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Title:	品牌社群關係與公司關係品質對產品知識及品牌忠誠的影響品牌社群構念之結構模式
Authors:	廖棟樑 Liao, Dreven
Contributors:	張愛華 Chang, Aihwa 廖棟樑 Liao, Dreven
Keywords:	品牌社群道德責任 LISREL
Date:	2004
Issue Date:	2009-09-18 18:52:19 (UTC+8)
Abstract:	本研究引用McAlexander, Schouten, and Koenig (2002)的品牌社群關係模式為基礎，希望以社群成員的角度對國內目前品牌社群的狀況做進一步的探討，研究利用問卷調查方式衡量社群認同、社群信任、社群承諾、道德責任等品牌社群關係及公司關係品質，並探討前述構念間的交互關係及其對產品知識與品牌忠誠的影響。研究以中華三菱SAVRIN汽車品牌社群為研究對象，針對「中華三菱SAVRIN家族」及「K族」家長進行深度訪談後對二個品牌社群成員發放研究問卷，抽樣方式為便利抽樣，共計回收234份有效問卷，所有樣本以線性結構模式進行分析(LISREL)後，獲得下列結論： 1.品牌社群關係品牌社群關係建立有其順序性，必須先從社群認同開始，再擴展至社群信任與社群承諾，當社群信任與社群承諾到達一定水準後，社群成員才會發展出超越角色的行為，產生高度的社群道德責任。 2.道德責任道德責任直接對產品知識與品牌忠誠產生影響，因此對於在品牌社群中需要尋求品牌產品使用相關協助的成員或想要促進品牌忠誠度的行銷人員來說，道德責任所扮演的角色是不可忽視的。 3.品牌社群與關係品質、品牌忠誠即使面對相同的品牌、品牌商及產品，品牌社群關係不一定對關係品質及品牌忠誠有正面的影響，品牌社群對關係品質或品牌忠誠的影響可能會受到如社群規模、社群領導人、品牌商贊助等特定因素的影響。關鍵字：品牌社群、道德責任、LISREL
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Description:	碩士國立政治大學企業管理研究所 92355019 93
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