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題名：品牌社群成員行為之研究：群體與個人雙面向影響觀點
作者：吳鈺萍
作者(外文)：Yu-Ping Wu
校院名稱：國立東華大學
系所名稱：企業管理學系
指導教授：池文海
學位類別：博士
出版日期：2016
主題關鍵詞：使用與滿足理論；品牌依附；品牌承諾；慣性；顧客共創價值行為；Uses and gratifications theory；Brand attachment；Brand commitment；Inertia；Co-creation of value
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本研究主要探討品牌社群使用者在各構面間之交互關係，並遵循Katz, Blumler and Gurevitch (1973)使用與滿足理論觀點，將使用者動機劃分成群體與個人二種層面探討Apple品牌社群使用者之依附、模仿他人、品牌承諾、慣性對於後續購買、知識分享行為及品牌擁護的影響歷程。經實證結果發現依附、模仿他人與慣性為品牌社群使用者形成品牌顧客共創價值行為重要的關鍵因子。此外，本研究並提出三個競爭模型觀察不同構面組合在研究架構中是否存在差異與原假說模型進行比較，經模型配適度與數值比較發現，為維持模型簡約性，本研究模型仍為最佳模型。再者，本研究以社會認同理論與相似-吸引理論，將認同基礎依附與連結基礎依附作為中介變數，探討Apple品牌社群使用者在品牌形象、知覺診斷力與娛樂價值對模仿他人之關係，結果證實認同基礎依附與連結基礎依附為重要的中介變數，其在自變數的品牌形象、知覺診斷力與娛樂價值對模仿他人的路徑結果較自變數的品牌形象、知覺診斷力與娛樂價值直接對模仿他人的效果強，顯示雙路徑行為結果之重要。最後，本研究成功將品牌實體環境與品牌虛擬社群整合研究，更能彌補過去研究電子商務情境上之不足。
This study aims to discuss the interactions among brand community users in different dimensions. In accordance with the use and gratification theory of Katz, Blumler and Gurevitch (1973), it divided motivation into two layers—group and individual—to explore the relationships among Apple brand users’ attachment, imitation other, brand commitment, inertia, subsequent purchases, knowledge sharing behavior, and brand advocacy. The empirical results showed that attachment, imitation other, and inertia were key factors for community users to create brand value co-creators behavior. Moreover, this study presented three rival models to compare with the proposed model. According to the comparisons among hypotheses, R2 (variance of consequences explained by antecedents), and model fit, the proposed model was the most appropriate for the reason of simplicity and parsimony.
Based on the social identity theory and the similarity-attraction paradigm, this study took identity-based attachment and bond-based attachment as the mediators to investigate the influence of Apple brand community users on imitation other in terms of brand image, perceived diagnosticity, and entertainment. The results showed that identity-based attachment and bond-based attachment were important mediators and the effects of brand image, perceived diagnosticity, and entertainment on imitation other were stronger than the direct effects of brand image, perceived diagnosticity, and entertainment on imitation other. This indicates the importance of dual-path behavior.
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