品牌社群特性、社群認同與品牌忠誠度關係之研究：品牌社群類型之干擾效果

Abstract

資訊科技的發達，創造了網際網路上許多新的媒介，像是提供自我表達的部落格或是資訊交流分享的社群組織。這些新興平台使得消費者不用四處奔走，便可輕易獲取實用的資訊。企業行銷策略的模式也開始體認到這些多元化管道對建立品牌忠誠度的效益，其中又以「線上品牌社群」廣受業界與學界的注目。

本研究藉由文獻回顧歸納出線上品牌社群的三大特性：科技接受度、社群互動關係及參與社群活動的收穫，以探討品牌社群特性對社群認同的影響，並進而檢視品牌社群特性對社群認同的關係是否會受到品牌社群類型（官方或非官方社群）的干擾效果。另外，還要確認社群認同會提升品牌忠誠度的關係。針對電玩遊戲主機社群及線上遊戲社群的實證研究中，得到以下結論：

一、在品牌社群的三個特性中，科技接受度、品牌社群整合與參與社群活動的收穫皆與社群認同有顯著的正向影響效果。

二、非官方社群的成員所認知的科技接受度對於增加社群認同有較顯著的干擾效果。隱含著官方社群網站管理者可能會刪除不利自身的言論，使得網站失去提供指標意義及參考之標準。

三、在社群認同與品牌忠誠度的關係中，本研究發現有非常顯著的正向影響效果。此表示參與社群的成員在情感上和行為上對社群產生認同，便有更大的動機對該品牌產生忠誠的重覆購買與口碑推薦行為。 四、本研究也發現社群認同在社群特性與品牌忠誠度之間具有中介的效果。管理的意涵代表品牌忠誠度雖然能藉由經營社群的資訊和系統品質、互動關係與參與活動的收穫三個特性而提升外，但是若社群的成員進而對此社群產生情感與行為上之認同，更能增強其對品牌忠誠度的行為。

關鍵字：品牌社群、科技接受模型、品牌社群整合、社群認同、品牌忠誠度

Recent advances in information technology have created different media for self-expression and information sharing, such as blog or community. These emerging platforms enable consumers to get useful information easily. Corporate starts to notice the benefit of using these channels to approach consumers, especially brand community have getting the attention of the field of business and academic.

This study addresses three major characteristics of the brand community: technology acceptance level, interaction and rewards for activities. The relationship between how brand community characteristics affect community identification and brand loyalty is examined. In particular, how the hosting types of brand community affects the relationship between community characteristics and community identification is also examined. A survey investigates into TV game console and online game communities have show as fellow results:

1.Community identification was significantly influenced by technology acceptance level, interaction, and rewards for activities.

2.The hosting types of a community have a significant moderating effect between community characteristics and community identification on technology acceptance level.

3.Community identification significantly increases brand loyalty.

4.This study also finds that community identification has mediating effect between community characteristics and brand loyalty.

Key Words: Brand community, Technology Acceptance Model, Brand Community Integration, Community identification, Brand loyalty.