社群網站使用者積極參與品牌社群的動機及其對品牌承諾之關係探討－以Facebook粉絲頁為例

Abstract

建立並促進顧客的品牌承諾已經是許多企業的主要策略。隨著社群媒體快速興起並佔據人們的生活，越來越多企業開始使用社群媒體身份(social media identity)，例如Facebook官方品牌粉絲頁，促進與顧客之間的互動與溝通以增強顧客對品牌的情感連結。Facebook粉絲頁是一個基於社群網絡的線上品牌社群例子，而成員的積極參與是品牌社群的一個重要成功關鍵，因此本研究借鑒兩個關係的相關理論：社會交換理論與人際吸引模式，結合影響品牌承諾的兩個情感因子：品牌信任與品牌關係滿意度，嘗試建構一個完整的理論模型探討顧客在社群媒體的環境下積極參與品牌社群的動機及其對品牌承諾的影響。 本研究採用問卷調查，一共回收了246份有效問卷，實證研究結果發現積極參與行為確實會透過品牌信任及品牌關係滿意度兩個情感因子促進品牌承諾，而積極參與行為的主要是受到顧客對於與品牌互動的感知關係報酬所影響，視覺吸引、關係兼容性、關係接受度則是三個感知關係報酬的顯著影響因子。最後根據研究結果對學術及實務界提出相關建議。

Establishing and promoting customer's brand commitment is already a major strategy for many enterprises. With the rapid rise of social media, more and more enterprises begin to use social media identity, such as the Facebook official brand fan page to promote interaction and communication with customers, enhancing affective connection between customers and brand. Facebook fan page is an example of online brand community based on social networks. And member’s active participation is an important key to successful brand community. So this study learns from two theories about relationship: social exchange theory and interpersonal attraction model, combined with two affective factors of brand commitment: brand trust and brand relationship satisfaction, trying to construct a theoretical model to explore the customer’s motives to participate in brand community actively in the social media context and its relationships with brand commitment. This study used a questionnaire survey with a total of 246 valid questionnaires were collected. The empirical research finds that the active participation can indeed enhance brand commitment through brand trust and brand relationship satisfaction, and active participation is mainly influenced by customer’s perceived relationship rewards for interaction with brand. Visual appeal, relationship compatibility and relationship receptiveness are the significant factors of perceived relationship rewards. In the whole, some implications for researchers and practitioners are provided.