This study establishes a link between research on organizational source credibility and the effects of public information campaigns. Research has established that source credibility is one factor audiences evaluate when responding to messages and that credible information sources enhance message acceptance, while untrustworthy sources can interfere with desired message effects. Although source credibility studies have typically focused on the person delivering a message, recent studies indicate that audience perceptions of the organization sponsoring a message has a direct effect on message acceptance as well. Additionally, a few studies indicate that non-profit sources of health information are viewed as more credible, while such messages presented by for-profit organizations are less effective. This study uses an experimental procedure to investigate the relationship between organizational status, source credibility, and two possible effects of public service messages, information seeking and behavioral intent. Based on previous findings, the study hypothesized that the non-profit source would berated as more credible and that as the audiences' perception of source credibility increases so would their willingness to seek additional information or perform the advocated behaviors. Findings indicate, however, that organizational status does not have a significant effect on perceptions of source credibility. Nor does it significantly influence message evaluation, information seeking, or behavioral intent. As predicted, there was a positive correlation between source credibility, message credibility, problem recognition, personal relevance, information seeking, and behavioral intent. The results also indicate that information seeking positively predicts behavioral intent.

藉由部落格來經營線上社群的情形已久，但這幾年在部落格上出現一種新的敘事呈現方式，亦即藉由圖文形式，透過詼諧手法來分享生活瑣事或人生觀念，同時以版主(即部落格經營者與圖文創作者)所發起之創意、話題接龍來不斷擴展並豐富部落格上的內容。而藉由圖文角色的創造與自由免費下載，這些圖文流通在部分即時通訊軟體當中，提高了這些圖文角色的曝光度，同時也為版主帶來商機。版主透過哪些方式來經營線上社群，並將之導入商業運作，為本研究之動機。 因此本研究透過文獻整理，建立了線上品牌社群經營之探討層面，此層面包含了「部落格行銷特性」、「社群活動參與程度」、「活動實際認知與期待落差」等三個構面，同時納入「個人涉入度」與「購買意願」等構面，來探討這些構面之間的關係。然後針對回應於個案部落格上的各個成員進行問卷調查，再以因素分析進行構面修整等前測，之後正式發放問卷，回收有效問卷為364份，以SPSS套裝統計軟體進行典型相關分析，來探討構面之間的影響關係。 研究結果發現「部落格行銷特性」構面當中的「讀者針對性」為首要關鍵因素，而經由質化訪談資料分析指出，在此種類型部落格經營取向裡，「讀者針對性」為「資訊豐富性」、「互動性」的基礎。而「社群活動參與程度」亦為關鍵因素之一，尤其是活動的發起與舉辦手法，應透過詼諧趣味與簡單易懂的遊戲規則來進行，同時非實質商業性目的的活動佔大部分，此類活動的功能在於提高社群的參與感、認同與信任感；而商業性質的活動則應在部落格內容中佔較小篇幅，以避免社群成員的厭惡，畢竟此種圖文創作類型的部落格，是以非商業性質的圖文免費自由下載使用為基礎來經營的。而藉由上述的「部落格行銷特性」與「社群活動參與程度」來提升社群成員對於部落格的「個人涉入度」，進而提升社群成員對此品牌的產品之購買意願。 最後，社群成員的「活動實際認知與期待落差」沒有對於「個人涉入度」及「購買意願」造成影響。經由觀察個案部落格當中得知，因為目前所舉辦的活動相對來說較單純，並沒有營造出複雜且嚴謹的階級關係或制度，同時版主會以詼諧自嘲手法來降低社群成員對活動的期待，從而減少成員對於活動實際認知與期待之落差。 / There has been a new type of narration based on blog. That is, sharing trivial or thoughts of lives via interesting pictures with words, enriching content on the certain blog through sharing activities on gossips or ideas. The created characters expose through being used in certain instant message tool, which brought creator business. Based on literature review, the study built up an aspect to discuss managing on-line brand community, including blog marketing features, how much the community join activities. And we included personal involvement and purchase intention to discuss the relationships among these aspects. After processing questionnaires by factor analysis for pilot testing, then we retrieved 364 questionnaires for canonical correlation analysis to discuss the relationships among the aspects. In the outcome, it’s found that the relevancy on the blog for members is the most important one of the key success factors. Quantities’ data analysis indicated that the relevancy on the blog for members is the basis of information richness and interactivity. How much members join the activity is the key factor also, the way to announce the activity should be via interesting and easy rules; meanwhile, non-commercial determination activity takes major part. This kind of activity supposedly focuses on enhancing sense of joining, identification, and trust among members. By contrast, commercial determination activity should take minor part in content on the blog for fear of being excluded by given members since this kind of blog has been managed on the basis of non-commercially free downloading created characters. blogger could enhance the involvement by means of blog marketing features and how much members join the activity, then lift purchase intention of members toward the brand products. No effect has been made by gap of the awareness toward activity on personal involvement and purchase intention. Through observing the blog, it indicates that the activities held so far are relatively pure and easy, which means no complex and solid hierarchy has been set up in the activities; furthermore, blogger scales down members’ expectation of activities by using interesting and self-sarcastic approaches.

