網路企業品牌形象之研究──以Web 2.0網站為例

A Study on Online Corporate Brand Image in the Web 2.0 Context

網際網路發展已進入Web2.0時代，其對企業品牌形象的影響值得探究。因此本研究以新興起之Web2.0網路企業為對象，探討品牌屬性（網站服務品質）對企業品牌形象之影響以及Web2.0網路企業品牌形象之構成要素，並且驗證企業品牌形象與滿意度及忠誠度之間的關係。本研究抽樣對象為無名小站使用者，共得377份有效問卷，以結構方程模式進行模型驗證。研究發現：（1）使用簡易、隱私安全、顧客關懷、系統穩定與實用滿足等五種品牌屬性會對網路企業品牌形象有正面影響，而包含Web 2.0特性之實用滿足對影響最大。（2）Web 2.0網站之網路品牌形象為和藹可親、冒險精神、稱職能力、時髦別緻與不拘禮節等五種人格特性，其中和藹可親對網路企業品牌形象最具解釋力。（3）網路企業品牌形象會對滿意度有直接且正面之影響，且須透過滿意度作為中介，進而對忠誠度產生間接的正面影響。

This research investigates how the brand attributes (electronic service quality) influence the online corporate brand image of Web 2.0 sites, and then examines the relationship between online corporate brand image, customer satisfaction and loyalty. 377 valid responses from the users of Wretch were obtained using a survey research and structural equation modeling (SEM) was employed to analyze the collected data. The findings show: (1) Five brand attributes which are ease of use, privacy/security, customer care, system availability and usefulness/fulfillment are significant in determining the corporate brand image of Web 2.0 sites. In particular, usefulness/fulfillment representing the features of Web 2.0 has the most effect in influencing online corporate brand image. (2) There were five dimensions representing the online corporate brand image of Web 2.0 sites. Those are agreeableness, competence, chic, informality and enterprise while agreeableness was found to be important in explaining the online corporate brand image. (3) Online corporate brand image has a positive direct effect on satisfaction and indirect positive (via satisfaction) effect on loyalty.