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研究生： 葉秋焱
Jendrzejczyk, Michalina
論文名稱： 台灣電信業消費者品牌參與之實證研究
An empirical study on consumer brand engagement in the context of mobile service providers in Taiwan
指導教授： 白德傑
Brodowsky, Glen
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 85
中文關鍵詞： 消費者品牌參與 、消費者參與 、移動服務 、品牌忠誠度 、客戶品牌關係
外文關鍵詞： Consumer brand engagement, Consumer engagement, Mobile service, Brand loyalty, Customer-brand relationship
相關次數： 點閱：33  下載：5 
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    • While the focal point in marketing discussion is moving away from goods and getting closer towards service, highlighting the importance of consumer experience and the significant role of customers as value co-creators, the notion of consumer brand engagement and consumer engagement in general, are receiving attention both among scholars and brand decision makers. However, despite the growing attention, the empirical research on the antecedents and consequences of CBE is limited and provides inadequate proof of the substantial role that CBE plays in building customer brand loyalty. This paper investigates the drivers and outcomes of consumer brand engagement among the consumers of mobile service brands in Taiwan. It explores the influence of satisfaction, trust, commitment, involvement, participation and self-expressive brand on the increase or decrease in loyalty and the mediating role of CBE dimensions, including cognitive processing, affection and activation. By validating existing conceptual framework and proposing a new conceptual model, this paper provides empirical evidence of the CBE impact on brand loyalty. Also, this papers aims to provide a useful managerial insight for marketing professionals seeking to enhance firm’s business performance via establishing strong relationships with their customers.

    1. Introduction 1
    1.1. Overview 1
    1.2. Research Problem 1
    1.3. Research Questions 3
    1.4. Research Objectives 3
    1.5. Research Context 4
    1.6. Thesis Structure 5
    2. Literature review 7
    2.1. Overview 7
    2.2. The theoretical foundations of consumer engagement 7
    2.2.1. Consumer culture theory 8
    2.2.2. Relationship marketing 9
    2.2.3. S-D logic 10
    2.3. The concept of consumer engagement 12
    2.4. Engagement in the context of mobile service providers 19
    2.5. Research context: Taiwan mobile service providers – industry overview 20
    3. The conceptual model 23
    3.1. Overview 23
    3.2. Definition of constructs and hypotheses 23
    3.3. Measures and hypotheses 25
    3.3.1. Antecedents of consumer brand engagement 26
    3.3.1.1. Customer satisfaction 26
    3.3.1.2. Trust 27
    3.3.1.3. Commitment 27
    3.3.1.4. Involvement 28
    3.3.1.5. Participation 30
    3.3.1.6. Self-expressive brand 30
    3.3.2. Consumer brand engagement dimensions 31
    3.3.2.1. Cognitive Processing 32
    3.3.2.2. Affection 32
    3.3.2.3. Activation 32
    3.3.3. Consequences of customer brand engagement 32
    3.3.3.1. Brand loyalty 32
    4. Research Methodology 35
    4.1. Overview 35
    4.2. Research approach 35
    4.3. Data collection 36
    4.3.1. Pretest survey 37
    4.3.2. Main survey 38
    4.4. Measurement of constructs 39
    4.5. Questionnaire design 41
    5. Results and discussion 43
    5.1. Overview 43
    5.2. Socio-economic characteristics 43
    5.2.1. Constructs’ descriptive statistical characteristics 46
    5.3. Descriptive analysis 49
    5.3.1. Factor analysis 49
    5.3.2. Reliability of the constructs 50
    5.4. Correlations 53
    5.5. Common method bias 53
    5.6. SEM results for Model 1 – Relationship quality model 54
    5.7. SEM results for Model 2 – Leckie, Munyaradzi & Johnson’s model 57
    5.8. SEM results for Model 3 – Combined research model 61
    5.9. Managerial implication 65
    5.10. Research limitation and area for further research 66
    5.11. Conclusion 67
    References 68
    Appendix 1: Research questionnaire in English 72
    Appendix 2: Research questionnaire in Chinese 79

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