The Impact of Brand Community Engagement on Repurchase Intention － Brand Community Identification as Mediator

• Main Authors: Chang, Hung-Lun, 張紘綸
• Other Authors: Yu, Annie-Pei
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5zb88z

碩士 === 國立中正大學 === 企業管理研究所 === 103 === This main purpose of this research is to investigate relationship between consumers' brand community engagement, brand community identification and repurchase intention in the context of smartphone cousumer generated brand communitis. Furthermore, this research also discuss that brand community identification is a significant mediator linking brand community engagement and repurchasing intention. This research will take the smart phone's brand community as example. In this study, questionnaire was used to collect data, and finally 259 valid sample are adopted, Using SPSS for data analysis, After statistical analysis and prove, we can find some conclusion： 1.The better brand community engagement is, the higher community identification have. 2.The better brand community identification is, the higher repurchasing intention. 3. The better brand community engagement is, the higher repurchasing intention. 4.The brand community identification is a significant mediator linking brand community engagement and repurchasing intention.