影響虛擬社群品牌關係品質對持續使用意圖之跨層次研究

隨著網際網路的興起與普及化，促使人們改變傳統溝通媒介的方式，虛擬社群成員可透過社群與其他擁有共同興趣需求的其他成員進行溝通互動，藉此滿足資訊蒐集、人際互動以及情感交流等多項需求。當虛擬社群所創造的價值集合能符合使用者情感與理性的需求時，社群成員才有可能繼續與該品牌進行互動，若能妥善運用品牌關係的觀念便能從中得知使用者的心理及需求，亦可藉由社群成員的使用行為中獲得有用的資訊。過去虛擬社群多以資訊分享、成員滿意度與忠誠度因素為主要研究議題，有鑑於此，本研究主要劃分為社群成員與社群環境兩個層級，以跨層級的方法來探討網路使用動機需求因素、社群成員品牌關係品質對持續使用意圖之影響，並加入資訊品質、網站知名度兩項環境因素。瞭解社群成員在虛擬社群的互動中，需求動機、關係品質、資訊品質、網站知名度以及持續使用意圖之影響關係。本研究以問卷統計調查來分析結果，問卷對象以虛擬社群成員為主，共計發放400份問卷，回收353份有效問卷，有效問卷回收率為88.25%。研究結果顯示如下： 1.在品牌關係品質方面，愛與熱情、自我關聯、親密與夥伴品質對持續使用意圖皆具有顯著影響。 2.在不同的需求動機方面，資訊需求、社交需求與人氣需求對品牌關係品質之愛與熱情、自我關聯、親密與夥伴品質皆具有顯著影響。 3.在社群環境方面，資訊品質於跨層次中對持續使用意圖具有顯著影響關係。 4.資訊品質在跨層次方面，對品牌關係品質之自我關聯、親密、夥伴品質與持續使用意圖影響中具有調節效果。

關鍵字

品牌關係品質；資訊品質；網站知名度；持續使用意圖

並列摘要

With the rise and popularize of the Internet, people change the way of communication. Virtual community user can communicate and interactive with people who have similar interests with the community website to meet some demand like information collection, interactive with people, and emotional communication. When virtual community website can create the value that can meet people’s rational and emotional demands, the user would use it continuously. If the website owners or designers can find the users’ psychology and demand with brand relationship quality, maybe they could find some useful information out from users’ behavior. Most of studies use information shared, users’ satisfaction, and loyalty as main study issue. Therefore, We divide community user and community environment as two levels. We use HLM to investigate how using motivation, community user, and brand relationship quality influence continuance intention. We also use information quality and website awareness to investigate it. We want to know that how demand motivation, relationship quality, information quality, and website awareness to influence continuance intention.. We use questionnaire to collect data. The study population is the user of virtual community. We send 400 copies of questionnaire and 353 copies returned. Valid questionnaire returned rate is 88.25%. The result as follow: 1.In terms of quality brand relationships, love and passion, self-association, the quality of intimacy and partners are intent on continuing to use has a significant impact. 2.In different needs motivation, information needs, social needs and popularity needs of the brand relationship quality demands of love and passion, self-association, intimate and quality partners have a significant impact on the quality of both. 3.In the community environmental factor, the quality of information across the hierarchy in the continued intention to use has a significant impact on the relationship. 4.In cross-level information quality, the brand relationship quality self-association, intimacy, quality partners and continuous use with the intent to influence the moderating effect.