Sun Yat-Sen Management Review

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Title
單純虛擬在場產品經驗對品牌態度及購買意圖之影響:以社交透明度與解釋層級為干擾變數
The Impact of Mere Virtual Presence with Product Experience on Brand Attitude and Purchase Intention: The Moderating Effects of Social Transparency and Construal Level
(143_M5d09dbda48ec4_Full.pdf 2,867KB)

Author
耿慶瑞、包倩華、朱彥綺/國立台北科技大學經營管理系所、德霖技術學院不動產經營系、國立台北科技大學經營管理系
Ching-Jui Keng, Chien-Hua Pao, Yen-Chi Chu/

Department of Business Management, National Taipei University of Technology; Department of Real Estate Management, De Lin Institute of Technology; Graduate Institute of Business Management, National Taipei University of Technology


Abstract(Chinese)

社群媒體的普及,使得線上品牌社群成為現今最熱門的平台,社群中的成員藉此得知產品資訊,進而影響購買行為。然而,消費環境中的社會影響不僅會發生在有互動的情況下,也會在無互動的情況下發生。本研究從社會影響理論出發,探討社交網站所形成之品牌社群虛擬產品經驗-單純虛擬在場產品經驗(Mere Virtual Presence with Product Experience, MVPE)對品牌態度的影響,並以社交透明度與解釋層級為干擾變數,觀察不同的人格特質與社交透明度,是否會影響消費者的品牌態度及後續的購買行為。本研究結果發現:消費者為高解釋層級者,對於低社交透明度之單純虛擬在場(MVP)的品牌社群會獲得較佳的品牌態度;低解釋層級者對於高社交透明度之單純虛擬在場產品經驗(MVPE)的品牌社群會獲得較佳的品牌態度。

(143_M5d09dbda48ec4_Abs.pdf(File does not exist))

KeyWord(Chinese)

品牌社群、單純虛擬在場產品經驗、社交透明度、解釋層級


Abstract(English)

This study aimed to discuss two types of interpersonal virtual product experience-Mere Virtual Presence with Product Experience (MVPE) and Mere Virtual Presence (MVP) on advertising effects including brand attitude and purchase intention of online brand community, which moderated by social transparency and construal level. First, the study investigated the advertising effects of different MVPEs. Then, explore the advertising effects of MVPEs under the moderating effects of social transparency and construal level. The results show that: consumers of high construal level prefer low social transparency MVP and consumers of low construal level prefer high social transparency MVPE which have good brand attitude and purchase intention of online brand community as compared to others.

(143_M5d09dbda48ec4_Abs.pdf(File does not exist))

KeyWord(English)

Brand Community, Mere Presence, Mere Virtual Presence with Product Experience, Social Transparency, Construal Level


Domain
Marketing management

Policy and management implications
(Available only in Chinese)

在許多企業紛紛投入品牌社群經營的社群時代,本研究發現即使其他品牌社群成員非使用直接的文字互動,僅僅以帳號頭像顯示於虛擬社群環境時,仍能夠形成社會影響力,意即,藉由社交媒體平台觀察他人以得到更多資訊,就如同進入人際溝通與社會互動的管道,在影響他人的同時也受到他人的影響。 品牌社群的存在,足以協助消費者形成後續的購買決策,並提供降低購物風險和不確定性的功能。本研究建議企業經營網站時,官網與社群網站兩者應該同時並存、同時經營。實務作法上,企業可從了解品牌支持者之解釋層級加以著手。除了可從品牌個性及其屬性加以分析支持者特質外,另可藉由橫幅廣告(banner)輔以抽獎作為誘因進行問卷了解品牌客戶屬於何種人格特質,藉此衡量個人的解釋層級;然後再進行簡單的隱私偏好調查,探詢使用者對網路隱私公開的意願,如此可區分出消費者的解釋層級類型與社交透明度的偏好,便可據此進行客製化策略,將消費者導引至企業官網或 FB 進行產品訊息的瀏覽。 Facebook及Google+ 這類社群網站有著可以和粉絲即時互動的優點,也將個人資料設置趨向透明化,適合偏好高社交透明度的品牌客戶。若將高社交透明度的消費者導引至此,無論其為高或低解釋層級,均能藉由 MVPE(即呈現會員和產品合照的產品經驗)能夠更直接的感受到品牌支持者所欲傳達的相關訊息,清楚且具體的品牌社群模式能滿足此類型消費者對於了解產品相關經驗的依賴以及心理需求,並使其產生較佳之品牌印象。 而官網可以呈現出企業的整體感覺,適合對外宣佈或公告公司的主要資訊外,對於品牌社群經營模式具有較高的主控權,企業可以為偏好低社交透明度的消費者創造個性化的品牌體驗,將其導引至官網,無論消費者本身屬於高或低解釋層級,即使沒有顯示會員暱稱,品牌社群裡的歷史紀錄或訊息也無法清楚被看見,MVP 仍能滿足這類型消費者的心理需求。


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