網路社群興起至今已成為主流趨勢，站在企業經營者的角度，網路社群成為與顧客接觸、互動及品牌推廣的新平台。目前網路品牌社群相當流行，經常發生品牌社群塑造之個性與實際品牌個性不一致之問題，進而造成消費者對品牌認知混淆，但過去較少有品牌稀釋這類型的相關研究。據此，本研究認為瞭解實體與虛擬品牌社群個性差異性與品牌稀釋之關係，對於促進品牌發展具有正面影響。
本研究透過文獻資料之蒐集與彙整，提出假說後，透過問卷調查法，針對有接觸實體、虛擬品牌社群的消費者進行調查，共計回收442份有效問卷。研究結果顯示實體與虛擬品牌社群個性差異性正向影響品牌稀釋，且確實會受到品牌知名度的干擾。最後提出討論及實務管理意涵，並希望研究結果能提供學術界或品牌主實務參考之價值與貢獻。
The rise of the Internet community has become a mainstream trend, from the business owner's point of view, Internet community has become a new platform in contact, interactive and Brand Promotion with customers. The current virtual brand community is quite popular. But shaping brand community personality doesn't match with the actual brand personality happens very often, so consumer confused about brand cognition. But there are fewer brands dilute this type of related research in the past. Accordingly, this study shows that understanding the relationship between online brand community personality and brand personality are difference. The result has a positive impact in brand development.
By collected and aggregated literature to discuss the establishment of the hypothesis, and study is expected to follow through questionnaires, targeted by consumers who use the brand community to investigate. We recovery of 442 valid questionnaires. The result revealed that difference between online brand community personality and brand personality has a positive relationship with brand dilution, and indeed interference because of brand awareness. At last, discussed the implications for theory and managerial practices. Hope the results can provide reference valuable and contribution to academia and brand industry.
