本研究主要在探討消費者透過智慧型手機品牌的社群參與對於品牌社群認同和再購意願之間的影響,並特別以品牌社群認同作為中介變數進行驗證討論,希望透過本研究可以凸顯品牌社群經營的重要性,並給予經營品牌社群的管理者或者是想經營品牌社群的企業參考的價值。 本研究以網路問卷調查方式在台大批踢踢實業坊(PTT)和Mobile 01智慧型手機品牌討論區進行發放,成功取得有效問卷259份,並經過統計軟體SPSS分析及實證後,發現品牌社群參與對於品牌社群認同和再購意願具有顯著的影響,品牌社群參與能直接影響再購意願,和品牌社群認同亦有關聯。而品牌社群認同除了能直接影響再購意願之外,對於品牌社群參與和再購意願之間也具有明顯的中介效果。透過這樣的研究結果,可得知品牌社群經營的重要性以及對於消費者日後再度選購同一品牌的手機意願的影響甚鉅,不論是由消費者自發性成立抑或是由企業官方所成立的品牌社群,都提供了其經營或重視品牌社群的參考訊息和建議。因此,本研究主要發現如下: 1.消費者對於品牌社群參與程度越高,則對品牌社群的認同度也越高。 2.社群成員對於品牌社群的認同感越高,則對再購意願的程度也越高。 3.消費者對於品牌社群參與程度越高,則對再購意願的程度也越高。 4.社群成員的品牌社群認同對於品牌社群參與和再購意願具有中介效果。
This main purpose of this research is to investigate relationship between consumers' brand community engagement, brand community identification and repurchase intention in the context of smartphone cousumer generated brand communitis. Furthermore, this research also discuss that brand community identification is a significant mediator linking brand community engagement and repurchasing intention. This research will take the smart phone's brand community as example. In this study, questionnaire was used to collect data, and finally 259 valid sample are adopted, Using SPSS for data analysis, After statistical analysis and prove, we can find some conclusion: 1.The better brand community engagement is, the higher community identification have. 2.The better brand community identification is, the higher repurchasing intention. 3. The better brand community engagement is, the higher repurchasing intention. 4.The brand community identification is a significant mediator linking brand community engagement and repurchasing intention.