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品牌社群對品牌忠誠影響之研究 = The Influence of Br...

國立高雄大學資訊管理學系碩士班

品牌社群對品牌忠誠影響之研究 = The Influence of Brand Community on Brand Loyalty : 服務體驗與投入的中介角色; The Mediating Role of Service Experience and Engagement

Record Type:	Language materials, printed : monographic
Paralel Title:	The Influence of Brand Community on Brand Loyalty
Title Information:	服務體驗與投入的中介角色
Author:	陳郁仁,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	高雄市
Published:	撰者;
Year of Publication:	2016[民105]
Description:	64面圖，表格 : 30公分;
Subject:	品牌社群
Subject:	Brand community
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/84661158932352537620
Notes:	106年4月25日公開
Notes:	參考書目: 面41-47
Summary:	品牌社群是品牌與消費者互動的地方，隨著網際網路的興起，許多品牌開始在線上建立品牌社群，希望透過品牌社群的經營，吸引更多消費者對品牌產生興趣，讓更多消費者成為忠實的顧客，因此本研究將探討品牌社群該如何經營才能讓使消費者對品牌忠誠。本研究以地方依附理論為基礎，將消費者在品牌社群得到的感知分為地方、社會及任務感知，並透過服務體驗及投入做為研究的中介角色，探討消費者對品牌的忠誠。其結果發現，消費者對品牌社群的地方、社會及任務感知皆會影響服務體驗；且地方感知與任務感知會正向影響消費者對品牌投入；最後服務體驗及投入皆有中介效果，代表消費者在品牌社群中的感知需透過服務體驗與投入才能對品牌忠誠有影響。期望研究結果對學術界與品牌有理論與實務上的貢獻。 Brand community is a place where brand can interact with consumers. With the rise of the Internet, many brands started building brand community. They hope to make the consumers through brand business community interested in the brand and make more consumers to become loyal customers. Therefore, this study will explore how to manage brand community to enable consumers to make brand loyalty. This study bases on the theory of place attachment dividing the awareness of consumer in brand community into three types of awareness. The three types of awareness is location, social, and task awareness. Through the mediating role of service experience and engagement explore how consumers make brand loyalty. The analytical results show that location, social, and task awareness are positively associated with consumer’s service experience; location and task awareness are positively associated with consumer’s engagement; service experience and engagement mediate the relationship between three type of awareness and brand loyalty. At last, this study hope to provide practical and implication to the academia and brand.

品牌社群對品牌忠誠影響之研究 = The Influence of Brand Community on Brand Loyalty : 服務體驗與投入的中介角色; The Mediating Role of Service Experience and Engagement
陳, 郁仁

品牌社群對品牌忠誠影響之研究 = The Influence of Brand Community on Brand Loyalty : 服務體驗與投入的中介角色 / 陳郁仁撰 - 高雄市 : 撰者, 2016[民105]. - 64面 ; 圖，表格 ; 30公分.
106年4月25日公開參考書目: 面41-47.
品牌社群Brand community

品牌社群對品牌忠誠影響之研究 = The Influence of Brand Community on Brand Loyalty : 服務體驗與投入的中介角色; The Mediating Role of Service Experience and Engagement
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