| Summary: | 碩士 === 銘傳大學 === 資訊傳播工程學系碩士班 === 95 === Brand operators have begun to pay attention to the profit-making capacity of network community services, and expect it can promote the brand cohesion, and bring the market new business. The community service is to provide a space where members can post evaluations and comments on the same products, and where members can seek for fellow members’ information under the circumstance of non-commercial relationship.
The purpose of this study is to investigate the development of the interaction on the brand cohesion in domestic amateur vehicle community by using “HONDA Fun & Family” vehicle community as the research sample. The questionnaire includes four parts: the community service, the attributes of participants, the aspects of brand cohesion, and the demographic variables with a five-point Likert-type scale. 317 valid samples, out of 331 analyzed with SPSS statistics software.
The result shows most of the participants are young, married, highly educated, living at the north of Taiwan, holding stable incomes, browsing forums frequently, and experienced members in this community. Three constructs and ten parts in total were analyzed with the Cronbach’s α and the α returned 0.817. Through the analysis of the Pearson’s γ and the multiple regression findings are as the followings:
1.A better interaction relationship and a better operation of the community can promote the degree of participation of the non-community members.
2.The entity activities of the community are positively correlated with the types of participants and the brand cohesion.
3.More participation of the members return a higher impact on the brand cohesion.
4.The interaction types of the community are significant over the brand cohesion.
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