品牌承諾與社群認同對品牌忠誠度之影響

Abstract

隨著資訊的發達，消費者在進行購買決策前都會先上網蒐集產品資訊，因-而使品牌社群扮演著重要的角色。本研究採用個體及群體層級來探討品牌忠誠度的影響力來源，個體層級以品牌承諾為代表，而群體層級則以社會識別理論為出發點的社群認同作為探討的依據。結果顯示，品牌承諾能有效提升品牌忠誠度，但是社群認同對於品牌忠誠度不存在影響效果。唯有透過品牌承諾為中介變數，才能使社群認同有效提升品牌忠誠度。 在本篇論文中，品牌承諾包含了情感型承諾、計算型承諾及規範型承諾。社群認同包含了認知型認同、情感型認同和評價型認同，而社群認同則採二階驗證性因素模型。126位Ford品牌的FSC線上社群成員為本研究之施測對象，研究結果將論述管理意涵與未來研究建議。With the advanced information technology, consumers always try to collect the information about the product they want to buy on the Internet before them making decision. Consequently, Brand community plays an important role in our life. This paper develops the model to explain the sources of brand loyalty on individual and group level, the individual level is brand commitment and the group level is brand community identification that is based on social identity theory. The results suggest that brand commitment can enhance brand loyalty effectively, but the brand community identification for brand loyalty doesn’t has influence and only through brand commitment as mediator, makes brand community identification enhance brand loyalty effectively.

In this paper, brand commitment can be measured by three values: affective commitment, calculative commitment and normative commitment. Brand community identification can be measured by three values: cognitive identification, affective identification and evaluation identification, and the brand community identification based on second-factor confirmatory factor analysis model. We have collected One hundred and twenty-six respondents those participated Ford’s community-FSC group. Implications for managers and future research directions are discussed.