5-1 驗證結
果……………………………………………………… 63
參
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140.136.183.23 M text2457 Y2012.M12.D28 14:09 140.136.183.23 M 030540
Y2012.M12.D28 14:21 140.136.208.63 M 030540 Y2012.M12.D28 14:24
140.136.208.63 M 030540 Y2012.M12.D28 14:24 140.136.208.63 M 495436173
Y2012.M12.D28 15:17 140.136.183.24 M 495436173 Y2012.M12.D28 15:23
140.136.183.24 M 495436173 Y2012.M12.D28 15:36 140.136.183.24 M 495436173
Y2012.M12.D28 15:37 140.136.183.24 M 030540 Y2012.M12.D28 15:44
140.136.208.63 M 030540 Y2012.M12.D28 15:44 140.136.208.63 I 030540
Y2012.M12.D28 15:45 140.136.208.63