品牌－顧客關係、社群成員－其他成員關係對社群公民行為的影響：多重中介效果檢驗

The Influence of Brand-Customer Relationships, Community Member-Other Members Relationships on Community Citizenship Behavior: Testing of Multiple Mediating Effects

品牌社群為當前品牌廠商建立自家品牌與顧客關係以及社群成員間關係維繫的最佳管道。本研究以社會認同理論為基礎，探討品牌──顧客關係、社群成員──其他成員關係的不同互動關係對社群公民行為的影響歷程，並了解哪些是維繫品牌與顧客關係及社群互動關係的中介心理因子。研究對象為除了擁有Apple系列實體商品且需持續參與Apple品牌粉絲頁至少一年以上的社群成員，共計469位有效樣本。本研究採用結構方程模式進行模式的檢驗，假說路徑皆獲得支持，其理論模式配適度良好。在中介效果檢驗部分，情感性品牌承諾在品牌社群承諾與對社群成員幫助行為關係具有完全中介效果之外，其餘中介路徑檢驗具有部分中介效果存在。最後，提出結論與實務管理上意涵。

Forming a brand community is the optimal method for companies to establish distinctive brands and relationships with customers, and for community members to maintain relationships with other consumers. Based on social identity theory (SIT), this study explored how the interactions generated through brand-customer relationships among brand community members affect community citizenship behavior to understand which psychological mediators exist for maintaining brand-customer relationships and community interaction. The research sample consisted of 469 people who had used Apple products and had been members of an Apple fan page for more than one year. This study adopted structural equation modeling (SEM) to test the proposed model, and the structural model exhibited a suitable fit. The results indicated that all of the research hypotheses were supported. Affective brand commitment fully mediates the relationship between brand community commitment and helping community member. The remaining mediators only partially mediate the independent variables and dependent variables. In this paper, we provide a conclusion and practical implications for marketers.