题名

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

并列篇名

The Influence of Brand-Customer Relationships, Community Member-Other Members Relationships on Community Citizenship Behavior: Testing of Multiple Mediating Effects

DOI

10.6188/JEB.2014.17(1).03

作者

許立群(Li-Chun Hsu)；池文海(Wen-Hai Chih)；林庭妤(Ting-Yu Lin)

关键词

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

期刊名称

電子商務學報

卷期/出版年月

17卷1期（2015 / 03 / 01）

页次

49 - 89

内容语文

繁體中文
中文摘要

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。
英文摘要

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.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
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被引用次数
  1. 蔡佩諭(2016)。意見領袖的信任影響消費者購買意圖及品牌口碑之研究-以美妝部落格為例。淡江大學管理科學學系碩士班學位論文。2016。1-67。 
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