臺灣博碩士論文加值系統

過去探討影響品牌社群再購意願之前因研究甚多，但鮮少探討 自我一致性的影響性。本研究主要探討消費者產生內容及自我一致性是否透過品牌認同影響再購意願？
本研究以按讚或追蹤某品牌 Facebook 粉絲頁的消費者為研究對象，回收有效問卷共 205 份，結果如下：(1) 消費者產生內容及自我一致性均影響再購意願；(2)自我一致性透過品牌認同影響再購意願；(3) 消費者產生內容透過品牌認同影響再購意願。根據研究結果，本研究將提出相關建議以供企業作為參考。

Studies have explored antecedents of repurchase intentions regarding virtual community. However, they neglect to examine the effect of self-congruity and user- generated content on repurchase intentions and the role of brand identity. A total of 205 valid copies of the questionnaire answered by the consumers who had followed a Facebook brand fan page or who also had clicked "like" on it were collected. The results of the study are as follows: (1) Self-congruity and user-generated content influence repurchase intentions (2) Self-congruity influences repurchase intentions via brand identity. (3) User-generated content influence repurchase intentions via brand identity. According to the results, this research will provide relevant managerial implications for companies.

摘要 i
ABSTRACT ii
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 4
第二章 文獻探討 9
第一節 再購意願 （Repurchase Intentions） 9
第二節 品牌認同 11
第三節：使用者產生內容 (User Generated Content, UGC) 12
第四節 自我一致性 16
1. 真實自我一致性(Real Self-Congruity) 17
2. 理想自我一致性(Ideal Self-Congruity) 18
3. 功能一致性(Functional Congruity) 18
第三章 研究方法 20
第一節：研究架構 20
第二節：研究變項操作型定義與衡量方式 20
一、 再購意願 20
二、 品牌認同 21
三、 使用者生成內容 22
四、 自我一致性 22
第四節 研究方法 25
一、研究範圍與對象 25
二 、問卷前測 25
三、抽樣方法及樣本數 25
第四章 研究分析與結果 26
第一節 敘述性統計分析 26
第二節 信度分析 28
第三節 相關分析 33
第四節 差異性分析 33
第五節 中介效果驗證 35
第五章 結論與建議 37
第一節 研究結論 37
第二節 研究貢獻與管理意涵 38
一、研究理論之貢獻 38
二、管理實務之貢獻 38
第三節 研究限制 39
一、不同受測者的主觀認知誤差 39
二、問卷題項的設計 39
三、活動抽樣設計的限制 40
第四節 後續研究與建議 40
一、擴大研究樣本範圍 40
二、加入其他的中介變數 40
參考文獻 41
附錄 51


表目錄

表 3-1 再購意願之衡量構念與項 21
表 3-2 品牌認同之衡量構念與項 22
表 3-3 UGC 之衡量構念與項 22
表 3-4 自我一致性之衡量構念與項 24
表 4-1 基本資料分析表 27
表 4-2 各變數平均數與標準差摘要 28
表 4-3 再購意願之信度分析表 29
表 4-4 品牌認同之信度分析 30
表 4-5 使用者產生內容之信度分析 31
表 4-6 自我一致性之信度分析 32
表 4-7 各變數量表之內部一致性係數 33
表 4-8 各變數之相關分析表 33
表 4-9 不同性別對各變數之差異分析表 .34
表 4-10 研究假設驗證結果彙整表 36





圖目錄

圖 3-1 研究架圖 20
圖 4-1 UGC 透過品牌認同影響再購意願 35
圖 4-2 自我一致性透過品牌認同影響再購意願 36

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三，網路資料
We are social & Hootsuite (2021) http://www.hubble.com https://business.instagram.com