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  • 學位論文

虛擬品牌社群主動參與行為之探討-以汽車售後服務市場品牌為例

Explaining Proactive Participation Behavior in Virtual Brand Community – An Empirical Study on Aftermarket Brand

指導教授 : 蔡顯童
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摘要


近年來以品牌為中心,建立與消費者的聯繫的顧客社群概念逐漸受到企業的重視,希望藉由建立屬於自己的品牌社群,強化與顧客之間的關係,提升顧客的滿意度,進而培養其忠誠客戶群,而虛擬品牌社群則是行銷人員運用網路科技的便利性及無遠弗屆的擴散性將社群影響力極大化。最近對於社群行為的研究所特別強調的概念,則是虛擬社群的成功關鍵取決於社群成員的主動參與行為。 本研究的目的在於探討虛擬品牌社群形塑其成員主動參與行為的過程,其中包含成員的價值認知如何影響成員對品牌的情感投入,及其參與品牌社群的意願。在此過程中又有哪些干擾變數對主動參與行為產生顯著性的影響。本研究回顧學者對於品牌社群議題的相關研究及探討,並進一步發展本研究觀念性模型。為了驗證該模型,本研究採個案實證研究的方式,以某汽車售後服務市場品牌的虛擬品牌社群成員為研究對象,以問卷方式調查其其社群參與行為。再以結構方程模式對回收樣本進行量化分析,藉此作為研究推論之佐證。 本研究有以下主要發現。首先,虛擬品牌社群成員所感知到的社群價值,將正向影響其對社群的滿意感及認同感。這些價值包含關係價值、實用性價值、享樂價值、自我發現性價值、及社群地位提升價值。其次,當社群成員在社群互動中體驗到具有正面情感的情緒狀態,包含滿意感及認同感時,將提升成員做出對社群內其他成員有助益及具支持性的行為的意願。而社群成員的參與意願對其主動參與行為有顯著的影響作用,包含經常性的在線上社群中分享資訊及主動向他人推薦該品牌社群。同時,虛擬品牌社群成員的滿意感及認同感可透過其參與意願的提升,進一步強化其主動參與行為。亦即,參與意願有其中介效果。最後,社群成員的使用經驗將對其參與意願與主動參與行為之間的關係產生調節作用。 關鍵字:虛擬品牌社群、主動參與行為、社群價值、滿意感、認同感、參與意願

並列摘要


Brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. In recent years, more and more companies establish their own brand community to strengthen the relationship with the customers, and thereby improve customer satisfaction and develop their loyal customer base; while the internet explosion resulted in the transition from physical brand communities to virtual ones has created new opportunities to the marketers to maximize the social influence of brand community. This study investigates the antecedents of proactive participation behavior of virtual brand community members, and incorporates mediating mechanisms and moderating effects. Based on the well-established uses and gratifications paradigm and the social influence model of virtual community participation that developed by previous studies, a comprehensive model is proposed to incorporate community value as the antecedent inducing the positive emotions (satisfaction and identification) of community members, and intention as a mediating mechanism transforming satisfaction and identification into proactive participation behavior. Our suvey-based study which was conducted on a sample of an aftermarket online brand community, supports the proposed model and finds further that the usability experience moderates members’ intention on proactive participation. We conclude with a consideration of managerial and research implications of the findings. Keyword: Virtual brand community; Proactive participation behavior; Community value; Satisfaction; Identification; Intention

參考文獻


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