| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 97 === The true value of the community is based on gathering a group of people together. A brand community is based on gathering people who like the identical brand together to have their opinions be respected and help them to get the resources they need. Many enterprises have established their own brand communities as the channels to communicate with their customers. Or the brand amateurs established their communities by themselves to share and exchange their ideas and thoughts after using the products. These are becoming more in fashion day after day.
While people of the community are interacting among themselves, they feel similar characteristics with others and then a kind of atmosphere of trust with each other is developed. Does this cause the community to have psychological identification and encourage the level of the behavior of community engagement? Will community engagement affect people’s brand knowledge, perceived risk, product involvement, and purchase intention further? It is one of the core questions about internet communities and brand management. The study of management regarding psychology and behavior of brand community engagement is still shallow, however, and it needs to be further explored.
This research proposes a conformability construction, to discuss with community identification, the influence of consumer behavior on community engagement, and takes the brand photography community as the verification object. The brand photography community gathers the consumers who are already brand amateurs or people who are going to purchase. Besides the product correlation discussions, the people of the community share their photographic works, photograph outdoor and dine together, and so on. The interaction between people of the community is frequent. The internet questionnaire form is designed for this research and there are a total of 243 effective questionnaires that were retrieved. We examined the hypotheses of this research by structure equation model.
In recent years, people are taking the subject of the brand community seriously. According to the related studies, the consumers participating in brand communities show greater brand loyalty. The results of this research showed that community engagement could promote the people’s brand knowledge and product involvement effectively. The level of the product involvement could reduce the perceived risk of the brand camera to people of the community, as well as encourage their purchase intention. No matter if the enterprise either establishes its community or cooperates with other high flow communities it is a fast way to disseminate the information. At last, the purport of academic and management is discussed at the end of the article. We proposed the overall conclusions and suggestions according to the results of this research.
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