摘要
在近代行銷領域，以消費者為核心的行銷策略已經成為企業建立顧客忠誠度的重要策略，越來越多的企業投入資源在品牌社群的建立及管理上，藉以維持和消費者之間的良好關係。在社群內，成員間除了存在良好互動外，也會知識分享行為，對於企業來說，透過品牌社群能夠更明確的了解到消費者的需求及建議。然而從Muniz 及 G’uinn (2001)提出三個品牌社群的關鍵特性後，並沒有任何學者針對這三項關鍵特性進行實證，探討此三項特性與社群成員知識分享及其他行為意圖之間的關係。

因此，本研究探討品牌社群特性與成員社會認同、社群認同、知識分享及其他行為意圖之間的關係，並探討社群支持的干擾效果。根據此研究目的，本研究採用問卷的方式，在台灣偉士牌社群論壇上發放並收集到146份樣本進行研究，並採用因素分析、信度檢定、線性結構分析等方法進行統計分析，以驗證本研究所提出的研究假設。

根據本研究結果分析，所得結論如下: (1) 品牌社群特性與社會認同、社群認同之間有顯著且正向的關係；(2) 品牌社群特性透過中介機制-社會認同，對於社群成員知識分享及其他行為意圖擁有顯著且正向的關係；(3) 品牌社群透過中介機制-社群認同，顯著影響社群成員知識分享行為，但對其他行為意圖並沒有顯著的影響；(4) 社會支持對於社會認同、社群認同與知識分享、行為意圖間並沒有顯著的干擾效果。

ABSTRACT
In the modern era of marketing, consumers-centered marketing becomes the new strategy for companies and marketers to develop strong brand loyalty. More and more companies engage in managing the brand community to maintain the customer relationship and receive commercial benefit. In community, members interact with each other, share their knowledge and marketers can also hear the customers’ desire through this channel. However, since Muniz and G’uinn (2001) proposed the three key markers of brand community, there are no empirical researches about how these markers influence members’ behaviors, such as knowledge sharing.
This research explores the relationship between markers of brand community (consciousness of kind, ritual and tradition, moral responsibility) and community members’ behavioral intentions, together with the moderating effect of social support. Based on the purpose, questionnaires are sent to Vespa communities in Taiwan to collect data, and 146 completed questionnaires are put into analysis. Statistical methods, including factor analysis, reliability tests, and structure equation model (SEM) are used for further examination.
According to the results, the main findings indicated that: (1) Markers of brand community have significantly positive impacts on both social identity and community commitment. (2) Through mediating effect of social identity, markers of brand community are significantly positive related to knowledge sharing and behavioral intention. (3) Through mediating effect of community commitment, markers of brand community are significantly positive related to knowledge sharing. (4) The moderating effect of social support has no significant impact on the relationship between social identity, community commitment, and knowledge sharing behavioral intentions. Other findings, managerial implications and suggestions for future research are also provided in the paper.

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