現今許多企業在社群網站上成立品牌社群來與現有顧客或潛在顧客維持長久的互動，藉以達到影響品牌選擇、推廣產品和服務、以及培養顧客忠誠度的目的。然而大部份的學術研究重點都集中在網站為主的品牌社群上，而忽略了以社群媒體為主的品牌社群。因為臉書是業者最喜歡用來建立品牌社群的社群網站，因此需要更多研究來探討消費者在參與臉書這類社群網站所成立的品牌社群的相關行為以便能夠增加粉絲人數並提升其購買意願。 為了彌補上述的研究缺口，本研究採用共同生產與社會認定理論的觀點建構實證研究來探討消費者加入社群網站上的粉絲團所產生的認知價值對於他們的社群認同以及黏著度的影響。本研究採用問卷調查法來收集數據，研究結果顯示功能價值與貨幣價值皆對粉絲專頁的社群認同造成顯著的正向影響；功能價值與享樂價值亦顯著正向影響成員對粉絲專頁的黏著度。此外，社群認同與粉絲專頁的黏著度有正向關係。社群認同對於口碑推薦與再參與意圖有正向的影響，同時粉絲專頁黏著度亦對口碑推薦與再參與意圖造成正向的影響。 Nowadays, numerous companies present themselves on social networking sites (SNSs) by establishing brand communities to maintain continuous interaction with existing and potential customers to influence their brand choices, promote the products and services, and cultivate brand loyalty. However, the research into online brand communities is mainly centered on that utilizing the platforms of websites instead of using social media platforms. As Facebook is the most popular SNS for enterprises to build their online brand communities, it calls for more studies to investigate consumer brand fan page engagement behavior to increase their fan base and further induce a fan’s purchase behavior. To fulfill the aforementioned research gaps, this study adopts the perspectives of co-production and social identity theory to conduct an empirical study to investigate the impacts of customers’ perceived value derived from engaging in brand fan pages on their identification with and stickiness to online brand communities in a SNS-based context. A survey approach was utilized to collect data. The results revealed that utilitarian value and monetary value separately exerted a significantly positive effect on community identification. Utilitarian value and hedonic value also had significantly positive effects on community stickiness. Moreover, community identification was positively related to community stickiness. Community identification was found to have significantly positive influences on both word-of-mouth and repurchase intention. Furthermore, community stickiness exerted a significantly positive effect on word-of-mouth and repurchase intention.
