| 摘要: | 本研究旨在探討顧客品牌參與、品牌認同、社群認同及品牌信任的關係。本研究採用網路調查法，針對使用社交媒體平台了解或關注某一美妝或運動品牌的顧客發放問卷，共計回收有效樣本318人。研究結果顯示：(1)品牌參與正向影響品牌認同；(2)品牌參與正向影響社群認同；(3)品牌參與正向影響品牌信任；(4)品牌認同正向影響品牌信任；(5)社群認同正向影響品牌信任；(6)品牌參與經由品牌認同之中介正向影響品牌信任；(7)品牌參與經由社群認同之中介正向影響品牌信任。本研究討論發現在理論以及社群媒體上之意涵，同時對於未來的研究方向提出建議。
The purpose of this study is to explore the relationships among consumer brand engagement, brand identification, community identification and brand trust. We ad-ministered surveys via the internet to collect data from 318 consumers who use a social media to follow beauty or sport brands. The results show that: (1) brand engagement positively affects brand identification and brand identification; (2) brand engagement positively affects brand trust; (3) community identification and brand identification positively affects brand trust; (4) the positive effects of Brand engagement on brand trust is mediated by brand identification and community identification. This research discusses the implications of theory and social media, and suggestions for future re-search. |
