衡量虛擬社群使用者滿意度之研究

Abstract

電子商務發展至今，許多企業體認到虛擬社群帶來的好處，紛紛在網站上建立社群，試圖增加顧客忠誠度，進而增進其購買產品或服務的意願。企業如何有效經營虛擬社群，以及找出影響成員滿意度的因子，對於想要透過虛擬社群獲得利益的企業而言，是一個重要的議題。 本研究綜合過去學者提出的資訊系統成功模式、科技接受模式、虛擬社群管理及線上消費行為研究的信任理論，探討影響成員滿意度及購買意願的因素，發展出一個衡量虛擬社群使用者滿意度模式，並與國內兩個知名的網路虛擬社群合作，進行為期一個月的調查。實證結果顯示：參與之有效性、管理之可靠性、系統之舒適性及服務之體貼性是成員衡量虛擬社群資訊系統品質時最重視的四個因子，而歸屬感增進策略及獎勵與懲處策略是成員對社群管理最重視的兩個重要因素。本研究也發現，虛擬社群的資訊系統品質、社群管理策略及個人的信任傾向度會顯著影響成員對社群的信任，成員對虛擬社群的信任會顯著影響其滿意度及購買意願。

With the development and progression of e-commerce, many enterprises realize that virtual community could bring them benefits. They try to build virtual communities to increase loyalty and then the purchasing intension of customers. How an enterprise can run virtual community effectively and determine the factors affecting user satisfaction is a crucial issue for those enterprises who want to benefit from constructing virtual communities. The study incorporates former perspectives in information system success model, technology acceptance model, virtual community management and the trust theory of on-line consumer behavior to explore the factors affecting user satisfaction. After one-month investigation with two famous virtual communities in Taiwan, the result indicates that effectiveness of participation, reliability of mamagement, comfort of system and consideration of service are four factors that members evaluate information system quality of virtual community most. The result also suggests that the strategies of SOVC (sense of virtual community) improvement and rewards/punishments are two crucial factors of virtual community management. The reaserch result shows that information system quality, strategy of virtual community management, trust disposition are correlated with trust towards virtual community. In addition, trust towards virtual community is positively related to user satisfaction and purchasing intension.