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

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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:	[Department of Management Sciences] Thesis

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