近年來，由於行動裝置以及資訊網路的快速發展，超過半數的網路使用者每天花費數小時的時間在網路生活中。而又其中超過六成的時間，使用者的目光是投射在社群媒體上。過去研究指出能與人產生互動是使用者選擇使用社群媒體的關鍵考量之一，於此企業也逐漸將行銷心力著墨在數位行銷的範疇中。而在過去對於線上品牌社群與消費者情感連結的研究中，多為專注於特定單一品牌進行討論，較缺乏探究不同通路經營型態以及產品類別的影響，也鮮少關注社群內互動響應程度與品牌情感的關聯。因此本研究針對這個研究缺口，採用品牌關係及品牌社群認同理論，探討線上社群互動性對品牌及忠誠度的影響。

本研究採取2x2的因子設計，以線上實驗法的方式分別從全通路、純線上通路以及經驗品與搜尋品的分組方式針對四個由品牌自行經營的官方社群中蒐集資料，並藉由資料分析結果，分別驗證所提出的研究假說。

研究結果顯示，在社群內的互動性對社群認同及關係品質都有正面的影響，而社群認同及關係品質同時對品牌的忠誠度皆有顯著的正面效果。至於不同的經營模式及產品類別的影響存在差異。全通路模式的品牌關係品質對忠誠度的影響顯著大於純線上模式，而純線上模式之社群認同度對忠誠度的影響則更顯著。以產品類別做分組時，所有假說的影響程度都呈顯著差異，經驗品的影響程度都顯著大於搜尋品，顯示線上社群的操作更適合經驗品的品牌經營。

A recent years, due to the rapid development in mobile devices, more than half of internet users spend hours surfing On The Internet. At the same time, they spend more than 60% of the time on the internet focusing on social medias. The research in the past has indicated that one of the key considerations of using Social media is to interact with other users, hence many companies gradually consider digital marketing as an important part of their business strategy. The studies in the past and affective connection between online brand community and consumers usually only talk about one specific brand, lack of comparing the effects between different business channels and types of profucts, also rarely researched how different levels of interaction affect brand relationships. Therefore, this study adopts brand relationship theory and brand community identity Theory to research this gap in online brand community.

This study through a 2x2 factors experimental design, adopts online experience which collecting data from four official online brand communities in social media. It totally collects 672 valid samples, according to statistic result separately evaluate hypothesis.

The results indicates that interactivity effects postively the community identity of the brand and the relationship quality of the brand, also both community identity and the relationship quality effect positively the loyalty in online brand community. As for different channels and types of the products there woulf be different influences. The relationship quality of the brand of the O2O channel has a significant higher impact on loyalty than the online- only channel, whike online-only Channel has a significant impact on the loyalty of the community identity. When the types of the products are different, the degree of influences of all hypotheses is significantly different, and the degree of influence of experience products is significantly greater than the search products, it indicates that the operation of the online community is more suitable for the brand management of the experience products.

論文審定書 i
致謝 ii
摘要 iii
Abstract v
圖次 ix
表次 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 互動性 7
第二節 品牌關係品質 10
第三節 線上品牌社群認同 12
第四節 消費者忠誠度 18
第五節 通路型態 21
第六節 產品類別 22
第三章 研究架構與研究方法 24
第一節 研究架構 24
第二節 推論及研究假說 25
第三節 操作性定義 29
第四節 研究設計 30
第五節 資料分析方法 38
第六節 前測 40
第四章 研究結果分析 47
第一節 樣本資料檢定 47
第二節 信度分析 51
第三節 效度分析 53
第四節 研究假說驗證分析 58
第五節 延伸分析 60
第六節 路徑分析 76
第五章 結論與建議 78
第一節 研究發現與結論 78
第二節 研究貢獻 82
第三節 研究限制與未來研究方向之建議 83
參考文獻 84
附錄 問卷內容 92

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