English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51483/86598 (59%)
Visitors : 8244525      Online Users : 107
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/987654321/95378


    Title: 品牌形象、品牌信任與網路口碑之關聯性研究: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: 廖述賢;胡大謙;鐘鈺鈞
    Contributors: 淡江大學管理科學學系
    Keywords: 品牌形象;結構方程模式;品牌信任;網路口碑;調節效果;Brand image;Structural equation modeling;Brand trust;Online word-of-mouth;Moderating
    Date: 2008-05
    Issue Date: 2014-02-12 02:23:40 (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份線上問卷,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,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,不管受測玩家為高資歷或低資歷,皆對於品牌形象對網路口碑、品牌信任對網路口碑有正向影響,而高資歷玩家在品牌信任影響網路口碑的關聯效果上,明顯強於低資歷玩家。
    This study mainly investigates the relationships among brand image, brand trust, and online word-of-mouth. We choose the players of "World of Warcraft" as the sample in this study. 527 questionnaires were received and 317 replies were valid. 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.
    Relation: 2008管理創新與新願景研討會論文集,15頁
    Appears in Collections:[管理科學學系暨研究所] 會議論文

    Files in This Item:

    File Description SizeFormat
    品牌形象、品牌信任與網路口碑之關聯性研究:以線上遊戲「魔獸世界」為例_英文摘要.docx摘要19KbMicrosoft Word63View/Open
    品牌形象、品牌信任與網路口碑之關聯性研究:以線上遊戲「魔獸世界」為例_中文摘要.docx摘要17KbMicrosoft Word216View/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