網路口碑對品牌忠誠度之影響-以社群參與動機為干擾變數

隨著網際網路的發展，虛擬社群成為一種特別的現象，因為它客服了地區性、時間性與互為主體性，讓消費者可以透過網路在不同的地方以獨立個體的身分進行溝通，並且透過虛擬社群來傳達並接收品牌/產品的資訊，而這些資訊也被證實會顯著影響消費者對品牌的態度與行為，然而，在過去研究中往往忽略了企業最關心的課題，即網路口碑是否會對消費者的品牌忠誠度產生影響。本研究採用二因子實驗設計，為2（內容特性；正面/負面）×2（數量特性：多/少）的實驗矩陣針對特定品牌探討，以了解網路口碑如何影響消費者的品牌忠誠度的主效果。同時本研究從消費者接收訊息的內在特質-參與虛擬社群的動機作為出發點，探討不同的社群參與動機是否會干擾到網路口碑與品牌忠誠度之間的關係。本研究一共回收406份有效問卷，而後根據問卷數據進行統計軟體分析，其研究結果發現網路口碑中的正負面口碑與口碑數量會正向影響品牌忠誠度，除此之外，四種社群參與動機均會對品牌忠誠度產生影響，其中，又以資訊互動性對品牌忠誠度的影響最大。在干擾效果的部分，不同的社群參與動機（資訊互動性、利益交換、心理需求與娛樂性質）在網路口碑與品牌忠誠度之間也扮演著干擾的角色。最後，本研究根據驗證結果與分析提出了研究結論與未來研究建議。

關鍵字

網路口碑；品牌忠誠度；虛擬社群；參與動機

並列摘要

With the development of the Internet, consumers can receive the information of brand/ product through the virtual community, which has also been proven to significantly influence consumer attitudes and behavior of the brand. However, in the past studies have often neglected enterprises are most concerned about issues, that is, whether the electronic word of mouth would have an impact on brand loyalty. Thus, this research focuses on how, electronic word of mouth influence customer’s brand loyalty. The experimental design approach this research is based on divided into four experiments and focuses mainly on comments made on virtual community. to explore the specific brand reputation in order to understand how these electronic word of mouth influence consumer brand loyalty, this research from participation motives as a starting point to explore a different motivation for participating to the virtual community will moderator with the relationship between electronic word of mouth and brand loyalty. The results showed that the electronic word of mouth（valance and volume） are positive related to brand loyalty. In addition, the different of participation motivation（Information interactive, the exchange of interests, psychological needs and entertainment nature） have positive impact on brand loyalty, but also the moderating effect of the relationship between the electronic word of mouth and brand loyalty.

並列關鍵字

electronic word of mouth ； brand loyalty ； virtual community ； participation motivation

參考文獻

【1】 Alanah Davis and Deepark Khazanchi (2008), “An empirical study of online word of mouth as a predictor for multi-product category e-commerce sales,” Electronic Markets, 18 (2), PP.130-141.

【2】 Andersen P.H. (2005), “Relationship Marketing and Brand Involvement of Professional through Web-Enhanced Brand Communities: The Case of Coloplast,” Industrial Marketing Management, 34 (3), PP.285-297.

【3】 Anderson, E. W., C. Fornell, and D. Lehman (1994), “Customer satisfaction, market share, and profitability: Findings from Sweden,” Journal of Marketing, 58 (3), PP.52-66.

【4】 Armstrong, A. J. and J. Hagel (1996), “The Real Value of On-Line Communities,” Harvard Business Review, 74 (3), PP.134-141.

【5】 Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4, PP.291-295.

國際替代計量

網路口碑對品牌忠誠度之影響-以社群參與動機為干擾變數

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