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標題: | 以社交為目的之社群網站使用者滿意度及黏著度之研究 The Study of Social Networking Site Satisfaction and Stickiness: An Empirical Study |
作者: | Yin-Ta Hsiao 蕭穎達 |
指導教授: | 許瑋元 |
關鍵字: | 期望差異理論,社群網路壓力,承諾-信任理論,滿意度,黏著度, Expectancy disconfirmation theory,OSN-induced stress,Commitment-trust theory,Satisfaction,Stickiness, |
出版年 : | 2015 |
學位: | 碩士 |
摘要: | 社群網站已經成為現今人們生活中不可或缺的一部分,而各式各樣的社群網站正如雨後春筍般不斷冒出。調查指出,在這些數量龐大的社群網站中,最終只有10%以內可以存活下來。我們相信,社群網站的管理者若要在這高度競爭環境下做到永續經營則必須使網站的使用者成為忠誠使用者,藉此提升個別顧客所帶來的價值進而使該社群網站的價值提高。而如何幫助社群網站提升顧客滿意度與黏著度便是一個重要且值得探討的議題。
本研究以期望差異理論之觀點,試圖了解顧客的認知績效與實際使用後期望的差異性與使用者滿意度間的相互關係。另外也透過了社群網路壓力的理論,希望能幫助社群網站管理者找出可能降低消費者對於網站的滿意度之因素。最後也利用承諾-信任理論,將承諾與信任作為滿意度之基礎,探討滿意度與使用者黏著度彼此之間的相關性。而透過實證研究後發現,提高顧客的認知績效以及其期望與績效所產生的差異性後,確實能夠提升使用者的滿意度。並且若社群網站能夠提升使用者的滿意度,則其對於此網站的黏著度也會上升。但是社群網路壓力在我們的實證研究中被發現並不像我們預期的會降低使用者滿意度,反而此兩個因素之間並沒有相關性。 本研究建議,社群網站的經營者可以利用我們所界定出的因素,如讓使用者在使用網站時感到輕鬆自在,或者是提供有價值的資訊等來提升使用者的滿意度與黏著度。而在瞬息萬變的資訊社會中,使用者對於網站的期望也可能會日益改變,社群網站的管理者必須多對競爭對手進行調查,進一步走在使用者的期望前方,讓使用者時刻都覺得在社群網站使用經驗上超乎原先所預期的,如此一來也能夠增加使用者的滿意度與黏著度。能成功的社群網站畢竟只是少數,期望此份研究能夠提供有幫助的細節與資訊,讓社群網站經營者能夠參照並提升其網站的價值與存活機會。 Nowadays, social networking sites (SNS) have become an essential part in our lives. However, SNSs have face fierce competition and challenges to maintain successful position in the marketplace. In this thesis, we argue that if the SNSs wants to sustain in the long-term, they must enhance the value of the websites to turn the one-time users into loyal users. Therefore, customer satisfaction and customer stickiness are the factors that all SNSs managers should take into account seriously. We adopt expectancy disconfirmation theory as one of our theoretical foundations to understand the relationship among customers’ SNSs satisfaction and their perceived SNSs performance as well as the expectancy disconfirmation. In addition, we also use OSN-induced stress theory to help us find factors that may decrease customers’ satisfaction when the customers use SNSs. Apart from customer satisfaction, the concept of customer stickiness is important to sustain the success of SNSs in the long-term. Thus, we draw on Commitment-trust theory to hypothesize the relationship between customer satisfaction and customer stickiness. Our empirical results reveal that the perceived SNSs performance and expectancy disconfirmation have positive effect on customer satisfaction. That is, if the SNSs can increase users’ satisfaction, their stickiness to the websites will rise as well. However, the relationship between OSN-induced stress and customer satisfaction is not positive significant as we expected. Our findings suggest that the owner of SNSs shall use the factors we defined to raise customers’ satisfaction and stickiness. Our empirical results indicate that efforts in increasing customers’ expectation can have a positive impact on customers’ expectancy disconfirmation, customers’ satisfaction and stickiness. We hope our study can provide valuable information so that the SNSs owners can stand out and enhance their value as to survive. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/51234 |
全文授權: | 有償授權 |
顯示於系所單位: | 資訊管理學系 |
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