虛擬品牌社群意識與虛擬品牌社群參與之研究

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/20001

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/20001

Title:	虛擬品牌社群意識與虛擬品牌社群參與之研究
Authors:	李守中
Contributors:	國際企業管理學系
Keywords:	虛擬品牌社群意識對虛擬品牌參與的態度社群參與
Date:	2010
Issue Date:	2011-10-27 15:59:40 (UTC+8)
Abstract:	由於現今網際網路提供的資訊日漸趨增及網路上消費者的力量增加，虛擬品牌社群提供了企業一個與消費者溝通的全新管道，因此虛擬品牌社群於現今具有極大的重要性。本研究經由相關文獻之引用及邏輯之推理，發現到虛擬品牌社群成員間的社群意識，以及社群參與之關係能影響虛擬品牌社群的成功與否，但相關文獻的結論仍有缺失，有必要進一步加以確認。因此，本研究探討虛擬品牌社群意識、對虛擬品牌社群參與的態度與虛擬品牌社群參與間之關係。本研究透過問卷調查的方式，以台北地區曾經註冊FACEBOOK及參與過FACEBOOK中的3C品牌社群的成員為受訪對象。計發放360份的問卷，總共回收共計346份，去除無效問卷、沒填寫完成者26人，總共有效問卷為320份，有效回收率88％。透過敘述性統計、Cronbach’s α信度分析、相關分析與階層迴歸分析進行驗證。研究結果發現，虛擬品牌社群意識(歸屬感、影響力及沉浸三構面)，對虛擬品牌社群參與具有顯著的正向關係，在中介效果方面，對虛擬品牌社群參與的態度在虛擬品牌社群意識與虛擬品牌社群參與間具部分中介效果。 This research is in discussed of the relations of sense of virtual brand community, the attitude of virtual brand community participation and virtual brand community participation. In accordance with the quotations of the correlation bibliography and logical inference, it has the necessity further to clarify the connections of all variables. This research affiliation completes by the questionnaire survey way. This research samples take people who had been registered in FACEBOOK and participated in FACEBOOK’s 3C brand community in taipei. Affiliation by participant’s reply, so we can understand the relations of sense of virtual brand community, the attitude of vir-tual brand community participation and virtual brand community participation. Alto-gether the questionnaires are 360, and there are 346 returned except invalid unfinished volume which has not filled in 26. Totally effective questionnaires are 320 and the ef-fective returns-ratio is 88%.The questionnaires were analyzed by a variety of statistical methods, such as descriptive statistics analysis, reliability analysis, correlation analysis, and hierarchical regression analysis in this research. This research’s analysis showed that intermediary variable the attitude of virtual brand community participation with sense of virtual brand community and virtual brand community participation have a significant mediating effect.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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