本研究透過虛擬問卷(questionnaires survey)，提供受訪者一個特定的網頁連結，透過此網頁連結，受訪者可直接點選進去填寫本研究問卷，共收集458位參與虛擬品牌社群之消費者作為研究樣本。實證結果顯示，本研究在控制產品涉入及公眾自我意識之條件下，品牌社群參與顯著正向影響品牌的情感依附。當消費者採取促進焦點時，會顯著強化品牌社群的參與與品牌的情感依附之關係，另外，消費者採取預防焦點時，也會顯著強化品牌社群的參與與品牌的情感依附之關係。
This study empirically examines the relationship between brand community participation and emotional brand attachment. We also discuss the moderator effect of regulatory focus on brand community participation and emotional attachment.
In this study, we use virtual questionnaires to collect data. There are 458 respondents in our sample including college students, officials, and employees in the company. According to the empirical result, when our study is under the conditions of product involvement and public consciousness, brand community participation has positive effect on emotional brand attachment. On the one hand, when the consumers take the perspective of promotion regulatory focus, the perspective of promotion regulatory focus can strengthen the relationship between brand community participation and emotional brand attachment. On the other hand, when the consumers take the perspective of prevent regulatory focus, the perspective of prevent regulatory focus also can strengthen the relationship between brand community participation and emotional brand attachment.
