運動品牌虛擬社群之研究現況與展望

Research status and prospects of virtual communities in sports brands

10.6169/NCYUJPEHR.202312_22(2).0007

陳則瑋(Che-Wei Chen)；倪瑛蓮(Ying-Lien Ni)

運動品牌 ； 虛擬社群 ； 品牌行銷 ； sports brand ； virtual community ； brand marketing

嘉大體育健康休閒期刊

22卷2期（2023 / 12 / 31）

106 - 119

繁體中文;英文

近年來人們對於自身健康意識逐漸提高，促使了運動風氣的盛行，舉凡各種運動例如：籃球、排球、健身等…，熱愛各種運動的人群不可勝數。此外，網路的進步，使社群平台具有各種不同的種類，也令許多用戶透過了虛擬社群來分享自身的生活和穿搭，其中的某些單品也不乏為運動的元素在裡頭。而運動品牌則分別從上述兩種類型的用戶中開發產品，以利企業能夠增加收益。本研究將透過文獻的蒐集與彙整進行研究，首先，分析虛擬社群具有何種類型與之功能，其次，針對虛擬社群的相關研究進行彙整，並從虛擬品牌社群意識、虛擬品牌社群認同、虛擬品牌社群參與統整出各項關聯與特性，並提出運動品牌運用虛擬社群之建議與未來展望。就研究之結果，研究者指出運動品牌能夠針對虛擬社群不受限時間、空間的特性，多加蒐集不同地域用戶之意見，並讓消費者共同研發運動單品，以滿足不同類型使用者的需求。最後，妥善經營虛擬社群之平台也是品牌企業之重要課題，藉由虛擬社群的完整營運並採開放之態度採納用戶之意見使消費者對品牌產生認同感，以增加顧客對品牌企業的黏著度與企業之銷量。

In recent years, there has been a growing awareness of personal health, resulting in the prevalence of a sports culture. Numerous individuals exhibit a passion for various sports, such as basketball, volleyball, and fitness. Moreover, the internet's advancement has led to the emergence of diverse social platforms, enabling users to share their lifestyles and fashion through virtual communities that often incorporate sports elements. Sports brands have responded by developing products aimed at users from these two types of communities, with the goal of increasing their revenue. This study aims to investigate the existing research on virtual communities by conducting a literature review and analysis. Firstly, an analysis of the types and functions of virtual communities will be conducted. Secondly, relevant research on virtual communities will be synthesized, integrating the relationships and characteristics of virtual brand community awareness, identity, and participation. Lastly, suggestions and future prospects will be proposed for sports brands to effectively utilize virtual communities. Based on the research findings, it is suggested that sports brands can leverage the unrestricted time and space characteristics of virtual communities to gather opinions from users in different regions and involve consumers in co-developing sports products that cater to their diverse needs. Additionally, proper management of virtual community platforms is crucial for brand enterprises. By comprehensively operating virtual communities and adopting an open attitude towards user feedback, brands can foster a sense of identification among consumers, thereby increasing customer loyalty and sales for the enterprise.

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