本研究主要以網路平台、產品創新、服務品質及創業作為品牌延伸態度與個人互動的外部正向刺激，探討消費者的顧客公民行為及顧客參與行為，以瞭解消費者與業者間互動關係。經實證研究結果發現，網路平台與服務品質分別對品牌延伸態度有顯著正向影響，且品牌延伸態度對顧客公民行為有顯著正向影響。競爭模型在路徑係數與內生變數解釋方面優於假說模型，因此競爭結構模式更具討論價值。品牌延伸態度在網路平台、產品創新及服務品質對顧客公民行為的關係中具有部份中介效果。

This research investigates the relationships among network platform, product innovation, service quality, entrepreneur, brand entention attitude, personal interaction, customer citizen behavior, and customer participation behavior tounderstand the interaction relationship between consumers and owner of B&B.The results indicate that both network platform and service quality have significant and positive effects on brand extendtion attitude which hasa significant and positive effect on customer citizen behavior.The result of rival model is better than hypothesized model from the perspective of pathes coefficients and R-square of exogenousvariables. Brand extention attitude has partial medating effects between network platform/product innovation/service quality and customer citizenship behavior.

致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 7
第三節 研究問題與研究目的 9
第四節 研究重要性與貢獻 10
第五節 研究範圍與對象 11
第六節 研究流程 11
第二章 文獻探討 13
第一節 S-O-R理論 13
第二節 網路平台 13
第三節 產品創新 15
第四節 服務品質 16
第五節 創業 18
第六節 品牌延伸態度 19
第七節 個人互動 21
第八節 顧客公民行為與顧客參與行為 24
第三章 研究方法 29
第一節 研究架構與研究假說 29
第二節 研究變數操作性定義與衡量 32
第三節 問卷設計 45
第四節 資料蒐集方法 46
第五節 資料分析方法 46
第六節 共同方法變異問題之處理與檢測 51
第七節 問卷前測結果分析 52

頁次
第四章 資料分析 63
第一節 正式問卷發放 63
第二節 敘述性統計分析 64
第三節 共同方法變異檢測 77
第四節 信度與效度分析 83
第五節 模型檢測─結構模式 97
第六節 中介效果分析 104
第七節 競爭模型分析比較 109
第八節 討論 113
第五章 結論與建議 119
第一節 結論 119
第二節 管理意涵與貢獻 122
第三節 研究限制與後續研究建議 126
參考文獻 129
附錄一、前測問卷 144
附錄二、英文原始量表 148
附錄三、前測共同方法變異檢測－探索性因素分析 152
附錄四、前測共同方法變異檢測─驗證性因素分析 153
附錄五、前測模型配適度檢測 156
附錄六、前測各構面量表收斂效度分析 157
附錄七、前測區別效度分析暨變數相關係數 163
附錄八、前測各構面信度分析 165
附錄九、正式問卷 170



圖目錄
頁次
圖1 1近五年國人國內旅遊總次數變化 2
圖1-2近五年來臺旅客觀光性別佔比 2
圖1-3來臺旅客觀光目的佔比 3
圖1-4全國合法民宿間數及經營人數 5
圖1-5東部民宿住宿客類別 6
圖1-6居住東部民宿國籍人數統計 6
圖1-7研究流程 12
圖3-1本研究架構圖 30
圖4-1理論模型與參數結構 98
圖4-2本研究驗證結構模型路徑分析結果 103




















表目錄
頁次
表1-1 國人旅遊方式 4
表1-2國人旅遊資訊來源 7
表3-1研究假說彙整表 31
表3-2易讀性操作性定義與衡量題項 32
表3-3相干性操作性定義與衡量題項 33
表3-4吸引力操作性定義與衡量題項 34
表3-5經歷操作性定義與衡量題項 34
表3-6產品創新操作性定義與衡量題項 35
表3-7服務品質操作性定義與衡量題項 36
表3-8創業家精神操作性定義與衡量題項 37
表3-9整合性操作性定義與衡量題項 37
表3-10品牌延伸態度操作性定義與衡量題項 38
表3-11個人互動操作性定義與衡量題項 39
表3-12回饋操作性定義與衡量題項 40
表3-13擁護操作性定義與衡量題項 40
表3-14幫助操作性定義與衡量題項 41
表3-15容忍操作性定義與衡量題項 42
表3-16尋求資訊操作性定義與衡量題項 42
表3-17資訊共享操作性定義與衡量題項 43
表3-18負責任行為操作性定義與衡量題項 44
表3-19人際互動操作性定義與衡量題項 44
表3-20本研究問卷題項及文獻來源 47
表4-1臺灣2015年針對國內旅遊的消費者人數性別比例 64
表4-2樣本結構敘述性統計 65
表4-3易讀性敘述性統計 67
頁次
表4-4相干性敘述性統計 67
表4-5吸引力敘述性統計 68
表4-6經歷敘述性統計 69
表4-7產品創新敘述性統計 69
表4-8服務品質敘述性統計 70
表4-9創業家精神敘述性統計 70
表4-10整合性敘述性統計 71
表4-11品牌延伸態度敘述性統計 72
表4-12個人互動敘述性統計 72
表4-13回饋敘述性統計 73
表4-14擁護敘述性統計 73
表4-15幫助敘述性統計 74
表4-16容忍敘述性統計 74
表4-17尋求資訊敘述性統計 75
表4-18資訊共享敘述性統計 76
表4-19負責任行為敘述性統計 76
表4-20人際互動敘述性統計 77
表4-21 HARMAN’S 因子檢定法 78
表4-22驗證性因素分析 79
表4-23驗證性因素分析指標係數值比較表 82
表4-24各構面驗證性因素分析(CFA) 84
表4-25區別效度分析暨變數相關係數表 90
表4-26各構面信度分析表 91
表4-27整體模型配適度標準表暨本研究模型配適度-整體模式 100
表4-28研究模型標準化路徑係數與假說驗證彙整表 104
表4-29研究模型內生變數解釋變異量R2彙整表 104
表4-30本研究模型SOBEL TEST中介效果檢定表 105
表4-31本研究模型拔靴法中介效果檢驗 106
頁次
表4-32本研究模型中介效果檢驗 108
表4-33假說模型與競爭標準化路徑係數及假說驗證彙整表 110
表4-34假說模型與競爭內生變數解釋異量(R2)彙整表 111
表4-35研究模型與競爭模型配適度彙整表 112

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