教師資料查詢 | 類別: 期刊論文 | 教師: 李月華 Lee, Yueh-hua (瀏覽個人網頁)

標題:網路人際關係對品牌社群認同和對社群忠誠度影響之研究
學年97
學期2
出版(發表)日期2009/05/01
作品名稱網路人際關係對品牌社群認同和對社群忠誠度影響之研究
作品名稱(其他語言)A Influence Study Of Internet Relationship On Brand Community Identification And Community Loyalty
著者李月華; 莊易霖; 李秉軒
單位淡江大學企業管理學系
出版者臺北縣淡水鎮淡江大學企業管理學系
著錄名稱、卷期、頁數2009年(第六屆)提升競爭力與經營管理研討會論文集頁108-123
摘要本研究針對網路人際關係、品牌認同、品牌社群認同、社群參與及社群忠誠度進行相關性研究,並以使用Mac 電腦的網站社群為研究對象,採當面發放問卷之方式進行,共計有效樣本180 份,再以AMOS 統計軟體進行資料分析及數據解讀。
實證結果發現網路人際互動關係對於品牌社群認同、社群參與有一定的影響,社群成員對該社群的認同會受到品牌認同之影響,同時品牌認同也對社群成員參與具有正向幫助,另在社群成員參與及認同該社群之前提下,也會對社群忠誠度產生助益,進而聯繫到該社群的品牌商品,使企業增加收益。
本研究證實對社群經營者而言,如何抓住社群成員的心,需透過營造和諧的互動關係,增加社群成員對社群的認同,自然而然會對社群的忠誠度產生正向作用;故對企業而言,創造一個良好的互動環境,使人們不斷聯繫著彼此情感,討論相互認同之事物,產生了對環境的忠誠,也就是對所屬群體、社群的忠誠,也會直接或間接地影響到該品牌產品的銷售,創造企業之獲利。;The purpose ofthis research is to explore the correlation between interpersonal relationship in cyberspace, brand identification, community identification, community engagement and community loyalty. The research is conducted with 180 questionnaires collected from users of Mac as members of this Mac community in the website. The date collected is analyzed by AMOS statistical software.
The results show that internet interpersonal relationships and brand identification have influence on community participating and brand community identification. The community loyalty is tightly linked the community participating and community identification, in particular emphasizing the community attendance by members. This study highlights the importance of internet interpersonal relationships and community engagement as a necessary component of brand community identification.
Therefore, we proposed that the key to enhance the loyalty of virtual community is the need to encourage members to engage community activities. The more activities they participate, the higher community identification they get. Through high community identification and community engagement, it will establish a loyal community. Establish a loyal community is important; as a marketer of a brand, creating an environment where potential customers can interact with one another without restrictions. This will enhance the brand identification through the community activities.
關鍵字網路人際關係;品牌認同;品牌社群認同;社群參與;社群忠誠度;interpersonal relationship in cyberspace;brand identification;community identification;community engagement;community loyalty
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