過去幾年，以線上互動方式的網站不斷出現，並以持續快速發展趨勢，這些網站能夠促進使用者之間的溝通與交流。然而，品牌社群己經產生大量的好處，許多學者以往只專注於離線的品牌社群，這種品牌社群裡成員關係和參與社群的程度會因地理範圍而受到限制，所以目前需要轉移焦點放在線上品牌社群，因為他們會比離線品牌社群更流行、更容易吸引顧客世界各地的顧客。另外，企業亦可以投放資源發展品牌社群，從社群成員收集意見，當作日後推出新產品的參考之用。
　　本研究透過文獻探討，透過(Vivek Madupu,2010)提出的架構，試圖去了解Mobile01成員使用品牌社群的動機，並進一步探討社群成員是否經過與成員間互相討論後，會影響他們繼續使用該品牌產品或推薦該品牌給其他成員。蒐集Mobil01論壇之成員有效問卷樣本數共153份。
　　研究結果發現，與(Vivek Madupu,2010)學者的原始假設部份不同相同，資訊動機並不影響成員參與品牌社群；而成員相比其他動機更重視社群強化動機和社群整合動機。另外，各成員品牌及瀏覽網站次數的不同也會影響社群強化和整合動機。
　　依照研究結果，建議企業經營者投放更多資源在建立品牌社群、維護社群成員及推廣行銷策略，例如：表揚在社群裡經常發佈主題的成員以及給予獎勵來讓成員更用心維護社群，並有助提升社群參與人數。

In the last few years, online brand communities have developed at an increasingly fast rate. These websites have been of great contribution by facilitating communication among the brand users. Previously, academics only focused on offline brand communities, but member participations for these communities were limited to individual locations. Academics must shift their perspectives from an offline to an online brand community focus. Not only are they more popular, they are also more attractive to global consumers. Corporations should invest more resources into brand communities in order to promote future products.
　　This research utilizes the structure design proposed by VivekMadupu and attempts to understand the motive behind online brand community participation within Mobile01 members. One hundred and fifty three samples were collected from an online survey to determine whether member discussions would affect their recommendation towards a particular brand’s products.
　　The results of the study were different than those of VivekMadupu; the information motive did not affect online brand community participation. Mobile01 members also placed more emphasis on both Social Integration Motive and Social Enhancement Motive compared to other motives. Moreover, the different types of brand products and the browsing frequency of the website was also a determining factor.
　　According to the results of this study, suggestions are as follows: the company should invest more resources to maintainand develop brand community. They should also invest more resources in promoting marketing strategies. For example, it is important to recognize members for addressing a topic in the community. The webmaster can give awards to these members for their contribution in maintaining the brand community. This approach would help attract new members.

誌謝…………………………………………………i
中文摘要……………………………………………ii
英文摘要……………………………………………iii
目錄…………………………………………………iv
圖次…………………………………………………vi
表次…………………………………………………vii
第一章 緒論…………………………………………1
第一節 研究動背景與動機…………………………1
第二節 研究目的 ……………………………………4
第三節 研究範圍 ……………………………………5
第四節 研究流程 ……………………………………5
第二章 文獻探討 ……………………………………6
第一節 品牌社群 ……………………………………6
第二節 參與的前置因素……………………………10
第三節 參與的結果…………………………………13
第四節 品牌結果 ……………………………………15
第三章 研究設計 ……………………………………17
第一節 研究架構 ……………………………………17
第二節 研究假設 ……………………………………19
第三節 研究變項之操作型定義與衡量方法………20
第四節 抽樣計劃 ……………………………………29
第五節 前測…………………………………………30
第四章 資料分析 ……………………………………39
第一節 樣本基本資料分析…………………………39
第二節 信度分析與因素分析………………………46
第三節 線上品牌參與之分析………………………59
第四節 人口統計變數的分析………………………68
第五節 小結…………………………………………77
第五章 結論與建議…………………………………82
第一節 結論…………………………………………82
第二節 管理意涵 ……………………………………84
第三節 研究限制 ……………………………………85
參考文獻……………………………………………86
附 錄 …………………………………………………92

(一) 中文部分
邱皓政(2010)，量化研究與統計分析：SPSS(PASW)資料分析範例解析，五版，
　　台北；五南圖書出版股份有限公司。
徐淑如、林家琪(2010)，線上品牌社群知覺關鍵多數、知覺價值與忠誠度之
　　研究，資訊管理學報，第十七卷，第二期。
徐暄淯、葉玉青、嚴秀茹(2011)，探討虛擬消費社群之成員參與行為與其
　　前因，資訊管理學報，第十八卷，第四期
張基成、陳哲緯(2012)，企業應用線上社群推廣內部行銷對組織公民行為展
　　現之影響―線上社群參與程度的調節作用，人力資源管理學報，第12卷，
　　第3期：23-50
陳志萍、王薇婷（2012），愛合購之線上合購社群參與動機研究分析，電子
　　商務學報，第十四卷，第三期：493-512。
陳怡如(2014)，數位時代：2014台灣網站100強，第238期：32-35
劉楚慧(2010)，2010年台灣網友線上購物行為暨消費發展趨勢，資策會：網
　　路資料

(二) 英文部分
Adjei, M.T. and S.M. Noble and C.H. Noble (2010). The influence of C2C
　　communications in online brand communities on customer purchase behavior.J.
