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題名：虛擬品牌社群對品牌忠誠度之影響--品牌關係之中介效果
書刊名：行銷科學學報
作者：王慧美／高慈薏
作者(外文)：Wang, Hui-mei／Kao, Tzu-yi
出版日期：2014
卷期：10:2
頁次：頁171-188
主題關鍵詞：虛擬品牌社群；品牌關係；社群認同；品牌忠誠度；Virtual brand community；Brand relationship quality；Brand identity；Brand loyalty
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:0
  • 點閱點閱:12
本研究從社會連結觀點，探討在品牌所經營之社群媒體環境下，消費者虛擬社群參與以及社群認同之形成，對品牌關係與品牌忠誠度之影響。本研究以7-Eleven及Starbucks在Facebook粉絲頁之使用者作為研究對象，採用線上問卷進行資料蒐集，最終得到有效樣本202份，並以結構方程模式進行資料分析。研究結果發現：（1）社群認同感顯著且正向地影響品牌關係品質與品牌忠誠度；（2）社群參與程度顯著且正向地影響品牌關係品質與品牌忠誠度；（3）品牌關係品質顯著且正向地影響消費者品牌的忠誠度；（4）品牌關係為虛擬社群與品牌忠誠度之間的關鍵中介變數；其中社群認同感透過品牌關係對品牌忠誠度的間接影響效果比直接效果更高。
This paper aims to analyze the effects of virtual community, i.e. community participation and community identity, on brand relationship and brand loyalty. Relationship quality between brands and consumers has always been a source of business competitive advantage. Nevertheless, given the rise of virtual community, how to effectively manage brand communities so as to strengthen consumer loyalty is of particular importance. To test the hypotheses, we sampled 7-Eleven and Starbucks Facebook fan page users and adopted Structural equation modeling (SEM) to analyze a total of 202 effective online questionnaires. The statistical analysis results showed that: (1) community identity has a significant and positive impact on both brand relationship quality and brand loyalty; (2) community participation has a significant and positive impact on both brand relationship quality and brand loyalty; (3) brand relationship quality significantly contributes to brand loyalty; (4) finally, brand relationship quality plays a role as the key mediator between virtual community and brand loyalty, in which the indirect effects of brand identity on brand loyalty via brand relationship quality is higher than its direct effects.
期刊論文
1.Wang, Youcheng、Fesenmaier, D. R.(2004)。Towards Understanding Members' General Participation in and Active Contribution to an Online Travel Community。Tourism Management，25(6)，709-722。  new window
2.Edelman, D. C.(2010)。Branding in the Digital Age: You're Spending Your Money in All the Wrong Places。Harvard Business Review，88(12)，62-69。  new window
3.Porter, Constance Elise、Donthu, Naveen、MacElroy, William H.、Wydra, Donna(2011)。How to foster and sustain engagement in virtual communities。California Management Review，53(4)，80-110。  new window
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5.Miller, J. M.(2000)。Language use, identity, and social interaction: Migrant student in Australia。Research on Language and social Interaction，33(1)，69-100。  new window
6.Thorbjørnsen, Helge、Supphellen, Magne、Nysveen, Herbjørn、Pedersen, Per Egil(2002)。Building Brand Relationships Online: A Comparison of Two Interactive Applications。Journal of Interactive Marketing，16(3)，17-34。  new window
7.Mangold, W. Glynn、Faulds, David J.(2009)。Social media: The new hybrid element of the promotion mix。Business Horizons，52(4)，357-365。  new window
8.高慈薏(2012)。消費者參與社群媒體環境中之價值協作行為研究。商學學報，20，119-114。new window  延伸查詢new window
9.Wilson, David T.(1995)。An integrated Model of Buyer-Seller Relationship。Journal of the Academy of Marketing Science，23(4)，335-345。  new window
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11.Kaplan, Andreas M.、Haenlein, Michael(2010)。Users of the world, unite! The challenges and opportunities of Social Media。Business Horizons，53(1)，59-68。  new window
12.McAlexander, James H.、Schouten, John W.、Koenig, Harold F.(2002)。Building Brand Community。Journal of Marketing，66(1)，38-54。  new window
13.Muñiz, Albert M. Jr.、O'Guinn, Thomas C.(2001)。Brand Community。Journal of Consumer Research，27(4)，412-432。  new window
14.Ellemers, Naomi、Kortekaas, Paulien、Ouwerkerk, Jaap W.(1999)。Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity。European Journal of Social Psychology，29(2/3)，371-389。  new window
15.Fornell, Claes、Larcker, David F.(1981)。Evaluating Structural Equation Models with Unobservable Variables and Measurement Error。Journal of Marketing Research，18(1)，39-50。  new window
16.Bhattacharya, Chitrabhan B.、Sen, Sankar(2003)。Consumer-company identification: A framework for understanding consumers' relationships with companies。Journal of Marketing，67(2)，76-88。  new window
17.Bhattacharya, C. B.、Rao, Hayagreeva、Glynn, Mary Ann(1995)。Understanding the bond of identification: An investigation of its correlates among art museum members。Journal of Marketing，59(4)，46-57。  new window
18.Bhattacherjee, Anol L.(2001)。An Empirical Analysis of the Antecedents of Electronic Commerce Service Continuance。Decision Support Systems，32(2)，201-214。  new window
19.Bergami, Massimo、Bagozzi, Richard P.(2000)。Self-categorization, Affective Commitment, and Group Self-esteem as Distinct Aspects of Social Identity in an Organization。British Journal of Social Psychology，39(4)，555-577。  new window
20.Chaudhuri, Arjun、Holbrook, Morris B.(2001)。The chain of effects From brand trust and brand affect to brand performance: The role of brand loyalty。Journal of Marketing，65(2)，81-93。  new window
21.Steyn, P.、Salehi-Sangari, E.、Pitt, L. F.、Parent, M.、Berthon, P.(2010)。The Social Media Release as a public relations tool: Intentions to use among B2B bloggers。Public Relations Review，36，87-89。  new window
會議論文
1.Gwin, C. F.(2009)。The impact of trust ad brand relationship quality on perceived value and loyalty in a consumer goods environment。2009 SWDSI，528-537。  new window
2.Liljander, V.、Inger R.、Strandvik, T.(1998)。Quality of Loyalty-Switching Alertness Is Customer Relationships。A Workshop on Quality Management in Services VIII, EIASM，(會議日期: 1998, April 20-21)。Ingolstadt。  new window
學位論文
1.Fournier, Susan(1994)。A consumer-brand relationship framework for strategic brand management(博士論文)。University of Florida。  new window
圖書
1.Armstrong, G.、Kotler, P.(2002)。Marketing: an introduction。Upper Saddle River, NJ：Prentice-Hall。  new window
2.Turner, R. H.(1970)。Family Interaction。New York：John Wiley & Sons。  new window
3.Tajfel, Henri(1978)。Differentiation between social groups: Studies in the social psychology of intergroup relations。Academic Press。  new window
4.Berry, Leonard L.、Parasuraman, A.(1991)。Marketing Service: Competing Through Quality。New York：The Free Press。  new window
5.吳明隆(2006)。結構方程模式：SIMPLIS的應用。臺北市：五南。  延伸查詢new window
6.Hair, J. F.、Anderson, R. E.、Tatham, R.、Black, W. C.、Babin, B. J.(2010)。Multivariate Data Analysis with Readings。Prentice Hall International。  new window
 
 
 
 
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