Title Page
ABSTRACT
Contents
Chapter 1. Introduction 14
1.1. Research Background 14
1.2. Research Aims 17
1.3. Research Method 20
1.3.1. Method Introduction 20
1.3.2. Research Differentiation 24
1.4. Research Significance 26
1.5. Organization of the Dissertation 30
Chapter 2. Literature Review 32
2.1. Online Word-of-Mouth 32
2.1.1. Traditional Word-of-Mouth 32
2.1.2. The Connotation of Quality of Online Word-of-Mouth 36
2.1.3. The Constituents of Quality of Online Word-of-Mouth 42
2.2. Country Image 48
2.2.1. The Definition of Country of Origin 48
2.2.2. The Concept of Country Image and its Components 50
2.2.3. The Main Influencing Factors of Country Image 54
2.3. Lovemarks 59
2.3.1. Definition of Lovemarks 59
2.3.2. Components of Lovemarks 64
2.4. Brand Attachment 70
2.4.1. Definition of Attachment 70
2.4.2. Definition and Structure of Brand Attachment 72
2.4.3. Influencing Factors of Brand Attachment 77
2.4.4. Behavior Features of Brand Attachment 80
Chapter 3. Research Design 84
3.1. Research Model 84
3.2. Research Hypotheses 87
3.2.1. The Relationship between Online Word-of-Mouth Quality and Lovemarks 87
3.2.2. The Relationship between Lovemarks and Brand Attachment 91
3.2.3. The Moderating Effect of Country Image (1) 95
3.2.4. The Moderating Effect of Country Image (2) 101
3.3. Operational Definition and Measurement of Variables 104
3.3.1. Quality of Online Word-of-Mouth 104
3.3.2. Lovemarks 113
3.3.3. Brand Attachment 117
3.3.4. Country Image 121
3.4. Questionnaire Design 127
3.4.1. Research Participants 127
3.4.2. Composition of Pre-Test and Questionnaire 128
Chapter 4. Results and Analysis 131
4.1. Demographic Characteristics and Descriptive Analysis 131
4.1.1. Demographic Characteristics 131
4.1.2. Variable Description 133
4.2. Reliability and Validity Analysis 135
4.2.1. Reliability Analysis 135
4.2.2. Validity Analysis 136
4.3. Model of Structural Equations 143
4.3.1. Structural Model Fit 144
4.3.2. Model Path Testing 146
4.3.3. Analysis of Moderating Effects 151
Chapter 5. Conclusion 165
5.1. Main Findings 165
5.2. Implications 168
5.2.1. Theoretical Implications 168
5.2.2. Practical Implications 172
5.3. Limitations and Future Research 176
5.3.1. Limitations 176
5.3.2. Future Research 177
References 179
국문초록 220
Appendices 222
Appendix 1. Questionnair (English) 222
Appendix 2. Questionnair (Chinese) 230
〈Table 2-1〉 Definition of Word-of-Mouth 35
〈Table 2-2〉 Definition of Online Word-of-Mouth 37
〈Table 2-3〉 Difference between Traditional and Online Word-of-Mouth 39
〈Table 2-4〉 Country Image 51
〈Table 2-5〉 Definition of Lovemarks 63
〈Table 2-6〉 Components of Lovemarks 69
〈Table 2-7〉 Definition and Structure of Brand Attachment 76
〈Table 2-8〉 Brand Attachment and Behavioral Performance 83
〈Table 3-1〉 Sub-dimension Scale of Online Word-of-Mouth 105
〈Table 3-2〉 Measurement Tool of Online Word-of-Mouth Quality 112
〈Table 3-3〉 Measurement Tool of Lovemarks 116
〈Table 3-4〉 Measurement Tool of Brand Attachment 121
〈Table 3-5〉 Scale Table of Country Image 122
〈Table 3-6〉 Measurement Tool of Country Image 127
〈Table 3-7〉 Questionnaire Composition 130
〈Table 4-1〉 Demographic Characteristics of Samples 131
〈Table 4-2〉 Variable Description Analysis 133
〈Table 4-3〉 Reliability Analysis Results 135
〈Table 4-4〉 KMO and Bartlett Examination 137
〈Table 4-5〉 Analysis Results of Exploratory Factors 138
〈Table 4-6〉 Results of Convergent Validity Analysis 140
〈Table 4-7〉 Test Results of Discriminant Validity 141
〈Table 4-8〉 Structural Model Fit 144
〈Table 4-9〉 Path Test Results 146
〈Table 4-10〉 Test Results of Moderating Effect of Country Image 1 152
〈Table 4-11〉 Test Results of Moderating Effect of Country Image 2 154
〈Table 4-12〉 Test Results of Moderating Effect of Country Image 3 156
〈Table 4-13〉 Test Results of Moderating Effect of Country Image 4 157
〈Table 4-14〉 Test Results of Moderating Effect of Country Image 5 158
〈Table 4-15〉 Summary of Hypothesis Calibration Results 158
〈Figure 1-1〉 Organization of the Dissertation 31
〈Figure 2-1〉 Two-dimensional Matrix of Lovemarks 61
〈Figure 3-1〉 Research Model 86
〈Figure 4-1〉 Initial Structural Model Diagram 143
〈Figure 4-2〉 Normalized Path Coefficient Plot 150