| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 98 === With the development of the Internet, consumers can receive the information of brand/ product through the virtual community, which has also been proven to significantly influence consumer attitudes and behavior of the brand. However, in the past studies have often neglected enterprises are most concerned about issues, that is, whether the electronic word of mouth would have an impact on brand loyalty. Thus, this research focuses on how, electronic word of mouth influence customer’s brand loyalty. The experimental design approach this research is based on divided into four experiments and focuses mainly on comments made on virtual community. to explore the specific brand reputation in order to understand how these electronic word of mouth influence consumer brand loyalty, this research from participation motives as a starting point to explore a different motivation for participating to the virtual community will moderator with the relationship between electronic word of mouth and brand loyalty.
The results showed that the electronic word of mouth（valance and volume） are positive related to brand loyalty. In addition, the different of participation motivation（Information interactive, the exchange of interests, psychological needs and entertainment nature） have positive impact on brand loyalty, but also the moderating effect of the relationship between the electronic word of mouth and brand loyalty.
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