在數位行銷時代，了解社群媒體互動如何影響消費者行為至關重要，尤其是在酒類等受管制產業中。本研究以日本燒酎產品為實證案例，探討社群媒體互動、顧客權益、顧客忠誠度與再購意圖之間的關係。根據 188 份有效問卷與迴歸分析結果顯示，社群媒體互動正向影響顧客權益，進而提升顧客忠誠度並促進再購意圖。研究發現顧客權益與顧客忠誠度皆在社群媒體互動與再購意圖間扮演中介角色，且部分中介效果顯示多重影響途徑。理論上，本研究透過揭示受管制產品類別中複雜的中介機制，對行銷文獻有所貢獻。 實際上，它為專業產品行銷人員，特別是日本燒酎的生產商和經銷商，提供了策略方向，強調如何利用數位互動來建立顧客資產、促進忠誠度，並最終增加重複購買行為。這些發現對於在受規範限制的環境中制定有效的數位行銷策略具有更廣泛的啟示。

In the digital marketing era, understanding how social media engagement influences consumer behavior is critical, particularly in regulated industries like alcoholic beverages. This study examines the relationships among social media engagement, customer equity, customer loyalty, and repurchase intention, using Japanese shochu products in Taiwan as an empirical case study. Based on 188 valid survey responses and regression analysis, the results reveal that social media engagement positively affects customer equity, which subsequently enhances customer loyalty and drives repurchase intention.
The findings demonstrate that both customer equity and customer loyalty mediate the relationship between social media engagement and repurchase intention, with partial mediation effects indicating multiple influence pathways. Theoretically, this study contributes to marketing literature by illuminating the complex mediating mechanisms within regulated product categories. Practically, it provides strategic direction for specialty product marketers, particularly Japanese shochu producers and distributors, highlighting how digital engagement can be leveraged to build customer equity, foster loyalty, and ultimately increase repurchase behavior. The findings offer broader implications for effective digital marketing strategy development in regulatory-constrained environments.

論文審定書 ....................................................................... i
摘 要 ................................................................................. ii
ABSTRACT......................................................................... iii
CHAPTER 1: INTRODUCTION ........................................... 1
1.1 RESEARCH RATIONALE .............................................. 1
1.2 RESEARCH SCOPE & CONTEXT .................................. 5
1.3 RESEARCH GAP …....................................................... 6
1.4 RESEARCH PROCESS ................................................. 8
CHAPTER 2: LITERATURE REVIEW ................................. 10
2.1 SOCIAL MEDIA ENGAGEMENT ...................................10
2.2 CUSTOMER EQUITY .................................................. 12
2.3 CUSTOMER LOYALTY.................................................. 18
2.4 REPURCHASE INTENTION........................................ 19
2.5 HYPOTHESES DEVELOPMENT ................................. 20
CHAPTER 3: RESEARCH METHODOLOGY....................... 24
3.1 RESEARCH DESIGN .................................................. 24
3.2 DATA COLLECTION STRATEGY ................................. 24
3.2.1 DATA SOURCES .................................................... 24
3.2.2 QUESTIONNAIRE DESIGN .................................... 25
3.2.3 RESPONDENT PROFILE ....................................... 26
3.3 MEASUREMENTS AND CONTROL VARIABLES .......... 27
3.3.1 MEASUREMENTS ................................................. 28
3.3.2 CONTROL VARIABLES .......................................... 30
3.4 DATA ANALYSIS STRATEGY ....................................... 30
CHAPTER 4: RESEARCH FINDINGS ……......................... 32
4.1. PRELIMINARY ANALYSIS .......................................... 32
4.2. CONFIRMATORY FACTOR ANALYSIS ........................ 33
4.3. HYPOTHESES TESTING ........................................... 37
CHAPTER 5: DISCUSSION AND CONCLUSION................ 40
5.1. THEORETICAL AND MANAGERIAL IMPLICATIONS .. 40
5.2. LIMITATION AND FUTURE RESEARCH DIRECTIONS ............................................. 42
REFERENCES .................................................................. 44
APPENDIX 1: SURVEY QUESTIONS IN ENGLISH............. 55
APPENDIX 2: SURVEY QUESTIONS IN CHINESE…......... 60



LIST OF FIGURES
Figure 1-1: Research Process .......................................... 9
Figure 2-1: Proposed Research Model .......................... 23
Figure 3-1: Process of data analysis .............................. 31
Figure 4-1: Findings of Proposed Structural Model...... 38




LIST OF TABLES
Table 3-1: The Demographic Profile of Respondents (N=188) …………................. 27
Table 3-2: Repurchase Intention Measures Developed in This Research .................. 28
Table 3-3: Social Media Engagement Measures Developed in This Research .......... 28
Table 3-4: Customer Equity Measures Developed in This Research ......................... 29
Table 3-5: Customer Loyalty Measures Developed in This Research ....................... 30
Table 3-6: Control Variable Measures Developed in This Research .......................... 30
Table 4-1: Means, Standard Deviations, and Correlation of the Study Variables ...... 32
Table 4-2: Confirmatory Factor Analysis on Measurement Model............................. 34
Table 4-3: Construct Correlations and Discriminant Validity .................................... 37
Table 4-4: Model Fit Summary of Confirmatory Factor Analysis ............................. 37
Table 4-5: Result of Structural Parameter Estimates …………….............................. 39

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