从品牌社群成员相似性观点探讨社群公民行为之研究 - 电子商务学报.pdf

第十六卷　第四期　2014 年12 月 （pp.407～436 ） a b,* a a b Apple Apple 427 From Brand Community Members’ Similarity Approach to Explore Community Citizenship Behavior a b a Wen-Hai Chih Li-Chun Hsu Ting-Yu Lin a Department of Business Administration, National Dong Hwa University b Department of Leisure and Recreation Management, Da Yeh University Abstract Social media platforms establish social relationship between the consumer and the brand community is the current mainstream of marketing issues. This study explores how different approaches of perceived similarity affect on community citizenship behavior. Using the Cognition-Affect-Conation Model (C-A-C) to develop research model, this research explores which similarity approaches maintain the relationship determinants between consumer and the brand. The research sample consists of 427 members who have * 通訊作者　電子郵件：lchsu@.tw DOI: 10.6188/JEB.20 14.16(4).02 December 2014 407 used Apple product and used Apple Fan Page for more than one year. In the mediation effect, in addition to the brand affective commitment fully mediate brand identification and community members to help other community member, brand affective commitment partially mediate