虛擬品牌社群意識形成因素與影響效果

Sense of Virtual Brand Community: Antecedents and Consequences.

陳思潔(Szu-Chieh Chen)

指導教授 ： 江義平

共同指導教授 ： 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

虛擬品牌社群是「一群人基於對某一特定品牌的崇尚，並透過網路介面互動、交流進而形成以顧客為中心的結構化社會關係」，而一個有著強烈意識的品牌社群，會為社群及行銷人員帶來較高的價值。因此，本研究旨在探討虛擬品牌社群意識之組成構面、形成因素及影響效果。
本研究於前測分析時利用探索性因素分析方法萃取出十二項因素；正式調查回收555份有效問卷，並利用近似無相關迴歸聯立方程模式進行實證分析，結果如下：
(1)領導者熱忱對歸屬感與社群認同、分享情感與需求達成具有正向影響。
(2)非線上活動對歸屬感與社群認同、影響力具有正向影響。
(3)娛樂性知覺對歸屬感與社群認同、分享情感與需求達成、影響力具有正向影響。
(4)實用性知覺對分享情感與需求達成、品牌認同具有正向影響。
(5)品牌形象對歸屬感與社群認同、影響力、品牌認同具有正向影響。
(6)品牌態度對品牌認同具有正向影響。
(7)歸屬感與社群認同、分享情感與需求達成、品牌認同對社群忠誠具有正向影響。
(8)分享情感與需求達成、品牌認同對品牌權益具有正向影響。
　　本研究確立虛擬品牌社群意識之組成構面，並實證其與形成因素及影響效果間之關係，研究結論與意涵提供企業作為經營虛擬品牌社群的策略規劃依據。

關鍵字

虛擬品牌社群；虛擬品牌社群意識；網路行銷

並列摘要

A Virtual Brand Community is a community which contains a customer-centric structural social relation toward a specific brand among members through internet primarily. Moreover, a brand community with a powerful sense of community would generally bring greater value to marketers and community members. The purpose of this research will conceptualize the sense of virtual brand community and validate its antecedents and consequences.
First, in pretest, we use exploratory factor analysis and extract factors for the sense of virtual brand community and the antecedents and consequences. Then we collect 555 qualified samples to validate hypotheses, the research findings are listed below:
(1)Leaders’ enthusiasm has positive effects on membership and identification, shared emotions and fulfillment of needs.
(2)Off-line activities has positive effects on membership and identification, Influence.
(3)Perceived playfulness has positive effects on membership and identification, shared emotions and fulfillment of needs, and influence.
(4)Perceived usefulness has positive effects on shared emotions and fulfillment of needs, and brand identification.
(5)Brand image has positive effects on membership and identification, influence, and brand identification.
(6)Brand attitude has positive effects on brand identification.
(7)Membership and identification, shared emotions and fulfillment of needs, and brand identification have positive effects on community loyalty.
(8)Shared emotions and fulfillment of needs, and brand identification have positive effects on brand equity.
The results of empirical study confirm the relationships between the sense of virtual brand community and the antecedents and consequences. Conclusions and implications for managing a virtual brand community are also offered.

並列關鍵字

Virtual Brand Community ； Sense of Virtual Bramd Community ； Internet Marketing

參考文獻

(1)Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: A Division of Macmillan, Inc.

(2)Aaker, D. A. (1992), “The Vaule of Brand Equity”, Journal of Business Strategy, Vol.13, No.4, pp.27-32.

(3)Aaker, D. A. (1996), “Measuring Brand Equity across Product and Markets,” California Management Review, Vol.38, No. 3, pp.102–120.

(4)Abrams, D., & M. A. Hogg (eds.) (1990), Social Identity Theory: Constructive and Critical Advances, London: Harvester Wheatsheaf.

(5)Adler, P. A., & P. Adler (1988), “Intense Loyalty in Organizations: A Case Study of College Athletics,” Administrative Science Quarterly, Vol. 33, No.3, pp.401-417.