近年來人們對環保及節能減碳的議題日漸重視，電動機車的出現即為一例，其為傳統機車產業帶來新的影響。本研究以刺激-有機體-反應(stimulus-organism-response; S-O-R)架構為基礎，探討電動機車線上品牌社群之特徵對顧客參與是否會有正向影響，以及顧客參與對購買意圖與口碑意圖是否有正向影響，而在
本研究中，顧客參與於電動機車線上品牌社群之特徵及購買意圖與口碑意圖之間之中介效果亦被探討。此外，本研究亦對線上品牌社群類型於線上品牌社群特徵與顧客參與之間之干擾效果進行探討。本研究以網路問卷的方式蒐集資料，研究對象為有瀏覽過gogoro線上品牌社群之消費者，最後收集之有效問卷份數為291份，並使用結構方程式模型檢定所發展的假說及模式。結果發現線上品牌社群之特徵(即資訊品質、系統品質、互動性)對顧客參與有顯著正向影響，而顧客參與對購買意圖與口碑意圖亦有顯著正向影響。而研究結果亦進一步顯示顧客參與於線上品牌社群特徵(資訊品質)與購買意圖與口碑意圖之間具有中介效果，並且亦進一步發現線上品牌社群類型於系統品質與顧客參與之間具有干擾效果。
In recent years, people have paid more attention to the issue of environmental protection, energy saving and carbon reduction. The emergence of electric scooter is an example, which has brought new influence to the traditional scooter industry. This study is based on the stimulus-organism-response framework to explore whether the characteristics of the online brand community of electric scooter have positive impact on customer engagement, and whether customer engagement has a positive impact on purchase intention and word-of-mouth intention. In addition, this study not only explores the mediating role of customer engagement in the relationships between online brand community characteristics and purchase intention, and word-of-mouth intention, but also explores the moderating role of online brand community type in the relationships between online brand community characteristics and customer engagement. This research collected data by online questionnaires. The research objects are consumers who had browsed the gogoro online brand community. A total of 291 valid questionnaires are collected, and structural equation modeling is used to test the proposed model and hypotheses. The results show that the characteristics of online brand community (i.e., information quality, system quality, interaction) have a significant and positive impact on customer engagement, and customer engagement has a significant and positive impact on purchase intention and word-of-mouth intention. The results of the study further show that customer engagement has a mediating effect on the links between online brand community characteristics (information quality) and purchase intention and word-of-mouth intention. The result also show that online brand community type has a moderating effect on the links between online brand community characteristics (system quality) and customer engagement.
