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研究生：	羅立程 Loh, Anthony Li-Cheng,
論文名稱：	Understanding Consumers’ Behavioral Intentions on Knowledge Sharing in Brand Community:The Moderating Effects of Cultural Differences and Social Capital Understanding Consumers’ Behavioral Intentions on Knowledge Sharing in Brand Community:The Moderating Effects of Cultural Differences and Social Capital
指導教授：	吳萬益 Wu, Wann-Yih
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所碩士班 Institute of International Management (IIMBA--Master)
論文出版年：	2009
畢業學年度：	98
語文別：	英文
論文頁數：	79
外文關鍵詞：	Brand Community, Social Identity, Culture, Knowledge Sharing, Social Capital, Behavioral Intentions.
相關次數：	點閱：134 下載：2
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The study attempts to gain a basic understanding of the social processes that lead
members to share the knowledge and encourage their behaviors, such as membership
continuance intentions, participation intentions, community recommendation
intentions, and loyal to brand, together with testing the moderating effects for instance
Hofstede’s cultural dimension of individualism-collectivism and social capital. The
result presented three aspects of social identity, cognitive, affective and evaluative,
are positively related to knowledge sharing and behavioral intentions. This study also
examined the moderating effects by applying Hofstede’s cultural dimension of
individualism-collectivism and social capital, in the same manner with social
interactions and trust. Results of the survey stated that consumers are less
individualistic and more collectivist has a greater willingness to share the knowledge.
Also, moderate the relationship between brand community identification to
knowledge sharing effects were found on social capital. However, the author found
out there are no differences in community members’ behavior between the United
States and Taiwan. This study was tested on the samples of six high-tech
communities, being Apple MacIntosh, Nikon, as well as Canon, and totally 300
members from the United States and Taiwan.

ACKNOWLEDGEMENTS........................................................................................... I
ABSTRACT.................................................................................................................. II
TABLE OF CONTENTS.............................................................................................III
LIST OF TABLES.......................................................................................................VI
LIST OF FIGURES ................................................................................................... VII
CHAPTER ONE INTRODUCTION.............................................................................1
1 Research Background and Motivation.............................................................1
2 Research Contribution and Objectives.............................................................5
3 Research Project and Scope of Study...............................................................6
4 Research Procedure..........................................................................................7
5 Research Structure. ..........................................................................................8
CHAPTER TWO LITERATURE REVIEW...............................................................10
1 Brand Community. .........................................................................................10
2 Social Identity. ...............................................................................................12
3 Definition of Research Constructs. ................................................................14
3.1 Knowledge Sharing. ............................................................................14
3.2 Behavioral Intentions. .........................................................................16
3.3 Cultural Differences. ...........................................................................16
3.4 Social Capital......................................................................................17
4 Hypotheses Development. .............................................................................19
IV
4.1 The Effect of Brand Community Identification on Knowledge Sharing.
..............................................................................................................19
4.2 The Effects of Brand Community Identification on Behavioral
Intentions..............................................................................................20
4.3 The Moderating Effects of Cultural Differences and Social Capital. .22
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY......................24
1 The Conceptual Model...................................................................................24
2 Summary of Research Hypotheses. ...............................................................25
3 Construct Measurement. ................................................................................26
3.1 Independent Variable...........................................................................26
3.2 Dependent Variables............................................................................27
3.3 Moderating Effects. .............................................................................29
4 Method and Procedure. ..................................................................................30
5 Questionnaire Design.....................................................................................32
6 Sampling Plan. ...............................................................................................32
7 Data Analysis Procedures. .............................................................................33
7.1 Descriptive Statistic Analysis. .............................................................33
7.2 Purification and Reliability of the Measurement Variables. ...............33
7.3 Interrelationships between Research Variables...................................34
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS........35
1 Introduction....................................................................................................35
2 Descriptive Analysis. .....................................................................................35
2.1 Response Rates. ...................................................................................35
2.2 Characteristics of Respondents. ..........................................................37
2.3 Measurement Results for Relevant Research Variables. .....................38
V
3 Factor Analysis and Reliability Test. .............................................................43
3.1 Social Identity. .....................................................................................44
3.2 Knowledge Sharing. ............................................................................45
3.3 Behavioral Intentions. .........................................................................46
3.4 Cultural Differences. ...........................................................................47
3.5 Social Capital......................................................................................48
4 Independent Sample t-test..............................................................................50
CHAPTER FIVE RESEARCH RESULTS AND DISCUSSION...............................52
1 Structural Equation Model. ............................................................................52
2 Moderating Effects.........................................................................................55
2.1 The Moderating Effect of Cultural Differences...................................56
2.2 The Moderating Effect of Social Capital.............................................57
CHAPTER SIX CONCLUSION AND SUGGESTIONS...........................................59
1 Findings and Conclusions. .............................................................................59
2 Managerial Implications. ...............................................................................64
3 Limitation and Future Research Suggestions.................................................65
REFERENCES ............................................................................................................66
APPENDICES .............................................................................................................71
Appendix 1(a): Survey Questionnaire (English Version) ....................................71
Appendix 1(b): Survey Questionnaire (Chinese Version)....................................76
                                    

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校內：2012-08-10公開
校外：2012-08-10公開

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