社群網站已經成為目前的趨勢,企業透過成立線上品牌社群,可提供消費者商品資訊與虛擬經驗,並進一步協助消費者進行購買決策,成為一種新型的行銷手法。因此本研究欲探討三種品牌網站類型之純虛擬在場產品經驗(Mere Virtual Presence with Product Experience, MVPE)、純虛擬在場(Mere Virtual Presence, MVP)與純產品網站(Pure),與消費者個人特質,包含人格特質和自我概念品牌投入程度,會如何影響消費者對品牌產品的品牌態度與購買意圖。 研究結果顯示,當消費者在純虛擬在場產品經驗(MVPE)品牌社群中,會產生最佳的品牌態度與購買意圖;主控型人格消費者,搭配自我概念品牌投入的程度(高、低),則將分別偏好MVPE與MVP的品牌社群;而當消費者為順從型人格加上低程度自我概念品牌投入時,在純產品網站中會獲得最高的品牌態度與購買意圖。在最後也成功證實不同類型的人格特質與不同程度的自我概念品牌投入對品牌社群之虛擬經驗和品牌態度與購買意圖具有干擾效果。
This study aimed to discuss three types of brand website type—Mere Virtual Presence with Product Experience (MVPE), Mere Virtual Presence (MVP) and Pure product website (Pure) on brand attitude and purchase intention of online brand community, which moderated by consumer personality and brand engagement in self-concept. The results are: a dominant and high brand engagement in self-concept consumer prefer MVPE, dominant and low brand engagement in self-concept consumer prefer MVP, and submissive and low brand engagement in self-concept consumer prefer pure product website.