隨著社群網站的興盛，人與人之間的距離變得更短，資訊的分享往往只需要幾秒鐘的時間，看準了這龐大的潛力，社群媒體行銷成了最受注目的行銷手法，許多企業一窩蜂的開始經營網路品牌社群後，才發現成效沒有想像中的好，進而放棄。本研究旨在探討網路品牌社群成員如何形成網路品牌社群認同，並了解網路品牌社群認同所造成的影響。以資訊揭露、品牌形象、社群獨特性、社群聲望、涉入、知覺利益作為形成網路品牌社群認同的六個構面，品牌認同與購買行為作為品牌社群認同的影響。

研究對象是統一星巴克咖啡在Facebook上建立的網路品牌社群成員，透過網際網路以便利抽樣的方式發放問卷，共收回181份有效問卷，研究結果發現：

（1）社群發布含有品牌形象的資訊對形成網路品牌社群認同有顯著的影響。
（2）社群聲望對形成網路品牌社群認同有顯著的影響。
（3）涉入對形成網路品牌社群認同有顯著的影響。
（4）知覺利益對形成網路品牌社群認同有顯著的影響。
（5）網路品牌社群認同與品牌認同、購買行為三者間存在完全中介效果。

Abstract
The rise of social network narrows the gap between people, and it only takes a
few minutes to share information. Recognizing this enormous potential, social
network marketing becomes the most high-profile marketing practice, however, after
many companies followed the trend and started managing network brand community,
they found it didn't work as well as what they'd expected, and then they gave up. This
study explores how community members establish their network brand community
identity and what it has impacted on people. The study uses six aspects constructed of
information disclosure, brand image, community distinctiveness, community prestige,
involvement and perceived benefit as network brand community identity, and uses
brand recognition and purchasing behavior as the impact of brand community identity.
The study objects are network brand community members of President Starbucks
Coffee Corp. on Facebook, we sent out questionnaires with convenience sampling
through network and there were 123 effective questionnaires. The research result
shows:
(1) Communities publish brand image-related messages has a significant
impact on establishment of network brand community identity.
(2) Community prestige has a significant impact on establishment of network
brand community identity.
(3) Involvement has a significant impact on establishment of network brand
community identity.
(4) Perceived benefit has a significant impact on establishment of network
brand community identity.
(5) There is an absolute mediating effect among network brand community
identity, brand recognition and purchasing behavior.
Keywords: brand community, social identity, involvement, perceived benefit, brand
identity

摘要................................................................................................................................ ii
Abstract ......................................................................................................................... iii
目 錄........................................................................................................................... iv
圖 次............................................................................................................................ v
表 次........................................................................................................................... vi
第一章緒論.................................................................................................................. 1
1.1 研究背景.................................................................................................... 1
1.2 研究動機.................................................................................................... 2
1.3 研究目的.................................................................................................... 4
1.4 研究流程.................................................................................................... 4
第二章文獻探討.......................................................................................................... 6
2.1 品牌形象（Brand image） ....................................................................... 6
2.2 社會認同理論與組織認同理論................................................................ 7
2.3 品牌認同.................................................................................................... 9
2.4 涉入理論（Involvement） ....................................................................... 9
2.5 知覺利益（Perceived benefit） .............................................................. 10
第三章研究模型及假說............................................................................................ 12
3.1 研究模型.................................................................................................. 12
3.2 假說發展.................................................................................................. 13
3.3 研究變數的操作型定義.......................................................................... 20
第四章研究方法........................................................................................................ 21
4.1 衡量問項.................................................................................................. 21
4.2 問卷設計.................................................................................................. 27
4.3 資料分析.................................................................................................. 28
4.4 結構模式分析.......................................................................................... 39
第五章結論及建議.................................................................................................... 43
5.1 研究結果及討論...................................................................................... 43
5.2 實務意函.................................................................................................. 44
5.3 研究限制.................................................................................................. 45
5.4 未來研究方向.......................................................................................... 46
參考文獻...................................................................................................................... 48
附錄.............................................................................................................................. 55

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