臺灣博碩士論文加值系統

過去有部分學者探討社群認同與品牌投入如何影響品牌忠誠度，但鮮少探討到快速關係能否也對品牌忠誠進行影響。本研究主要探討快速關係對品牌忠誠的影響，並將社群認同及品牌投入作為快速關係對於品牌忠誠之影響的中介變數。
本研究透過問卷調查法蒐集資料，以按讚並持續追蹤某品牌六個月以上的粉絲頁之消費者為本研究的研究對象，共回收220份有效問卷，以IBM SPSS與Hayes (2013) PROCESS統計軟體進行資料分析，得出研究之結果如下：(1)品牌投入與社群認同對品牌忠誠有正向的影響；(2)品牌社群認同與快速關係對品牌投入有正向的影響；(3)快速關係對品牌社群認同有正向的影響；(4)社群認同在快速關係與品牌忠誠之間具有中介效果；(5)品牌投入在社群認同與品牌忠誠之間具有中介效果。根據研究結果，本研究將於後續提出相關之建議以供商家或企業作參考使用。

Studies have explored the influence of brand community identity and brand engagement on brand loyalty, but few have investigated the potential impact of swift guanxi on brand loyalty. This study primarily investigates the impact of swift guanxi on brand loyalty, with community identity and brand engagement as mediating variables in the relationship between swift guanxi and brand loyalty.
A total of 220 valid copies of the questionnaire answered by the consumers who had followed a brand fan page more than six months and who also had clicked "like" on it were collected. Data was analyzed with IBM SPSS and Hayes (2013) PROCESS. Empirical results suggest that: (1) Brand engagement and community identity have a positive impact on brand loyalty；(2) Community identity and swift guanxi have a positive impact on brand engagement；(3) Swift guanxi have a positive impact on community identity；(4) Community identity mediates the relationship between swift guanxi and brand loyalty；(5) Brand engagement mediates the relationship between community identity and brand loyalty. These findings provide significant theoretical contributions and managerial implications for companies.

目錄
中文摘要 ---------------------------------------------------------------------------------------------- i
英文摘要 ---------------------------------------------------------------------------------------------- ii
目錄 ---------------------------------------------------------------------------------------------- iii

表目錄 ---------------------------------------------------------------------------------------------- iv

圖目錄 ---------------------------------------------------------------------------------------------- v
第一章 緒論------------------------------------------------------------------------- 1
第一節 研究背景及動機------------------------------------------------------- 1
第二節 研究目的---------------------------------------------------------------- 3
第二章 文獻探討------------------------------------------------------------------- 4
第一節 品牌忠誠---------------------------------------------------------------- 4
第二節 品牌投入---------------------------------------------------------------- 7
第三節 社群認同---------------------------------------------------------------- 10
第四節 快速關係---------------------------------------------------------------- 14
第三章 研究方法------------------------------------------------------------------- 19
第一節 研究架構---------------------------------------------------------------- 19
第二節 研究變項操作型定義與衡量方式---------------------------------- 20
第三節 問卷設計---------------------------------------------------------------- 23
第四節 研究方法---------------------------------------------------------------- 23
第四章 研究分析與結果---------------------------------------------------------- 24
第一節 敘述性統計分析------------------------------------------------------- 24
第二節 信度分析---------------------------------------------------------------- 26
第三節 各變數間之相關係數分析------------------------------------------- 29
第四節 各變數與人口統計變項之差異性分析---------------------------- 29
第五節 假設驗證---------------------------------------------------------------- 32
第六節 假設結果檢定--------------------------------------------------------------------- 35
第五章 結論與建議---------------------------------------------------------------- 36
第一節 研究結論---------------------------------------------------------------- 36
第二節 研究理論貢獻與實務管理意涵------------------------------------- 37
第三節 研究限制與建議------------------------------------------------------- 40
參考文獻 ------------------------------------------------------------------------------- 42
附錄 ------------------------------------------------------------------------------- 51

