社群信任對消費意願影響之探究-以品牌認同為中介效果

The Effects of Community Trust on Purchase Intentions -The Mediating Effects of Brand Identification

近年來以撰寫育兒領域的親子社群活躍崛起，各類討論教養、分享家庭生活及母嬰產品使用心得的社群媒體，紛紛影響新生代家長的消費決策過程。 我國面臨少子化，但家長願意花錢在子女身上的投資卻是與日俱增，親子消費市場的經濟效益不容小覷，爬梳學術上有關親子社群消費的研究論文，著墨的文章並不多，社群間成員的信任和品牌的認同是否會影響父母在線上選購育兒產品意願，而親子市場目標客群的知覺的價值、需求和一般消費市場的差異化，是否存在更深層的決策意涵，透過本研究進行探究，找出親子社群管理員、廠商和消費者三贏的商業模式。

In recent years, parent-child social communities in the field of childcare have actively emerged. Various types of social media discussing parenting, sharing family life, and the use of maternal and child products have influenced the consumption decision-making process of the new generation of parents. This study investigates whether community trust will affect parents' purchase intention for childcare products. Furthermore, it examines brand identification has mediating role between community trust and purchase intention.