期刊論文
| 學年 | 99 |
|---|---|
| 學期 | 2 |
| 出版（發表）日期 | 2011-07-01 |
| 作品名稱 | The Effect of Interpersonal Relationships on Brand Community |
| 作品名稱（其他語言） | |
| 著者 | Lee, Yueh-hua; Chang, Wei-lun |
| 單位 | 淡江大學企業管理學系 |
| 出版者 | Gyeongju-si: Advanced Institute of Convergence IT |
| 著錄名稱、卷期、頁數 | International Journal of Digital Content Technology and its Applications 5(7), pp.297-305 |
| 摘要 | This study investigates the interaction between online interpersonal relationships, community engagement, and brand community identification, and how these interactions influence brand identification and repurchase intention. The target online community is Frosty Place, which is a brand community for Apple Corporation’s products. The questionnaire consists of 156 valid questions. This study’s results indicate that online interpersonal relationships affect community engagements. When community members participate in activities, they enhance brand community identification and increase repurchase intention. Online interpersonal relationships extend virtual interpersonal relationships into real interpersonal relationships based on community engagements. |
| 關鍵字 | Online Interpersonal Relationship; Brand Community; Brand Identification |
| 語言 | en |
| ISSN | 1975-9339; 2233-9310 |
| 期刊性質 | 國外 |
| 收錄於 | EI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | |
| 國別 | KOR |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/55572 ) |