隨著資訊科技進步與智慧型手機普及,行動即時通訊軟體成為重要的聯繫工具,透過建立即時通訊之社群拉近了人與人之間的距離,社群成員間有著緊密的關係。在台灣,行動即時通訊軟體LINE具有龐大的使用者及高使用率的優勢,有著愈來愈多的企業藉由LINE成立品牌社群以經營顧客關係與品牌權益。本研究之目的主要探討社群成員對品牌社群忠誠度的關鍵因素,以期望確認理論(Expectation Confirmation Theory, ECT)為基礎,探討「認知有用性」、「確認」、「信任」、「滿意度」、「持續使用意圖」、「忠誠度」六大個構面之關係,並以LINE品牌社群之使用者為研究對象。研究方法採用量化之問卷調查法,並利用網路問卷方式進行資料蒐集,實際回收樣本312份,有效樣本共計228份。除了檢定信、效度,資料分析還應用部份最小平方法(Partial least squares, PLS) 進行假說檢定,並以SPSS 20與SmartPLS3.0統計工具進行分析。研究結果顯示「認知有用性」、「確認」、「信任」、「滿意度」、「持續使用意圖」、「忠誠度」皆具有顯著影響;而「信任」對於「持續使用意圖」無顯著影響。
Along with information technology progress and the smartphone popularization, mobile instant communication applications have become an important communication tool between members in brand communities. The purpose of this study is to explore the key factors which impact the members’ loyalty in brand communities. Based on the expectation confirmation theory and previous studies, the research model was conducted. This study applied the online survey method to collect data from respondents who had participated in a brand community. Structured Equation Modeling (SEM) with Partial Least Squares (PLS) analysis was employed to examine the reliability, validity, and research hypotheses. Research findings showed that most of research hypotheses were supported except that trust has no significant influence on continuance intention in a brand community.