The Relationship of Internet Social Support on Alcoholic Beverage Community Loyalty－The Mediating Role of Community Identity

• Main Author: 林佩霓
• Other Authors: SU,CHIA-KAI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/w829wt

碩士 === 南臺科技大學 === 餐旅管理系 === 104 === With economic growth and changing eating habits, tasting alcoholic beverage has become an important part of Chinese food culture. It has become a part of social life of participate alcoholic beverage event. The purposes of study were to investigate the Internet alcoholic beverage among social support, community identity and loyalty. In catering activities, “tasting alcoholic beverage community" is as the gradual rise activities. Therefore, the present study to explore the internet in addition to social support, the relationship between the community identity and community loyalty, further verification community recognition for loyalty and interpersonal relationship network community mediation role. In this study, members of the tasting alcoholic beverage virtual community for the study, to collect data through convenience sampling, 242 questionnaires were issued to recover the 212 valid questionnaires; the effective response rate was 87.60%. In this study, the questionnaire respondents had first recovered data to do statistical analysis of sample properties is described, and then the questions of the questionnaire reliability analysis, factor analysis and correlation analysis, followed by Baron and Kenny (1986) point of view, to regression test mediation patterns, and finally to Sobel test (1982) test variables mediating effect between items. The results show: Tasting alcoholic beverage virtual community members, mostly male, aged 36 to 45 years young population, level of education at the university / college, to engage in business-oriented services and the northern dwellers more monthly disposable income 50,000 or more, more than the number of 16 to 20 hours on average per month to use the Internet as the main tasting virtual community groups. Network of community relationships loyalty significant positive impact on the community identity significant positive impact on the community loyalty. The results showed that the more attention to the identity of the members, the more community members to understand the virtual wine tasting, by the accumulation of network relationships, the community will continue to increase loyalty. Thus, having a significant mediation effect of community identity, and proposed management tasting virtual community, it is recommended practice to help members reach more resources tasting pipeline, connecting cognitive and emotional elements of strengthening elements, to meet the needs of community members, there help promote network relationships, so tasting virtual community members to improve loyalty.