| 摘要: | 在數位經濟時代，企業紛紛建立線上品牌社群來匯集品牌同好，分享並交流彼此的品牌經驗。企業可藉由打造社群內之感染氛圍，來增加顧客品牌投入，提升良好的品牌體驗，進而建立品牌忠誠度與創造良好的財務績效。愈來愈多學者提出企業應該藉由線上品牌社群來接觸顧客以創造競爭優勢，卻鮮少文獻討論線上品牌社群對顧客體驗之影響過程與其重要機制。因此，本研究欲探究線上品牌社群內顧客投入和相關機制對品牌態度與行為之影響。 本研究將探討顧客參與線上品牌社群時，其品牌社群投入之三個階段：第一，促使顧客品牌社群投入之動機因素；第二，實際顧客品牌社群投入之活化過程；第三，感染氛圍對其品牌態度與貢獻行為之評估。本案將以三項子計畫，探討企業如何利用線上品牌社群創造顧客品牌體驗。第一年著重探究線上品牌社群認同、顧客投入、品牌認同之間的關係，並檢測互動基礎與相似性基礎之干擾機制。第二年將進一步建構一跨期模型探討享樂、社交與實用動機如何影響顧客投入、關係品質、網路口碑與實際購買。有鑒於線上品牌社群內獨特的社群環境，第三年將發展一全新概念「感染氛圍」。本案將發展感染氛圍量表，並建構一實證模型探究顧客知覺感染氛圍如何影響其購買行為。 ;With the aid of social media technology, consumers have increasingly participated in social interactions in online brand communities (OBCs), and these interactions have become more managerially visible. These OBCs, supported by the development of information technology, may function as effective vehicles for firms to establish long-term relationships with consumers, and facilitate interaction with and among them, leading to enhanced brand experiences. Customer perceived contagious climate, indeed, has emerged recently to capture the total set of customer behavioral activities toward brands in OBC settings. Despite the importance of OBCs in brand communication literature, limited research has been conducted to explore how OBCs affect online customer experience and behavior. To gain greater insight into this potential, it is essential to understand how customer pre-engagement and post-engagement variables in OBCs influence consumer perceptions and behaviors. Specifically, the OBC-engagement process includes three significant stages: (1) development of motivations that prompt customers to engage in OBCs, (2) activation when customers become involved in performing OBC-engagement activities, and (3) evaluation of contagious climate as a critical mechanism in processing and generating contribution behaviors. Therefore, the purpose of this project is to decipher the relationship between OBC-engagement and customer brand experiences, using three subprojects with different points of penetration. The objective of the first subproject is to illustrate the relationships between customer engagement, customer–community identification, and customer–brand identification, and also assesses two categories of moderators, interaction-based and similarity-based factors. The second subproject will identify three distinct motives (hedonic, social, and utilitarian) of customer engagement, and determine whether these motivations cause members to engage in OBCs. As well, the relationships among customer engagement, relationship quality, electronic word of mouth, and actual consumption are determined by conducting a longitudinal study. To account for the potential advantages of contagious surrounding environments in OBCs, the third subproject will conceptualize, construct, refine, and test a multiple-item scale that examines key factors influencing the “contagious climate” based on psychometric scale development approaches. Moreover, this study plans to examine the effects of contagious climates on consumer behavior through the social influence process (i.e., internalization and compliance), which in turn influences purchase behavior. The related findings are expected to not only advance the theoretical understanding of OBC engagement and online customer brand experience, but also provide insights into the implications for firms in managing their OBCs. |
