This research is in discussed of the relations of sense of virtual brand community, the attitude of virtual brand community participation and virtual brand community participation. In accordance with the quotations of the correlation bibliography and logical inference, it has the necessity further to clarify the connections of all variables.
This research affiliation completes by the questionnaire survey way. This research samples take people who had been registered in FACEBOOK and participated in FACEBOOK’s 3C brand community in taipei. Affiliation by participant’s reply, so we can understand the relations of sense of virtual brand community, the attitude of vir-tual brand community participation and virtual brand community participation. Alto-gether the questionnaires are 360, and there are 346 returned except invalid unfinished volume which has not filled in 26. Totally effective questionnaires are 320 and the ef-fective returns-ratio is 88%.The questionnaires were analyzed by a variety of statistical methods, such as descriptive statistics analysis, reliability analysis, correlation analysis, and hierarchical regression analysis in this research.
This research’s analysis showed that intermediary variable the attitude of virtual brand community participation with sense of virtual brand community and virtual brand community participation have a significant mediating effect.
