隨著科技的進步與發展，社群媒體平台在商業策略及行銷上的影響與日俱增。在消費者的日常生活中，瀏覽社群平台及參與線上社群互動已成為生活中的一部分。因此，近年來各家企業對社群媒體平台的應用越來越重視，並將之視為行銷策略很重要的一項工具以提高顧客價值。多數研究及文獻多著重於社群媒體平台上的行銷，對於消費者在社群媒體參與程度是否影響到企業盈利顯少著墨。因此，針對消費者在社群媒體上的參與是否影響顧客資產，並提升顧客對品牌的回購意向即為值得探討的議題。
本研究以台灣Gogoro 為例，並利用問卷調查與量化分析進行研究。針對Gogoro消費者是否因為社群平台上的參與而影響到顧客資產的各別面向（價值資產、品牌資產及關係資產），進而帶動消費者對品牌的回購意向，進行研究架構模型的設計。本研究透過社群媒體平台進行網路問卷調查，共回收 385 份有效問卷。
在研究模型中，本研究特別假設顧客資產三面向為社群媒體參與和消費者回購意向關係的中介效果，因此研究結果將可以實證研究的觀點解釋社群媒體行銷與企業績效的關聯性。
經迴歸分析後發現社群媒體對回購意向並無顯著的影響，但在社群媒體參與對顧客資產的三個面向（價值資產、品牌資產及關係資產）都個別有顯著的正向影響，而這三面向也同時對回購意向亦有顯著的正向影響。意即顧客資產（價值資產、品牌資產及關係資產）對社群媒體參與及回購意向有中介效果。因此，本研究建議當企業在追求銷售量的時候，可以關注其消費者在社群平台上的參與狀況並針對消費者的社群媒體參與狀況進行應對，以提高消費者對品牌的回購意向。

With the advancement and development of technology, the influence of social media platforms on business and marketing strategy has dramatically increased. Nowadays, browsing social media platform and participating in online community has become a must-do thing in daily life. Consequently, firms have paid more and more attention to the application of social media platforms, and regards it as a very important tool for marketing strategies to enhance customer value. Since previous literature on social media platforms has mostly focused on social media marketing, few studies however, have discussed the relationships between social media engagement and repurchase intention. Thus, it is worthwhile to discuss whether social media engagement affects customer equity and increase the repurchase intention.
This research takes Gogoro in Taiwan as an example, utilizing quantitative research and questionnaire as research methods. Research structure framework was designed to test whether social media engagement have direct impact on repurchase intention and if value equity, brand equity and relationship equity, three main drives of customer equity mediates the relationship between social media engagement and repurchase intention. 385 valid questionnaires were collected eventually.
Overall, this research provides important implications for firms that are struggling with the sales issue. By focusing on repurchase intention, our empirical findings can offer plausible explanations on how these firms can adjust their social media marketing strategies and boot up the sales from returning customers.

Table of Contents
論文審定書 i
摘 要 ii
Abstract iii
Table of Contents iv
List of Figures v
List of Tables vi
Chapter 1: Introduction 1
1.1 RATIONALE OF THE RESEARCH 1
1.2 RESEARCH SCOPE & CONTEXT 2
1.3 RESEARCH GAPS 3
1.4 RESEARCH PROCESS 5
Chapter 2 Literature Review 7
2.1 SOCIAL MEDIA ENGAGEMENT 7
2.2 CUSTOMER EQUITY 9
2.3 REPURCHASE INTENTION 11
2.4 HYPOTHESES DEVELOPMENT 11
Chapter 3 Research Methodology 14
3.1 RESEARCH DESIGN 15
3.2 DATA COLLECTION STRATEGY 15
3.3 DATA ANALYSIS STRATEGY 20
Chapter 4: Research Findings 21
4.1. CONFIRMATORY FACTOR ANALYSIS 21
4.2. DESCRIPTIVE STATISTICS ON SAMPLES 23
4.3. HYPOTHESES TESTING 25
Chapter 5: Discussion and Conclusion 27
5.1. THEORETICAL AND MANAGERIAL IMPLICATIONS 27
5.2. LIMITATION AND FUTURE RESEARCH DIRECTIONS 28
References 30
Appendix 1: Survey Questions in English 32
Appendix 2: Survey Questions in Mandarin 34