　　of the Acad. Mark. Sci, 38:634–653.
Ahn, H. M. W. Kwon and Y. Sung (2010). Online Brand Community Across
　　Cultures: A Comparison between the US and Korea. International Journal of e-
　　Business Management, 4(1):34-52.
Almeida, S.O.de, U. Dholakia, J. A. Mazzon and H.M Neto (2010). The Effects of
　　Participantion in online Brand Communities: Findings From XBOX
　　Communites in Brazil. American Marketing Association / Winter 2010.
Blanchard, A. L., and M. L. Markus (2004). The experienced sense of a virtual
　　community: Characteristics and processes. The Database for Advances in
　　Information Systems 35 (1): 65–79.
Bressler, S. E., and C.E Grantham (2000). Communities of commerce: Building
　　Internet business communities to accelerate growth, minimize risk, and increase
　　customer loyalty. New York: McGraw-Hill.
Carlson, B. D., T. Suter, and T. Brown (2008). Social versus psychological brand
　　community: The role of psychological sense of brand community. Journal of
　　Bussiness Research 61 (4): 284–291.
Chauhan, K. and A. Pillai (2013). Role of content strategy in social media Brand
　　communities: a case of higher education institutes in India. Journal of Product
　　& Brand Management, 22/1:40–51.
Chen, J., C.Zhang and Y. Xu (2009). The Role of Mutual Trust in Building Members’
　　Loyalty to a C2C Platform Provider. International Journal of Electronic
　　Commerce, 14(1), pp. 147–171.
Chi, H.H. (2011). Interactive Digital Advertising VS. Virtual Brand Community:
　　Exploratory Study of User Motivation and Social Media Marketing Reponses in
　　Taiwan. Journal of Interactive Advertising, 12(1), pp. 44-61.
Chow, C.W., J. Deng, and J. L. Ho (2000). The openness of knowledge sharingwithin
　　organizations:Acomparative study in the United States and the People’s Republic
　　of China. Journal of Management Accounting Research 12:65–95.
Decker, D. 2004. Brand liability: Oppositional brand loyalty in a brand community
　　context. Master’s thesis, University of Maastricht, Holland.
Dholakia, U. M., and R. P. Bagozzi (2004). Motivational antecedents, constituents,
　　and consequences of virtual community identity. In Virtual and collaborative
　　teams: Process, technologies, and practice, ed. S. Godar, and S. Pixie-Ferris,
　　253–268. Hershey, PA: IDEA Group.
Dholakia, U. M., R. P. Bagozzi, and L. K. Pearo (2004). A social influence model of
　　consumer participation in network- and small-group-based virtual communities.
　　International Journal of Research in Marketing 21 (3): 241–263.
Fournier, S., and J.Avery (2011). The uninvited brand. Business Horizon, 54, 193–
　　207. Gangadharbhatla, H. (2008). Facebook me: Collective self esteem, need to
　　belong and Internet self efficacy as predictors of the I-generations attitudes
　　toward social networking sites. Journal of Interactive Advertising, 8(2), 5–15.
Hede, A.M. and P. Kellett (2012). Building online brand communities: Exploring the
　　benefits, challenges and risks in the Australian event sector. Journal of Vacation
　　Marketing, 18: 239.
Hur, W. M., K.H Ahn and M. Kim (2009). Building brand loyalty through managing
　　brand community commitment. Management Decision , 49 (7):1194-1213.
Jang, H., L.O.I.Ko, J. Koh and K. Kim (2008). The Influence of On-Line Brand
　　Community Characteristics on Community Commitment and Brand Loyalty.
