線上品牌社群特性對社群承諾和顧客忠誠影響研究－兼論產品涉入的調節效果

The Influence of On-Line Brand Community Characteristics on Community Commitment and Customer Loyalty - Concurrent Discuss The Mediation Effect of Product Involvement

陳慶全(CHING-CHUAN CHEN)

指導教授 ： 梁世安

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

隨著網路的普及和快速發展，網路人口不斷的增加，實體社群也發展成為線上社群，其中使用相同品牌的消費者發展成線上品牌社群。而企業品牌經營和管理也從實體通路延伸到虛擬通路，線上品牌社群更被品牌經營者視為凝聚人氣、增加購買力及了解使用者潛在需求的重點。
以往研究沒有驗證線上品牌社群特性涵括資訊品質、系統品質、互動和獎賞方面、社群承諾、態度忠誠和行為忠誠間的影響。並探討會員對產品涉入的高低是否會影響品牌忠誠。本研究以液晶電視的線上品牌社群會員為研究對象，採用網路問卷便利抽樣方式，分析研究結果。
研究結果顯示：驗證線上品牌社群特性涵括資訊品質、系統品質、互動和獎賞四個構念且呈正相關，線上品牌社群特性對會員的社群承諾有正相關，社群承諾會對會員的態度忠誠有正向影響，態度忠誠會對行為忠誠會有正向影響，但會員對產品涉入的高低，對品牌忠誠的影響不顯著。最後，在此提供品牌商和線上品牌社群經營者可依上述研究結果，採用正確的方法和對策，並在日後獲得銷售公司產品和獲利的機會。

關鍵字

線上品牌社群 ； 社群承諾態度忠誠 ； 行為忠誠 ； 產品涉入

並列摘要

As network becomes popular and rapidly grows, network population keeps increasing and the entity's community develops into the on-line community. Among them, consumers who use the same brand develop into a on-line brand community. The corporate brand management channel extends from physical to virtual channels. The online brand community has been so popular that brand managers regard it as a pool to increase the purchasing power, to attract customers and to understand the potential demand of the users.
From previous studies, there was limited research on on-line brand community characteristics, including information quality, system quality, interaction and rewards, and on influence between community commitment, attitudes loyalty, and behavior loyalty. There was also limited research exploring how the involvement of members of the product will affect the level of brand loyalty. This research empirically test member of on-line brand community of the LCD TV by using the questionnaire released in the internet to facilitate the sampling, and to analyze the result. The result shows: four on-line brand community characteristics, including information quality, system quality, interactive and reward are positive correlated. High on-line brand community characteristics will lead to high community commitment. High community commitment will lead to high attitudes loyalty. High attitudes loyalty will lead to high behavior loyalty. But the level of member of the product involvement will not influence brand loyalty of the membership.
Finally, this research offers brand trader and on-line brand community's providers the strategic implication that could improve the sales and enhance better marketing function.

並列關鍵字

On-Line Brand Community ； Community Commitment ； Attitude Loyalty ； Behavior Loyalty

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