網路人際關係及品牌認同對品牌社群忠誠度影響之研究

An Effect Study of Internet Relationship and Brand Identification on Brand Community Loyalty

李月華(Yueh-Hua Lee) ； 莊易霖(Yi-Lin Zhuang)

《臺北科技大學學報》 43卷2期 (2010/12) Pp. 41-56

https://doi.org/10.29768/JNTUT.201012.0004

摘要

本研究探討網路人際關係和品牌認同如何影響對社群忠誠度產生的影響進行研究，以使用Mac電腦的網站社群為研究對象，共計回收有效樣本180份，以線性結構模式分析，並以AMOS統計軟體進行資料分析。
實證結果發現網路人際互動關係對於社群認同、有顯著的影響。但該社群的品牌認同只會顯著影響社群認同，對社群參與則無影響。社群忠誠度會受到社群成員參與程度及對社群認同的影響，尤以社群成員參與程度對社群忠誠度的影響大於社群認同的影響。
本研究說明了網路人際關係和社群成員參與對品牌社群認同的重要性，並提出對社群網站的忠誠度是取決於網站管理者應多鼓勵社群成員多參加社群活動，並與其他成員互動；社群活動參加愈多，則對該社群的認同也愈高。另在社群成員參與認同該社群之前提下，也會對社群忠誠度產生助益。最後，品牌也可從社群活動中進而增加該品牌價值。

關鍵字

網路人際關係 ； 品牌認同 ； 社群認同 ； 社群參與 ； 社群忠誠度

並列摘要

The purpose of this research was to understand how the interpersonal relationship in cyberspace and brand identification influences the website community loyalty. The research was conducted with 180 questionnaires collected from users of Mac, who as a members of Mac community in the website. The data collected was analyzed by structure equation model with AMOS statistical software.
The results show that internet interpersonal relationships have strong influence on community participating and brand community identification. On the other hand, brand identification only has effect on community identification. The community loyalty is tightly linked the community participating and community identification, and the effect of community participating is greater than community identification.
This study highlights the importance of internet interpersonal relationships and community engagement as a necessary component of brand community identification. Therefore, we proposed that the key to enhance the loyalty of virtual community is lies on encouraging members to engage community activities and interacting with one another more often in cyberspace. The more activities they participate, the higher community identification they get.
It can establish a high community loyalty by high community identification and community engagement. In the end, brand can benefit from its community activities, enhancing its value.

並列關鍵字

Interpersonal relationship in cyberspace ； Brand identification ； Community identification ； Community engagement ； Community loyalty