Do Online Brand Community Members Possess Oppositional Loyalty? – A Case of Automobile Brand Communities

• Main Authors: Lien-Hui Feng, 馮連暉
• Other Authors: Ying-Feng Kuo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/00929868253144570705

碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 99 === 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.