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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

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Trust, Involvement, Relationship Commitment and Brand Loyalty Research：Evidence on Nonprofit Organization of Taiwan’s National Youth Commission
副題名:	以台灣青輔會為例
作者:	郭昭仁,
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:	2012[民101]
面頁冊數:	51面表格 : 30公分;
標題:	信任
標題:	Trust
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/12152742590577730757
附註:	參考書目：面35-40
附註:	含附錄
其他題名:	信任涉入關係承諾與品牌忠誠度之研究
其他題名:	以台灣青輔會為例
摘要註:	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
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