品牌形象、品牌忠誠度、顧客滿意度與個人涉入在近期的研究皆為重要的討論議題。然而，過去的研究主要關注在UNIQLO的個案研究以及與其他服飾品牌的比較，沒有任何研究探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。因此，本研究目的在探討品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的關係，以及影響到購買意願的主因。 本研究採用量化研究方法，以找出品牌形象、品牌忠誠度、顧客滿意度與個人涉入之間的利害關係。研究結果顯示品牌形象與顧客滿意度呈現正相關，品牌形象與顧客滿意度皆會影響到品牌忠誠度，而個人涉入會影響到品牌形象、顧客滿意度與品牌忠誠度之間的關係。 / Recent surveys have regarded customer satisfaction, brand loyalty, brand image and personal involvement as fundamental issues. The previous research has been focused on investigating the case study of UNIQLO and the comparison between other apparel brands. However, brand image, brand loyalty, customer satisfaction and personal involvement have not been extensively studied yet. Therefore, the research purpose is to examine the relationships among brand image, brand loyalty, customer satisfaction and personal involvement that could affect UNIQLO’s profitability. Quantitative research approaches were employed in this study in order to find out the relationships among these factors. Results of this research showed that Brand image is positively related to customer satisfaction, Brand image and Customer satisfaction significantly predicts brand loyalty. Brand image and Customer satisfaction would affect brand loyalty through its effect on personal involvement. / Table of Contexts Table of Contexts iv Table vi Figure vii CHAPTER ONE: INTRODUCTION 1 1.1Background 1 1.2 Statement of problems 2 1.3 Purpose of the study 3 1.4 Research question 4 1.5 Significance of the study 4 CHAPTER TWO: LITERATURE REVIEW 6 2.1 Brand image 6 2.1.1 Brand Image: Mystery, Sensuality, and Intimacy 8 2.2 Brand loyalty 9 2.2.1 Attitudinal brand loyalty 11 2.2.2 Significance of brand loyalty 13 2.3 Customer satisfaction 14 2.3.1 Significance of customer satisfaction 15 2.4 Personal involvement 16 2.5 The overview of the global apparel industry 18 2.5.1 ZARA 23 2.5.2 H&M 26 2.5.3 GAP 29 2.6 The overview of UNIQLO 32 2.6.1 Background 32 2.6.2 Global market share 35 2.6.3 Business mode 36 CHAPTER THREE: METHODOLOGY 38 3.1 Research frameworks and hypothesis 38 3.2 Research design 40 3.3 Measurement 40 3.3.1 Section I- Demographics 42 3.3.2 Section II – Brand image 42 3.3.3 Section III - Attitudinal Brand loyalty 43 3.3.4 Section IV- Customer satisfaction 45 3.3.5 Section V- Personal involvement 47 3.4 Participant 47 3.5 Data collection 48 3.6 Data analysis 48 CHAPTER FOUR: RESULTS 50 4.1 Description of Samples 50 4.2 Factorial Structure of the Questionnaire 52 4.3 Internal Consistency of the Questionnaire 58 4.4 Correlation analysis 59 4.5 Regression Analysis 60 4.5.1 Multiple regression analysis 60 4.5.2 Hierarchical regression analysis 63 4.6 Structural Equation Modeling 69 CHAPTER FIVE: DISCUSSION AND CONCLUSIONS 72 5.1 Discussion of research results 72 5.2 Implications 77 5.3 Limitations of the study 77 5.4 Recommendations for future research 78 References 79 APPENDIX A 83 APPENDIX B 85 APPENDIX C 87

Cette thèse se propose de réactualiser les apports des principaux fondateurs de la notion de mémoire collective : Halbwachs (1925/1992, 1941/2008, 1950/1997) et Bartlett (1932/2003) dans le cadre théorique de la pensée sociale (Rouquette, 1973, 2009). Après une présentation de leurs apports respectifs, une articulation entre mémoire et pensée sociale sera présentée. À partir de cette dernière, nous proposons un ensemble d’études empiriques sur la base de la distinction théorique entre l’influence du présent sur le passé et l’influence du passé sur le présent (Jedlowski, 2001, Jodelet, 1992). Ainsi, dans une première partie empirique nous examinons, à travers cinq études, l’influence de l’implication personnelle, opérationnalisant