VERIFICATION OF THE DOUBLE-MEDIATING EFFECTS OF CONSUMER-BRAND RELATIONSHIPS, COMMUNITY IDENTIFICATION, AND BRAND LOVE IN VIRTUAL COMMUNITIES

虛擬社群中社群識別與品牌熱愛在顧客－品牌關係的雙中介效果檢驗

吳鈺萍(Yu-Ping Wu) ； 劉大魁(Dah-Kwei Liou) ； 池文海(Wen Hai Chih) ； 陳志閔(Chih-min Chen)

《品質學報》 28卷1期 (2021/02) Pp. 12-32

https://doi.org/10.6220/joq.202102_28(1).0002

摘要

This study incorporates consumer-brand relationships, social identity theory, and the triangular theory of love into the research framework. The results can contribute to understand the sense of virtual community (SVC), community identification, brand love, brand identification, and consumer-brand relationships for users of brand fan pages on Facebook. The research participants were Taiwanese consumers who had visited Facebook fan pages related to Apple products. A total of 350 valid responses were used as samples. Structural equation modeling was employed to verify the models included in this study. The results indicate: (1) SVC and community identification have significantly positive influences on brand identification, respectively; and (2) SVC, community identification, and brand love have significantly positive influences on brand identification, respectively, with community identification and brand love serving as crucial mediators in the formation of brand identification.

關鍵字

brand love ； consumer-brand relationship ； mediating effect ； sense of virtual community (SVC) ； social identity theory

並列摘要

本研究以社會認同理論和愛情三角理論為基礎，探討虛擬社群中社群識別與品牌熱愛在顧客—品牌關係的雙中介效果與品牌虛擬社群Facebook粉絲用戶的虛擬社群感、社群識別、品牌熱愛、品牌識別在顧客—品牌的關係。本研究對象為Apple品牌相關的Facebook粉絲專頁的社群成員，共計取得350份有效樣本，並採用結構方程模式進行模型檢驗。結果證明：（1）虛擬社群感和社群識別分別對品牌識別有顯著正向影響；（2）虛擬社群感、社群識別和品牌熱愛分別對品牌識別有顯著正向影響，社群識別和品牌熱愛具有部分中介效果存在。

並列關鍵字

品牌熱愛 ； 顧客—品牌關係 ； 中介效果 ； 虛擬社群感 ； 社會認同理論

參考文獻

Ahearne, M. and Bhattacharya, C. B., 2005, Antecedents and consequences of customer-company identification: expanding the role of relationship marketing, Journal of Applied Psychology, 90(3), 574-585. doi:10.1037/0021-9010.90.3.574

Ahuvia, A. C., 2005, Beyond the extended self: loved objects and consumers’ identity narratives, Journal of Consumer Research, 32(1), 171-184. doi:10.1086/429607

Albert, N., Merunka, D. and Valette-Florence, P., 2008, When consumers love their brands: exploring the concept and its dimensions, Journal of Business Research, 61(10), 1062-1075. doi:10.1016/j.jbusres.2007.09.014

Albert, N., Merunka, D. and Valette-Florence, P., 2013, Brand passion: antecedents and consequences, Journal of Business Research, 66(7), 904-909. doi:10.1016/j.jbusres.2011.12.009

Algesheimer, R., Dholakia, U. and Herrmann, A., 2005, The social influence of brand communities: evidence from European car clouds, Journal of Marketing, 69(3), 19-34. doi:10.1509/jmkg.69.3.19.66363