A Study on Internet Virtual Brand Community of Co-creation Value

• Main Authors: Huei-Fong Lyu, 呂彗鳳
• Other Authors: Pei-Ling Hsieh
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/84282677140335302896

碩士 === 德明財經科技大學 === 服務業經營管理研究所 === 99 === The co-creation of value on e-commerce has become an important issue to marketing and business management today. Especially, the virtual/online brand community should significantly affect consumers’ value, further form trust, commitment and loyalty, but they appear to have received less research attention thus far. In this study, a few empirical study point of view of consumers on the virtual/online brand community of co-creation value. In this article, we explore the nature of the online brand community, consumers’ value, trust, commitment and loyalty, as well as the relationships among these constructs. This study first provides an overview of research into virtual/online brand community of co-creation value with consumers, brand trust, relationship commitment and brand royalty. The respondents were chosen with attending virtual/online brand community experience. Then we analyzed data and tested with structure equation modeling (SEM). The results shows virtual/online brand community characteristics have directly positively influence customer value, relationship commitment and brand royalty. According to the results and discussion, also we show discuss limitations of the study; draw managerial implications relating to the co-creation value of virtual/online brand community, and some areas for further research.