虛擬品牌社群對品牌忠誠度之影響－品牌關係之中介效果

Brand Relationship as the Key Mediator between Virtual Brand Community and Brand Loyalty

王慧美(Hui-Mei Wang) ； 高慈薏(Tzu-Yi Kao)

《行銷科學學報》 10卷2期 (2014/10) Pp. 171-188

https://doi.org/10.3966/181666012014101002004

摘要

本研究從社會連結觀點，探討在品牌所經營之社群媒體環境下，消費者虛擬社群參與以及社群認同之形成，對品牌關係與品牌忠誠度之影響。本研究以7-Eleven及Starbucks在Facebook粉絲頁之使用者作為研究對象，採用線上問卷進行資料蒐集，最終得到有效樣本202份，並以結構方程模式進行資料分析。研究結果發現：（1）社群認同感顯著且正向地影響品牌關係品質與品牌忠誠度；（2）社群參與程度顯著且正向地影響品牌關係品質與品牌忠誠度；（3）品牌關係品質顯著且正向地影響消費者品牌的忠誠度；（4）品牌關係為虛擬社群與品牌忠誠度之間的關鍵中介變數；其中社群認同感透過品牌關係對品牌忠誠度的間接影響效果比直接效果更高。

關鍵字

虛擬品牌社群 ； 品牌關係 ； 社群認同 ； 品牌忠誠度

並列摘要

This paper aims to analyze the effects of virtual community, i.e. community participation and community identity, on brand relationship and brand loyalty. Relationship quality between brands and consumers has always been a source of business competitive advantage. Nevertheless, given the rise of virtual community, how to effectively manage brand communities so as to strengthen consumer loyalty is of particular importance. To test the hypotheses, we sampled 7-Eleven and Starbucks Facebook fan page users and adopted Structural equation modeling (SEM) to analyze a total of 202 effective online questionnaires. The statistical analysis results showed that: (1) community identity has a significant and positive impact on both brand relationship quality and brand loyalty; (2) community participation has a significant and positive impact on both brand relationship quality and brand loyalty; (3) brand relationship quality significantly contributes to brand loyalty; (4) finally, brand relationship quality plays a role as the key mediator between virtual community and brand loyalty, in which the indirect effects of brand identity on brand loyalty via brand relationship quality is higher than its direct effects.

並列關鍵字

Virtual Brand Community ； Brand Relationship Quality ； Brand Identity ； Brand Loyalty

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