The Influence of Augmented Reality and Location Based Service Platform Quality on Virtual Brand Community Loyalty-Illustrated by the Example of Pokenmon

• Main Authors: ZHAO,WEI-SYUAN, 趙偉軒
• Other Authors: LIN,YI-PING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/45087613232103590924

碩士 === 國立高雄海洋科技大學 === 供應鏈管理研究所 === 105 === Technology is ever-evolving. Smartphones are now commonplace.People nowadays are living in the real world, while extracting information from the digital world via smart mobile devices. The advent of Augmented reality (AR) and Location-based service (LBS) has made it easier for people to weave in and out the digital world and real world. This is becoming an essential component of future social networking services. With the development of information technology, virtual communities are booming. Accordingly, more and more businesses have realized that brand community is a crucial issue in consumer markets. Many studies have found that brand community has profound impact on customer relationship management (CRM), word-of-mouth marketing and brand loyalty. However, in both industry and academia, there is still limited understanding of the relationship between the creation procedure and interactions on such platforms. This research is based on the studies of the quality of AR and LBS platforms. Depending on the attributes of interactions, interactions on such platforms are categorized as either human-machine interaction or interpersonal interaction, which accordingly influence virtual brand community loyalty. Based on the paper-based and web-based questionnaires, this study received 422 responses, among which 400 responses were effective, which were then used to verify the research hypothesis. This research finds that through human-computer interaction, the quality of AR platform has positive effects on virtual brand community loyalty. On the other hand, through interpersonal interaction, LBS has positive effects on virtual brand community loyalty, in which human-computer interaction has positive effects on interpersonal interaction as well. This study suggests that when businesses develop brand strategies for virtual brand marketing, they should focus on establishing a comprehensive relationship with their customers. With platform optimization, people will be more willing to use such platforms, which will then lead to interactions between businesses and customers. It will be beneficial for driving brand development initiatives.