社群網絡的高速增長為品牌社群提供了新的平台以及機會來維持原有顧客並吸引潛在消費者。然而，品牌公司建立官方網站或品牌社群提供產品資訊，宣傳廣告並與會員互動以縮小與消費者的距離。已經發現消費者在社群中的投入可以提高消費者對品牌服務的滿意度和信任度以及隨後的品牌忠誠度。因此，如何利用社群保留和吸引顧客進而對品牌忠誠是管理層面的一個重要的問題。
本研究旨在調查消費者投入對關係品質的影響，進一步研究線上品牌社群的品牌忠誠度和價格溢價。我們在台灣線上手機品牌社群收到362份有效問卷。模型的結果表明，消費者投入與包括信任度和滿意度在內的關係品質具有正顯著的影響。此外，網絡品牌社群的關係品質與品牌忠誠度和價格溢價也具有正顯著的影響。本研究也發現，信任度和滿意度對品牌忠誠度的影響在不同屬性的線上手機品牌社群之間存在差異。本研究將結果進行討論並提供管理意涵和未來研究的建議。

The high-speed growth of social networking provides brand communities with a new platform and opportunity to keep existing customers and attract potential customers. However, brand companies set up official websites for brand communities to provide relevant information, propagate advertisements and interact with members in order to narrow the distance with consumers. Customer engagement has been found to increase consumers' satisfaction and trust in service brands and subsequent brand loyalty. Therefore, how to retain and attract customers to the brand company is an essential issue for the management.
This study is to inspect the effect of customer engagement on relationship quality, and further on brand loyalty and price premium in online brand community. There are 362 valid questionnaires we received in the Taiwan online mobile brand community. The results of the model reveals that customer engagement has positively influence on relationship quality which composes of trust and satisfaction. Moreover, the relationship quality towards the online brand community is positively related to brand loyalty and price premium. In addition, the effects of trust and satisfaction on brand loyalty are found different between different online mobile brand community which is different attribute. Managerial implications and recommandations for future research are discussed and provided.

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