資訊世代的來臨，手機、筆記型電腦、iPod、iPad不勝枚舉的手持行動裝置充斥在我們的生活周遭。這些裝置上都擁有一種以上的無線網路介面，例如:紅外線、藍芽、WiFi，及行動網路介面等。由於手持裝置的盛行，構成行動隨意網路(Mobile Ad Hoc Network)的傳輸空間越來越普遍，伴隨而來的問題如節點可能任意移動，拓樸不斷改變等，造成傳輸中斷。而在有網路的環境下如何從較信任的人(節點)獲取較可信任的資訊，將是重要的議題。因此本論文導入目前炙手可熱與我們生活密不可分的社群網路(social network)，利用社會網路分析(social network analysis)將人與人之間關係數據化，做為轉傳依據。我們提出Ego-Centric Social Network Routing中繼節點 (relay node) 選擇的策略，簡稱ECSNR。除了利用社會網路分析的方法外也加入候選清單，使負載過重的節點直接由清單中之候選節點協助轉傳、推薦清單，讓路由中繼的位置更靠近負載過重之節點，加速訊息的傳遞，也可藉由緊密度高且較可信任之節點協助傳送。另外當訊息無法藉由社會網路輔助(social networking aided)傳輸時，便會利用興趣導向(interest-based)傳輸，依照節點興趣相似性判別興趣區間，將訊息傳遞出去。最後，由實驗模擬結果得知，當網路節點數量增加時，封包送達率能有7.4%~15.8%的改善。End to end delay有10%~15.2%的改善；control overhead雖然較遜色，但依然平均控制在9.4%內。Average hop count平均減少1.7 個hops數。網路移動速度比較的實驗中，封包送達率能有8%~24.2%的改善；control overhead雖然較遜色，但依然平均控制在8.8%內。End to end delay有約4.7%~15.2%的改善；average hop count平均減少2.4個hops數。 / With the coming of information era, our lives have been filled with varied mobile devices, such as cell phones, notebooks, iPods, and iPads. All these devices are equipped with more than one wireless network interface, including Infrared, Bluetooth, WiFi, mobile network interface etc. Due to the popularity of mobile devices, Mobile Ad Hoc Networks have been more widespread than ever. However, movable nodes and the constantly changing topology could cause transmission interruption. Therefore, “how to obtain trustworthy information from trusty nodes” is a significant issue. This thesis geared toward the social network which is inseparable from our lives at this moment. In this thesis, social network analysis is employed, and the relationship data is used as the base of relay. We propose a relay-node selection strategy of Ego-Centric Social Network Routing (ECSNR), and apply the method of using candidate list. All these can be used to speed up the transmission process. Because the candidate nodes are the closest ones to the overloaded nodes, the relay process can be more efficient and speedy. The transmission can also be done through the stable and trustworthy nodes. When a message can not be transmitted through the social network aided nodes, the interest based nodes can help to transmit according to the interest similarity. The results of experiment simulations show that along with the increase of network nodes, the packet delivery ratio can be improved by 7.4% ~ 15.8%. The end to end delay can be improved by 10% ~ 15.2%, and the average control overhead is within 9.4%. The average hop count can be reduced by 1.7 hops. Given the nodes are moving, the packet delivery ratio can be improved by 8%~24.2%, and the average control overhead is within 8.8%. The end to end delay can be improved by 4.7% ~ 15.2%, and the average hop count can be reduced by 2.4 hops.

