| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 96 === A Virtual Brand Community is a community which contains a customer-centric structural social relation toward a specific brand among members through internet primarily. Moreover, a brand community with a powerful sense of community would generally bring greater value to marketers and community members. The purpose of this research will conceptualize the sense of virtual brand community and validate its antecedents and consequences.
First, in pretest, we use exploratory factor analysis and extract factors for the sense of virtual brand community and the antecedents and consequences. Then we collect 555 qualified samples to validate hypotheses, the research findings are listed below:
(1)Leaders’ enthusiasm has positive effects on membership and identification, shared emotions and fulfillment of needs.
(2)Off-line activities has positive effects on membership and identification, Influence.
(3)Perceived playfulness has positive effects on membership and identification, shared emotions and fulfillment of needs, and influence.
(4)Perceived usefulness has positive effects on shared emotions and fulfillment of needs, and brand identification.
(5)Brand image has positive effects on membership and identification, influence, and brand identification.
(6)Brand attitude has positive effects on brand identification.
(7)Membership and identification, shared emotions and fulfillment of needs, and brand identification have positive effects on community loyalty.
(8)Shared emotions and fulfillment of needs, and brand identification have positive effects on brand equity.
The results of empirical study confirm the relationships between the sense of virtual brand community and the antecedents and consequences. Conclusions and implications for managing a virtual brand community are also offered.
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