The Impact of Brand Identity, Community Identity and Involvement of Online Brand Community on Sense of Virtual Community

• Main Authors: LIN,HAN-JIE, 林瀚頡
• Other Authors: LIU,CHIA-CHIEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ujaksp

碩士 === 德明財經科技大學 === 行銷管理系 === 106 === Social media is an important marketing channel in decade. Many brands have created their own business Facebook fan pages in order to cement the relationships with target customers. This study discussed the “Fans and fan pages” as two parts. First of all, Study One described the relationships between community members' brand identification, community identification, the sense of virtual community, brand loyalty and purchase intention along with their influence; Study Two explored whether the members' community involvement and lurking level impact on their sense of virtual community. The research object are official fan pages’ members that Lamigo fans and ChinaTrust Brother fans on Facebook. The results of Study One show that the higher brand identification, the higher community identification, thereby the high sense of virtual community and facilitating could increase brand loyalty and purchase intention. The statistical results of Study Two, community members' community involvement and lurking level impact on the sense of virtual community. Additionally, different levels of lurking level have the moderating effect on the sense of virtual community. For instance, community members with high community involvement and low lurking level have higher sense of virtual community, whereas those with low community involvement and high lurking level have lower sense of virtual community. The study results that when compared with lurking level, community involvement has greater impact on the sense of virtual community. The fans who less or no interaction with others in the community may still include the high sense of virtual community and positive attitudes towards the brand.