References

Angella J.K., Eunju K. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research 65, 1480-1486.
Bae, Il-Hyun, Zamrudi, Muhammad FY. (2018). Challenge of social media marketing & strategies to engage more customers:selected retailer case study. International Journal of Business & Society, pp. Vol. 19 Issue 3, p851-869. 19p.
Bowden J. (2008). The process of customer engagement: a conceptual framework. J. Mark. Theory Pract. 17(1), 63-74.
Brodie RJ., Ilic A., Juric B., & Hollebeek L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), pp. 105–114.
Calder, BJ., Malthouse, EC., Schaedel, U. (2009). An experimental study of the Relationship between online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 321-331.
Chao-Min Chiu, Chen-Chi Chang, Hsiang-Lan Cheng, Yu-Hui Fang. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review Vol.33 Issue:4, pp. 761-784.
Chen-Yu, J., Cho, S., & Kincade, D. (2016). Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust. Journal of Global Fashion Marketing, 7(1), pp. 30–44. 11.
Chun-Chen Huang, Szu-Wei Yen, Cheng-Yi Liu, Te-Pei Chang. (2014, January). The relationship among brand equity, customer satisfaction, and bran resonance to repurchase intentuon of cultural and creative industries in Taiwan. The International Journal of Organizational Innovation Vol 6 Num 3, pp. 106-120.
Edvardsson B., Micahel DJ., Gustafsson, A., Tore, S. (2000). The effects of satisfaction and loyalty on profits and growth: products versus services. Total Qual. Manag. 11(7), pp. 917-927.
Hallowell R. (1996). The relationships of customer satisfaction, customer loyalty and profitability: an empirical study. Int. J. Ser. ind. Manag. 7(4), pp. 27-42.
Hellier PK., Geursen GM., Carr RA., & Rickard JA. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), pp. 1762–1800.
Iryna P., Veronique G., Anca CM. (2018). Exploring social media engagement behaviors in the context of luxury brands. Journal of Advertising, 47(1), pp. 55–69.
Jin B., Park JY., & Kim HS. (2010). What makes online community members commit? A social exchange perspective. Behavior & Inforamtion Technology, 29(6), pp. 587-599.
Kemp S. (2019). The Global State of Digital in 2019 Report. Retrieved from Hootsuite.
Kevin, L. (1993, January). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing Vol. 57, pp. 1-22.
Kumar V, George M. (2007). Measuring and maximizing customer equity: a critical analysis. J Acad Mark Sci, 35:157-71.
Lemon KN., Rust RT., Zeithaml VA. (2001). What drives customer. Mark Manage, 10(1):20-5.
Mollen, Anne, Wilson, Hugh. (2010). Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and manegerial perspectives. J. Bus. Res. 63(9-10), 919-925.
Nabisan S., Baron RA. (2009). Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management 2694), pp. 388-406.
Pacauskas D., Rajala R., Westerlund M., Mäntymäki M. (2018). Harnessing user innovation for social media marketing: Case study of a crowdsourced hamburger. International Journal of Information Management, pp. Vol. 43, p319-327. 9p.
Pham MT., Avnet T. (2009). Rethinking Regulatory engagement theory. J. Consum. Psychol 19(2), 115-123.
Ramaseshan B., Rabbanee FK., & Tan Hsin Hui L. (2013). Effects of customer equity drivers on customer loyalty in B2B context. Journal of Business & Industrial Marketing, 28(4), pp. 335–346.
Rust RT., Lemon KN., & Zeithaml VA. (2014). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), pp. 109–127.
Shiri DV., Sharon EB., Robert MM. (2012). Customer Engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 127-145.
Uyar A., Boyar E. & Kuzey C. (2018). Does social media enhance firm value? Evidence from turkish firms using three social media metrics. The electronic journal information systems evaluation, 21(2), pp. 131-142.
VENCIŪTĖ D. (2018). Social Media Marketing - from Tool to Capability. Management of Organizations: Systematic Research., pp. Issue 79, p131-145. 15p.
Vogel V, Evanschitzky H, Ramaseshan B. (2008). Customer equity drivers and future sales. J Mark, 72(6):98-108.
Wajeeha A, Marija H & Kashif F. (2018). influencing factors of brand perception on comsumer's reupurchase intention: an examination of online apparel shopping. Management, Vol. 23, No.2, pp. 87-101.
Ying-Feng kuo, Lien-Hui Feng. (2013). Relationships among community interaction chaacteristics, percieved benefits, community commitment, and oppositional brand loyality in online brand communities. International Journal of Information management 33, 948-962.
Zaglia ME. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), pp. 216–223.
Zhou Z., Zhang Q., Su & Zhou N. (2012). How do brand communities generate brand relationships? Intermediate mechanism. Journal of Business Research, 65(7), pp. 890-895.