社群平台已經融入許多人的生活中,每天透過電腦、平板與智慧型手機來追蹤、分享訊息,在這社群平台發展已經成熟的形況下,如何利用人潮變錢潮將是許多品牌業者所要達到的目標。 線上品牌社群已經成為全球所關心的議題,所以國內外許多品牌業者皆想搭著這股潮流來為自己的品牌做行銷,因此品牌業者的行銷策略模式也開始產生變化,使得出現網路品牌社群的一個新消費現象。如此一來品牌業者必須懂得如何利用媒體特性、口碑等方式來傳播訊息。所以說現今許多的網路媒體除了溝通之外,還具備發展社交關係的重要功能,而這些方式皆是來試圖吸引使用者參與,以利相信可以達到行銷的目的。因此現今網路社群已經是一個品牌建立或曝光的一個不可缺少的媒介,所以網路品牌社群已成為維繫品牌與客戶的對話窗口之一。 本研究在經過統計分析及實證後,發現到品牌信任對於社群依賴以及社群參與有一定的影響。因此,我們可以得到以下結論: 1.消費者對社群依賴度越高,則對品牌信任也越高。 2.消費者對社群認同度越高,則對品牌信任也越高。 在了解這些關係後,將有助於各品牌在建立品牌信任上,針對線上品牌社群經營方向的擬訂。
Social networking sites (SNSs) have infiltrated into the daily lives of many people. Messages are therefore passed on through personal computers, tablets and smartphones. In an era when the platform has reached its maturity, many brand owners are striving to make money out of the large amount of users. Web-based brand community is currently at issue around the world, so has it become a trend through which brand owners are utilizing as a means of marketing. A new way of consumption is emerging from the platform, and marketing strategies of brands are changing accordingly. It is needed for the owners to think of efficient measures of spreading messages by figuring out the features of online media and establishing reputation on the platform. Online media in today’s world are served not only as sites for communication but also the platforms for developing social relationships. Engaging users in the platform is believed to be a workable marketing plan. In order to keep customers informed of what’s happening lately, web-based brand community is as crucial as it is to the establishing and exposing of a brand. The analysis and empirical research in this study show that brand trust is influenced by community independence and community engagement. It is concluded that: 1.The greater the community dependence of a consumer, the greater the trust to the brand. 2.The more positive the community identification of a consumer, the greater the trust to the brand. Recognizing the causal effects, brand owners can strengthen their brand trusts while aiming at web-based brand community.