品牌，對現今的行銷及組織經營而言早已成為相當重要的課題，因為它不僅是一個圖像或名稱，而是讓組織與商品得以在眾多的競爭者間脫穎而出的策略；而品牌必須要不斷的擴大顧客對於品牌的終生貢獻價值，即顧客權益（customer equity）的擴張，因此當忠誠度能夠幫助顧客權益的擴張時，組織如何建立忠誠度即成為廣受關注的議題，而能幫助忠誠度發展的「品牌社群」便漸漸吸引許多學者的研究。 本研究以McAlexander、Schouten與Koenign（2002）三位學者提出的「品牌社群關係模型（brand community relationship model）」為基礎，希冀以品牌社群成員的觀點研究「品牌社群經營」、「品牌社群關係」與「品牌忠誠度」間關係，並進一步探討品牌的「理性傾向」對於上述「品牌社群經營」、「品牌社群關係」以及「品牌忠誠度」關係的影響。 本研究以多個不同品牌的品牌家族為研究對象，透過Swatch、Samsung以及Sony三個品牌家族的經營者進行深入訪談後，以Swatch、Seiko、Samsung三個不同品牌的品牌家族為問卷調查對象，經由一系列的量化分析後得出以下研究結論： 一、品牌社群關係與品牌忠誠度 品牌社群內的社群成員與品牌的關係好壞對品牌忠誠度是有正向驅動關係；而透過比較不同品牌社群的品牌社群關係構面對品牌忠誠度的作用，發現不同品牌會呈現不同的強弱影響關係。 二、品牌社群經營與品牌社群關係 社群成員在品牌社群中，對於「人際相關的社群活動（communal community program）」的參與較能幫助成員與品牌的關係，而「實質利益相關的社群活動（non-communal community program）」的經營與品牌社群關係的好壞並無顯著的關係，因此品牌社群若能提供社群成員良好的「人際互動經驗」較能明顯幫助品牌社群關係的建立。 三、社群成員對品牌的理性傾向與品牌社群經營 理性傾向將會降低品牌社群成員對於人際相關活動的參與情形，連帶的降低社群活動期望的正向差距，因此消費者對品牌的態度越理性，對於品牌社群的經營就有較不利的影響。 四、品牌理性傾向與品牌忠誠度 雖然「理性傾向」對於品牌社群的經營有不利的效果，不過在研究中發現到當品牌給社群成員越多理性的資訊時，社群成員會藉由增強對經營公司的好感以幫助品牌忠誠度的建立。 / Brand has become an important issue to marketing and organization management nowadays, for it is not only a logo or a name but a strategy that distinguishes an organization and its products from numerous competitors. A brand must continuously expand its customers’ lifetime contribution value, namely the increase of customer equity. Therefore, when loyalty helps increase customer equity, how an organization establish loyalty becomes a critical issue, while “brand community” that assists developing loyalty gradually arise many scholars interest in research. The research adopts “brand community relationship model” by McAlexander, Schouten and Koenign (2002), attempting to study relationship among “brand community management”, “brand community relationship” and “brand loyalty” via perspective of brand community members, and further discussing influence of brand “rational inclination” on the aforementioned “brand community management”, “brand community relationship” and “brand loyalty”. The research uses multiple-brand family as research subject, conducting in-depth interview with managers of three brand families of Swatch, Samsung and Sony, and choosing brand families of Swatch, Seiko and Samsung as questionnaire targets. The following conclusions are derived after a series of quantitative analysis: 1. Brand community relationship and brand loyalty Relationship between members of brand community and brand has positive correlation to brand loyalty. By comparing different brand community’s effect of brand community relationship dimension on brand loyalty, the research found different brands generate different level of influence relationship. 2. Brand community management and brand community relationship Participation in “communal community program” by members of brand community reinforces relationship between members and brand, yet no significant relationship is found between management of “non-communal community program” and brand community relationship. Thus, it is more obvious in establishing brand community relationship if brand community provide members with satisfactory “interrelationship experience” 3. Community members’ rational inclination toward brand and brand community management Rational inclination will reduce brand community members’ participation in interrelationship activities, which reduces positive gap in social activity anticipation. Hence, the more rational attitude consumers hold toward a brand, the less favorable effect it has on management of brand community. 4. Brand rational inclination and brand loyalty Although “rational inclination” has less favorable effects on management of brand community, the research found that when more rational information is provided to community members, they will enhance establishment of brand loyalty by increasing goodwill toward the company.