| 摘要: | 化妝保養品產業近幾十年來由於受經濟的高度成長影響及人民生活水準的提升而蓬勃發展，尤其亞洲化妝品市場的發展非常迅速，特別是透過網際網路行銷的網路銷售大幅成長。在過去的文獻中，學者們提到顧客認知價值（認知資訊價值、認知體驗價值及認知社會價值）、顧客參與（訊息分享、人際互動及口碑推薦）與對品牌情感的提升能提高顧客對該品牌及品牌社群的認同度，更進一步提高對於品牌產品的忠誠度（再購意願及推薦）。因此，本研究以社會認定理論為基礎，並以近年來竄紅的網路社群為背景，進而探討顧客對品牌的認同及忠誠行為。
本研究採用結構式問卷方式進行調查，問卷發放對象選定喜好某特定化妝品品牌、且正參與該品牌之社群平台的消費者。總計發出400份問卷，剔除無效問卷18份，最終樣本數為382份。問卷回收後，利用結構方程模式（SEM）來進行相關檢測及驗證。
研究結果顯示，認知資訊價值、認知社會價值、口碑推薦及品牌情感對品牌認同皆有正向關係；且認知資訊價值、認知體驗價值、顧客參與對社群認同皆具正向影響；品牌認同對社群認同具正向關係；品牌認同及社群認同對再購意願與推薦皆有正向影響。
With high economic growth and improving living quality, the global cosmetic industry has developed prosperously in the latest decades. Especially the cosmetic industry in Asia has expanded promptly due to the popularity of internet marketing. Previous studies indicate that customer perceived value: perceived information value, perceived experience value, and perceived social value, customer participation, including information sharing, social interaction and word of mouth, and enhancement of brand emotion can cultivate customers’ identification toward both brand and brand community, and thereby increase their brand loyalty, such as repurchase intention and recommendation. Hence, this study attempts to explore the factors leading to the identification and loyalty of consumers in a cosmetic brand community toward their favorite cosmetic brand based on the sociological and psychological perspectives of social identity theory. Data were collected through structured questionnaires distributed to consumers who favor a particular cosmetics brand and have involved in the brand community. A total number of 400 questionnaires were distributed. After excluding 18 non-usable data, the final sample size of the study was 382. This study employed structural equation modeling (SEM) to carry out the relevant testing and validation. The findings indicate that perceived information value, perceived social value, word of mouth, and brand emotion are positively related to brand identification. Perceived information value, perceived experience value, and customer participation are found to have positive impacts on identification toward brand community. Besides, brand identification is positively associated with community identification. Furthermore, both brand identification and community identification are positively related to repurchase intention and recommendation. |
