Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22471
標題: The Influence of Brand Community Integration and Web Quality on Brand Loyalty in Virtual Brand Communities
探討虛擬品牌社群中品牌社群整合與網路品質對品牌忠誠度之影響
作者: 高若庭
Kao, Jo-Ting
關鍵字: virtual brand community
虛擬品牌社群
brand loyalty
web quality
brand community integration
community identification
community commitment
品牌忠誠
網路品質
品牌社群整合
社群認同
社群承諾
出版社: 科技管理研究所
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摘要: The prevalence of Internet use allows brand admirers to take advantage of this online platform and build virtual communities centered around brands. These virtual brand communities not only function as information exchange centers for brand lovers, but member interaction within them also fulfills human social needs. To the enterprises, they are the touch points for direct communication with customers, as well as the ideal environment to cultivate brand loyalty. However, previous studies have mainly focused on community participation and brand relationship, and overlooked the influence of web quality. Hence, this research has taken on viewpoints from both social relation and web technology, and combined brand community integration, web quality, community identification, and community commitment to discuss how brand loyalty is formed under the virtual brand community context. Four smart phone brand communities (Apple, HTC, Nokia, and Samsung) built on Sogi were chosen to be the research targets. A total of 400 online questionnaires were delivered, and 247 responses were received. The response rate is 61.75 percent. A structural equation model was built and estimated, and the results show that brand community integration has a significant and positive influence on both community identification and brand loyalty. Community identification and web quality also show positive and high relevance towards community commitment. Furthermore, community commitment is proven to be a positive influence on brand loyalty. In sum, this research provides an integrated brand community model for the existing marketing literature, and helps marketers to get a better understanding of how virtual brand communities enhance brand loyalty.
網際網路的普及使得品牌愛好者得以藉由此線上平台建構以品牌為主體的虛擬社群。虛擬品牌社群不僅是品牌支持者的資訊交換中心,成員的互動過程亦滿足人們的社會需求;對企業而言,虛擬品牌社群是與目標顧客直接溝通的接觸點,也是培養品牌忠誠的最佳環境。然而相關研究多著重於社群參與及品牌關係的建立,較少考量網路品質的影響。因此,本研究將透過「品牌社群整合」的社會網絡觀點及「網路品質」的網路科技觀點,並結合「社群認同」和「社群承諾」,探討虛擬品牌社群中「品牌忠誠」的形成。 本研究選擇Sogi! 手機王網站的智慧型手機品牌社群(Apple, HTC, Nokia, Samsung)為研究對象,共計發出400份線上問卷,回收247份,回收率為61.75%。經過結構方程模式分析,本研究發現品牌社群整合對社群認同和品牌忠誠都有顯著的正向影響,而社群認同及網路品質皆正向影響社群承諾,社群承諾則對品牌忠誠有正向影響效果。研究結果顯示虛擬品牌社群中成員與品牌、產品、企業及其他成員間的關係,以及該社群的資訊品質、系統品質和服務品質,會直接或間接提升成員的品牌忠誠。綜合上述,此研究提供研究者一個整合性的品牌社群模式,並可協助企業了解虛擬品牌社群如何強化品牌忠誠。
URI: http://hdl.handle.net/11455/22471
其他識別: U0005-1001201101345100
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-1001201101345100
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