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題名：品牌形象、品牌信任與網路口碑關聯性之研究--以線上遊戲「魔獸世界」為例
書刊名：創新與管理
作者：廖述賢 引用關係／鐘鈺鈞／胡大謙
作者(外文)：Liao, Shu-hsien／Chung, Yu-chun／Hu, Da-chian
出版日期：2011
卷期：8:1
頁次：頁25-48
主題關鍵詞：消費者行為；品牌；品牌形象；品牌信任；網路口碑；結構方程模式；調節效果；Consumer behavior；Brand；Brand image；Brand trust；Online word-of-mouth；Structural equation modeling；Moderating effect
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:18
  • 點閱點閱:86
本研究主要在探討品牌形象、品牌信任與網路口碑之間的關聯性，以線上遊戲「魔獸世界」的玩家作為研究樣本，共計回收527份網路問卷，其中有效問卷為317份。本研究透過線性結構化方程式模型，將品牌形象對品牌信任與網路口碑的影響進行實證分析，並驗證遊戲資歷的調節效果。研究結果發現品牌形象對網路口碑之影響中，品牌信任具部分中介效果；同時經由調節效果分析可得知，遊戲資歷在品牌形象對網路口碑與品牌信任對網路口碑皆具有調節效果。
This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game "World of Warcraft" to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth.
期刊論文
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13.Gwinner, Kevin P.、Gremler, Dwayne D.、Bitner, Mary Jo(1998)。Relationship benefits in services industries: The customer's perspective。Journal of the Academy of Marketing Science，26(2)，101-114。  new window
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15.張郁敏、吳唯農、康耕輔(20060100)。線上遊戲關係品質與忠誠度之研究。廣告學研究，25，27-53。new window  延伸查詢new window
16.Delgado-Ballester, Elena、Munuera-Alemán, José Luis(2005)。Does brand trust matter to brand equity?。Journal of Product & Brand Management，14(3)，187-196。  new window
17.Aydin, S.、Özer, G.(2005)。The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market。European Journal of Marketing，39(7/8)，910-925。  new window
18.Nguyen, N. O.、LeBlanc, G.、Garvin, D. A.(2001)。Corporate Image and Corporate Reputation in Customer's Retention Decision in Services。Journal of Retailing and Consumer Services，8(4)，227-236。  new window
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22.Grewal, D. R.、Krishnan, R.、Baker, J.、Borin, N.(1998)。The effect of store name, brand, name and price discounts on customers' evaluations and purchase intentions。Journal of Retailing，74(3)，331-352。  new window
23.Esch, Franz‐Rudolf、Langner, Tobias B.、Schmitt, Bernd H.、Geus, Patrick(2006)。Are brands forever? How brand knowledge and relationships affect current and future purchases。Journal of Product and Brand Management，15(2)，98-105。  new window
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36.Shankar, Venkatesh、Smith, Amy K.、Rangaswamy, Arvind(2003)。Customer Satisfaction and Loyalty in Online and Offline Environments。International Journal of Research in Marketing，20(2)，153-175。  new window
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39.Gray, Edmund R.、Balmer, John M. T.(1998)。Managing Corporate Image and Corporate Reputation。Long Range Planning，31(5)，695-702。  new window
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43.Ranaweera, C.,、Prabhu, J.(2003)。On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth。Journal of Targeting, Measurement and Analysis for marketing，12(1)，82-90。  new window
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學位論文
1.鄭旭宏(2007)。線上遊戲參與動機與休閒效益之研究--以魔獸世界為例(碩士論文)。逢甲大學，臺中市。  延伸查詢new window
2.傅家薰(2007)。線上遊戲使用者之消費行為研究(碩士論文)。世新大學，臺北市。  延伸查詢new window
3.吳佳盈(2005)。影響線上遊戲玩家持續使用行為之研究(碩士論文)。國立東華大學。  延伸查詢new window
4.闕克儒(2004)。網路匿名性、企業形象與關係品質對網路口碑影響之研究--以線上遊戲為例(碩士論文)。國立中興大學。  延伸查詢new window
5.黃俊傑(2004)。線上遊戲心流經驗與沉迷行為相關因素之探討(碩士論文)。輔仁大學，台北縣。  延伸查詢new window
圖書
1.Kotler, P.(2000)。Marketing Management: Analysis, Planning, Implementation, and Control(10th ed)。New Jersey：Prentice-Hall。  new window
2.Bollen, K. A.(1989)。Structural Equations with Latent Variables。New York：John Wiley & Sons。  new window
 
 
 
 
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