les intérêts du présent, sur la reconstruction du souvenir social via la représentation d’un événement du passé. Les résultats obtenus montrent que l’implication personnelle vis-à-vis d’un événement influence la représentation sociale de celui-ci. Particulièrement, la faible implication personnelle tend à rendre saillant des aspects descriptifs de la représentation du passé, tandis que la forte implication personnelle tend à rendre saillant des aspects évaluatifs. Dans une seconde partie empirique, nous considérons l’influence du souvenir sur la pensée sociale (le présent) au travers des fonctions de la mémoire collective. Dans une étude empirique, nous nous intéresserons d’abord à sa fonction de mobilisation à travers l’influence de la cohérence (ou de l’incohérence) entre le souvenir d’un événement et un exemplaire similaire à venir. Puis nous nous intéresserons à la fonction de définition de l’identité sociale grâce à trois études empiriques. Nos résultats montrent que le partage de souvenir entre un individu et une cible entraine une similarité perçue plus importante et une catégorisation sociale de celle-ci dans l’endogroupe. De plus, à travers le paradigme de l’effet brebis galeuse, nos résultats suggèrent que le partage de souvenir a un aspect normatif. La discussion de l’ensemble de ces études reviendra sur la distinction structurant notre partie empirique (i.e. influence réciproque entre passé et présent) en proposant que ces deux mouvements soient considérés comme dynamiques. Des pistes d’études intégrant ses aspects seront alors proposées / This thesis proposes to update and extend the main contributions of the founders of the concept of collective memory: Halbwachs (1925/1992, 1941/2008, 1950/1997) and Bartlett (1932/2003) in the theoretical framework of Social Thinking (Rouquette 1973, 2009). After a presentation of their contributions, we present a link between memory and Social Thinking. Based on this review, we propose a set of empirical studies on the basis of the theoretical distinction between the influence of the present on the past and the influence of the past on the present (Jedlowski, 2001; Jodelet, 1992). In the first empirical part, we examined, in five studies, the influence of personal involvement that represents the interests of the present, on the reconstruction of the social memory, via the representation of a past event. The results show that the personal involvement vis-à-vis an event influences its social representation. Specifically, low personal involvement tends to make salient descriptive aspects of the representation of the past, whereas high personal involvement tends to make salient its evaluative aspects. In the second empirical part, we consider the influence of memory on Social Thinking (i.e. the present) related to the functions of collective memory. In an empirical study, we first looked at its mobilization function through the influence of the consistency (vs. inconsistency) between the memory of an event and a similar future event. Then, in three empirical studies, we look at the social identity definition function. Our results show that when an individual and a target share the same memories, perceived similarity increases and the target is more likely to be categorized as an ingroup. In addition, through the paradigm of the black sheep effect, our results suggest that sharing memory has a normative aspect. The general discussion focuses on the distinction that has structured our empirical part (i.e. the interplay between past and present) and proposes that these two movements have to be considered as a dynamic. Suggestions of studies incorporating this aspect are also proposed