ปัจจัยที่ส่งผลต่อความผูกพันกับแบรนด์ของผู้บริโภคและความภักดีต่อ แบรนด์ในชุมชนแบรนด์เสมือนจริงบนโซเชียลมีเดียของผู้บริโภคที่ใช้รถกระบะ ในเขตกรุงเทพมหานคร และปริมณฑล
Factors affecting on consumer brand engagement and brand loyalty in virtual brand communities on social media of consumers using pickup trucks in Bangkok and its vicinity
Keywords:
อัตลักษณ์ชุมชนแบรนด์, ประโยชน์ที่ได้รับ, ความผูกพันกับแบรนด์ของผู้บริโภค, ความภักดีต่อแบรนด์ ชุมชนแบรนด์เสมือนจริง, Brand Community Identification, Reward, Consumer Brand Engagement, Brand loyalty, Virtual Brand CommunitiesAbstract
งานวิจัยนี้มีวัตถุประสงค์ 1) เพื่อเปรียบเทียบความผูกพันกับแบรนด์ของผู้บริโภคในชุมชนแบรนด์เสมือนจริงบนโซเชียลมีเดียจำแนกตามกลุ่มรายได้และกลุ่มการใช้เวลาอยู่ในชุมชนแบรนด์เสมือนจริง 2) เพื่อศึกษาอิทธิพลของปัจจัยที่ส่งผลต่อความผูกพันกับแบรนด์ของผู้บริโภคและความภักดีต่อแบรนด์ในชุมชนแบรนด์เสมือนจริงบนโซเชียลมีเดีย โดยมีกรอบแนวคิดของงานวิจัยประยุกต์จากทฤษฎีอัตลักษณ์ทางสังคม แนวคิดความผูกพันกับแบรนด์ของผู้บริโภคและแนวคิดความภักดีต่อแบรนด์ ดำเนินการศึกษาด้วยวิธีแจกแบบสอบถามจากกลุ่มตัวอย่างจำนวน 480 คน ผลการวิจัยพบว่า 1) กลุ่มที่มีรายได้มากกว่าหรือเท่ากับ 50,000 บาท มีอิทธิพลต่อความผูกพันกับแบรนด์มากกว่ากลุ่มที่มีรายได้น้อยกว่า 50,000 บาท และกลุ่มที่ใช้เวลาอยู่ในชุมชนแบรนด์เสมือนจริงมีอิทธิพลมากกว่ากลุ่มที่ไม่ได้ใช้เวลา 2) อัตลักษณ์ชุมชนแบรนด์และประโยชน์ที่ได้รับมีอิทธิพลอย่างมีนัยสำคัญต่อความผูกพันกับแบรนด์ของผู้บริโภค 3) ความผูกพันกับแบรนด์ของผู้บริโภคมีอิทธิพลอย่างมีนัยสำคัญต่อคุณภาพของความสัมพันธ์ 4) ความผูกพันกับแบรนด์ของผู้บริโภคและคุณภาพของความสัมพันธ์มีอิทธิพลอย่างมีนัยสำคัญต่อความภักดีต่อแบรนด์ และ 5) ความภักดีต่อแบรนด์มีอิทธิพลอย่างมีนัยสำคัญต่อความตั้งใจซื้อซ้ำและความตั้งใจบอกต่อ The goals of this study are to 1) compare consumer brand engagement in virtual brand communities on social media by income group and time spent in virtual brand communities; and 2) investigate factors influencing consumer brand engagement and brand loyalty in the virtual brand community on social media. The theory of social identity, the concept of consumer brand commitment, and brand loyalty are applied in this study. 480 questionnaires are collected. The results show that 1) groups with incomes greater than or equal 50,000 baht had a greater influence on brand engagement than those with incomes less than 50,000 baht, and those who spent more time in the virtual brand community were more influential than those who did not. 2) Brand community identity and reward had a significant influence on the consumer's brand engagement. 3) Consumer brand engagement had a significant influence on the quality of the relationship. 4) Consumer brand engagement and relationship quality have a significant positive impact on brand loyalty, and 5) Brand loyalty has a significant positive impact on repurchase intention and word of mouth intention.References
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