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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Lin) | |
| dc.contributor.author | Wei- Hsiang Tsai | en |
| dc.contributor.author | 蔡緯翔 | zh_TW |
| dc.date.accessioned | 2021-06-16T05:39:24Z | - |
| dc.date.available | 2019-08-21 | |
| dc.date.copyright | 2014-08-21 | |
| dc.date.issued | 2014 | |
| dc.date.submitted | 2014-08-12 | |
| dc.identifier.citation | Abrams, D., & Hogg, M. A. (1988). Comments on the motivational status of self‐esteem in social identity and intergroup discrimination. European Journal of Social Psychology, 18(4), 317-334.
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Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. Vroom, V. H. (1964). Work and motivation. Walker, C. O., Greene, B. A., & Mansell, R. A. (2006). Identification with academics, intrinsic/extrinsic motivation, and self-efficacy as predictors of cognitive engagement. Learning and Individual Differences, 16(1), 1-12. Wasko, M. M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS quarterly, 35-57. Wirtz, J., Den Ambtman, A., Bloemer, J., Horvath, C., Ramaseshan, B., Van De Klundert, J., Canli, Z. G., & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of service Management, 24(3), 223-244. Yen, H. R., Hsu, S. H.-Y., & Huang, C.-Y. (2011). Good soldiers on the web: understanding the drivers of participation in online communities of consumption. International Journal of Electronic Commerce, 15(4), 89-120. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/56640 | - |
| dc.description.abstract | 在Web2.0的時代來臨，顧客開始在網路上面增加了許多群體的聚集，進而形成所謂的網路社群。然而，有愈來愈多品牌在進行關係管理的過程，也會開始將線上「品牌社群」概念導入其品牌經營的過程。
線上品牌社群異於其他的社群網站在於所有使用者是基於「品牌」的連結才聚集在一起，而非一般的社會聚集的過程。如何有效的創造消費者的社群參與、進而達到更強的顧客品牌認同，會是很多品牌試圖要透過線上品牌社群和消費者進行連結時所希望了解的議題。本研究透過動機理論的基礎，整理了內部動機與外部動機兩個方面去探討線上品牌社群成員如何提升線上品牌社群參與，進而達到線上品牌社群認同，最終達到提高社群持續參與意圖與品牌忠誠意圖。實證結果顯示，內外部動機顯著的影響消費者的顧客參與，以及線上品牌社群認同感，最終可以達到社群持續參與以及品牌忠誠意圖。 | zh_TW |
| dc.description.abstract | Given the dramatic technology and social changes that continue to take place in the marketplace, both practitioners and researchers are eager to explore the topics of community engagement in online brand communities (OBCs). Based on the motivation theory, this paper propose a conceptual framework that examine customers’ extrinsic (i.e., community rewards, reputation) and intrinsic (i.e., moral obligation, enjoyment in helping others) motivations in OBC engagement. Results show that both intrinsic and extrinsic motivations have positive influences on OBC engagement and identification, which in turn affects customers’ brand loyalty and community participation intention. Implications, limitations and future research directions are then discussed. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-16T05:39:24Z (GMT). No. of bitstreams: 1 ntu-103-R01724049-1.pdf: 1042360 bytes, checksum: 222097d86de5ffedb156d8575d63fe2e (MD5) Previous issue date: 2014 | en |
| dc.description.tableofcontents | 摘要 I
目錄 IV 圖目錄 VI 表目錄 VII 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究流程 3 第二章 文獻探討與假說推論 4 第一節 線上品牌社群 4 第二節 線上品牌社群參與和社群認同 6 第三節 線上品牌社群參與的動機 8 第四節 假說推論 12 第三章 研究方法 17 第一節 研究架構 18 第二節 研究假說 19 第三節 研究變數定義與衡量 20 第四節 研究設計與研究工具 23 第五節 資料分析方法 24 第四章 研究結果 25 第一節 樣本特性分析 25 第二節 衡量模型分析 29 第三節 線性結構關係模式 35 第五章 研究結論與建議 41 第一節 研究結論 41 第二節 研究貢獻 44 第三節 管理意涵 45 第四節 研究限制 47 參考文獻 48 | |
| dc.language.iso | zh-TW | |
| dc.title | 消費者線上品牌社群參與行為之研究 | zh_TW |
| dc.title | A Study of Customer Participation in Online Brand Communities | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 102-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 連勇智,陳俊忠 | |
| dc.subject.keyword | 內部動機,外部動機,線上品牌社群,社群參與,社群認同,品牌忠誠意圖,持續性參與意圖, | zh_TW |
| dc.subject.keyword | Online Brand Communities,Communities Engagement,Community Participate Intention,Brand Loyalty,Intrinsic Motivation,Extrinsic Motivation, | en |
| dc.relation.page | 63 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2014-08-12 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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