网路品牌社群认同与投入对消费者行为之影响The-电子商务学报.PDFVIP

第十五卷　第二期　2013 年6 月 （pp.295～318 ） a,* b a b The Influence of Online Brand Community Identification and Engagement on Consumer Behaviors a b Hector Ming-Ta Tsai Yu-Chieh Liu a b Department of Management, FoGuang University Ultra-Pak Industries Co. Ltd. Abstract Online brand community has become the important interactive platform for dialogue between brand and customers, and promoting consumers’ shared brand consciousness and identity. This research explores consumer behavior from the perspectives of virtual and physical experiences to examine the influence of brand community identification and engagement on consumer ’s product satisfaction and repurchase intentions. Underpinning on theories of virtual community and consumer behavior, the empirical data supports that brand community identification has a positive effect on brand community engagement, and also enhances th e con sumer produ ct exp erience . Con sumer brand community * mttsai@.tw DOI: 10.6188/JEB.20 13.15(2).05 June 2013 295 engagement increases product