美容美妝線上品牌社群體驗如何增進使用者之體驗價值、態度及持續使用意圖

How Online Beauty Brand Community users' Experience Contributes to their Experiential Value, Attitudes and Continuance Intention

10.6656/MR.201910_38(4).CNI001

許嘉霖(Chia-Lin Hsu)；于立宸(Li-Chen Yu)；趙心怡(Hsin-Yi Chao)

線上品牌社群 ； 使用者體驗 ； 體驗價值 ； 實用／享樂態度 ； 持續使用意圖 ； Online Brand Community ； User Experience ； Experiential Value ； Utilitarian/Hedonic Attitude ； Continuance Intention

管理評論

38卷4期（2019 / 10 / 01）

1 - 14

繁體中文

研究目的：本研究目的為探討使用者於線上品牌社群之體驗，對其所產生的體驗價值、實用／享樂態度及持續使用意圖之影響。研究設計／方法：本研究以美容美妝線上品牌社群FashionGuide使用者為研究對象，並採用結構方程模式檢定本研究所提之研究模式與假說。研究結果：研究結果發現使用者體驗顯著正向地影響體驗價值，進而顯著正向地影響實用與享樂態度，而實用與享樂態度亦均顯著正向地影響持續使用意圖。再者，研究結果亦證明使用者體驗顯著正向地影響實用態度，但卻無顯著地影響享樂態度。此外，體驗價值於使用者體驗及態度之間具有完全中介之效果亦被證實於本研究中。研究限制／啟發：本研究主要有二個限制，第一個限制為本研究僅以美容美妝線上品牌社群為研究題材，無法一般化至其他類型之線上品牌社群。另一個限制為影響線上品牌社群持續使用意圖之因素眾多，例如：滿意度、信任傾向及產品涉入程度等，未來研究可考慮將其納入研究模式一併探討之。理論／實務／社會意涵：本研究之結果發現可提供予線上品牌社群經營者作為決策之參考依據。創見／價值：本研究提出影響線上品牌社群持續使用意圖之重要決定因素之新洞見。

Purpose - This study aims to explore the impacts of users' experience of online brand community on experiential value, utilitarian attitude, and hedonic attitude. In addition, how these factors influence users' continuance intention. Design/methodology/approach - The users of FashionGuide are the subjects of this study. We apply structural equation modeling to test the proposed model and hypotheses. Findings - The results confirm that users' experience is positively and significantly related to experiential value, and in turn, influences utilitarian and hedonic attitude. Both utilitarian and hedonic attitude are also positively and significantly related to continuance intention. In addition, the results show that users' experience is positively and significantly related to utilitarian attitude but has no significant impact on hedonic attitude. Further, experiential value has a fully mediating effect between users' experience and attitudes. Research limitations/implications - This study has two main limitations. First, this study only focuses on online brand community users' experience of beauty products, constraining the generalization of the results. Second, there are many factors that influence continuance intention, such as satisfaction, trust propensity, and product involvement. Future research may consider incorporating these variables into their research model in order to provide a clearer insight into the factors that influence continuance intention for online brand communities. Practical implications/Social implications - These findings provide references for the online brand community managers in their decision-making. Originality/value - This study presents new insights into the determinants of continuance intention for online brand communities.

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