A Study Of The Interaction between Brand Relationship Quality and Community Relationship Quality
蕭佳修、姚惠忠
E-mail: 9608179@mail.dyu.edu.tw
ABSTRACT
Muniz and O’Guinn(2001) define the Brand community is an particular rather than is put together by geography factor. This kind of community was groundworked between the certain brand fancier of the society relation of a set of structure to build up.
McAlexander, Schouten and Koenig(2002) gives its concept diagram to show to turn for the characteristic which become an
“consumer-brand-comsumer traid”. Though the commonalities of Brand Community have been studied by Muniz and O
’Guinn(2001) and other fellow scholars, nothing about its relationship strength among the elements has been further explored. The study base on the configure by Muniz and O’Guinn(2001) to explore two kinds of Brand Community of relationships quality. It contains the social interaction relational quality in the Community and Member with the Community whole relation quality. The study treats these two factors as “Community relational quality” and discuss about the influence degree with of" brand relational quality ".This research take the car family of the Honda which was established on website of Yahoo. The study of result reveals that Brand relational quality has positive influence to the social interaction relational quality in the Community and Member with the whole Community relation quality. The social interaction relational quality in the Community has positive influence to the social interaction relational quality in the Community and Member with the whole Community relation quality. The social interaction relational quality mediates the effect between the Brand relational quality and Community and Member with the whole Community relation quality.
Keywords : brand community ; brand relational quality ; social interaction relational quality ; member with the whole community relation quality
Table of Contents
中文摘要 ．．．．．．．．．．．．．．．．．．．．． iii 英文摘要 ．．．．．．．．．．．．．．．．．．．．．
iv 誌謝辭 ．．．．．．．．．．．．．．．．．．．．． vi 內容目錄 ．．．．．．．．．．．．．．．．．．．．
． vii 表目錄 ．．．．．．．．．．．．．．．．．．．．． ix 圖目錄 ．．．．．．．．．．．．．．．．．．
．．． xi 第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究動機及背景．．．．．．．．．．
．．．． 1 第二節 研究目的．．．．．．．．．．．．．．．．． 5 第三節 研究範圍．．．．．．．．．．．．
．．．．． 5 第四節 名詞解釋．．．．．．．．．．．．．．．．． 6 第五節 研究流程．．．．．．．．．．．
．．．．．． 7 第二章 文獻探討．．．．．．．．．．．．．．．．． 9 第一節 品牌社群的探討．．．．．．．
．．．．．．． 9 第二節 品牌社群的關係網路．．．．．．．．．．．． 13 第三節 關係品質的探討．．．．．
．．．．．．．．． 17 第四節 社群關係品質．．．．．．．．．．．．．．． 21 第五節 品牌關係品質．．．．
．．．．．．．．．．． 26 第三章 研究方法．．．．．．．．．．．．．．．．． 28 第一節 研究架構．．．．
．．．．．．．．．．．．． 28 第二節 研究假說．．．．．．．．．．．．．．．．． 29 第三節 變數之操作型 定義與衡量題項．．．．．．．． 32 第四節 研究對象與資料蒐集方法．．．．．．．．．． 36 第五節 資料分析 方法．．．．．．．．．．．．．．． 38 第四章 實證分析．．．．．．．．．．．．．．．．． 40 第一節 樣本 分析．．．．．．．．．．．．．．．．． 40 第二節 問卷之信效度檢定．．．．．．．．．．．．． 42 第三節 迴歸分析．．．．．．．．．．．．．．．．． 47 第四節 中介效果分析．．．．．．．．．．．．．．． 51 第五節 修訂研究架構．．．．．．．．．．．．．．． 60 第五章 結論與建議 ．．．．．．．．．．．．．．．．62 第 一節 研究發現．．．．．．．．．．．．．．．．． 62 第二節 管理意涵與研究貢獻．．．．．．．．．．．．
64 第三節 研究限制與未來研究建議．．．．．．．．．． 66 參考文獻 ．．．．．．．．．．．．．．．．．．．
．． 68 附錄 完整問卷 ．．．．．．．．．．．．．．．．． 73 REFERENCES
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