Exploring The Antecedents Of Satisfaction And Loyalty In Virtual Brand Communities: Social Identity And Technology Perspectives

• Main Authors: Li, Tai-Yen, 李泰諺
• Other Authors: Wu, Ing-Long
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/16570536786585867378

碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 100 === In the age of information and communication, relationship marketing plays an important role. In this way, virtual brand community is regard as one of the most effective platforms to run relationship establishment and management among customer, brand, and third party. In our study, social identity and technology perspectives in virtual brand community are considered to be effect of successful development on user satisfaction and loyalty that overall construct is based on satisfaction profit chain. Brand belongs to social entity which can be dedicated self-concept in and have unique characteristics to be identified. In eCommerce, website quality stand for infrastructure to make sure development sustainable. Structural modeling techniques were applied to data collected by questionnaire from 505 practical users by online survey. The result confirms positive associations of all the hypotheses. Even so, the average score of trust counted from gathered data is slightly below intermediate value, three. This information gives us a caution that we should further concentrate on exploring causes that can make user confident in participation.