參考文獻
一、中文部分
1.王傳中(2012)。品牌依附、品牌態度及品牌承諾對品牌忠誠的影響-以 iPhone手機為例，南台科技大學行銷與流通管理學系碩士論文。
2.何樹堃（2022）。社群媒體參與積極程度對顧客品牌忠誠之影響: 顧客品牌知覺，顧客價格知覺與品牌形象中介研究。東海大學企業管理學系碩士班碩士論文。
3.余旻臻(2021)。探討社會臨場感、社群認同以及口碑對超商團購群組之消費者行為影響。中華大學企業管理學系碩士論文。
4.吳苡媛(2014)。探討影響使用Facebook與關係品質之因素。國立高雄師範大學資訊教育研究所碩士論文。
5.吳萬益(2005)。遊憩動機、整體意象影響遊憩滿意度與重遊意願模式之研究-以台東池上鄉有機廊道遊客為例。屏東科技大學農企業管理學系碩士論文。
6.易嘉誠（2022）。探討前置因子對於 APPLE 品牌忠誠度之影響-以顧 客滿意度為中介因子。東海大學國際企業管理碩士學位學程碩士論文。
7.林羽珏(2014)。廣告訴求對品牌忠誠度的影響-以智慧型手機品牌為例。國立屏東大學國際貿易學系碩士論文。
8.林宗霈（2015）。FACEBOOK 品牌粉絲專頁之知覺社群價值、社群認同與促銷策略對於品牌形象、品牌忠誠度及購買意願影響之研究─以 Y 牌相關機車粉絲專頁為例。國立臺東大學資訊管理學系碩士班碩士論文。
9.林耿民（2022）。餐飲外送平台知覺易用性、知覺有用性、知覺風險及服務品質對顧客滿意度與品牌忠誠度之影響。輔仁大學餐旅管理學系碩士在職專班碩士論文。
10.林絜雯（2022）。連鎖咖啡品牌形象、服務品質對品牌忠誠度之影響-以路易莎咖啡為例。國立雲林科技大學應用外語系碩士論文。
11.洪華穗 (2022)。奢侈品價值、品牌形象、品牌忠誠度與購買意願關係之研究。國立臺南大學行政管理學系碩士班碩士論文。
12.張育琳(2013)。品牌情感對購買意願的影響與衡量構面分析。 義守大學管理學院管理碩士論文。
13.張雅婷(2006)。忠誠度方案對知覺價值及忠誠之影響－以涉入干擾變數。行銷評論 ； 3卷1期， P665 - 688
14.郭舒甄(2018)。品牌形象、品牌信任、品牌體驗、品牌忠誠度對再購意願之影響-以 智慧型手機為例。南華大學企業管理學校管理科學碩士論文。
15.陳思瑜（2009）。品牌社群特性、社群認同與品牌忠誠度關係之研究：品牌社群類型之干擾效果。國立交通大學管理科學系所碩士論文。
16.曾茜筠(2020)。社群商務之快速信任與快速關係建立： 信號理論觀點。國立中央大學資訊管理學系碩士論文。
17.葉明義(2003)。不同型式的呈現框架對不一致資訊之效果。國立臺灣科技大學企業管理碩士論文。
18.劉水深、彭建章、呂旺坤(2005)。品牌行銷與管理。華泰文化。
19.劉盈君(2017)。行銷 4.0:新虛實融合時代贏得顧客的全思維。天下雜誌，台北市。
20.蔣郭彥（2015）。線上品牌社群認同與承諾對品牌忠誠度之影響：品牌認同與承諾之中介角色。國立中正大學資訊管理學系暨研究所碩士論文。
21.藍榆婷(2019)。團結力量大：社群認同前因與結果變數之研究。國立東華大學企業管理學系碩士論文。
22.鍾明翰（2021）。線上品牌社群整合之品牌社群認同、品牌社群參與對品牌忠誠度影響之研究—以路易莎咖啡為例。靜宜大學觀光事業學系碩士論文。
23.嚴珮萱(2018)。虛擬品牌社群認同與投入對產品使用經驗之影響。國立宜蘭大學應用經濟與管理學系經營管理碩士論文。

