本研究將探討網路虛擬經驗組合對品牌關係與虛擬社群感的影響,將虛擬經驗分為人際與機械等兩種虛擬經驗,並進一步將人際與機械虛擬經驗分類組合,對象是體驗與產品相關虛擬經驗的消費者,最終目的是去了解消費者對該產品的品牌關係與虛擬社群感如何改變,同時將消費者的最適刺激程度和瀏覽網路口碑動機兩個個人特質的干擾變數加入,並且預期虛擬社群感對品牌關係會產生正向的影響。研究結果證實,消費者在體驗虛擬經驗組合之後,消費者的最適刺激程度的不同,會影響不同虛擬經驗組合的品牌關係,特別是最適刺激程度低的消費者,受到虛擬經驗組合影響較大,但對虛擬社群感的影響僅只有在會員歸屬感的構面有顯著的影響;而消費者的瀏覽網路口碑動機不同,會影響不同虛擬經驗組合的品牌關係與虛擬社群感,特別是瀏覽網路口碑動機的中度動機群消費者受到虛擬經驗組合影響較大;並且驗證虛擬社群感與品牌關係呈現正向的關係。
Virtual experience has two types – personal virtual experience and mechanical virtual experience. This study divided personal virtual experience into two types, which were social virtual experience and information virtual experience, and adopted four types of mechanical virtual experience. This study combined the two types of virtual experience, and analyzed the impact on brand relationships and sense of virtual community effect while customer with different degree of optimum stimulation level and different motive of reading customer articulations on the internet. With experiment evidences, Customers with diffenent optimum stimulation level was resulted brand relationships whith exposing to different experience combination, and customers with diffenent motive of reading customer articulations on the internet was resulted brand relationships and sence of virturl community whith exposing to different experience combination.