Examine the Formation of Brand Community Identity and Its Effect on Purchase Behavior

• Main Authors: Juei-hsueh Tsao, 曹瑞雪
• Other Authors: Chao-Min Chiu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/24744118445641523578

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