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線上社交貨幣對於品牌忠誠的影響 = The Effects of Soc...

國立高雄大學資訊管理學系碩士班

線上社交貨幣對於品牌忠誠的影響 = The Effects of Social Currency on Brand Loyalty

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Effects of Social Currency on Brand Loyalty
作者:	張瑋庭,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2015[民104]
面頁冊數:	51面圖，表 : 30公分;
標題:	社交貨幣
標題:	Social Currency
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/86769384159454034602
附註:	105年10月25日公開
附註:	參考書目：面32-38
摘要註:	Web 2.0的世代，消費者轉換為資訊生產者，加上社群網路的盛行，改變品牌與消費者之間的互動方式。社群網路提供消費者良好的平台，組成各式各樣的品牌社群。線上品牌社群中頻繁的互動，驅使著衡量品牌價值的方式必須改變，消費者如何談論品牌較品牌主動傳播品牌印象來的重要許多。因此，本研究以網路世代品牌衡量的架構─「社交貨幣(Social Currency)」，討論消費者透過網路虛擬社群互動所創造出的「社交貨幣」，對於品牌忠誠的影響，並以消費者對於品牌的「先備經驗」做為控制變數，排除對於品牌原有的忠誠影響。其中，社交貨幣又分為社會互動與社會利益，前者由資訊瀏覽、資訊交流及資訊傳播組成；後者則由利益、歸屬感及認同感三者組成，本研究亦討論其中的因果關係。最後，社群型態差異對於社會利益與品牌忠誠關係的調節影響，亦是本研究的重點。研究結果顯示，社交貨幣中不同的互動層次會影響不同關係層次，愈高層次的互動，除了能獲得利益外，還能影響社群歸屬感及認同感等較高層次關係的形成。另外，「社會利益」會完全中介「社會互動」與「品牌忠誠」間的關係，說明著透過品牌社群，驅使成員間品牌資訊的交換，增加他們對於社群的信任與認同，更能增加消費者對於品牌的品牌忠誠。此外，在先備經驗控制變數排除影響品牌忠誠的其他因素下，社交貨幣包含的社會互動與社會利益對品牌忠誠確有顯著的影響，再次說明線上社群互動對於品牌忠誠的重要性。最後，社群平台差異的調節影響並未受到支持，說明了無論是品牌官方導向或消費者導向社群，線上品牌社群中的互動皆能有效影響品牌忠誠的形成。 In the generation of web 2.0, consumers become as the information provider and the social network sites become popular, which changes the way of interaction between consumers and brands. Social network sites offer a good platform for customers to gather into a variety of brand communities easily. Frequent interactions in online brand communities drive a new way to measure the brand value, which implies that the more important thing is how customers talk about brands rather than brands market themselves initiatively. Thus, this study discussed how the social currency, a new framework for managing brands in network era, influenced the brand loyalty. Then, this study added the control variable, prior experience, to exclude the effect of consumer's original loyalty toward the brand. The social currency consisted of social interaction and social benefit. The prior included information browsing, information exchanging and information spreading, and the latter included utility, affiliation and identity. The relationship between those constructs was also investigated in this study. This study also intended to investigate the moderating effect of community type on the relationship between the social benefit and brand loyalty. The results showed that most relationships between the dimensions of social interaction and the dimensions of the social benefit are significant. Second, social benefit fully mediated the relationship between social interaction and brand loyalty. This is, members exchange the information with each other through the online brand community, which can increase their trust and identity toward the community. The trust and identity can further promote the loyalty toward the brand. Based on the results of the control variable analysis, social currency could significantly influence brand loyalty, which showed the importance of social currency. Finally, the data also showed that social interaction could significantly influence brand loyalty either in company-initiated community or consumer-initiated community.

線上社交貨幣對於品牌忠誠的影響 = The Effects of Social Currency on Brand Loyalty
張, 瑋庭

線上社交貨幣對於品牌忠誠的影響 = The Effects of Social Currency on Brand Loyalty / 張瑋庭撰 - [高雄市] : 撰者, 2015[民104]. - 51面 ; 圖，表 ; 30公分.
105年10月25日公開參考書目：面32-38.
社交貨幣Social Currency

線上社交貨幣對於品牌忠誠的影響 = The Effects of Social Currency on Brand Loyalty
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