對公司來說，開發新客戶的成本往往是留住舊客戶的成本的好幾倍。此外，舊客戶的購買力很有可能比新客戶還要強。因此，越來越多的公司試圖和客戶建立長期的關係，以謀取客戶再度光顧或做其他對公司有利的行為。「消費者-公司認同」的概念已用於限定消費者與公司之間深厚的、具有意義
的、和長期的合作關係。本研究分析「消費者-公司認同」的前因和後果，我們提出「消費者-公司認同」可能經由高度的「獨特性識別」、「聲望識別」導致。再者，高度的「消費者-公司認同」應可增強消費者在該公司消費後的「再購意願」以及日後對親友的「口碑」行銷。以近期在台灣地區具有百貨公司消費經驗的消費者為對象進行問卷調查，期間回收有效問卷共 294 份。我們利用結構方程模式分析結果發現，「獨特性識別」、「聲望識別」皆分別和「消費者-公司認同」有正向的關係。此外，「消費者-公司認同」也分別對「再購意願」、「口碑」有正向的影響。最後，提出本篇研究管理意涵以供企業經理人在行銷策略上的運用，提升公司績效。

For companies, the cost of acquiring a new customer is several times the cost of retaining an existing customer. Furthermore, the purchasing power of an existing customer is usually more predominant than a new one. Therefore, more and more companies attempt to establish long-term relationships with customers in order to make them patronize again or do other useful behaviors. The concept of consumer-company identification (C-C identification) has been used to qualify the deep, meaningful, and long-term relationships between consumers and companies. This research analyzes the antecedents and consequences of C-C identification. We suggest that high identity distinctiveness and identity prestige may lead to high C-C identification. Also, high C-C identification should enhance consumers’ repurchase intention and word-of-mouth (WOM). Our survey with questionnaire conducted to investigate and collect data is sent to the consumers who have shopping experience recently in department stores of Taiwan. The valid sample with questionnaire returned is 294. We analyze the results by using structural equation modeling (SEM) and find that identity distinctiveness and identity prestige have a positive relationship with C-C identification separately. Moreover, C-C identification also has a positive effect to repurchase intention and WOM. Eventually, the managerial implications of this study may help corporate managers to ponder their marketing strategies or even improve their firms’ performance.

CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Questions and Relevant Design 6
1.3 Structure of this Study 6
CHAPTER 2 LITERATURE REVIEW 8
2.1 Social Identity Theory (SIT) 8
2.2 Organizational Identification (OID) 8
2.3 Consumer-Company Identification (C-C Identification) 9
2.4 Identity Distinctiveness 10
2.5 Identity Prestige 11
2.6 Repurchase Intention 11
2.7 Word-of-Mouth (WOM) 11
2.8 Overview 11
CHAPTER 3 RESEARCH METHODOLOGY 14
3.1 Hypotheses 14
3.1.1 Theoretical Framework 14
3.1.2 Identity Distinctiveness -> C-C Identification 16
3.1.3 Identity Prestige -> C-C Identification 17
3.1.4 C-C Identification -> Repurchase Intention 18
3.1.5 C-C Identification -> Word-of-Mouth (WOM) 18
3.2 Construct and Measurement 19
3.3 Process of Data Collection 23
3.3.1 Questionnaire Survey Design 23
3.3.2 Sample 23
3.4 Measures and Analytical Approach 24
CHAPTER 4 ANALYSIS AND RESULTS 25
4.1 Descriptive Analysis 25
4.1.1 Data Collection 25
4.1.2 Characteristics of the Respondents 26
4.2 Validity and Reliability 29
4.3 Results of Testing Hypotheses 33
CHAPTER 5 DISCUSSIONS AND CONCLUSIONS 36
5.1 Discussions 36
5.2 Contributions of the Study 37
5.2.1 Theoretical Contributions 38
5.2.2 Managerial Implications 38
5.3 Limitations 39
5.4 Suggestion for Future Research 40
REFERENCES 41
APPENDIX – SURVEY QUESTIONNAIRE 46

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