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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 曹承礎 | |
dc.contributor.author | Han-Yen Wu | en |
dc.contributor.author | 吳涵嫣 | zh_TW |
dc.date.accessioned | 2021-05-20T20:05:38Z | - |
dc.date.available | 2012-08-19 | |
dc.date.available | 2021-05-20T20:05:38Z | - |
dc.date.copyright | 2009-08-19 | |
dc.date.issued | 2009 | |
dc.date.submitted | 2009-08-13 | |
dc.identifier.citation | 一、中文部分
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[47]Wang, L.C., Baker, J., Wagner, J.A. and Wakefield, K. “Can a Retail Web Site Be Social?” Journal of Marketing, vol.71, 2007, pp.143-157. 三、網站部分 [48]Alexa,Top Sites in Taiwan,http://www.alexa.com/topsites/countries/TW,存取於2009年6月22日。 [49]BabyHome寶貝家庭親子網http://www.babyhome.com.tw [50]DCView數位視野 http://www.dcview.com [51]FashionGuide華人第一時尚美容網站http://www.fashionguide.com.tw [52]Mobile01 http://www.mobile01.com [53]My Mobile Life http://www.mml.com.tw [54]Oxford English Dictionary Online http://dictionary.oed.com [55]UrCosme http://www.urcosme.com [56]中華電信研究所-網路問卷e點靈 http://qqq.cht.com.tw/webform/index.htm [57]巴哈姆特電玩資訊站http://www.gamer.com.tw [58]遊戲基地 http://www.gamebase.com.tw [59]數位時代,2009年台灣熱門網站100總榜單,2009/04/02,http://www.bnext.com.tw/WeekPickView_67,存取於2009年6月22日。 [60]數位時代,FashionGuide不用衝流量 也能紮實賺錢,2009/02/01,http://www.bnext.com.tw/LocalityView_7812,存取於2009年6月24日。 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/8979 | - |
dc.description.abstract | 虛擬社群網站的最終價值來自於社群成員。社群成員愈多,經營者能因會員發表文章而提升網站內容的豐富度和可靠性,並由於目標族群清楚,更可藉由協助廠商放置廣告或提供交易場所而獲取利潤。然而同性質的社群網站競爭者愈來愈多,如何增加社群成員對網站的黏性,促進會員持續貢獻內容,提升社群網站的口碑,吸引更多人加入社群,是所有社群網站經營者關切的議題。
本研究試圖以Babin et al.(1994)提出之價值觀點應用在虛擬社群網站中,假設使用者瀏覽社群網站的目的在於獲取預期的資訊,且將獲得本研究提出之網站瀏覽價值(Web Site Browsing Value;WSBV),即瀏覽網站過程中感受到娛樂性的享樂價值,以及瀏覽網站後完成預期任務的實用價值;並探討影響該價值之決定因素,推論出該價值對於使用者持續再訪網站、發表分享文章以及推薦給其他使用者之行為意圖的影響。 本研究以FashionGuide社群網站做為研究對象,針對該社群成員進行問卷調查,共蒐集312份有效問卷,並採用PLS統計分析工具進行SEM資料分析。研究結果顯示使用者瀏覽社群網站時將獲得網站瀏覽價值,且該價值正向影響使用者持續再訪意圖、分享意圖與推薦意圖;外部變因如網站品質、愉悅感與激勵感也將對網站瀏覽價值造成正向影響;而誘因對網站瀏覽價值雖無顯著相關,但仍會影響使用者的分享意圖。 | zh_TW |
dc.description.abstract | Members are the ultimate value for service providers of virtual communities because members post articles which enhance the plenty and reliability of content in the website and attract more and more targeted browsers. In addition, virtual communities can get more revenues from advertisements and transaction services. However, the number of competitors which have the same kind with community websites has increased over the years. To encourage users to revisit, contribute content and recommend the website frequently and attract more users to participate in the community are important issues for all service providers of virtual communities.
