消費者參與網路社群活動對購買意願之影響－以品牌認同為中介變數的探討

The Impact of Consumer Participation in Online Community Activities on Purchase Intention-Brand Identification as Mediator

黃美華(Mei-Hua Huang) ； 黃鵬飛(Perng-Fei Huang)

《興國學報》 15期 (2014/01) Pp. 1-14

摘要

網路社群活動已蔚為風潮，但消費者參與網路社群活動如何影響其購買及消費行為仍缺乏足夠研究。本研究以中華職棒為例，探討球迷對網站討論活動的認知重要性及球迷互動性對職棒品牌（球隊）認同及購買意願（參觀所認同球隊的比賽與購買其相關產品的意願）的影響。本研究以網路問卷調查方式成功取得有效問卷316份，資料分析結果顯示網路討論活動的重要性對職棒品牌認同的影響高於互動性對品牌認同的影響，而品牌認同在活動重要性與互動性對購買意願的影響中扮演重要的中介角色。再者，在以上三個因素中，以品牌認同對購買意願的影響最大。以上研究結果的涵意以及對未來研究的建議，本研究皆加以討論。

關鍵字

網路社群活動 ； 活動重要性 ； 互動性 ； 品牌認同 ； 購買意願

並列摘要

Network activities have become a fad, but research as to how consumers' participation in online community activities will influence their buying intention remains limited. This study, taking the Chinese Professional Baseball League (CPBL) as an example, is aimed at understanding the impact of interactivity and self-centrality of virtual community activities on consumers' purchase intentions.316 usable surveys were collected through internet. Results showed that self-centrality was stronger than interactivity in influencing brand identification (i.e., identifying with a particular baseball team), and that brand identification was a significant mediator linking self-centrality and interactivity with brand identification. Moreover, among these factors, brand identification was most influential on purchase intention. Finally, the implications of these results were discussed and future research directions were also provided.

並列關鍵字

online community activities ； self-centrality ； interactivity ； brand identification ； purchase intention

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