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

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。

This 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.