本研究針對影響市場績效之前因變數社會網絡、顧客關係、品牌權益等構面設計量表，共郵寄400 份問卷進行實際問卷調查，回收有效問卷為264份，有效問卷回收率為67.50%。本研究採用SPSS 與Amos統計軟體作為統計分析之工具，針對樣本資料使用之研究方法，包括：敘述性統計分析、因素分析、信度分析、結構方程模式（SEM）等方法，探討社會網絡對顧客關係、品牌權益與市場績效之影響性。

研究結果發現：（1）社會網絡與顧客關係對品牌權益具有顯著的正向影響。（2）社會網絡、顧客關係與品牌權益對市場績效具有顯著的正向影響。（3）社會網絡正向影響品牌權益，透過品牌權益的中介效果間接地正向影響市場績效。（4）顧客關係正向影響品牌權益，透過品牌權益的中介效果間接地正向影響市場績效。

These studies focus on how the cause exogenous independent variables including social network, customer relationship and brand equity influence market performance. This study also design a questionnaire using these structural faces, sending out a total of 400 copies. After rejecting the invalid questionnaires, we have a total of 264 applicable results. That is a 67.50% effective rate of recovery. This study adopt SPSS and Amos statistical software as the tool for statistical analysis. The research mothed of this paper includes descriptive statistics analysis, factor analysis, reliability analysis and Structural Equation Model（SEM）and so on. To discuss the influence of social network on customer relationship, brand equity and market performance.
The results of this study are as follows: (1) Social network and customer relationship have a significant positive influence on brand equity. (2) Social network, customer relationship and brand equity have a significant positive influence on market performance. (3) Social network has a significant positive influence on brand equity and indirectly has a positive influence on market performance through the moderating effect by brand equity. (4) Customer relationship has a significant positive influence on brand equity and indirectly has a positive influence on market performance through the moderating effect by brand equity.

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