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線上品牌社群成員具有對立忠誠？－以汽車品牌社群為例 = Do Onlin...

國立高雄大學資訊管理學系碩士班

線上品牌社群成員具有對立忠誠？－以汽車品牌社群為例 = Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities
作者:	馮連暉,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民100
面頁冊數:	49葉圖，表格 : 30公分;
標題:	線上品牌社群
標題:	online brand community
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/36599747243662782965
附註:	參考書目：葉34-37
摘要註:	品牌社群成員為了擁護所支持的品牌，因而對其他競爭品牌產生「對立忠誠」，然而對此進行實徵探討的研究卻付之闕如。因此本研究之目的為探討品牌社群互動特性對社群成員知覺利益的影響，以及知覺利益是否會引發社群成員的社群承諾，和社群承諾與對立忠誠的關係，並以台灣常見之線上汽車品牌社群成員為研究對象，共取得 283份有效樣本。分析結果顯示，品牌社群互動特性能讓成員知覺到諸多利益，其中「品牌社群活動」是最顯著影響成員知覺利益的特性。另外，社交及娛樂利益是高參與度成員形成社群承諾的主因，對低參與度群成員而言，則是學習及娛樂利益，然而無論是高或低參與程度的社群成員，其具有社群承諾後都會形成對其他競爭品牌的對立忠誠。本研究並依照結果提出建議，以供企業在線上品牌社群營運上的參考。 In order to stand up for the brand they support, members of brand community result “oppositional loyalty” in other competitive brands. However, empirical studies about this topic are necessary but deficient. Therefore, the objective of this study is to find out how the interactive characteristics of brand community affect the perceived benefits of community members and whether the perceived benefits could cause members’ community commitment as well as the relationship between community commitment and oppositional loyalty. This study took the members of common online automobile brand community in Taiwan as the research objects, and totally got 283 valid samples. The analytical results reveals that interactive characteristics of brand community make members perceive many benefits, and especially “brand community activity” is most noticeable. Further, social and recreational benefits are the main factors the high-degree participated members formed community commitments, for the low-degree ones, they instead focus on the learning and recreational benefits. Nevertheless, no matter the high-degree or low-degree members, once they have community commitments, they will form oppositional loyalty to other competitive brands. According to the results, this study provides suggestions to enterprises for online brand community operation.

線上品牌社群成員具有對立忠誠？－以汽車品牌社群為例 = Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities
馮, 連暉

線上品牌社群成員具有對立忠誠？－以汽車品牌社群為例 = Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities / 馮連暉撰 - [高雄市] : 撰者, 民100. - 49葉 ; 圖，表格 ; 30公分.
參考書目：葉34-37.
線上品牌社群online brand community

線上品牌社群成員具有對立忠誠？－以汽車品牌社群為例 = Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities
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