Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20587
標題: 虛擬品牌社群之研究
The Research of Virtual Brand Community
作者: 蕭宗憫
Tsung-Min, Hsiao
關鍵字: virtual brand community
虛擬品牌社群
technology acceptance model
brand community integration
brand community identification
brand commitment
科技接受模型
品牌社群整合
品牌社群認同
品牌承諾
出版社: 企業管理學系所
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摘要: In the recent years, brand community is regarded as a new marketing communication channel. However, there are only few researchs probing into the virtual brand community, therefore, this study extends the concept of brand community to the internet environment, explores whether brand community identification will raise customers’ involvement to the brand and affects brand commitment. This study takes the three determinants of technology acceptance model(perceived usefulness、perceived ease of use and perceived enjoyment) and brand community integration as determinants of brand community identification. The research is proceeded by using questionnaires through the internet, and samples are collected from three virtual brand community (Apple、IBM and Sony).Total 159 valid responses were received. We work on these samples by applying the methods of factor analysis, regression analysis and structural equation modeling. According to the analytic result of this study, we find that the three determinants of technology acceptance model have positive effect on brand community identification ; brand community integration affects brand community partially ; and brand community identification also affects brand commitment partially. In addition, brand community integration has positive effect on brand commitment. Finally, basing on the analytic result, this study indicates the research conclusion、some theoretical and managerial implications、the research limits and suggestions of future research.
近年來品牌社群被視為新興的行銷溝通管道之一,然而卻鮮少有研究針對虛擬品牌社群進行探討,因此本研究將品牌社群觀念運用到網路世界中,探討品牌社群認同是否會提升顧客對於品牌的涉入程度,產生品牌承諾,並以科技接受模型的三個因素(知覺有用性、知覺易用性與知覺樂趣性)與品牌社群整合做為影響品牌社群認同的前置因素。 在實證研究方面,本研究利用網路問卷的方式,針對三個虛擬品牌社群中的社群成員(Apple、IBM與Sony)進行抽樣,有效回收樣本共159份,並以因素分析、迴歸分析與結構方程模式驗證研究假設。 分析結果發現,科技接受模型的三個因素會正向影響品牌社群認同;品牌社群整合亦會對品牌社群認同產生部分影響效果;而品牌社群認同對品牌承諾產生部分影響效果。此外,品牌社群整合對品牌承諾亦會產生正向的影響。 最後,本研究根據分析結果提出研究結論、理論與實務意涵、研究限制及未來研究方向。
URI: http://hdl.handle.net/11455/20587
其他識別: U0005-0807200613210800
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0807200613210800
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