This study adopts the value perspective proposed by Babin et al. (1994) to understand members’ behavioral intention in virtual communities. This study extends the original concept of value (shopping value) to the website browsing value (WSBV). The WSBV means that members get hedonic and utilitarian value after browsing content in virtual community websites. This study also discusses four determinants affecting the WSBV and investigates its influence on behavioral intention including revisiting, sharing, and recommendation. Data was obtained from FashionGuide.com which is well known forum for sharing information about women’s beauty. This study collected 312 valid questionnaires and the research model was tested through structural equation modeling (SEM) with PLS. The result confirmed that users will acquire the WSBV when they browse the community websites. Moreover, it revealed WSBV is positively associated with intention of revisiting, sharing and recommendation. External variables like website quality, pleasure and arousal are also positively associated with WSBV. Although, incentive is not significantly correlation with WSBV, it still has impact on users’ intention to share. | en |
dc.description.provenance | Made available in DSpace on 2021-05-20T20:05:38Z (GMT). No. of bitstreams: 1 ntu-98-R96725021-1.pdf: 1216623 bytes, checksum: fcae4f358775450b9cb9179495a92777 (MD5) Previous issue date: 2009 | en |
dc.description.tableofcontents | 目錄 六
表次 九 圖次 一○ 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 3 第三節 章節介紹 5 第二章 文獻探討 6 第一節 虛擬社群 6 第二節 價值觀點 8 第三節 使用者行為意圖 11 第四節 影響使用者瀏覽之外部變因 12 2.4.1 網站品質 12 2.4.2 誘因 14 2.4.3 情緒反應之愉悅感與激勵感 15 第三章 研究方法 17 第一節 研究架構與假說 17 3.1.1 外部變因與網站瀏覽價值 18 3.1.2 網站瀏覽價值與使用者行為意圖 19 第二節 研究變數之定義與問項 20 3.2.1 網站品質 20 3.2.2 誘因 22 3.2.3 情緒反應之愉悅感與激勵感 23 3.2.4 網站瀏覽價值 24 3.2.5 持續再訪意圖 25 3.2.6 分享意圖 26 3.2.7 推薦意圖 27 第三節 研究設計 28 3.3.1 問卷設計 28 3.3.2 研究樣本 28 3.3.3 資料蒐集方式 29 3.3.4 資料分析方法 29 第四章 研究分析 30 第一節 敘述性資料統計 30 4.1.1 受測者基本資料 30 4.1.2 虛擬社群經驗 32 第二節 衡量模式(MEASUREMENT MODEL) 34 第三節 二階驗證性因素分析(SECOND-ORDER CFA) 40 第四節 結構模式(STRUCTURAL MODEL) 45 第五章 結論與建議 48 第一節 討論 48 5.1.1 理論意涵 48 5.1.2 實務建議 50 第二節 研究限制 51 第三節 未來發展 52 第四節 結論 53 參考文獻 55 附錄:問卷 61 | |
dc.language.iso | zh-TW | |
dc.title | 以價值觀點探討虛擬社群使用者持續再訪、分享與推薦之行為意圖 | zh_TW |
dc.title | A Study of Users' Behavioral Intention to Stick, Share and Recommend in Virtual Communities from the Value Perspective | en |
dc.type | Thesis | |
dc.date.schoolyear | 97-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 吳玲玲,許瑋元 | |
dc.subject.keyword | 虛擬社群,網站瀏覽價值,享樂價值,實用價值,持續再訪,分享,推薦,行為意圖, | zh_TW |
dc.subject.keyword | virtual community,web site browing value,hedonic value,utilitarian value,stick,revisit,share,recommend,WOM,behavioral intention, | en |
dc.relation.page | 67 | |
dc.rights.note | 同意授權(全球公開) | |
dc.date.accepted | 2009-08-13 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
顯示於系所單位: | 資訊管理學系 |
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