- 學位論文
品牌社群持續參與行為：知覺價值與情感依附影響效果探討
Continuance Participation Behaviors in Brand Communities: An Investigation of Effects from Perceived Value and Attachment
摘要
品牌社群近十年來被企業視為提升品牌忠誠度的重要方法之一，也因此愈來愈多的企業開始建立品牌社群。然而，過去研究結果較多著重探討品牌社群帶來的正向結果與價值，對於品牌社群形成與維繫前因議題仍有許多值得探討的空間。本研究主要以知覺價值理論以及情感依附為架構去探討成員為何會持續參與品牌社群。 本研究目的主要有三，首先，本研究以知覺價值理論架構(社會價值、效用價值、及享樂價值)為基礎，去探討透過參與社群之經驗為成員帶來認知價值，而影響後續參與品牌社群之行為形成。過去有關品牌社群相關研究，較多著重於探討消費者參與品牌社群後所帶來的正面結果，本研究則著重於成員基於什麼樣的誘因繼續參與社群。其次，本研究認為成員在參與社群中所獲得價值會透過情感依附機制進行轉換，來影響成員持續參與品牌社群行為。最後，本研究欲探討社群特質(包容性)以及成員個人特質(關係導向)是否會干擾成員對社群之情感依附轉化成後續社群參與行為之效果。 在模型實證部份，本研究係針對國內數個車隊品牌社群之成員進行問卷調查，接著再以LISREL進行量化分析。本研究發現：成員參與品牌社群之行為會受到情感依附之中介機制影響。其次，本研究發現社會價值(友誼、社群聲望)、效用價值(資訊價值、特殊待遇)以及享樂價值(愉悅感、暫離現實)會透過此中介機制影響成員品牌社群持續參與行為。此外，本研究進一步發現情感依附轉換至持續參與行為過程會受到社群特質和個人特質干擾。本研究之發現對於品牌社群管理者而言，具社群成員關係管理參考依據。
並列摘要
Brand community has been considered by enterprises as one of the most important way and powerful tool to obtain loyalty of customers in the past decade. More and more enterprises start to pay attention to brand communities and build them for its benefits. However, most of the researches focus on the positive outcomes and values brought by brand community in the past. This study adopts perceived value theory- social value, utilitarian value and hedonic value- as the framework to explain why members will continue to participate brand community. Furthermore, this study attempts to explore the effect of attachment as a mediator between the perceived value and brand community continuance participation behaviors. Lastly, this study attempts to explore the effect of receptivity and relationship orientation as a moderator on the relationship between attachment and brand community continuance participation behaviors. Using multiple measurement sources, this study shows that six proposed antecedents can trigger member continuance participation through attachment. The authors conclude with a consideration of the key managerial and research implications of these findings.