品牌社群三元架構關係品質初探-以 Impreza 品牌社群為例 賴隆興、姚惠忠
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摘 要
品牌社群（brand community）是一個「消費者－品牌－消費者」的三元結構（consumer-brand-consumer triad）關係，此一 結構超越過去行銷研究中所探究的「品牌－消費者」二元結構（brand-consumer dyad）關係，雖然Mu?玦z and O
’Guinn(2001)已經對於品牌社群的特質有過系統的描繪，但對於品牌社群中的各元素之間的連結力量及關係品質並未有太 多著墨。 本研究的目的在探索品牌社群之三元結構的關係品質，以作為理解品牌社群消費者忠誠度的理論架構，主要根 據Mu?玦z and O’Guinn對於品牌社群的定義，並從Fournier（1998）的「消費者－品牌」的關係架構觀點，以深入訪談法 探討Subaru Impreza品牌社群中「消費者－品牌－消費者」間的「消費者－品牌」（BRQ）關係以及「消費者－消費者（
社群）」（CRQ）關係之關係品質的構面或內涵。 本研究發現，在品牌社群中，「消費者－品牌」關係品質構面除 了Fournier(1998)所提出的六種類型外，還有一項「投資」關係。而社群內消費者之間的關係品質，則包含了涉入、規範、
承諾、自我連結與互相標榜等五類。本研究也發現：CRQ單一關係品質會影響BRQ的單一關係品質，進而提升消費者的 品牌忠誠度以及社群的凝聚力；另一方面，BRQ的單一關係品質也會影響CRQ單一品質關係，進而提升社群成員對於社 群的認同度。
關鍵詞 : 品牌社群 ; 關係品質 ; 消費者－品牌－消費三元結構 ; 消費者－品牌關係 ; 消費者－消費者關係 目錄
授權書 iii 中文摘要 iv 英文摘要 v 誌謝 vii 目錄 viii 圖目錄 x 表目錄 xi 第一章 緒論 第一節 問題背景 1 第二節 研究動機 5 第 三節 研究目的 8 第二章 文獻探討 第一節 品牌忠誠度與品牌關係品質 9 第二節 品牌社群 19 第三節 品牌社群之關係結構：
三元架構 24 第三章 研究方法 第一節 概念架構 30 第二節 研究方法 31 第三節 研究流程 35 第四節 研究對象與研究工具 36 第四章 資料分析 第一節 文本分析 39 第二節 概念分析 40 第三節 研究發現 61 第五章 結論與建議 第一節 結論 67 第二節 管 理涵義 68 第三節 研究限制 70 第四節 後續相關研究之建議 70 參考文獻 72
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