　　International Journal of Electronic Commerce , 12(3):57–80.
Jochen Wirtz, B. Ramaseshan, Joris van de Klundert, Zeynep Gurhan Canli, Jay
　　Jones, R.P. and R.C. Runyan (2013). Brand experience and brand implications in
　　a multi-channel setting. The International Review of Retail, Distribution and
　　Consumer Research, 23, (3):265–290.
Kandampully (2013). Managing brands and customer engagement in online brand
　　communities. Journal of Service Management, 24(3), pp. 223-244.
Kaplan, A. M., & M.Haenlein (2010). Users of the world, unite! The challenges and
　　opportunities of social media. Business Horizons, 53, 59–68.
Kim, J.M., J. Choi, W. Qualls and K. Han (2008). It takes a marketplace community
　　to raise brand commitment: the role of online communities. Journal of
　　Marketing Management, 24,(3-4):409-431.
Laroche, M., M.R.Habibi and M.O. Richard (2013). To be or not to be in social
　　media: How brand loyalty is affected by social media? International Journal of
　　Information Management,33:76– 82.
Madupu, V. (2006). Online brand community participation: Antecedents and
　　consequences. Unpublished PhD diss., University of Memphis.
Madupu, V. and D.O.Cooley (2010). Antecedents and Consequences of Online　
　　Brand Community Participation: A Conceptual Framework. Journal of Internet
　　Commerce, 9:127–147.
Madupu, V. and D.O.Cooley (2010). Cross-Cultural Differences in Online Brand
　　Communities: An Exploratory Study of Indian and American Online Brand
　　Communities. Journal of International Consumer Marketing, 22:363–375.
McAlexander, J H., J W. Schouten and Harold F. Koenig (2002).Building Brand
　　Community. Journal of MwlwMng, 66:38-54.
McAlexander, J. H., J. W. Schouten, and H. F. Koenig (2002). Building brand
　　community. Journal of Marketing 66 (January): 38–54.
McAlexander, J.H., J.W. Schouten and H.F. Koenig (2002).Building Brand
　　Community. Journal of Marketing, 66:38–54
McArthur, R., and P. Bruza (2001). The ABC’s of online community. Proceedings of
　　the 2001 International Conference on Web Intelligence (WI’ 01). Springer-
　　Verlag Lecture Notes in AI series: 141–147.
McWilliam, G. (2000). Building stronger brands through online communities. Sloan
　　Management Review 41 (3): 43–54.
Muniz, A. M., and L. O. Hamer (2001). Us versus them: Oppositional brand loyalty
　　and the cola wars. Advances in Consumer Research 28: 355–361.
Muniz, A. M., and T. O’Guinn (2001). Brand community. Journal of Consumer
　　Research 27 (March): 412–432.
Naylor, R.W., C.P. Lamberton (2012). Beyond the "Like" Button: The Impact of
　　Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social
　　Media Settings. Journal of Marketing, Voiume 76:105-120.
Sicilia, M and M. Palazo´n (2007). Brandcommunitiesonthe internet A case study of
　　Coca-Cola’s Spanish virtual community. Corporate Communications: An
　　International Journal, 13 (3):255-270.
Song, P., C. Z, Y. C Xu and L. Huang (2010). Brand extension of online technology
　　products: Evidence from search engine to virtual communities and online news.
　　Decision Support Systems, 49:91–99.
Sung, Y., Y. Kim, O. Kwon and J. Moon (2010). An Explorative Study of Korean
　　Consumer Participation in Virtual Brand Communities in Social Network Sites.
　　Journal of Global Marketing, 23:430–445.
Thompson, S. A., and R. K. Sinha (2008). Brand communities and new product
　　adoption: The influence and limits of oppositional loyalty. Journal of Marketing
　　72 (6): 65–80.
Wang, Y., and D. R. Fesenmaier (2004). Towards understanding members’ general
　　participation in and active contribution to an online travel community. Tourism
　　Management,25:709–722.
Ward, J. C., and A.L. Ostrom (2006). Complaining to the masses: The role of protest
　　framing in customer-created complaint web sites. Journal of Consumer
　　Research, 33(2), 220–230.
William, G.M. (2000). Building Stronger Brands through Online Communities.Slaan
　　ManagemenI Review.
Zaglia, M.E. (2013). Brand communities embedded in social networks. Journal of
　　Business Research,66:216–223.