網路品牌社群已成為維繫品牌與顧客對話，促進消費者間的品牌族群意識之重要互動平台。本研究以網路品牌社群之虛擬環境與顧客實體產品使用經驗兩種層面，來探討消費者在虛擬環境中的品牌社群認同和投入，如何影響其實體消費經驗、滿意度與產品再購意願。本研究整合虛擬社群與消費者行為理論，以實證資料分析支持消費者之品牌社群認同正向影響其品牌社群投入，同時也提昇消費者產品使用經驗。消費者品牌社群之投入程度，增加產品使用經驗與滿意度，並且影響其再購意願。而產品使用經驗會增加顧客滿意度，進而影響社群成員再購產品的意願。最後，本研究提出結論與管理意涵，以作為業者及品牌社群管理者未 來經營方向及策略之參考。

Online brand community has become the important interactive platform for dialogue between brand and customers, and promoting consumers' shared brand consciousness and identity. This research explores consumer behavior from the perspectives of virtual and physical experiences to examine the influence of brand community identification and engagement on consumer's product satisfaction and repurchase intentions. Underpinning on theories of virtual community and consumer behavior, the empirical data supports that brand community identification has a positive effect on brand community engagement, and also enhances the consumer product experience. Consumer brand community engagement increases product experience and satisfaction, and then escalates repurchase intention. Product experiences also enhance customer satisfaction and repurchase intention of the brand. Finally, implications and suggestions for marketing and future research opportunities are discussed.

網路品牌社群;品牌社群認同;社群投入;使用經驗;再購意願

Online brand community; community identification; community engagement; product experience; repurchase intention