English  |  正體中文  |  简体中文  |  Items with full text/Total items : 60861/93527 (65%)
Visitors : 1495298      Online Users : 20
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: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74905

    Title: 網路人際關係及品牌社群對品牌認同之研究
    Other Titles: An Influence Study of Internet Interpersonal Relationship and Brand Community on Brand Identification
    Authors: 李月華;王清梅
    Contributors: 淡江大學企業管理學系
    Keywords: 網路人際關係;社群參與;社群認同;品牌認同;Internet interpersonal relationship;Community engagement;Brand community identification;Brand identification
    Date: 2009-07-15
    Issue Date: 2012-02-15 14:12:43 (UTC+8)
    Abstract: 本研究主要探討網際人際關係、社群參與和品牌社群認同三方面互動的品牌社群關係對品牌認同及再購意願之影響。研究對象則以老地方冰果室為主要的研究社群,其為自由討論蘋果產品為主題的社群。本研究係透過版主利用網路隨機發放給會員填寫,問卷回收156份。本研究證實網路人際關係會影響社群的參與程度及透過品牌社群的參與可以有效提高品牌再購意願。
    This paper studies the interactions among internet interpersonal relationships, community engagement and brand community identification, and how the interactions influence on the brand identification and repurchase intention. We adopted internet questionnaire to collect data and the web owner randomizly gave to it members through their e-mail. The usable questionnaire is 156.The results of this study indicate that internet interpersonal relationship really has effect on community engagement. Community members take part community’s activities not only enhancing the brand community identification but also increasing the intention of repurchasing.
    Relation: 海峽兩岸企業管理學術研討會
    Appears in Collections:[企業管理學系暨研究所] 會議論文

    Files in This Item:

    File Description SizeFormat
    網際網路與品牌認同(復旦版).doc104KbMicrosoft Word1View/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