國立高雄大學圖資館 |

Language: English

Back

信任、涉入、關係承諾與品牌忠誠度之研究 = Trust, Involve...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

信任、涉入、關係承諾與品牌忠誠度之研究 = Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission : 以台灣青輔會為例

Record Type:	Language materials, printed : monographic
Paralel Title:	Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission
Title Information:	以台灣青輔會為例
Author:	郭昭仁,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2012[民101]
Description:	51面表格 : 30公分;
Subject:	信任
Subject:	Trust
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/12152742590577730757
Notes:	參考書目：面35-40
Notes:	含附錄
[NT 15001349]:	信任涉入關係承諾與品牌忠誠度之研究
[NT 15001349]:	以台灣青輔會為例
Summary:	近年社群力量的崛起，企業與消費者之間的互動不在只局限於交易的形式，更重要的是如何維持與顧客的關係。儘管如此，對於非營利性質的社群似乎並沒有太多的研究，因此本文提供了一個非營利性社群的研究。本文收集了青輔會社群內121份樣本，透過結構方程模型驗證了品牌社群會對品牌忠誠度具有正向的影響，本文透過過去學者所提出之關係行銷KMV模型，加入涉入此一構面並進行了一系列的探討。在本文中「信任」、「涉入」為自變數，「關係承諾」則是中介變數，最後則是以品牌權益中的品牌忠誠度作為依變數。經過分析的所得到之結果，發現信任和涉入對關係承諾具有正向的影響，同時關係承諾扮演良好的中介效果，驗證了過去之文獻研究，也提供一個社群直接影響品牌忠誠度的路徑模式。 Due to the emergence of social network nowadays, the interaction between corporation and consumers just are not confined to the form of the transaction. Importantly, maintaining relationships with customers becomes even crucial. The studies concerning nonprofit community are few, thus this article provides the study of nonprofit community in Taiwan in which brand loyalty is affected by the community. In this study, the author through the Relationship Marketing KMV model and add involvement concept to understand the effect between the community and equity. The independent variables are “trust and involvement.” and “relationship commitment” is medium variables in this study. Finally, the depend variables is brand loyalty.According to the SEM analysis, we can learn that brand community has positive effect on brand loyalty, which verifies the brand community literature in the past, and offers a path to community where brand loyalty.

信任、涉入、關係承諾與品牌忠誠度之研究 = Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission : 以台灣青輔會為例
郭, 昭仁

信任、涉入、關係承諾與品牌忠誠度之研究 = Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission : 以台灣青輔會為例 / 郭昭仁撰 - [高雄市] : 撰者, 2012[民101]. - 51面 ; 表格 ; 30公分.
參考書目：面35-40含附錄.
信任Trust

信任、涉入、關係承諾與品牌忠誠度之研究 = Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission : 以台灣青輔會為例
LDR:03327nam0a2200313 450 001 346141
005 20230625103037.0
009 346141
010 0 $b 精裝
010 0 $b 平裝
100 $a 20121108d2012 k y0chiy05 e
101 1 $a chi $d chi $d eng
102 $a tw
105 $a k am 000yy
200 1 $a 信任、涉入、關係承諾與品牌忠誠度之研究 $e 以台灣青輔會為例 $d Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission $z eng $f 郭昭仁撰
210 $a [高雄市] $c 撰者 $d 2012[民101]
215 0 $a 51面 $c 表格 $d 30公分
300 $a 參考書目：面35-40
300 $a 含附錄
314 $a 指導教授：陳一民博士
328 $a 碩士論文--國立高雄大學國際高階經營管理碩士在職專班(IEMBA)
330 $a 近年社群力量的崛起，企業與消費者之間的互動不在只局限於交易的形式，更重要的是如何維持與顧客的關係。儘管如此，對於非營利性質的社群似乎並沒有太多的研究，因此本文提供了一個非營利性社群的研究。本文收集了青輔會社群內121份樣本，透過結構方程模型驗證了品牌社群會對品牌忠誠度具有正向的影響，本文透過過去學者所提出之關係行銷KMV模型，加入涉入此一構面並進行了一系列的探討。在本文中「信任」、「涉入」為自變數，「關係承諾」則是中介變數，最後則是以品牌權益中的品牌忠誠度作為依變數。經過分析的所得到之結果，發現信任和涉入對關係承諾具有正向的影響，同時關係承諾扮演良好的中介效果，驗證了過去之文獻研究，也提供一個社群直接影響品牌忠誠度的路徑模式。 Due to the emergence of social network nowadays, the interaction between corporation and consumers just are not confined to the form of the transaction. Importantly, maintaining relationships with customers becomes even crucial. The studies concerning nonprofit community are few, thus this article provides the study of nonprofit community in Taiwan in which brand loyalty is affected by the community. In this study, the author through the Relationship Marketing KMV model and add involvement concept to understand the effect between the community and equity. The independent variables are “trust and involvement.” and “relationship commitment” is medium variables in this study. Finally, the depend variables is brand loyalty.According to the SEM analysis, we can learn that brand community has positive effect on brand loyalty, which verifies the brand community literature in the past, and offers a path to community where brand loyalty.
510 1 $a Trust, Involvement, Relationship Commitment and Brand Loyalty Research $e Evidence on Nonprofit Organization of Taiwan’s National Youth Commission $z eng
517 1 $a 信任涉入關係承諾與品牌忠誠度之研究 $z chi
517 1 $a 以台灣青輔會為例 $z chi
610 0 $a 信任 $a 涉入 $a 關係承諾 $a 品牌忠誠度
610 1 $a Trust $a Involvement $a Relationship Commitment $a Brand Loyalty
681 $a 008M/0019 $b 349910 0762 $v 2007年版
700 1 $a 郭 $b 昭仁 $4 撰 $3 576361
712 0 2 $a 國立高雄大學 $b 國際高階經營管理碩士在職專班(IEMBA) $3 166070
801 0 $a tw $b NUK $c 20121108 $g CCR
856 7 $z 電子資源 $2 http $u http://handle.ncl.edu.tw/11296/ndltd/12152742590577730757