大家好，第一次发文请大家多多指教 如有不妥的地方烦请各位告知，请大家指教英文文法的部分 中文部分 品牌对於企业而言，是企业的竞争优势与有价的策略资产。企业身处在以消费者为主的现 今社会中，若能先行掌握到顾客想法，即能获得商场的先机，而品牌依附相关概念已成为 品牌情感因素的新研究方向。本研究期待藉由品牌依附、顾客信任以及顾客公民行为的连 结，获得更多有助於未来旅行业与观光产业相关议题提供贡献。 本研究抽样母体为参加团体旅游之旅客，以立意抽样法，共计发出550份问卷，有效问卷 430份，有效问卷率为78.1%。本研究采用SEM结构方程模式进行研究假设之验证，研究结 果发现品牌依附与顾客信任之间有显着的正向关系；品牌依附与顾客公民行为之间有显着 的正向关系；顾客信任与顾客公民行为之间有显着的正向关系；品牌依附与顾客公民行为 间存在顾客信任中介变数的影响。本研究依据研究结果提出以下建议，首先旅行社需要着 重在品牌管理，增加品牌能见度；再者，加深消费者印象，深耕旅游论坛或粉丝专页；最 後，加强员工的服务管理。藉由提升品牌对於消费者的印象，使游客产生品牌依附，让旅 客在旅途中的体验到美好的服务与旅游经验，增加对於旅行社的信任程度，进而促进旅客 的公民行为。 英文部分 The brand is the competitive advantage and strategic value of assets for business. The organization to be in present-day society of consumer-oriented, if the organization have customer in hand idea that could get opportunity of market. However, the construct of brand attachment related has become a new research agenda of brand emotional factors. This purpose of this study is to examine the relationships among brand attachment, customer trust and customer citizenship behaviors. Furthermore, this research hopes to provide more useful information and marketing strategies for the future travel agency and tourism organizations. This study uses a sample method for purposes with a tourist of group package. A total of 550 questionnaires were distributed and acquired 430 valid questionnaires, the effective response rate was 78.2%. In this study, we use Structure Equation Modeling (SEM) to test our hypotheses. The results indicated that travel brand attachment is positively related to customer trust. Travel brand attachment is positively related to customer citizenship behaviors. Customer trust is positively related to customer citizenship behaviors. Furthermore, customer trust mediates the relationships between travel brand attachment and customer citizenship behaviors. Additionally, this study suggests several managerial implications for tourism industry. The travel agency has to focus on brand management to keep the brand visibility. Furthermore, work up with the forum on travel or brand fans page to strengthen the customer impression. Finally, strengthen management for the employees. Consequently, enhancing the brand for consumers the impression that tourist could feel brand attachment, allowing tourist to experience of wonderful service and travel experience on the journey to increase the level of trust for travel agents, thereby promoting citizenship behavior of tourist. --

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