| Summary: | 碩士 === 國立東華大學 === 管理學院高階經營管理碩士在職專班 === 102 === This study investigated the effects of perceived trust, electronic word of mouth and psychological variables on brand identity in the context of brand community website. This research adopted the social identity theory to explore the behavioral intention of brand community members from the relationships among brand identity, brand community identity, and brand community commitment. The respondents of this research were Apple brand community members of Facebook fan page with at least three months experience in Taiwan. This study collected 319 valid samples and the results indicated that (1) trust has significant and positive effects on electronic word-of-mouth(e-WOM) and psychological variables, respectively. (2) Psychological variables have significant and positive effects on brand identity. (3) Brand identity has significant and positive effect on brand community identity. (4) Brand identity and brand community identity have significant and positive effects on brand community commitment and brand affective commitment, respectively. (5) Brand community commitment and brand affective commitment have significant and positive effects on behavioral intentions, respectively. (6) E-WOM is the mediator between trust and belonging. (7) Brand community commitment is the meditor between brand affective commitment and behavioral intentions.
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