於現今重視顧客行銷之時代，品牌社群除了能夠提供予消費者最新資訊及娛樂之管道外，亦能藉由與成員們之間的互動，作為企業與其溝通管道，以增進其忠誠度。本研究之研究目的為探討使用者體驗過FashionGuide (FG)線上品牌社群後，對其體驗價值及實用與享樂態度之影響，進而對其持續使用意圖之影響。本研究主要以網路問卷方式進行調查，並採用便利抽樣蒐集資料。過去曾使用FG線上品牌社群之使用者為受訪對象，總共回收281份問卷，經刪除無效問卷後，共獲得238份有效問卷。接著，本研究利用SPSS 23.0進行樣本敘述性統計分析及信度分析，同時亦利用SPSS AMOS 22進行驗證性因素分析、結構方程模式分析及假說檢定。本研究結果發現使用者體驗顯著與正向地影響體驗價值，進而顯著與正向地影響實用與享樂態度，而實用態度與享樂態度亦顯著與正向地影響持續使用意圖。再者，本研究結果亦發現體驗價值於使用者體驗及態度之間具有完全中介效果。最後，根據本研究之結果發現，提出實務建議予FG線上品牌社群經營業者作為決策參考依據。
Nowadays, customer marketing has been concerned, and brand community can not only provide consumers with latest information and various entertainments, but also interact with other members and serve as the channel for business communication to increase customer loyalty. The purposes of this study attempt to explore the impacts of user experience on experiential value, utilitarian attitudes, and hedonic attitudes, and in turn, affect continuance intention after experiencing the FashionGuide (FG) online brand community. A web-based questionnaire is used to collect data through the con-venient sampling. The respondents that have experienced the FG online brand commu-nity are the subjects. A total of 281 questionnaires are collected and 238 valid ques-tionnaires are received after deleting the invalid questionnaires. Descriptive statistics and reliability analysis are conducted via SPSS 22.0 and confirmatory factor analysis and structural equation model are conducted via AMOS, with 238 valid questionnaires returned. The results confirm that the user experience significantly and positively af-fects experiential value, and in turn, significantly and positively affects utilitarian and hedonic attitudes. Both utilitarian and hedonic attitudes also significantly and posi-tively affect continuance intention. In addition, the results also show that experiential value fully mediate the relationship between user experience and attitudes. Finally, according to these findings, practical suggestions are offered to the manager of FG online brand community.
