The antecedents of virtual brand community engagement and re-purchase intention: The perspective of 7-ELEVEn of Facebook

• Main Authors: Chang Chih-Hsiang, 張智翔
• Other Authors: Jen Wen-Yuan
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/67528855989271584558

碩士 === 國立聯合大學 === 資訊與社會研究所 === 99 === Recently, there are many virtual brand communities built on the Internet. The impacts of virtual brand community are valuable issues for business managers and researchers. This study focuses on the constructs (virtual brand community engagement, virtual brand community membership, virtual brand community identification, virtual brand community loyalty and brand loyalty) which impact the re-purchase intention of consumers based on 7-ELEVEn sampling from Facebook subgroups. The interrelationships between the six variables were hypothesized and the hypotheses were empirically tested. According to the 7-ELEVEn sampling of Facebook, the results indicate that “virtual brand community engagement,” “virtual brand community identification,” “virtual brand community loyalty,” and “brand loyalty” significantly affect the re-purchase intention of consumers indirectly and directly. The findings suggest that the impacts of the virtual brand community of the Internet are positively associated with consumer’s real life. The results of the study provide an expanded understanding of the factors that contribute to the impacts of virtual brand community. More implications of the relationship among engagement, identification and loyalty of virtual brand community, brand loyalty and re-purchase intention are discussed in this study.