二、英文部分
1.Aaker, D. A., (1992), The value of brand equity, Journal of Business Strategy, 13(4), 27-32.
2.Achterberg, W., Pot, A. M., Kerkstra, A., Ooms, M., Muller, M., & Ribbe, M. (2003). The effect of depression on social engagement in newly admitted Dutch nursing home residents. The Gerontologist, 43(2), 213-218.
3.Anderson, B. (1983). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso.
4.Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. The Academy of Management Review, 14(1), 20–39.
5.Algesheimer, R., Dholakia, U.M. and Herrmann, A. (2005) The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69, 19-34.
6.Avnet, T., & Higgins, E. T. (2006). How regulatory fit affects value in consumer choices and opinions. Journal of Marketing Research, 43(1), 1–10.
7.Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of advertising research, 36, 22-36.
8.Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555–577.
9.Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76–88.
10.Brodie, R. J., Hollebeek, L. D., & Smith, S. D. (2011, June). Engagement: An important bridging concept for the emerging SD logic lexicon. In Proceedings.
11.Cantril, H., & Allport, G. W. (1935). The psychology of radio. Harper.
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.Cheng, X., Gu, Y., & Mou, J. (2020). Interpersonal relationship building in social commerce communities: Considering both swift guanxi and relationship commitment. Electronic Commerce Research, 20(1), 53-80.
14.Cuieford.(1965).Fundamental Statistics in Psychology and Education.New York:McGraw-Hill.
15.Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239–263
16.Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
17.Dyson, J.E. and Williams, D.A. (1997) The Physics of the Interstellar Medium. Institute of Physics Publishing, Bristol.
18.Ebrahim, Reham Shawky. (2020), The Role of Trust in Understanding the Impact of Social Media Marketing on Brand Equity and Brand Loyalty, Pages 287-308
19. Esch, F. Rudolf., Tobias Langner, Bernd H. Schmitt, and Patrick Geus (2006),“Are brands forever? How brand knowledge and relationships affect current and future purchases,”. Journal of Product & Brand Management, 15(2), 98-105.
20.Etzioni, A. (1996). The Responsive Community: A Communitarian Perspective. Journal of American Sociological Association, Vol. 61, No. 1.
21.Ellemers, N., Spears, R., & Doosje, B. (1997). Sticking together or falling apart: In-group identification as a psychological determinant of group commitment versus individual mobility. Journal of Personality and Social Psychology, 72(3), 617–626.
22.Ellemers, N., Kortekaas, P., and Ouwerkerk, J. (1999). Self-categorization, commitment to thegroup and social self-esteem as related but distinct aspects of social identity.European Journal of Social Psychology, 29 (2-3): 371-389.
23.Fan et al., (2002). Testing the Efficiency and Independence of Attentional Networks, Journal of Cognitive Neuroscience 14(3):340-7.
24.Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-353.
25.Guo, L., Hu, X., Lu, J. and Ma, L. (2021), Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi, Internet Research, Vol. 31 No. 5, pp. 1718-1744.
26.Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach (pp. 34-40). London & New York: Guilford Press.
27.Henry, K. B., Arrow, H., & Carini, B. (1999). A tripartite model of group identification: Theory and measurement. Small Group Research, 30(5), 558–581.
28.Hepworth, M., & Mateus, P. (1994). Connecting customer loyalty to the bottom line. Canadian Business Review, 21, 40-40.
29.Holakia, U. M., Bagozzi, R. P., and Pearo, L. K.(2004). A social influence model of consumer participation in network- and small-group-based virtual communities.
30.Hogg, M. A. (2006). Social Identity Theory. In P. J. Burke (Ed.), Contemporary social psychological theories (pp. 111–136). Stanford University Press.
31.Hornsey, M. J. (2008). Social identity theory and self-categorization theory: A historical review. Social and Personality Psychology Compass, 2(1), 204–222.
32.Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
33.Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
34.Hsu,C.L.,andLin,J.C. (2008). Acceptance of blog usage: the roles of technology acceptance, social influence and knowledge sharing motivation. Information and Management, 45(1), 65-74.
35.Jacoby, J., & Olson, J. C. (1970). An attitudinal model of brand loyalty: conceptual underpinnings and instrumentation research. Purdue Papers in Consumer Psychology, 159(2), 14-20.
36.Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty Measurement and Management. John Wiley and Sons, New York.
37.Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
