English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51258/86283 (59%)
Visitors : 8032903      Online Users : 129
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33237


    Title: 品牌形象、品牌信任與網路口碑關聯性之研究-以線上遊戲「魔獸世界」為例
    Other Titles: The study on the relationships among brand image, brand trust, and online word-of-mouth - in case of the online game "world of warcraft"
    Authors: 鐘鈺鈞;Chung, Yu-chun
    Contributors: 淡江大學管理科學研究所碩士班
    廖述賢;Liao, Shu-hsien
    Keywords: 品牌形象;品牌信任;網路口碑;結構方程模式;調節效果;Brand Image;Brand Trust;Online Word-of-Mouth;Structural Equation Modeling;Moderating Effect
    Date: 2008
    Issue Date: 2010-01-11 03:46:42 (UTC+8)
    Abstract: 本研究主要在探討品牌形象、品牌信任與網路口碑之間的關聯性,以線上遊戲「魔獸世界」的玩家作為研究樣本,共計回收527份網路問卷,其中有效問卷為317份。本研究透過線性結構化方程式模型,將品牌形象對品牌信任與網路口碑的影響進行實證分析,並驗證遊戲資歷的調節效果。研究結果發現品牌形象對網路口碑之影響中,品牌信任具部分中介效果。同時經由調節效果分析可得知,不論受測玩家為高資歷或低資歷,在品牌形象對網路口碑與品牌信任對網路口碑皆具有調節效果。
    This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. The present study collects 317 players of the online game “World of Warcraft” to empirically investigate the relationships among brand image, brand trust, and online word-of-mouth, and examines the moderating effect of experience. By manipulating structural equation modeling (SEM), the research results indicate that brand trust serves as a partial mediator between brand image and online word-of-mouth. The other findings specify the substantial moderating effect of experience in brand image, brand trust, and online word-of-mouth.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat
    0KbUnknown356View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback