探討影響線上品牌經驗對線上品牌關係之跨層次研究

A Cross Level Research of Br& Experience on Br& relationship: the Case of Br& Web Site

張育綾(Chang,Yu-Ling)

指導教授 ： 呂慈恩

健行科技大學/民生創意學院/國際企業經營系碩士班/碩士(2017年)

摘要

社群媒體的崛起，促使現代的消費者仰賴從社群網站獲取一切的資訊。同時隨著Facebook粉絲專頁平台的開放，全球品牌到個人品牌都將其視為與消費者重要的溝通管道。本研究從企業與消費者的層面，分別探討顧客導向、品牌聲譽與自我品牌概念投入如何影響品牌網站個性與線上品牌經驗的關係，進一步瞭解線上品牌經驗對線上品牌關係的影響。

　　本研究以問卷統計調查來分析結果，問卷對象以品牌網站消費者為主，共計發放780份問卷，回收712份有效問卷，有效問卷回收率為91.3%。研究結果顯示如下：
一、在品牌網站個性方面，完整性、熱忱性、真誠性、高雅性與不悅性對於線上品牌經驗皆具有顯著影響。
二、線上品牌經驗對於線上品牌關係具有顯著影響。
三、在消費者層級方面，自我概念品牌投入於跨層次中對於完整性與高雅性具有
顯著影響。
四、在品牌粉絲專業組織層級方面，顧客導向於跨層次中對於高雅性與不悅性具
有顯著影響。
五、在品牌粉絲專業組織層級方面，品牌聲望於跨層次中對於不悅性具有顯著影
響。

關鍵字

品牌網站個性 ； 線上品牌經驗 ； 線上品牌關係 ； 自我概念品牌投入 ； 顧客導向 ； 品牌聲望

並列摘要

The rise of social media has encouraged the current generation of consumers to rely on social media websites for all information. Since the launch of the “Facebook page” platform, most global and personal brands consider it a crucial channel for communicating with customers. This study examined how customer orientation, brand reputation, and brand engagement in self-concept at the business and consumer levels affect the relationship between online brand personality and customers’ online brand experiences to elucidate the effects of online brand experience on online brand customer relationship.
This study was conducted using a questionnaire survey method. The participants were primarily customers that followed various brands’ Facebook pages. In total, 780 questionnaires were distributed and 712 valid questionnaires were returned; the effective response rate was thus 91.3%. The following results were obtained.

1. the completeness, enthusiasm, sincerity, elegance, and unpleasantness exhibited by a brand on its Facebook page had a significant effect on online brand experiences.
2. In turn, online brand experiences had a significant effect on online brand–customer relationships.
3. At the consumer level, brand engagement in self-concept in cross-level analysis significantly affected completeness and elegance.
4. By contrast, at the business level, customer orientation and brand reputation in cross-level analysis had respective significant effects on elegance and unpleasantness, and on unpleasantness.

並列關鍵字

Brand and Web Site Personality ； Online brand experience ； Online brand relationship ； Brand Engagement in self-concept ； Customer Orientation ； Brand Reputation

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