- 學位論文
品牌社群中角色行為之雙元路徑模型
A Dual-Process Model of Role Behaviors in Brand Communities—An Integrative Perspective of Intrinsic Needs and Extrinsic Costs
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摘要
本研究提出雙元路徑模型：內在路徑與外在路徑。內在路徑描述的是情感路徑，用以滿足消費者的心理需求與自我動機；外在路徑描述理智型路徑，強調消費者在組織中所認知的轉換成本。內在路徑透過社群認同，使品牌社群能夠轉換社員加入社群團體的各種內在與自主性動機，進而形成情感性承諾。外在路徑描繪的是透過外部調節機制，品牌社群能夠轉換社員在社群裡的各種轉換成本，並形成持續性承諾。 關於前因機制，本研究提出內在路徑的前因機制：(1)自我一致性動機－品牌社群的形象必須與社員的真實與理想自我形象相符合。(2)自我決定性動機－品牌社群需滿足社員的三種基本心理需求－自主性、歸屬感與自我能力的肯定。(3)自我擴張動機－品牌社群需滿足社員追求新鮮與刺激、愉悅與快樂社群經驗的需求。外在路徑的前因機制則包括：流程轉換成本、財務轉換成本與關係轉換成本。關於外部路徑持續性承諾的形成，本研究援引承諾推升理論中的兩個觀點，包括(1)從認知觀點出發的自我合理化：對過去所作決策與行為的自我合理化，並持續投入資源且堅持承諾。以及(2)從情緒觀點出發：避免未來可能發生的後悔情緒。從回顧過去的認知觀點與前瞻未來的情緒觀點，解釋外部路徑中持續性承諾的形成。 關於雙元路徑的結果變數(被解釋變數)，本文同時探討社員在品牌社群的角色內與角色外行為，並分析內在與外在路徑所分別扮演的主、從角色。以及情感性承諾與持續性承諾對於社員正面角色行為所產生的不同力道之正面影響作用。此外，本研究提出兩個調節變數：社群內的規範性壓力(情境變數)與關係長度(個人變數)。本文提出規範性壓力針對內在與外在路徑將有不同的調節/干擾效果。最後，則是社員關係長度對於內在與外在路徑的調節效果。本研究提出關係長度會在情感性承諾角色外行為之間的路徑形成非線性(倒U型)的調節效果，使得情感性承諾→角色外行為的關係呈現非線性的正向關係，相反的，關係長度會在持續性承諾→角色外行為之間的路徑形成非線性(正U型)的調節效果。 本研究採三階段問卷蒐集的方式，共歷經四個月。針對九個車隊社群進行網路問卷調查，問卷第一階段在衡量前因構念、第二階段則衡量中介構念(內化機制)與兩種承諾構念、第三階段則測量社員的角色內與角色外行為和兩個調節變數。三階段問卷經刪除無效問卷後(包括只填寫一個階段或兩個階段者、問卷填答少於三分鐘者、網址與暱稱重複出現者)，進行階段合併，共得到507個有效樣本。經實證分析，本研究所提出的主要假說(H1-H6)均獲得驗證。而規範性壓力與關係長度在品牌社群中所形成的調節效果也得到支持 (H7c、H8a、H9a與H9b)。作者並在第六章對於理論與實務貢獻，進行詳盡的討論。
並列摘要
“Brand community” describes an emerging paradigm of consumer-to-consumer communication that is distinct from brand communication under the company-to-consumer paradigm. The author proposes a dual-process model, consisting of one intrinsic path and one extrinsic path, to explain consumers’ desirable role behaviors in the brand community context. The intrinsic path internalizes individuals’ intrinsic needs (formed from the self-congruence, self-determination, and self-expansion theories) through an internalizing mechanism of identification that leads to affective commitment to the brand community. The author presents a three-component self-CDE motivation model, which integrates three well-established motivation theories in social psychology and delineates how self-motivation can broaden the theoretical basis for brand community research, especially in the consumer motivation and intrinsic need domain. On the other hand, the extrinsic path is followed through an external-regulation mechanism that internalizes individuals’ extrinsic cost perceptions (consisting of the financial switching cost, procedural switching cost, and relational switching cost) to form their continuance commitment. Moreover, this study describes an escalated commitment situation including self-justification and anticipated regret mechanisms to explain the forming of continuance commitment for the extrinsic route as well as the asymmetric effects of affective and continuance commitments on consumers’ positive role behaviors. Finally, the author proposes two moderators: normative pressure and relationship length. The author argues that normative pressure exerts distinct moderating effects on five paths among identification, affective, and continuance commitments as well as in-role and extra-role behaviors. Relationship length, the second moderator in the current model, has contrasting non-linear moderating influences on two paths; that is, a u-shaped moderating effect between affective commitment and extra-role behavior and an inverted u-shaped moderating effect between continuance commitment and extra-role behavior. The author empirically tests the model following a three-stage data collection process with members of nine car clubs in Taiwan, producing a sample of 507 matched responses from a three-stage survey for empirical analysis. The empirical results show that all of the structural model’s hypotheses are supported (H1–H6), which means that this dual-process model is a necessary improvement to the existing brand community and brand management literature in terms of explaining consumers’ development of brand community commitments and their performance of desirable role behaviors. Moreover, the empirical results support the moderating effects from normative pressure to weaken the positive association between identification and affective commitment for the intrinsic route (H7c). Regarding the moderating effect exerted by normative pressure for the extrinsic route, the empirical result not only verifies that it will accentuate the positive relationship between continuance commitment and in-role behavior (H8a), but also supports the hypothesis that it will, in contrast, decrease the positive association between continuance commitment and extra-role behaviors (H8b). The empirical results further prove that members’ tenure has u-shaped and inverted u-shaped moderating influences on two positive relationships, affective commitment–extra role behaviors (H9a) and continuance commitment–extra role behaviors (H9b), respectively. Lastly, the author also discusses the academic contribution and managerial implication of these findings.
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