品牌愛慕、品牌經驗與品牌社群認同對品牌忠誠度與再購意願影響之研究－以智慧型手機為例

由於社群網路資訊的發達，來自不同地區的人們透過網路快速的分享自身消費體驗無論是透過網路社群或是口耳相傳使用經驗，產品資訊快速的被群眾所接收，透過非商業宣傳的方式成為更具影響力的資訊。近年來手機產業從過去的行動電話成為智慧型手機也帶動全球整體科技業的發展，無論是哪家廠商無不推陳出新發表更新式手機型號以攻略市場。而消費者在購買或是換機的同時也透過網路發達的經驗分享來檢視自身購買的意願。過去的文獻中指出品牌忠誠度會影響消費者的購買行為，但是往往著重在於購買行為；針對再購部份較為少見。另外品牌忠誠度的影響也多從自變數角度切入。而本研究之目的在討論正向的品牌經驗、品牌愛慕與社群認同在品牌忠誠度的影響下是否會產生顯著的影響再購意願。本研究運用量化分析以大專院校日夜間部之學生為研究對象，結果顯示品牌愛慕與品牌經驗以及品牌社群認同對於品牌忠誠度是有顯著的正向影響關係，而品牌忠誠度也與過去文獻中能提高再購意願相符合。

關鍵字

負面口碑；品牌愛慕；社群認同；再購意願；忠誠度

並列摘要

According to the developed of international community, people shared their consumer experience by international or word of mouth. The information rapid admits by people, be the strong influence non-commercial propaganda. In recent years, the industry of smart phone becoming the leader of global IT industry. When the consumers buy or repurchase also to depends on the information of consumer experience in the internet to review their will. Over the past literature usually focus on the will of first buying. The most important contribution of this study is the introduction of brand identification responses as an intervening variable between brand experiences and brand loyalty. Brand love affects brand loyalty, brand experience affects brand loyalty, brand community identity affects brand loyalty and brand loyalty affects repurchase intention. From the customer viewpoint, brands are relationship builders. In this present research conduce the company to build their brand.