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.