38.Keller, K. L. (2001). Building customer-based brand equity, Marketing Management, 10(2), 14-19.
39.Kramer, M.D., et al. (1992) The Association of Waterborne Chloroform with Intrauterine Growth Retardation. Epidemiology, 3, 407-413.
40.Kristensen, K., Martensen, A., & Gronholdt, L. (1999). Measuring the impact of buying behavior on customer satisfaction. Total Quality Management, 10, 602-614.
41.Leeraphong, A., & Sukrat, S. (2018). How Facebook Live Urge SNS Users to Buy Impulsively on C2C Social Commerce?. Paper presented at the Proceedings of the 2nd International Conference on E-Society, E-Education and E-Technology (pp. 68-72).
42.Lin, X., Zhou, Q., Zhao, C., Lin, G., Xu, J., Wen, Z. (2019) An Ectoderm-Derived Myeloid-like Cell Population Functions as Antigen Transporters for Langerhans Cells in Zebrafish Epidermis. Developmental Cell. 49(4):605-617.e5.
43.McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38–54.
44.McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of Community Psychology, 14(1), 6–23.
45.Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of business research, 63(9-10), 919-925.
46.Mitchell, T.R., Holtom, B.C., Lee, T.W., et al. (2001) Why People Stay: Using Job Embeddedness to Predict Voluntary Turnover. Academy of Management Journal, 44, 1102-1121.
47.Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27, 412-432.
48.Niu, X., Subramanian, A., Hwang, T.H., Schilling, T.F., Galloway, J.L. (2020) Tendon Cell Regeneration Is Mediated by Attachment Site-Resident Progenitors and BMP Signaling. Current biology: CB. 30(17):3277-3292.e5.
49.Oliver, Richard L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: Irwin/McGraw-Hill.
50.Oliver, R.L. (1999). Whence Consumer Loyalty. Journal of Marketing, 63, 33-34.
51.Ou, C. X., Pavlou, P. A., & Davison, R. M. (2014). Swift guanxi in online marketplaces: The role of computer-mediated communication technologies. MIS Quarterly, Vol. 38, No. 1, pp. 209-230.
52.Patchen, M.(1970) Participation, achievement, and involvement on the job. Engle Wood Cliffs, NJ: Prentice Hall.
53.Perwiro Atmojo, R. N., Budiastuti, D., Abbas, B. S., & Kosala, R. (2019). The Effect of E-WOM and Structural Assurances Mediated by Guanxi towards Customer Behavioral Loyalty. Pertanika Journal of Social Sciences & Humanities, 27(2), 1593-1607.
54.Pham, M. T., & Avnet, T. (2009). Contingent reliance on the affect heuristic as a function of regulatory focus. Organizational Behavior and Human Decision Processes, 108(2), 267–278.
55.Resnick, E.(2001).Defining Engagement. Journal of International Affairs, 54(2), 551-566.
56.Schau, H. J., Muniz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73, 30-51.
57.Sheth, J. N., Mittal, M. & Newman, B. I. (1999). Consumer Behavior. Orlando: Dryden. Shoemaker, S., & Lewis, R. C. (1999). Customer loyalty: The future of Hospitality
58.Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
59.Sprott, D., Czellar, S. and Spangenberg, E. (2009) The Importance of a General Measure of Brand Engagement on Market Behavior: Development and Validation of a Scale. Journal of Marketing Research, 46, 92-104.
60.Stum, D. L., and Alain, T.(1991). Building Customer Loyalty. Training and Development Journal,45,30-40.
61.Tajfel, H., Billig, M. G., Bundy, R. P., & Flament, C. (1971). Social categorization and intergroup behaviour. European Journal of Social Psychology, 1(2), 149–178.
62.Tajfel, H. and Turner, J.C. (1985) The Social Identity Theory of Intergroup Behaviour. In: Worchel, S. and Austin, W.G., Eds., Psychology of Intergroup Relations, 2nd Edition, Nelson Hall, Chicago, 7-24.
63.Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.
64.Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Basil Blackwell.
65.Van Knippenberg, D., & van Schie, E. C. M. (2000). Foci and correlates of organizational identification. Journal of Occupational and Organizational Psychology, 73(2), 137–147.
66.Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146.
67.Vivek, S. D., Beatty, S. E., Dalela, V., & Morgan, R. M. (2014). A generalized multidimensional scale for measuring customer engagement. Journal of Marketing Theory and Practice, 22(4), 401-420.
68.Wongkitrungrueng & Assarut. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers, Journal of Business Research, 2020, vol. 117, issue C, 543-556.
69.Wu, I. L., Chen, K. W., & Chiu, M. L. (2016). Defining Key Drivers of Online Impulse Purchasing: A Perspective of Both Impulse Shoppers and System Users. International Journal of Information Management, 36, 284-296.
70.Yang, M. M. (1994). Gifts, favors, banquets; The art of social relationships in China. New York: Cornell University Press.