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作者:藍榆婷
作者(英文):Yu-Ting Lan
論文名稱:團結力量大:社群認同前因與結果變數之研究
論文名稱(英文):Unity Is Strength: The Study of the Antecedents and Consequences of Community Identification
指導教授:池文海
指導教授(英文):Wen-Hai Chih
口試委員:張旭華
袁國榮
口試委員(英文):Hsu-Hwa Chang
Kuo-Jung Yuan
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
學號:610632513
出版年(民國):108
畢業學年度:108
語文別:中文
論文頁數:115
關鍵詞:使用與滿足理論社群認同投入共創品牌價值
關鍵詞(英文):Uses and Gratifications TheoryCommunity IdentificationEngagementBrand Value Co-creation
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本研究使用與滿足理論作為架構背景,探討網路團購社群使用者的社群認同及共創品牌價值的前置變數,以內容、社會關係、自我表現、壓力釋放作為外在因素,影響使用者對於網路團購社群的社群認同,進而達到投入與共創品牌價值。本研究證實投入為影響社群認同對共創品牌價值的完全中介因素,並將參與網路團購社群使用者受到外部因素而產生社群認同進行統整,以彌補過去研究網路團購社群情境上的缺口,並提供未來發展網路社群的實務應用。
This study investigates the antecedents of community identification and brand value co-creation in group buying virtual communities based on the uses and gratifications theory. The results indicate that gratifications of content, social-relation, self-presentation and tension release influence users’ community identification which subsequently influences engagement and brand value co-creation in group buying virtual communities. In addition, engagement plays the role of a full mediating effect between community identification and brand value co-creation. This study provides managerial implications for the future development of internet group buying virtual communities.
第一章 緒論  1
第二章 文獻探討  7
第三章 研究方法  29
第四章 資料分析  53
第五章 結論與建議  89
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