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題名:網站的合作機制如何增加品牌社群成員購買意圖--消費者習慣的干擾效果
書刊名:管理評論
作者:葉淑瑜 引用關係
作者(外文):Yeh, Shu-yu
出版日期:2013
卷期:32:3
頁次:頁73-100
主題關鍵詞:合作機制品牌社群成員間互動品牌關係品質品牌的購買意圖消費者特性CollaborationMembers' social interactionsBrand relationship qualityPurchase intentionCustomers' habits
原始連結:連回原系統網址new window
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  • 點閱點閱:58
本研究以台灣品牌社群使用者為研究對象,首先根據驗證式因子分析,從網站設計角度,分析企業與社群成員的合作機制,可以將社群成員的活動納入社群的發展中。首先發展衡量合作機制的量表。合作機制共四個構念,包括提供網站客製化屬性、直接及間接(又稱互補)敏感網路外部性屬性、數位內容。其中數位內容,包括品牌社群內,隱私權及網路安全(網站使用法則)。客製化的屬性,有利成員發展自己的特質。而直接敏感網路外部性屬性,可以串連成員於網站平台上互動。互補敏感網路外部性屬性,有利企業鋪陳行銷活動於社群內。隱私權及網路安全,則有利成員的活動。本文,同時利用線性結構模式,驗證該合作機制所創造出品牌社群中成員間互動、品牌社群關係品質、該品牌購買意圖之間的關係。本研究也證明成員利用聊天室功能,和興趣相同的網友聊天,及分享各項活動訊息,即消費者播種(分享)傾向,對企業資訊及廣告有強化效果。
For the concept of producer-user collaboration, our study first derives the scale of attributes for brand community which embeds the users' activities into its development. We use five steps to create and validate those scales in collaboration, and 16-item attributes are categorized into independent and unique subscales, as shown by its dynamic customized, digital content (encompassing security and safety), as well as interactive and complementary externality-sensitive attributes. Using those items to value the performance of brand community, the structural model employed 288 users to also show the performance by collaborative success, which ultimately entailed increased purchase intentions, due to greater social interaction and brand relationship quality. Through regression analysis, we show that the users' shared habits mostly strengthen the effect of attributes on purchase intentions. The implications present what key attributes the firm must design and release to embed the users' activities into the development of brand community.
期刊論文
1.Wu, J. J.、Tsang, A. S. L.(2008)。Factors Affecting Members' Trust Belief and Behaviour Intention in Virtual Communities。Behaviour and Information Technology,27(2),115-125。  new window
2.Okazaki, S.、Mueller, B.、Taylor, C. R.(2010)。Measuring Soft-Sell Versus Hard-Sell Advertising Appeals。Journal of Advertising,39(2),5-20。  new window
3.Wood, W.、Neal, D. T.(2009)。The Habitual Consumers。Journal of Consumer Psychology,19(4),579-592。  new window
4.Yeh, Shu(2010)。Involving Consumers in Product Design through Collaboration: The Case of Online Role-Playing Games。Cyberpsychology, Behavior, and Social Networking,13(6),601-610。  new window
5.Bagozzi, Richard P.、Dholakia, Utpal M.(2006)。Antecedents and purchase consequences of customer participation in small group brand communities。International Journal of Research in Marketing,23(1),45-61。  new window
6.Rossiter, J. R.(2002)。The C-OAR-SE procedure for scale development in marketing。International Journal of Research in Marketing,19(4),305-335。  new window
7.Kwon, O.、Wen, Y.(2010)。An empirical study of the factors affecting social network service use。Computers in Human Behavior,26(1/2),254-263。  new window
8.Algesheimer, René、Dholakia, Utpal M.、Herrmann, Andreas(2005)。The Social Influence of Brand Community: Evidence from European Car Clubs。Journal of Marketing,69(3),19-34。  new window
9.Anderson, James C.、Gerbing, David W.(1988)。An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment。Journal of Marketing Research,25(2),186-192。  new window
10.Bagozzi, Richard P.、Dholakia, Utpal M.(2006)。Open Source Software User Communities: A Study of Participation in Linux User Groups。Management Science,52(7),1099-1115。  new window
11.Arakji, R. Y.、Lang, K. R.(2007)。Digital consumer networks and producer-consumer collaboration: Innovation and product development in the video game industry。Journal of Management Information Systems,24(2),195-219。  new window
12.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research,18(1),39-50。  new window
13.Bart, Yakov、Shankar, Venkatesh、Sultan, Fareena、Urban, Glen L.(2005)。Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study。Journal of Marketing,69(4),133-152。  new window
14.Churchill, Gilbert A. Jr.(1979)。A paradigm for developing better measures of marketing constructs。Journal of Marketing Research,16(1),64-73。  new window
15.Basu, Amiya、Mazumdar, Tridib、Raj, S. P.(2003)。Indirect Network Externality Effects on Product Attributes。Marketing Science,22(2),209-221。  new window
圖書
1.Hair, Joseph F. Jr.、Black, William C.、Babin, Barry J.、Anderson, Rolph E.、Tatham, Ronald L.(2006)。Multivariate data analysis。Pearson Prentice Hall。  new window
 
 
 
 
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