形塑品牌社群意識：品牌體驗、品牌熟悉度、品牌依附與品牌信任關係之重構

本研究以品牌體驗、品牌信任、品牌熟悉與品牌依附等四個構念，重新探討美妝精品品牌社群意識之建立，並且檢測此模式中品牌熟悉與品牌依附二者之因果型雙中介效果，以及品牌信任的部分中介效果。本研究採行問卷調查法，有效回收278份樣本資料，分別以SPSS與SmartPLS依序進行樣本基本資料整理、驗證性因素分析、因果方程式驗證、以及五種中介效果模式檢測。主要理論貢獻為：（1）品牌體驗對品牌熟悉、品牌依附與品牌信任三者皆具正向顯著影響。（2）品牌熟悉與品牌依附二者對品牌信任皆具正向顯著影響。（3）品牌熟悉與品牌依附二者在品牌體驗與品牌信任之關係裡具備因果型雙中介效果。（4）品牌信任在品牌熟悉度與社群意識間，以及在品牌依附與社群意識間，皆具備部分中介效果。最後，利用SPSS集群分析區隔出不同類型消費群體，並據此提供美妝精品品牌社群差異化行銷建議。

This study aims to investigate the relationships between brand experiences, brand trust, brand familiarity, and brand attachment within the sense of brand community. Furthermore, the research adopts SmartPLS to explore the mediating effects of brand familiarity and brand attachment on brand trust, along with the partial mediation effect of brand trust on the association between brand familiarity and the sense of brand community. To achieve these objectives, modified questionnaires were employed, tailored to the specific context of this research. Using tailored questionnaires, 278 valid responses were obtained and analyzed with mediation models to test stability, validity, and hypotheses. The key findings of this study are as follows:
1. Brand experiences exerted a significant positive impact on brand familiarity, brand attachment, and brand trust.
2. Both brand familiarity and brand attachment had a significant positive influence on brand trust.
3. Brand familiarity and brand attachment played a causal dual mediating role in the relationship between brand experiences and brand trust.
4. Brand trust partially mediated the connection between brand familiarity and the sense of community, as well as between brand attachment and the sense of community.
Conclusively, the study advocates for community marketing strategies to fortify brand relationships within the community.