臺灣博碩士論文加值系統

隨著網際網路的發展迅速，帶動了虛擬社群的熱潮與成長，使得人們可以基於自身的需求與興趣，透過虛擬社群存取豐富的資訊來滿足多樣化的需求，因此研究引入了「涉入」的概念用以探討使用者社群涉入的程度對行為意圖的影響，以購物相關的虛擬社群為研究主體，探討使用者社群涉入對購買意圖、推薦及倚賴社群意圖的影響，並從個人特質、網站的資訊面與系統面來了解影響使用者社群涉入的因素，提出了信任傾向、資訊有用性與網路互動性，從中了解涉入前因、涉入與行為意圖之間的關係。研究採用網路問卷，以便利性抽樣與滾雪球抽樣蒐集資料，總共收集到283份有效問卷，並使用SPSS與PLS來觀察樣本結構與分析研究的結構模式。研究結果發現信任傾向、資訊有用性及網路互動性中的溝通、控制與回應皆會正向影響使用者的社群涉入程度，而社群涉入也會對購買、推薦與倚賴意圖皆產生正向的效果，而全部的假設也都得到了支持。

With the rapid development of the Internet, the virtual communities are in trend and growing for people using virtual community to have the access to the abundant information base on their needs and interests. Thus, our study imports the concept of "Involvement" to investigate the effect of user’s community involvement on behavioral intention. We focus on the shopping-related virtual community as the research subject and investigate on the influences that community involvement have on purchase intention, recommendation and willing to depend intention. We try to understand the factor of the community involvement of the users from their personal characteristic, website information and system so we propose disposition of trust, information usefulness and website interaction to understand the relationship among the reason of the involvement, the involvement, and the intentional behavior. This study uses online survey and through convenience and snowball sampling methods to collect data. A total of 283 valid samples were thus collected, and then we employed PLS to test the research model. The results show that disposition of trust, information usefulness and the communication, control, and responsiveness of the website interaction positively influence user's community involvement. The community involvement also affects purchase, recommend and depending intention. All hypotheses in this study are supported.

目錄
中文摘要　i
Abstract　ii
誌 謝　iii
目 錄　iv
圖索引　v
表索引　vi
第一章 緒論　1
第一節 研究背景　1
第二節 研究動機　4
第三節 研究目的　7
第四節 研究流程　9
第二章 文獻探討　11
第一節 虛擬社群　11
第二節 涉入理論與社群涉入　19
第三節 資訊有用性　28
第四節 網站互動性　33
第五節 信任傾向　39
第六節 行為意圖　43
第三章 研究方法　53
第一節 研究架構　53
第二節 研究假設　54
第三節 研究變數定義與測量　61
第四節 研究設計　68
第四章 資料分析　75
第一節 基本資料結構分析　75
第二節 信度與效度分析　78
第三節 結構模式分析　84
第四節 性別差異對研究模式的影響　88
第五章 結論與建議　95
第一節 理論意涵　95
第二節 實務意涵　102
第三節 研究限制與未來研究方向　105
參考文獻　108
附錄一 研究正式問卷　123
附錄二 問項代碼　126

圖目錄
圖1-1 2008-2010年網站類別使用時間佔整體網路使用時間比例　2
圖1-2 消費者使用社群網路與商家互動方式　3
圖1-3 研究流程圖　10
圖2-1 虛擬社群構成六要素　15
圖2-2 Davis (1989)的科技接受模式　30
圖2-3 DeLone &; McLean (1992)資訊系統成功模式　32
圖2-4 Sussman &; Siegal (2003)資訊接受模式　32
圖2-5 Fishbein &; Ajzen (1975)理性行為理論 43
圖2-6 Ajzen &; Madden (1986)計畫行為理論　44
圖2-7 價格效果的概念模式(Dodds et al., 1991)　46
圖3-1 研究架構　54
圖4-1 整體模式結構分析　85
圖4-2 男性整體模式路徑分析　92
圖4-3 女性整體模式路徑分析　92

表目錄
表2-1 各學者對涉入的定義　21
表3-2 研究變數操作性定義　62
表3-3 信任傾向的衡量問項與來源　63
表3-4 資訊有用性的衡量問項與來源　64
表3-5 網站互動性的衡量問項與來源　65
表3-6 社群涉入的衡量問項與來源　66
表3-7 購買意圖的衡量問項與來源　67
表3-8 推薦意圖的衡量問項與來源　67
表3-9 倚賴意圖的衡量問項與來源　68
表4-1 敘述性統計分析　76
表4-2 研究問項信度分析結果　79
表4-3 研究構面之AVE值　80
表4-4 AVE平方根與各構面間之相關係數　82
表4-5 AVE交叉因素負荷量矩陣　83
表4-6 PLS結構模式分析結果　86
表4-7 研究假說檢定結果　88
表4-8 男性PLS結構模式分析結果　93
表4-9 女性PLS結構模式分析結果　93

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