| Summary: | In the latest decade, Brand Community has been widely discussed and considered as one of the best ways that the business and customers co-create value to enhance the brand loyalty and purchase intention. In recent years, with the development of Internet, the concept of social media and online brand community is thriving. However, while it is a trend for the business to
build an online community through social media, luxury brand companies hesitate to embrace social media and online brand community. Until now, luxury brand companies are increasingly paying more attention to the issues of online brand community and try to deliver brand message through this new marketing tool. Therefore, this research try to provide luxury brand companies an insight of online brand community and have a further exploration on the interaction with the luxury online brand community in Taiwan market.
Firstly, the research attempts to clarify the relationship between brand community and online brand community. Secondly, it will discuss the use of social media. Thirdly, try to discuss the luxury purchase behaviour and explore why luxury brands put off leveraging social media to build their own online community.
In order to complete this research, a quantitative research methodology was adopted through online, and a questionnaire was developed. The questionnaire results are expected to clarify the relationship between online brand community and purchasing intention. This study utilises
Statistical Products and Services Solution (SPSS v. 16.0) software to analyze the data. The results are:
(1) online brand community has a significant influence in purchase intention; (2) online community involvement and loyalty have no impact on purchase intention;
(3) The relationship with the community has a significant influence on purchase intention and the identity has a correlation with purchase intention.
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