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題名：網路社群成員角色內及角色外的雙路徑行為研究：個人、群體及關係層級因子之整合觀點
作者：許立群 引用關係
作者(外文)：Li-Chun Hsu
校院名稱：國立東華大學
系所名稱：企業管理學系
指導教授：池文海
學位類別：博士
出版日期：2012
主題關鍵詞：網路社群；價值觀一致性；品牌聲譽；社會認同理論；社群投入；信任理論；個人互惠；網路口碑意圖；角色內行為；角色外行為；涉入；Online Community；Value Congruity；Brand Reputation；Social Identity Theory；Community Engagement；Trust Theory；Personal Reciprocity；eWOM Intention；In-role Behavior；Extra-role Behavior；Involvement
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在當前網路社群中，行銷人員皆致力於創建與管理自己品牌於網路網路社群，被視為是增加銷售利潤及提高企業形象的最佳利器。網路社群提供一個溝通平台及人們與他人擁有相同興趣進行互動的社交網絡機會。
然而在實務上，許多公司致力於投入網路社群環境，卻非每家品牌廠商皆能獲得良好的績效表現。單純僅從研究社群成員角色內行為可能不足以獲得最佳的品牌價值，而在網路社群研究中，並非僅是透過品牌廠商單一傳播商業訊息即可達成公司目標，而是必須考量如何促進社群成員自願投入與參與品牌價值的創造，所以本研究提出另一個C2C關係的互動模式，以釐清消費者形成角色外行為的主要因素。
本研究遵循三成份態度模型作為理論基礎，欲發展一個整合個人、群體及關係層級因子的概念模型，探討在不同關係路徑發展中對社群成員角色內與角色外的行為結果(意圖-行為關係鏈)的影響。在個人層級因子可劃分為內、外部兩大認知動機觀點，包括：內部線索的消費者與消費者價值觀一致性、消費者與品牌價值觀一致性及外部線索的品牌聲譽；在群體層級因子可包括：社會認同理論的品牌認同與社群認同、社群投入；在關係層級因子可包括：信任理論的認知信任與情感信任、個人互惠。結合上述各層級因子，期望能更清楚理解消費者角色內與角色外行為形成的主要關係脈絡。
研究對象為加入品牌廠商所成立品牌粉絲團並有使用經驗的粉絲成員，共計550位有效樣本。本研究採用結構方程模式進行假說模式檢驗且結果顯示結構模型配適度良好。實證結果發現，在個人-群體層級因子部分，消費者與消費者價值觀一致性對社群認同具有顯著正向影響、消費者與品牌價值觀一致性與品牌聲譽分別會對品牌認同具有顯著正向影響；在群體-關係層級因子部分，品牌認同分別會對認知信任與情感信任具有顯著正向影響；關係層級因子部分，認知信任與情感信任分別會對個人互惠具有顯著正向影響、認知信任會對購買意圖具有顯著正向影響；在角色內行為結果的意圖-行為關係鏈中，購買意圖會對購買行為具有顯著正向影響；在群體層級因子部分，社群認同會對網路口碑意圖(提供資訊意圖、轉載資訊意圖)、社群參與意圖具有顯著正向影響、社群投入分別會對提供資訊意圖及社群參與意圖具有顯著正向影響；在角色外行為結果的意圖-行為關係鏈中，提供資訊意圖會對社群推薦行為具有顯著正向影響、轉載資訊意圖及社群參與意圖分別會對社群參與行為具有顯著正向影響。最後，本研究更發現在跨界角色行為影響中，社群參與意圖亦會對購買意圖具有顯著正向影響。在模型比較上，本研究納入兩個替選子模型(角色內行為路徑模型及角色外行為路徑模型)與本研究所提出的整合假說模型進行比較；並將消費者不同涉入程度與參與不同類型網路社群進行分群，有助於社群管理者未來針對不同客群進行市場區隔及擬定社群行銷策略。
最後，本研究證實社群成員參與社群活動存在角色內與角色外雙路徑行為結果，而本研究主張B2C與C2C的互動模式整合，將能彌補過去研究於電子商務情境上互動模式整合的不足。
In the current online community context, marketers make efforts to create and manage the brand communities in order to build their brand. As such, they can increase sales profit and enhance the corporation image. Brand communities provide a communication platform and social networking opportunities for people holding the same interests and concerns to interact with others.
However, even though many companies make lots of efforts to build their brand in the online community, they do not have good sales performance. Only from in-role behavior of community members’ may not be enough to get the best brand value. In the Internet community studies, the brand community firms not only by the delivery of a single information can achieve firm goals, but must consider how voluntary contributions of community members and participate to the brand value co-creation. Therefore, this research proposes another model of C2C relationships and clarifies which factors influence on community members’ extra-role behavior.
Based on the Tricomponent Attitude Model, this research develop an integrated conceptual model of individual-, group-, and relationship-level of how different aspects of interaction relationships in the brand community and explore how influence community members’ in- and extra-role behaviors consequences (intentions and behaviors chain).
This research sample consists of 550 members who had join brand firms establishment and experienced in fans page of Facebook. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that part of individual-group level factors such as value congruity of consumer-consumer has a significant and positive influence on community identification; value congruity of consumer-brand and brand reputation has a significant and positive influence on brand identification, respectively. In the part of group-relationship level factors, brand identification has a significant and positive influence on cognition-based trust and affect-based trust, respectively. In the part of relationship level factors, cognition-based trust and affect-based trust has a significant and positive influence on personal reciprocity, respectively. Cognition-based trust has a significant and positive influence on purchase intentions.
In the intention-behavior relationships chain of the in-role behaviors outcomes, purchase intentions has a significant and positive influence on purchase behaviors. In the part of group level factors, community identification has a significant and positive influence on eWOM intention (intention to give information and pass information) and community participation intention, respectively. Community engagement has a significant and positive influence on intention to give information and community participation intention, respectively. In the intention-behavior relationships chain of the extra-role behaviors outcomes, intention to give information has a significant and positive influence on community recommendation behavior, intention to pass information and community participation intention has a significant and positive influence on ommunity participation behavior, respectively. Finally, the results also indicate that in the cross bound effect of role behaviors, community participation intention has a significant and positive influence on purchase intention. In the model comparision, this research proposes two interaction patterns’ types of B2C and C2C relationships in community studies in order to understand consumers’ in- and extra-role behaviors under different interaction relationships model and compared with the proposed model. In addition, consumers can be divided into different clusters for their variety in different degree of involvement and the type of brand community participation and compared with the proposed model. These results contribute community manager to understand the different consumer group how to make market segment and community marketing strategy.
Finally, this research confirmed that community members exists in- and extra-role dual behaviors consequences. This research proposes interaction patterns of B2C and C2C that it will be able to fill the research gap on lack consideration of e-commerce environment.
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