國內汽車品牌社群、社群認同、關係品質與品牌忠誠關聯性之研究

A study of the Relationship among Automobile Brand Community, Community Identification, Relationship Quality and Brand Loyalty

蕭至惠(Chih-Hui Hsiao) ； 張宏旭(Hung-Hsu Chang) ； 蔡進發(Chin-Fa Tsai)

《行銷科學學報》 4卷1期 (2008/04) Pp. 57-82

摘要

本研究以McAlexander, Schouten and Koenig(2002)的品牌社群整合關係模式及Hennig-Thurau, Gwinner and Gremler(2002)的關係行銷整合模型為基礎，探討國內汽車廠的品牌社群整合關係對於社群認同、關係品質以及品牌忠誠之影響。本研究以國內前六大汽車廠的品牌社群為母體，利用網路問卷形式，蒐集問卷資料。並以相關分析及結構方程式來驗證研究假設。研究發現，在品牌社群整合關係與社群認同方面：品牌社群成員與品牌、產品與其他成員的關係對社群認同具有正向影響；在品牌社群整合關係與關係品質方面：品牌社群成員與品牌、產品與公司的關係對關係品質具有正向影響。此外，品牌社群整合關係、社群認同與關係品質對於品牌忠誠具有正向影響。而社群認同與關係品質對品牌忠誠亦具有中介效果。研究結果證實汽車產業內品牌社群的形成，確實有助於增進品牌忠誠。

關鍵字

品牌社群 ； 社群認同 ； 關係品質 ； 品牌忠誠

並列摘要

This research adopts the two theories: the Brand Community Integration Relationship, given by McAlexander, Schouten and Koenig (2002), and the integration of Relationship Benefits and Relationship Quality, proposed by Hennig-Thurau, Gwinner and Gremler (2002). By taking the members of the automobile brand community in Taiwan as the research populations, this research studies the impacts of the integration of the brand community relationships on the community identification, relationship quality and brand loyalty. This research investigates the automobile community of top sales in 2006, including Nissan, Toyota, Ford, Mazda, Honda and Mitsubishi. The data sets are questionnaires collected from the internet. A total of 315 samples were collected, among which 301 samples are effective. Pearson's correlation analysis and structural equation modeling are applied to verify the hypothesis of this research. We have the following conclusions. From the perspective of brand community integration relationship and community identification, the relationship between the brand community member and the brand, and, the relationship between the product and other brand community members have significant impact on the community identification. From the perspective of brand community integration relationship and relationship quality, the relationship between the brand community member and the brand, and, the relationship between the product and the business have significant impact on the relationship quality. Additionally, brand community integration relationship, community identification and relationship quality also have significant impact on the brand loyalty. However, the community identification and relationship quality have medium impact on brand loyalty. In summary, the formation of the brand community of the automobile industry in Taiwan does enhance customers' brand loyalty.

並列關鍵字

brand community ； community identification ； relationship quality ； brand loyalty

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