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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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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.

其他識別: U0005-0807200613210800
Appears in Collections:企業管理學系所

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