Summary: | 碩士 === 國立中山大學 === 資訊管理學系研究所 === 101 === Abstract
The rise of social network narrows the gap between people, and it only takes a
few minutes to share information. Recognizing this enormous potential, social
network marketing becomes the most high-profile marketing practice, however, after
many companies followed the trend and started managing network brand community,
they found it didn''t work as well as what they''d expected, and then they gave up. This
study explores how community members establish their network brand community
identity and what it has impacted on people. The study uses six aspects constructed of
information disclosure, brand image, community distinctiveness, community prestige,
involvement and perceived benefit as network brand community identity, and uses
brand recognition and purchasing behavior as the impact of brand community identity.
The study objects are network brand community members of President Starbucks
Coffee Corp. on Facebook, we sent out questionnaires with convenience sampling
through network and there were 123 effective questionnaires. The research result
shows:
(1) Communities publish brand image-related messages has a significant
impact on establishment of network brand community identity.
(2) Community prestige has a significant impact on establishment of network
brand community identity.
(3) Involvement has a significant impact on establishment of network brand
community identity.
(4) Perceived benefit has a significant impact on establishment of network
brand community identity.
(5) There is an absolute mediating effect among network brand community
identity, brand recognition and purchasing behavior.
Keywords: brand community, social identity, involvement, perceived benefit, brand
identity
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