購物是一種社會活動,隨著網路社交媒體網站逐漸興盛,企業品牌透過成立線上品牌社群,可提供消費者商品資訊與滿足其社交需求,並進一步協助消費者進行購買決策。本研究從社會影響理論出發,探討社交網站所形成之品牌社群虛擬產品經驗—單純虛擬在場產品經驗(Mere Virtual Presence with Product Experience, MVPE)與社交虛擬產品經驗(Social Virtual Product Experience, SVPE) 對線上品牌社群之廣告效果的影響,並以自我建構與社會依附為干擾變數,以觀察消費者不同的社會需求與個人特質,是否會影響消費者的廣告認知、品牌態度與購買意圖。在研究一探討品牌社群會員單純虛擬在場所產生的MVPE對廣告效果之影響;隨後在研究二探討品牌社群中的品牌社群虛擬產品經驗 (MVPE、給予式SVPE、交換式SVPE) 與消費者特質之間的最適組合。 本研究結果發現:品牌社群中呈現品牌商品之廣告訊息時,有效影響消費者品牌態度的形成。消費者為自我建構為獨立類型且高社會依附者,在交換型SVPE中會獲得較佳的品牌態度;獨立型自我建構且具低社會依附的消費者,則較傾向MVPE;相依型自我建構且高社會依附者,則偏好給予型SVPE廣告。
This study aimed to discuss two types of interpersonal virtual product experience—Mere Virtual Presence with Product Experience (MVPE) and Social Virtual Product Experience (SVPE) on advertising effects including advertising cognition, brand attitude and purchase intention of online brand community, which moderated by self-construal and social attachment. Study 1 investigated the advertising effects of different MVPEs. The study 2 adopted the results of study 1 to explore the advertising effects of MVPE, giving SVPE and exchange SVPE under the moderating effects of self-construal and social attachment. The results are: an independence self-construal and high social attachment consumer prefer exchange SVPE, independence self-construal and low social attachment consumer prefer MVPE, and interdependence self-construal and high social attachment consumer prefer giving SVPE, as compared to others.