線上品牌社群顧客投入經驗對虛擬社群感之影響

近年來企業整體流程活動已逐漸改變為以顧客導向為中心的管理模式，同時也開始經營屬於自己的虛擬品牌社群，以期找到更長久、更有效的關係行銷模式。儘管顧客投入（Customer Engagement）愈來愈引起行銷實務界與研究學者的關注，但這些研究主要還是探索性的，本研究將社交顧客投入經驗（Social Customer Engagement Experince，SCEE）概念納入社群議題研究，試圖建立一個完整的架構，以彌補過去研究之不足，並進一步探討企業如何將SCEE概念應用線上品牌社群平台。此外，用來衡量虛擬社群的社群性與區別其他虛擬群體，並促進虛擬社群活力的最好工具就是虛擬社群感（Sense of Virtual Community，SOVC）。本研究以自我強化和自尊為干擾變數，並施以實驗法，探討SCEE與SOVC之間的主效果和交互作用效果。研究結果證實，在不同類型的SCEE下，其所能產生的SOVC具有顯著差異；而消費者的自我強化需求程度搭配不同自尊感的人格特質，則會調節SCEE與SOVC之間的關係。本研究深入探討顧客投入與SOVC之影響，不僅能更完整考量顧客投入在不同領域之應用，也增加在網路顧客管理議題上的豐富性。

關鍵字

品牌社群；顧客投入；自我強化；自尊；虛擬社群感

並列摘要

Business models are becoming more customer-centric and companies have started engaging with customers on brand communities during the past few years. However, empirical inquiry and academic research on customer engagement has remained rather vague. The aim of this study is to bridge this gap by exploring the concept of Social Customer Engagement Experience (SCEE) and its consequences in social media settings. This research developed the effects of SCEE from experiment studies and discussed the consequences of SCEE. Besides, Sense of Virtual Community (SOVC) is a focal construct explaining community dynamics and facilitating the vitality of the virtual community. We conducted an experiment on four websites to investigate the direct relationship of different types of SCEE with SOVC. The results further suggest the moderating roles of self-enhancement and self-esteem between SCEE and SOVC. This paper also provides an in-depth review of the major perspectives in the concept of customer engagement and SOVC. These punctuate the importance as well as the contribution of this paper.

並列關鍵字

brand fan page ； customer engagement ； self-enhancement ； self-esteem ； sense of virtual community

國際替代計量

線上品牌社群顧客投入經驗對虛擬社群感之影響

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