目前已有許多企業成功地利用品牌社群來維繫顧客關係，並宣傳品牌及公司之形象，可見品牌社群對企業的重要性日益顯著。本研究之研究目的包括：1.探討哪些因素會影響品牌社群認同度。2.分析品牌社群認同度與忠誠度之關係。3.探討社群成員所感受到的社群規範壓力和社群參與度在品牌社群認同度與忠誠度之中介效果。
藉由文獻回顧及合理推論，本研究認為社群經營者若能注重社群成員與產品、品牌、公司及其他社群成員的四種關係網絡時，應有助提升社群成員對社群的認同度，增加成員持續參與社群活動和推薦他人參與社群之意圖。
本研究針對國內汽車品牌社群，經由網路問卷調查及LISREL分析後，得出重要研究結論如下:
1.｢品牌社群成員與品牌之關係｣以及｢品牌社群成員與其他成員之關係｣越好，則品牌社群認同度越高。
2.成員對品牌社群認同度越高，則對品牌社群之忠誠度越高。
3.社群認同度越高，則成員之社群參與度越高、感受到之社群規範壓力較小。
4.較高的社群參與度、和較小的規範壓力，均使得社群成員對品牌社群的忠誠度提高。

More and more enterprises use brand communities to maintain their customer’s relation and promote their brand image. In view of this, the brand community play an important role for enterprises. The objectives of this research is summed up as follows: (1) Discuss which factors can influence the brand community identification. (2) Analyze the relationship between brand community identification and brand community loyalty. (3)Discuss the mediating effect of Normative Community Pressure and Community Engagement that community members experience in community identification and community loyalty.
By reviewing reference and rational inference, this research shows that if the community's operator could pay attention to the community members’ four relation networks, such as the relation between members and products, brand, company and community’s other members, perhaps they could help to improve community members identification, and increase members’ intention to sustained participate in the community, and keep them participating in the community.
This research is focus on the brand community of domestic automobile. After network questionnaire investigation and LISREL analysis, the empirical results are divided into three parts:
(1)The better “the relation between brand community member and brand” is, as well as “the relation between brand community members and other members”, the higher brand community identification community members have.
(2)The better brand community identification is, the higher the brand community loyalty community members have.
(3)The better the brand community identification is, the higher “Community Engagement” as well as the smaller “Normative Community Pressure” community members has.
(4)The higher “Community Engagement” and smaller “Normative Community Pressure” let community members’ brand community loyalty higher.

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