社群互动型态与品牌凝聚力之研究 - 资讯传播工程学系 - 铭传大学.pdf

力 The Study of the Interaction Modes to the Brand Cohesion Hui-Hui Chen Bor-Jiunn Hwang Sheng-Hsuan Huang Department of Computer and Communication Engineering, Ming Chuan University 路利 力路 力量 力行 見路 利益 了 車 力 狀 HONDA飯 Fun Family 車論 便行 料行 參年歷 北 來 1 參度 2 參 力 3 參度 力 4 力 力 Abstract Brand operators have begun to pay attention to the profit-making capacity of network community services, and expect it can promote the brand cohesion, and bring the market new business. The community service is to provide a space where members can post evaluations and comments on the same products, and where members can seek for fellow members’ information under the circumstance of non-commercial relationship. The purpose of this study is to investigate the development of the interaction on the brand cohesion in domestic amateur vehicle community by using “HONDA Fun Family” vehicle community as the research sample. The result shows most of the participants are young, married, highly educated, living at the north of Taiwan, holding stable incomes, browsing forums frequently, and experienced members in this community. Through the analysis of the Pearson’s γand the multiple regression findings are as the followings: 1 1. A better interaction relationship and a better operation of the community can promote the degree of participation of the non-community members. 2. The entity activities of the community are positively correlated with the types of participants and the brand co