本研究以刺激-有機體-反應理論作為架構背景，探討美妝網路社群使用者共創品牌價值的前置因素，以媒體影響、群體影響及個體影響作為正向刺激個體有機體，影響使用者對於社群網站的依附度，及對於網路社群的信任度，而達到共創品牌價值。本研究針對兩個競爭模型與原假說模型進行檢驗與比較，藉此觀察不同構面組合在研究架構中是否有所差異，經由模型配適度與數值比較，競爭模型一優於本研究模型與競爭模型二，故本研究建議未來可選擇競爭模型一為主要結構模式。本研究將參與美妝網路社群使用者受到外部刺激後產生的有機體進而影響反應進行統整，以彌補過去研究美妝網路社群情境上的缺口，並提供未來發展網路社群的實務應用。

On the basis of the stimulus-organism-response theory, this study investigates antecedents of brand value co-creation in cosmetic virtual communities. The results show that media influence, group influence, and individual influence positively stimulate individual’s organisms (attachment). Furthermore, attachment affects users’ trust which subsequently influences brand value co-creation in cosmetic virtual communities. In addition, this study proposes two rival models to compare with the proposed model. The results indicate that rival model 1 is the best model so that it can be treated as the structural model in the future. This study provides managerial implications for the future development of cosmetic virtual communities.

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 4
第三節 研究問題與研究目的 6
第四節 研究重要性與貢獻 7
第五節 研究範圍與對象 8
第六節 研究流程 8
第二章 文獻探討 11
第一節 S-O-R理論 11
第二節 媒體影響 13
第三節 群體影響 14
第四節 個體影響 16
第五節 依附理論 17
第六節 信任 23
第七節 共創品牌價值 25
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 44
第四節 資料蒐集方法 46
第五節 資料分析方法 47
第六節 共同方法變異問題之處理與檢測 50
第七節 問卷前測結果分析 51
第四章 資料分析 59
第一節 正式問卷發放 59
第二節 敘述性統計分析 60
第三節 共同方法變異檢測 70
第四節 信度與效度分析 71
第五節 模型檢測－結構模式 82
第六節 競爭模型分析比較 91
第七節 討論 95
第五章 結論與建議 105
第一節 結論 105
第二節 管理意涵與貢獻 107
第三節 研究限制與後續研究建議 114
參考文獻 117
附錄一、前測問卷 139
附錄二、英文原始量表 143
附錄三、前測共同方法變異檢測－探索性因素分析 147
附錄四、前測各構面量表收斂效度分析 149
附錄五、前測區別效度分析暨變數相關係數 153
附錄六、前測各構面信度分析 155
附錄七、正式問卷 161

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