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线上品牌社群参与因果关係之研究-以台湾Mobile 01论坛3C版为例

【中文摘要】:过去几年,以线上互动方式的网站不断出现,并以持续快速发展趋势,这些网站能够促进使用者之间的沟通与交流。然而,品牌社群己经产生大量的好处,许多学者以往只专注于离线的品牌社群,这种品牌社群里成员关係和参与社群的程度会因地理範围而受到限制,所以目

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前需要转移焦点放在线上品牌社群,因为他们会比离线品牌社群更流行、更容易吸引顾客世界各地的

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顾客。另外,企业亦可以投放资源发展品牌社群,从社群成员收集意见,当作日后推出新产品的参考之用。
  本研究透过文献探讨,透过(Vivek Madupu,2010)提出的架构,试图去了解Mobile01成员使用品牌社群的动机,并进一步探讨社群成员是否经过与成员间互相讨论后,会影响他们继续使用该品牌产品或推荐该品牌给其他成员。蒐集Mobil01论坛之成员有效问卷样本数共153份。
  研究结果发现,与(Vivek Madupu,2010)学者的原始假设部份不同相同,资讯动机并不影响成员参与品牌社群;而成员相比其他动机更重视社群强化动机和社群整合动机。另外,各成员品牌及浏览网站次数的不同也会影响社群强化和整合动机。
  依照研究结果,建议企业经营者投放更多资源在建立品牌社群、维护社群成员及推广行销策略,例如:表扬在社群里经常发布主题的成员以及给予奖励来让成员更用心维护社群,并有助提升社群参与人数。
【英文摘要】:In the last few years, online brand communities have developed at an increasingly fast rate. These websites have been of great contribution by facilitating communication among the brand users. Previously, academics only focused on offline brand communities, but member participations for these communities were limited to individual locations. Academics must shift their perspectives from an offline to an online brand community focus. Not only are they more popular, they are also more attractive to global consumers. Corporations should invest more resources into brand communities in order to promote future products.
  This research utilizes the structure design proposed by VivekMadupu and attempts to understand the motive behind online brand community participation within Mobile01 members. One hundred and fifty three samples were collected from an online survey to determine whether member discussions would affect their recommendation towards a particular brand’s products.
  The results of the study were different than those of VivekMadupu; the information motive did not affect online brand community participation. Mobile01 members also placed more emphasis on both Social Integration Motive and Social Enhancement Motive compared to other motives. Moreover, the different types of brand products and the browsing frequency of the website was also a determining factor.
  According to the results of this study, suggestions are as follows: the company should invest more resources to maintainand develop brand community. They should also invest more resources in promoting marketing strategies. For example, it is important to recognize members for addressing a topic in the community. The webm

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aster can give awards to these members for their contribution in maintaining the brand community. This approach would help attract new members.
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  • 来源:中山大学;作者:吴嘉诚
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