員工品牌化的概念從內部行銷中竄起，員工對外跟公司有關的言行舉止，透過社群媒體的傳播及渲染，會改變他人對品牌或公司的態度。本研究探討了員工在Facebook的沉浸、員工的助人行為，是否是影響了員工品牌化之行為，並考慮了員工對組織信任的調節效果。接著，進一步檢驗員工在Facebook上品牌化行為，是否會影響其好友對公司的品牌形象知覺與購買行為。
本研究針對台灣連鎖餐飲業員工進行兩階段的調查，共收集了187位員工問卷資料，以及對應的563位好友問卷資料。分析結果顯示：1.員工的助人行為、在Facebook上的沉浸，皆與員工品牌化有顯著正向關係。2.員工品牌化行為與好友品牌形象知覺、好友購買意圖，皆有顯著正向關係。3.員工品牌化在助人行為與好友品牌形象知覺，助人行為與好友購買意圖之間，有顯著中介效果。4.員工品牌化在Facebook上的沉浸與好友品牌形象知覺，Facebook上的沉浸與好友購買意圖之間，有顯著中介效果。5.當員工對於組織信任度較高，助人行為與員工品牌化之間的正向關係會更加強烈。最後，本研究也針對研究限制與未來研究提出數點建議。

The concept of employee’s branding was tending from internal marketing. The behavior of employees could change the attitude of others towards the brand or company through communication and contagion from social media. This study explored that employee’s immersion on Facebook and helping behavior, whether to influence the behavior of employee’s branding, and considered the moderation of employee’s organizational trust simultaneously. Further, this study examined the behavior of employee’s branding whether to influence their friends’ brand image and purchase intention of the company.
A total of 563 friends samples was collected from 185 employees of the chain restaurant industry in compliance with a two-stage survey. Results showed that first, helping behavior and employee’s immersion on Facebook is positively associated with the employee’s branding, respectively. Second, the employee’s branding is positively associated with brand image and purchase intention. Third, employee’s branding can mediate the relationship between helping behavior and brand image, purchase intention. Fourth, employee’s branding can mediate the relationship between employee’s immersion on Facebook and brand image, purchase intention. Fifth, organizational trust moderated the relationship of helping behavior to the employee’s branding. Finally, research limitations and suggestions for future research are also discussed.

第一章 緒論 1
第一節、 研究背景與動機 1
第二節、 研究問題與目的 4
第二章 文獻探討與假設討論 5
第一節、 員工品牌化 5
第二節、 社群媒體 12
第三節、 助人行為 14
第四節、 沉浸 17
第五節、 組織信任 19
第六節、 品牌形象知覺 22
第七節、 購買意圖 25
第八節、 研究假設之推論 27
第三章 研究方法 33
第一節、 研究架構 33
第二節、 資料分析工具 34
第三節、 研究樣本 36
第四節、 變數的操作性定義與衡量方法 41
第五節、 哈門氏單因子測試法 50
第四章 研究結果 51
第一節、 不同填答方式之樣本差異檢定 51
第二節、 評分者間一致性檢驗 53
第三節、 相關分析 54
第四節、 迴歸分析與假設檢驗結果 55
第五章 研究結論與建議 61
第一節、 結果彙整與討論 61
第二節、 理論貢獻與實務意涵 64
第三節、 研究限制與未來研究建議 68
參考文獻 71
附錄一：員工問卷（一） 91
附錄二：員工問卷（二） 95
附錄三：好友問卷 97

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