品牌社群凝聚力對消費者購買意願影響之跨層次分析

The Effect of Brand Community Cohesiveness on Consumers’ Purchase Intention: A Multi-level Analysis

有關品牌社群的議題，近年來受到學者相當程度的關注，尤其透過網路所形成的虛擬品牌社群，更是實務與理論重要的議題之一，一方面品牌社群的產生，除了強化了廠商與消費者之間的互動關係，也對使用相同品牌的消費者之間的互動關係更緊密，透過經驗分享與資訊的分享，同時還兼具情感方面交流的功能。本研究旨在探討品牌社群凝聚力在跨層級模式下，對群體及個體行為影響之效果。在個體層次方面，探討消費者知覺風險與購買意願之間的關係，以及個體層次的產品知識對知覺風險與購買意願之間的干擾效果。在群體層次方面，主要探討品牌社群凝聚力對品牌認同以及品牌忠誠度之影響關係，在跨層次影響方面，則主要探討群體的品牌社群凝聚力對個體層次的購買意願影響以及知覺風險與購買意願之間的干擾效果。本研究以網路問卷方式蒐集網路家族的資料，一共回收有效樣本237 份。研究結果發現，在個體層次方面消費者的知覺風險與購買意願呈顯著負向關係，同時產品知識會弱化知覺風險與購買意願之間的負向關係。在群體層次方面品牌社群凝聚力對品牌認同度及品牌忠誠度卻有顯著影響，最後品牌社群凝聚力會顯著正向直接影響消費者的購買意願，但是對於知覺風險與購買意願之間的干擾效果不顯著。本研究最後根據研究結果，對學術界及實務界提出相關建議。

Recently, the brand community issue seems to be growing in importance in marketing research. As a result of the popularity of the internet, virtual brand community becomes more and more important in theory and practice. The function of brand community is not only can enhance the interaction of firms and customers but also the relationships between customers. Besides, the brand community can provide a platform for experience and information sharing. This study explores the effect of brand community cohesiveness in group and individual consumer behaviors from a multiple-level perspective. At the individual level, the relationship between the perceived risk and purchase attention of individual consumers are analyzed extensively, and then the moderating effects of product knowledge are examined also. We collected brand community data using questionnaire surveys, collecting 237 forms. At the individual level, the results revealed a negative relationship between perceived risk and purchase intention and a moderating effect of product knowledge on this negative relationship. At the group level, on the other hand, brand community cohesiveness had no significant moderating effect on perceived risk and purchase intention. Nevertheless, brand community cohesiveness had positive and significant direct effects on the purchase intention of consumers, as well as on brand identity and loyalty. Implications of the results, as well as use of HLM in multilevel investigations, are discussed.