- 期刊
從品牌社群成員相似性觀點探討社群公民行為之研究
From Brand Community Members' Similarity Approach to Explore Community Citizenship Behavior
摘要
社交媒體平台上，消費者透過品牌社群建立社會關係是當前行銷議題主流。本研究從知覺相似性的不同切入點，探討對社群公民行為形塑的影響歷程。採用認知－情感－意欲模式進行研究模型發展，探討哪些相似性觀點是維繫社群成員與品牌關係的決定因素。研究對象為擁有Apple系列相關產品且持續參與Apple品牌粉絲頁至少一年以上的社群成員，共計427位有效樣本。本研究採用結構方程模式進行模式檢驗，八條假說路徑皆獲得支持，其理論模式配適度佳。在中介效果檢驗部分，除了品牌情感承諾在品牌認同與對社群成員幫助行為具有完全中介效果之外，在雙認同因素與社群公民行為之間亦具有部分中介效果存在。最後，提出結論與實務管理上意涵。
並列摘要
Social media platforms establish social relationship between the consumer and the brand community is the current mainstream of marketing issues. This study explores how different approaches of perceived similarity affect on community citizenship behavior. Using the Cognition-Affect-Conation Model (C-A-C) to develop research model, this research explores which similarity approaches maintain the relationship determinants between consumer and the brand. The research sample consists of 427 members who have used Apple product and used Apple Fan Page for more than one year. In the mediation effect, in addition to the brand affective commitment fully mediate brand identification and community members to help other community member, brand affective commitment partially mediate dual identification factors and community citizenship behavior. This study also provides conclusions and practical implications to marketers.