CAJ | 학술논문

研究了虚拟品牌社群成员的个人特质与品牌社群承诺的关系，并同时检验社群发起形态的干扰角色。通过网络问卷收集数据，总共调查苹果计算机用户社群、Window Xbox玩家论坛、SONYPSP玩家社群、BMWmotorclub、裕隆篮球队球迷社群、纽约洋基棒球队球迷俱乐部、LOMO Taiwan Group、Nissan Taiwanclub和L A LakersFans’club 9个虚拟品牌社群的成员，共计回收了212份有效问卷。研究结果显示，虚拟品牌社群成员的自我彰显、自我超越与自我呈现等个人特质正向影响品牌社群承诺，社群发起形态对虚拟品牌社群成员个人特质与品牌社群承诺的关系存在干扰效果。
연구료허의품패사군성원적개인특질여품패사군승낙적관계，병동시검험사군발기형태적간우각색。통과망락문권수집수거，총공조사평과계산궤용호사군、Window Xbox완가론단、SONYPSP완가사군、BMWmotorclub、유륭람구대구미사군、뉴약양기봉구대구미구악부、LOMO Taiwan Group、Nissan Taiwanclub화L A LakersFans’club 9개허의품패사군적성원，공계회수료212빈유효문권。연구결과현시，허의품패사군성원적자아창현、자아초월여자아정현등개인특질정향영향품패사군승낙，사군발기형태대허의품패사군성원개인특질여품패사군승낙적관계존재간우효과。
The study examines the relationship between virtual brand community member＇s characteristics and brand community commitment, and the moderating role of hosting type of virtual brand community. Data were collected from an online survey to members of virtual brand communities, including Apple users＇ community, Window Xbox players forum, Sony PSP players group, BMW motor club, fans community of Yulon basketball team, Yankees＇ fans club, LOMO Taiwan Group, Nissan Taiwan club and L. A Lakers Fans＇ club. Total 212 members provided the effective data. The results reveal that brand community commitment is influenced positively by the member＇s characteris- tics, such as self-enhancement, self-transcendence and self-expression. Moreover, the hosting type moderated the relationship between the member＇s characteristics and brand community commitment. The author discusses the implications for theory and managerial practices and suggests directions for the future study as well.