虛擬品牌社群參與動機與品牌依附關係之研究

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28270

Title:	虛擬品牌社群參與動機與品牌依附關係之研究 The Impact of Motives of Virtual Brand Community Participation on Brand Attachment
Authors:	江浩平 Chiang, Hao-Ping
Contributors:	國際企業管理學系
Keywords:	品牌依附虛擬品牌社群享樂性動機功利性動機自我一致性 brand attachment utilitarian motive virtual brand communtiy hedonic motive self-congruence
Date:	2014-06
Issue Date:	2014-09-26 17:10:51 (UTC+8)
Abstract:	創造品牌依附是品牌成功之關鍵因素，已成為當代企業及行銷研究之重要議題。為促使消費者依附於品牌，最佳策略即為藉由消費者之虛擬品牌社群參與。然而，既有研究仍欠缺探討虛擬品牌社群參與動機對品牌依附之影響，及虛擬品牌社群參與動機如何影響品牌依附。本研究透過實體及網路問卷，共收集593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，本研究在控制公眾自我意識之條件下，虛擬品牌社群之享樂性與功利性動機均顯著正向影響品牌依附，而理想自我一致性則扮演享樂性參與動機對品牌依附之部分中介變數，然而，真實自我一致性則無法解釋功利性參與動機與品牌依附之關係。本研究結果提供行銷人員許多重要之理論意涵及管理意涵。 Creating brand attachment is a critical branding issue in today’s marketing world. One way to achieve this is by virtual brand community participation. Some key questions, however, are what motives of virtual brand community participation are the most powerful drivers of brand attachment and how these motives of virtual brand community participation influence brand attachment. On the basis of one empirical study of 593 virtual brand community participants, this research show that the implications of the hedonic and utilitarian movies of brand community participation for consumer’s brand attachment are complex and differ by type of self-congruence (ideal self-congruence and actual self-congruence) after controlling public self-consciousness. On a general level, hedonic motive of brand community participation has the greatest positive impact on brand attachment. Ideal self-congruence plays the partial mediator between hedonic motive of brand community participation and brand attachment. However, actual self-congruence does not explain the positive relationship between utilitarian motive and brand attachment. This research discusses significant academic and managerial implications of these findings.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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