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dc.contributor.author黃識銘zh_TW
dc.contributor.author蔡雅玲zh_TW
dc.contributor.author陳淑慧zh_TW
dc.contributor.authorShyh-Ming Huangen_US
dc.contributor.authorYa-Ling Tsaien_US
dc.contributor.authorShu-Hui Chenen_US
dc.date.accessioned2023-06-16T08:12:22Z-
dc.date.available2023-06-16T08:12:22Z-
dc.date.issued2023-01-01en_US
dc.identifier.issn1023-9863en_US
dc.identifier.urihttp://dx.doi.org/10.29416/jms.202301_30(1).0003en_US
dc.identifier.urihttp://hdl.handle.net/11536/160730-
dc.description.abstract本研究綜合社會認同理論與社會交換理論,探討品牌認同與品牌滿意之雙中介效果,以SOR模式探討品牌體驗對品牌忠誠的影響,並驗證品牌認同與品牌滿意之雙中介效果以及網絡外部負面效果之中介與干擾的混合型態。本研究以台灣地區女大學生為對象共發放355份問卷,有效樣本為297份,回收樣本在無反應偏差及同源偏差檢測並無嚴重情況,採用Smart PLS M3及透過PROCESS macro for SPSS21.0為驗證工具,研究結果發現:(1)品牌體驗正向顯著影響品牌認同與品牌滿意;(2)品牌認同正向顯著影響品牌滿意;(3)品牌體驗、品牌認同與品牌滿意對態度忠誠與行為忠誠皆有正向顯著影響;(4)品牌認同與品牌滿意的乃品牌體驗與態度忠誠與行為忠誠的雙中介影響;(5)網絡外部負向干擾品牌認同對態度忠誠及行為忠誠之影響,其為替代型態。最後,本研究提出理論與實務意涵之討論,並提出未來研究限制與方向。zh_TW
dc.description.abstractThis study elucidates the theory of identity theory and social exchange theory used SOR model to verification dual mediating effect of brand identity and brand trust between of brand experience and brand loyalty, besides, explore network externality negative moderating effect, i.e., the mixed effect of mediating and moderating pattern. This study collected 297 valid samples from 355 Taiwan undergraduate students, in which were tested for non-response bias and common method bias was not considered significant issue. Data analysis was performed with Smart PLS M3 and Process Macro for SPSS21.0 to test the proposed model. The results indicated that: (1) Brand experience has positive influence on brand identity and brand satisfaction. (2) Brand identity has positive influence on brand satisfaction. (3) Brand identity and brand satisfaction have positive influence on attitudinal and behavioral loyalty. (4) The impact of brand identity and brand satisfaction have two mediating effect on positive influence on attitudinal and behavioral loyalty. (5) The network externality moderates the negative relationship between brand identity and attitudinal and behavioral loyalty such that the relationship becomes weaker as network externality increases, i.e., substituting pattern. Finally, theoretical and managerial implications have been suggested along with the direction for future researches.en_US
dc.language.isozh_TWen_US
dc.publisher國立陽明交通大學經營管理研究所zh_TW
dc.publisherInstitute of Business and Magement, National Yang Ming Chiao Tung Universityen_US
dc.subject品牌體驗zh_TW
dc.subject品牌認同zh_TW
dc.subject品牌滿意zh_TW
dc.subject品牌忠誠zh_TW
dc.subject網絡外部zh_TW
dc.subjectBrand Experienceen_US
dc.subjectBrand Identityen_US
dc.subjectBrand Satisfactionen_US
dc.subjectBrand Loyaltyen_US
dc.subjectNetwork Externalityen_US
dc.title品牌體驗對品牌忠誠的影響:品牌認同與品牌滿意的雙中介效果與網絡外部的負向干擾zh_TW
dc.titleThe Impact of Brand Experience on Brand Loyalty: The Dual Mediating Effect of Brand Identity and Brand Satisfaction, and Negative Moderating Effect of Network Externalityen_US
dc.typeCampus Publicationsen_US
dc.identifier.doi10.29416/jms.202301_30(1).0003en_US
dc.identifier.journal管理與系統zh_TW
dc.identifier.journalJournal of Management and Systemsen_US
dc.citation.volume30en_US
dc.citation.issue1en_US
dc.citation.spage71en_US
dc.citation.epage114en_US
Appears in Collections:Journal of Management and System