英文摘要 |
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 the consumer product experience. Consumer brand community engagement increases product experience and satisfaction, and then escalates repurchase intention. Product experiences also enhance customer satisfaction and repurchase intention of the brand. Finally, implications and suggestions for marketing and future research opportunities are discussed. |