An Experimental Study of The Effects of Brand Community Virtual Product Experiences, Product Categories, Brand Strength and Brand Attitude

• Main Authors: LIU, YI-HUI, 劉懿慧
• Other Authors: FANG, HSIANG-MING
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/39966128580189323894

碩士 === 靜宜大學 === 企業管理學系 === 104 === The objects of this study aims to examine whether the different product portfolio and brand community virtual product experience—Mere Virtual Presence with Product Experience (MVPE) and Social Virtual Product Experience (SVPE) will influence brand attitude. Basis on purpose and literature review, this study proposed four hypotheses and design of experiments was used. And then, product portfolio divided into strong brand / search goods、strong brand / experience goods、weak brand / search goods、weak brand / experience goods, each has three kinds of product experience situations. The subjects were 353 students who took the same course in a university. This study major findings were as follows: (1)Product is a strong brand and search goods, whether the brand community virtual product experience will not influence brand attitude. (2)Product is a strong brand and experience goods, consumer prefer MVPE, as compared to others. (3)Product is a weak brand and whether search goods or experience goods, consumer prefer giving SVPE, as compared to others.