品牌聲譽、服務人員與學生互動關係、品牌認同、品牌忠誠對學生口碑傳播行為之影響－以元智大學為例

The Influence of Brand Reputation, Interactive Relationship of Service Providers and Students, Brand Identification, and Brand Loyalty on Students' Word-of-Mouth Behavior-A Case Study of Yuan Ze University

陳律盛(Lu-Sheng Chen) ； 莊英萬(Ying-Wan Chuang)

《運動與遊憩研究》 6卷2期 (2011/12) Pp. 16-36

https://doi.org/10.29423/JSRR.201112_6(2).0002

摘要

本研究目的旨在探討元智大學品牌聲譽、服務人員與學生互動關係、品牌認同、品牌忠誠對學生口碑傳播行為之影響關係。並以99學年度元智大學大學部學生為對象，採用分層隨機抽樣設計，共發出400份問卷進行施測，回收有效問卷356份。回收資料以SPSS12.0、Amos7.0版統計軟體進行描述性、皮爾遜積差相關分析及結構方程模式統計分析，研究結果發現：（一）大學品牌聲譽對學生品牌認同有顯著正向之影響；（二）大學服務人員與學生互動關係對學生品牌認同有顯著正向之影響；（三）大學生品牌認同對品牌忠誠有顯著正向之影響；（四）大學生品牌忠誠對滿意經驗分享、推薦他人有顯著正向之影響。

關鍵字

結構方程模式 ； 品牌聲譽 ； 品牌認同 ； 品牌忠誠 ； 口碑傳播行為

並列摘要

This research aimed to investigate the influence of brand reputation, interactive relationship of service providers and students, brand identification, and brand loyalty on student's word-of-mouth behavior. The population of research subjects was composed of undergraduate university students of 2010-academic-year in Yuan Ze University. Stratified random sampling was conducted with distributing 400 questionnaires. The effective returned questionnaires of 395 were statistically analyzed using SPSS 12.0 and Amos 7.0 for descriptive statistics, Pearson Product-moment correlation analysis and Structural Equation Modeling (SME) statistical analysis. The results were as follows: 1. Brand reputation of universities and colleges has a evidently positive influence on brand identification of undergraduates. 2. Interactive relationship of college service providers and undergraduates has a evidently positive influence on brand identification of undergraduates. 3. Brand identification of undergraduates has a evidently positive influence on brand loyalty of undergraduates. 4. Brand loyalty of undergraduates has a evidently positive influence on the undergraduates' word-of-mouth behavior-sharing satisfied experience and recommending to others.

並列關鍵字

structural equation modeling (SEM) ； brand reputation ； brand identification ； brand loyalty ； word-of-mouth behavior

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