品牌-顧客關係、社群成員-其他成員關係對社群公民行為的影響：多重中介效果檢驗_

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題名：	品牌-顧客關係、社群成員-其他成員關係對社群公民行為的影響：多重中介效果檢驗
書刊名：	電子商務學報
作者：	許立群／池文海／林庭妤
作者(外文)：	Hsu, Li-chun／Chih, Wen-hai／Lin, Ting-yu
出版日期：	2015
卷期：	17:1
頁次：	頁49-89
主題關鍵詞：	社會認同理論；品牌熱情；社群投入；品牌承諾；社群公民行為；Social identity theory；Brand passion；Community engagement；Brand commitment；Community citizenship behavior
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(3) 博士論文(1) 專書(0) 專書論文(0) 排除自我引用:3 共同引用:4 點閱:342

品牌社群為當前品牌廠商建立自家品牌與顧客關係以及社群成員間關係維繫的最佳管道。本研究以社會認同理論為基礎，探討品牌- 顧客關係、社群成員-其他成員關係的不同互動關係對社群公民行為的影響歷程，並了解哪些是維繫品牌與顧客關係及社群互動關係的中介心理因子。研究對象為除了擁有Apple系列實體商品且需持續參與Apple品牌粉絲頁至少一年以上的社群成員，共計469位有效樣本。本研究採用結構方程模式進行模式的檢驗，假說路徑皆獲得支持，其理論模式配適度良好。在中介效果檢驗部分，情感性品牌承諾在品牌社群承諾與對社群成員幫助行為關係具有完全中介效果之外，其餘中介路徑檢驗具有部分中介效果存在。最後，提出結論與實務管理上意涵。

以文找文

Forming a brand community is the optimal method for companies to establish distinctive brands and relationships with customers, and for community members to maintain relationships with other consumers. Based on social identity theory (SIT), this study explored how the interactions generated through brand-customer relationships among brand community members affect community citizenship behavior to understand which psychological mediators exist for maintaining brand-customer relationships and community interaction. The research sample consisted of 469 people who had used Apple products and had been members of an Apple fan page for more than one year. This study adopted structural equation modeling (SEM) to test the proposed model, and the structural model exhibited a suitable fit. The results indicated that all of the research hypotheses were supported. Affective brand commitment fully mediates the relationship between brand community commitment and helping community member. The remaining mediators only partially mediate the independent variables and dependent variables. In this paper, we provide a conclusion and practical implications for marketers.

以文找文

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3.	Velez-Munoz, J. A.(2013)。Social Media Lovers in COLOMBIA: The Role of Online Brand Communities in Developing Brand Love(碩士論文)。University of Glasgow，Scotland。
4.	許立群(2012)。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(博士論文)。國立東華大學，花蓮縣。延伸查詢

圖書
1.	Haslam, S. Alexander(2004)。Psychology in organizations: The social identity approach。London：Sage Publications。
2.	王秀芬(2011)。全球網路社群發展趨勢。臺北市：財團法人資訊工業策進會。延伸查詢
3.	Hogg, Michael A.、Abrams, Dominic(1988)。Social Identifications: A Social Psychology of Intergroup Relations and Group Processes。Routledge。
4.	Efron, Bradley、Tibshirani, Robert J.(1993)。An Introduction to the Bootstrap。Chapman & Hall/CRC。
5.	Organ, Dennis W.(1988)。Organizational Citizenship Behavior: The Good Soldier Syndrome。Lexington Press。
6.	Turner, John C.、Hogg, Michael A.、Oakes, Penelope J.、Reicher, Stephen D.、Wetherell, Margaret S.(1987)。Rediscovering the social group: A self-categorization theory。Blackwell。

其他
1.	資策會創新應用服務研究所(2013)。社群媒體效益評估與典範案例，http://www.databank.org.tw/Topic.aspx?topic=2， 2014/01/31。延伸查詢
2.	(2012)。State of the media: The social media report 2012，http://www.nielsen.com/us/en/reports/2012/state-of-the-media-the-social-media-report-2012.html， 2014/10/01。
3.	Joreskog, K. G.，Sorbom, I.(2001)。LISREL (Version 8.51)，Chicago, IL：Scientific Software International。

圖書論文
1.	Matzler, K.、Pichler, E. A.、Hemetsberger, A.(2007)。Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism。2007 AMA Winter Educatesy Conference: Marketing Theory and Applications。Chicago, IL：American Marketing Association。
2.	Park, C. W.、Maclnnis, D. J.、Priester, J.(2008)。Brand Attachment and a Strategic Brand。Handbook on brand and experience management。Cheltenham：Edward Elgar Publishing。
3.	Turner, John C.(1982)。Towards a Cognitive Redefinition of the Social Group。Social Identity and Intergroup Relations。Cambridge：Cambridge University Press。
4.	Sproull, L. S.、Faraj, S.(1997)。Atheism, sex, and databases: The Net as a social technology。Culture of the Internet。Mahwah, NJ：Lawrence Erlbaum Associates。

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