品牌公民行為在社會認同理論之應用—台灣社群網站之實證

The Application of Social Identify Theory to Brand Citizenship Behavior: An Empirical Study of Social Networking Sites in Taiwan

李曉瑜

指導教授 ： 林靖

國立臺北大學/商學院/國際企業研究所/碩士(2016年)

摘要

本研究旨在探究：第一、品牌導向及社群導向的先前因子與信任、認同之關係，第二、信任、認同與品牌公民行為之關係，第三、品牌公民行為與品牌權益、成員意願、客戶周轉意願之關係。研究方法為問卷調查法，以全台灣的網路使用者為研究樣本，並以配額抽樣抽取受試者，總共發出928份，有效回收817份，有效樣本回收率88%。主要研究工具為AMOS及SPSS。資料處理採用統計分析方法，包括描述性統計、一因子變異數分析、信度分析、效度分析、相關性及結構方程模式等。
有效資料經統計分析歸納主要研究，除了驗證品牌認同及社群認同皆對品牌公民行為產生正向影響，我們將研究發現歸納為以下結論：1.品牌導向的先行因子中，主動參與及品牌信任、品牌認同有正向關係，此外，主動參與較品牌名譽來得重要，品牌名譽與品牌認同並無顯著關係。2. 社群導向的先行因子中，成員互動對於社群信任、社群認同有正向關係，此外，成員互動較互惠來得重要，互惠與社群認同並無顯著關係。3.品牌公民行為對於社群為基礎的品牌權益、社群成員意願有正向影響，尤其是對於社群成員意願。4.品牌公民行為與顧客周轉意願有顯著負向關係，這是符合先前研究。5.每日使用三小時以上的人對於社群為基礎的品牌權益、社群成員意願有顯著差異。
根據上述研究發現，本研究提出以下幾點建議：(一)對於學術上的建議：1.未來可以社群角度去拓展品牌權益、成員意願、顧客周轉意願之模型。2.品牌公民行為可被運用在其他產業。3.品牌公民行為直接影響顧客意願和對於企業的利益。(二)對於實務管理的建議：4.建議行銷人員可以著重於激勵參與者的主動參與。5.行銷人員可以著重刺激參與者的成員互動性。6.建議行銷人員可以舉辦更多涉及主動參與及互動性的活動使參與者對於企業更多信任及認同。7.增加品牌公民行為可以有效提高社群成員意願也會有效減少成員離開社群的意願。

關鍵字

社會認同理論 ； 品牌信任 ； 品牌認同 ； 社群信任 ； 社群認同 ； 品牌公民行為 ； 以社群為基礎之品牌權益

並列摘要

In this study, we mainly research on: 1.The influence of brand-driven antecedents on brand trust and brand identification, respectively. 2. The influence of community-driven antecedents on community trust and community identification, respectively. 3. If brand citizenship behavior has influence on community-based brand equity, community membership intention, and customers’ turnover intention. We use the questionnaire survey procedure, for all on-line users in Taiwan. The grand total provides 928 questionnaires, recycling effective questionnaire 817, the effective questionnaire recycling rate 88%. Our mainly research tool is AMOS and SPSS. The statistical analysis method includes demographic characteristics, one way ANOVA, reliability analysis, validity analysis, correlation, and the structure equation model.
After analyzing effective data, we found that: 1.In the brand –driver antecedents, active participation has positive effect on both brand trust and identification. Active participation is more important than brand prestige. There is no significant relationship between brand prestige and brand identification. 2. In the community –driver antecedents, member interact has positive effect on both community trust and identification. Member interact is more important than reciprocity. There is no significant relationship between reciprocity and community identification. 3. BCB has positive significant influence on the community-based brand equity and community membership intention, especially on the community membership intention. 4. BCB has significant negative influence on customers’ turnover intention. 5. Participants with three hours in usage of internet per day would probably be the mainly targets community member for the marketing conductors.
According to our findings, there’re some suggestions: 1.For theoretical suggestions: (1) We may extend brand equity, community membership intention, and customers’ turnover intention to other model from the point of community. (2) BCB may be applied to other industries. (3)Brand citizenship behaviors’ effect on customers’ turnover intention is especially relevant since it directly affects customer retention and profitability for firms. 2.For managerial suggestions: (4) Marketers could focus on encourage participants more active participation. (5) Marketers could focus on encourage participants more member interact. (6) Marketers are suggested to come up more events which involve active participation and interaction to stimulate participants more identity with the firm, for example, on line and off line events with giveaways for participants regularly. (7) Brand citizenship behavior could be applied to enhance membership intention as well as decrease their turnover intention.

並列關鍵字

Social Identity Theory ； Brand Trust ； Brand Identification ； Community Identification ； Community Trust ； Brand Citizenship Behavior ； Community-based Brand Equity

參考文獻

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