| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 101 === As the development of Internet and communication tools, social media has become one of the main tools for establishing and maintaining relationship between marketers and consumers. This study attempts to explore how communicate environment and psychology influence relationship between consumers and brand and relationship between consumers and brand fan pages. By social communication point of view, understand which factors can enhance customer citizenship behavior. In addition, this research distinguishes all samples into three types of brand users for exploring different brand relationships and brand fans relationships.
The research sample consists of 693 members who have used Apple products and participated Apple brand fans on the Facebook at least three months. The important results indicate: (1) by cluster analysis, brand users can be divided into “Health Dabbler”, “Confident Expresser” and “Inferiority Isolationist”; (2) different types of brand users establish brand relationships and brand fans relationships by different ways; (3) environment factors affect the brand identification and brand fans identification; (4) the similarity between brand and brand fans will affect brand identification and partly affect brand fans identification; (5) brand users commit to brand and brand fans may not result customer citizenship behavior, may depend on different types of brand users.
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