本研究將以社群體驗理論為基礎，擬針對有使用線上品牌社群的顧客，探
討在線上品牌社群中影響顧客基礎品牌權益(Customer-based Brand Equity, CBBE)
的因素進行研究，並試圖瞭解影響線上社群顧客基礎品牌權益的因素為何？研
究透過調查問卷技術從有使用或參與線上社群 Facebook 和 Instagram的經驗者的
數據，依據調查目的向被選取的線上品牌社群成員瞭解情況和徵詢意見，分別
使用驗證性因素分析和結構方程模型來測試測量和結構理論，使用偏最小平方
法(Partial Least Squares, PLS-SEM)統計方法。研究發現，社群體驗對品牌體驗有
正向影響，社群體驗對品牌體驗有正向影響 ，品牌體驗對品牌附著有正向影響，
品牌附著對顧客基礎品牌權益有正向影響。本研究之結果可提供業界在擬定經
營線上社群相關決策時之參考，希望品牌企業可以透過本研究了解顧客在品牌
社群中影響 CBBE 的重要性之因素。
Based on the community experience theory, this study aims to explore the factors
that affect Customer-based Brand Equity (CBBE) in online brand communities for
customers who use online brand communities, and try to understand the factors that
affect the basic brand equity of online community customers. The survey was conducted
through questionnaire technology from data from people who had experience in using
or participating in the online communities Facebook and Instagram, and asked selected
members of the online brand community for information and solicitation of opinions
according to the purpose of the survey, using confirmatory factor analysis and structural
equation models to test measurement and structural theory, respectively, and using
partial least flat method statistical methods. The study found that community experience
has a positive impact on brand experience, community experience has a positive impact
on brand experience, brand experience has a positive impact on brand attachment, and
brand attachment has a positive impact on customer-based brand equity rights. The
results of this study can provide reference for the industry when making decisions
related to operating online communities, and it is hoped that brand enterprises can
understand the factors that influence the importance of CBBE in the brand community
through this research.
