This study investigates the interaction between online interpersonal relationships, community engagement, and brand community identification, and how these interactions influence brand identification and repurchase intention. The target online community is Frosty Place, which is a brand community for Apple Corporation’s products. The questionnaire consists of 156 valid questions. This study’s results indicate that online interpersonal relationships affect community engagements. When community members participate in activities, they enhance brand community identification and increase repurchase intention. Online interpersonal relationships extend virtual interpersonal relationships into real interpersonal relationships based on community engagements.
關聯:
International Journal of Digital Content Technology and its Applications 5(7), pp.297-305
