本研究以品牌契合為主體，探討品牌契合的前置因素與影響因素並加以整合。再加入社會網絡理論，探討社會網絡中心性程度高低是否會影響品牌契合與其他變數之間的調節效果。鑑於網路銀行興起，銀行業在社群平台上也漸漸注重與消費者的互動，及平台普及有利於品牌及業務推廣，因此本研究的產業選擇以銀行業為研究對象。
　　本研究發放期間為109年12月至110年2月中旬，共計382份有效問卷，並利用整體模型驗證研究架構各構念間關係，再驗證調節效果。
　　總而言之，功能性動機與享樂價值，會影響銀行業在社群媒體進行推廣，增加與品牌契合的程度，進而提升顧客對銀行的品牌權益、信任、認同及品牌公民行為。銀行在社群媒體與顧客建立起長期穩定的關係產生的忠誠度、信任及認同，都會進一步讓顧客行使品牌公民行為。而社會網絡中心性確實會影響品牌契合與品牌權益及品牌信任的關係，對本研究之結果，再後續提出相關建議，以供日後銀行業或其他欲在Instagram中進行行銷活動之品牌參考。

Since the emergence of online banking, banks have been paying attention to interaction with consumers via social media platforms, whose growing popularity is also beneficial to the promotion of brands and business. Therefore, choosing the banking industry as the subject of the study, this study focuses on brand engagement and investigates as well as integrates its antecedents and determinants. In addition, social network theory is also applied to understand whether the degree of social network centrality may affect the moderation between brand engagement and other variables.
A total of 382 valid questionnaires were collected between December 2020 and mid-February 2021. The relationship between the constructs of the study framework and later, the moderating effect, were validated via the overall model.
In summary, functional motivation and hedonic value may affect the banking industry’s promotion of business on social media, increase the degree of brand engagement, and thus improve brand equity, trust, identification, and brand citizenship behavior among customers toward banks. The loyalty, trust, and identification built by banks on social media from a long-term and stable relationship with customers will further result in brand citizenship behavior. As for social network centrality, it does affect the relationship between brand engagement, brand equity, and brand trust. Based on the analysis of the study, suggestions for banks or other brands to conduct marketing campaigns on Instagram in the future are provided.

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　研究目的 5
　　第四節　研究流程 6
第二章　文獻探討 7
　　第一節　品牌契合 7
　　第二節　功能性動機 12
　　第三節　享樂性 16
　　第四節　品牌真實性 20
　　第五節　品牌權益 24
　　第六節　品牌信任 27
　　第七節　品牌認同感 30
　　第八節　品牌公民行為 33
　　第九節　社會網絡中心性 37
第三章　研究方法 41
　　第一節　研究架構 41
　　第二節　研究假設 42
　　第三節　研究變數之操作型定義及衡量 48
　　第四節　研究設計 62
　　第五節　資料分析 64
　　第六節　前測問卷分析 66
第四章　資料分析與發現 69
　　第一節　敘述性統計分析 69
　　第二節　共同方法變異 74
　　第三節　信度分析 75
　　第四節　效度分析 84
　　第五節　整體模式衡量分析 99
　　第六節　調節效果分析 105
　　第七節　單因子變異數分析與事後檢定 112
第五章　結論與建議 117
　　第一節　研究結論 117
　　第二節　學術貢獻與管理意涵 121
　　第三節　後續研究建議 124
　　第四節　研究限制 125
參考文獻 127
　　中文部分 127
　　英文部分 130
附錄一：問卷 146
附錄二：單因子變異數與事後檢定總表 154

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