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    Title: 網路人際關係及品牌社群對品牌認同之研究
    Other Titles: An Influence Study of Internet Interpersonal Relationship and Brand Community on Brand Identification
    Authors: 李月華;王清梅
    Contributors: 淡江大學企業管理學系
    Keywords: 網路人際關係;社群參與;社群認同;品牌認同;Internet interpersonal relationship;Community engagement;Brand community identification;Brand identification
    Date: 2009-07-15
    Issue Date: 2012-02-15 14:12:43 (UTC+8)
    Abstract: 本研究主要探討網際人際關係、社群參與和品牌社群認同三方面互動的品牌社群關係對品牌認同及再購意願之影響。研究對象則以老地方冰果室為主要的研究社群,其為自由討論蘋果產品為主題的社群。本研究係透過版主利用網路隨機發放給會員填寫,問卷回收156份。本研究證實網路人際關係會影響社群的參與程度及透過品牌社群的參與可以有效提高品牌再購意願。
    This paper studies the interactions among internet interpersonal relationships, community engagement and brand community identification, and how the interactions influence on the brand identification and repurchase intention. We adopted internet questionnaire to collect data and the web owner randomizly gave to it members through their e-mail. The usable questionnaire is 156.The results of this study indicate that internet interpersonal relationship really has effect on community engagement. Community members take part community’s activities not only enhancing the brand community identification but also increasing the intention of repurchasing.
    Relation: 海峽兩岸企業管理學術研討會
    Appears in Collections:[企業管理學系暨研究所] 會議論文

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