隨著資訊時代不斷演進、行動網路日漸普及，近幾年全球興起了社群媒體熱潮，其中又以圖像式社群媒體Instagram為近年來最受歡迎的社群媒體之一。Instagram不僅成為了人與人之間相互交流的社群媒體平台，企業也選擇在Instagram建立品牌社區，希望能藉此提高曝光率與購買意願，然而，企業想在品牌社區中與顧客建立關係仍是一種挑戰。因此，本研究的目的為找出不同的品牌社區體驗，並解釋何種品牌社區體驗能最有效提高消費者的購買意願。本研究藉由網路問卷進行施測，並回收453份有效問卷，研究發現品牌社區體驗對於品牌社區承諾有顯著正向影響；品牌社區承諾對於品牌態度有顯著正向影響，以及品牌態度對於購買意願有顯著正向影響。本研究也進一步驗證品牌社區承諾在品牌社區體驗與品牌態度之間的關係扮演中介角色，以及品牌態度在品牌社區承諾與購買意願之間的關係扮演中介角色。

As the evaluation of information and technology, mobile network widespread all over the world, therefore in recent years, it has been a profound popularity to use of social media around the world. Instagram has become one of the most popular social media over the past few years. Instagram has not only become a social media which provide people to communicate with each other, but also become a brand community for companies to increase exposure rate and purchase intension. However, it has been a challenge for enterprises to build relationship with customers in brand community. The purpose of this study is to find different brand community experiences, and explains which brand community experience can increase customers’ purchase intension effectively. The study was conducted by online questionnaires, and the total effective collections are 453. The result indicates brand community experience has a significant positive effect on brand community commitment, brand community commitment has a significant positive effect on brand attitude, and brand attitude has a significant positive effect on purchase intension. This study further verifies the mediating role of brand community commitment in the relationship between brand community experience and brand attitude, and brand attitude plays the mediating role in the relationship between brand community commitment and purchase intension.

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中文文獻

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