本研究探討虛擬品牌社群成員之人格特質與品牌社群承諾之關係，並同時探討社群發起型態其中的干擾角色。透過網路問卷收集資料，總共調查蘋果電腦使用者社群、Window Xbox玩家社群、LOMO Taiwan Group、Nissan Taiwan club、BMW motor club、裕隆納智捷籃球隊球迷社群、蘋果電腦使用者社群、SONY PSP玩家社群、紐約洋基棒球隊球迷俱樂部、L. A. Lakers Fan’ s club等九個虛擬品牌社群之成員，共計回收了212份有效問卷。研究結果顯示，虛擬品牌社群成員的自我彰顯(self-enhancement)、自我超越(self-transcendence)與自我呈現(self-expression)等人格特質會顯著正向影響品牌社群承諾，社群發起型態會干擾自我超越對品牌社群承諾之影響，但並不干擾自我彰顯與自我呈現對品牌社群承諾之影響。本研究討論研究結果在理論與實務上的意涵，同時對未來的研究方向提出建議。
The study examined the relationship between virtual brand community member’s characteristics and brand community commitment, and examined the moderating role of the relationship between virtual brand community member’s characteristics and brand community commitment. Data were collected from an online survey to members of virtual brand communities, including Window Xbox players’ forum, LOMO Taiwan Group, Nissan Taiwan club, BMW motor club, fans community of Yulon basketball team, Apple users’ community, Sony PSP players group, Yankees’ fans club, and L. A. Lakers Fan’s club. Total 227 members provided the effective data. The results revealed that brand community commitment was influenced positively by the mem-ber’s characteristics, such as self-enhancement, self-transcendence and self-expression. Moreover, the hosting type of virtual brand community moderated the relation between the member’s characteristics and brand community commitment. The authors discussed the implications for theory and managerial practices and suggested directions for the future study as well.
