臺灣博碩士論文加值系統

近年來「社群」不論在學術界或實務界，都十分地引人注目。然而在台灣的學術研究中，所謂的「社群」多是指網路上的虛擬社群，而非真正的「社群」；虛擬社群的互動程度相較於實體社群的互動程度而言，效果顯然微弱許多。然而關於實體形成的社群、甚至是虛擬實體兼具的社群之研究，卻是付之闕如。本篇論文可說是台灣真正首篇針對「社群」進行討論之研究。
近年來，RV休旅車在汽車市場引起廣大的迴響，除了其多元化的功能可以滿足車主不同的需求外，車主們亦能經由加裝或改裝其配件，以追求性能或個人化。但是RV休旅車屬於奢侈品及耐久財，加上其本身具有一定的技術水準，消費者若無一定程度之產品知識，不能對RV車進行加裝或改裝，否則會造成重大的損失。因此消費者會透過不同的管道，學習產品知識或搜集相關資訊。本研究係針對台灣的RV休旅車社群進行探討；這些社群在網路上建立，但是會經由定期的聚會，交換彼此對於RV休旅車的心得、認識同好、強化成員們對於該RV車社群之向心力。這種虛實結合的社群，對於RV休旅車公司或是銷售配件的廠商有著極大的影響力，因為消費者可以藉由此種形態結合在一起，成為一個具有強大議價力的群體。
在本研究中發現，配件之購買行為會受到社群信任、消費者的產品知識、及某些個人特質變數之影響。社群信任與其前因變數社群認同，均可細分為數個不同的因素。此外，在研究中亦發現RV車公司對消費者之效果，與社群對於消費者之效果兩者間呈現替代性。RV休旅車公司應經由建立社群，以改善在消費者心中之形象與評價，並應向配件加∕改裝市場發展以追求獲利。社群經營者應善用社群成員的力量來幫助社群營運。對於RV車消費者而言，他們應該及早加入RV車社群以獲得更多的產品知識與相關資訊，以利於其購車與加∕改裝行為；已經購買RV休旅車的車主們，亦應加入社群搜尋相關之資訊，並藉此機會向其業務代表驗證資訊之正確性。當業務代表給予正面回應時，RV車主會感覺其業務代表和該RV車社群均足以信任，形成一個正向的循環。

Most of the studies about community in recent years are about virtual community, but such communities have weaker effects than those communities that have real interactions. As we have known, there are few extant studies focused issues on such kind of community. This is the first research about communities in Taiwan.
In recent years, recreational vehicle (RV) was a hot vehicle style on market. Its various accessories (inside and outside) give the owner a chance to add or re-equip accessories to personalize his RV or to improve its capability. However, RV is luxury and durable goods, so customers will search relevant information to fulfill their knowledge. RV community is a different concept about community; it contains two systems (network and real activities) for members to have interaction. The potential of their purchase power is strong because of quickly spreading information and strongly trust in the community. The opinions of them should not be neglected because the community gathers many RV owners.
In this research, we find that purchase behavior is related to Community Trust, Product Knowledge, and some personal variables. Community Trust and its antecedent, Community Identification, can be divided to several different categories. Moreover, we also find that effect of corporation and the effect of community are opposite; they can be substitution. As a result, corporations should establish a RV community to improve the images and evaluations of customers. Furthermore, corporation can develop the accessories industry in which other small companies have been in for a long time. The managers of RV communities can persuade RV corporations and RV accessories firms into sponsoring their operation. To consumers, they had better joining in the RV community as early as possible. If they join RV communities before they buy RV, they can increase their product knowledge and relevant information beneficial to their purchase behavior of RV and of accessories. If they join RV communities after buying RV, they can research relevant knowledge and know more information; then go to ask their sales representatives to prove that. With the positive feedback from sales representative, the customers will feel that both RV community and their sales representative are trustworthy.

Content
Chapter 1 Introduction.……………………………………………1
1-1 Motivation and background……………………………………1
1-2 Objective and contribution.…………………………………3
1-3 Research Process.………………………………………………4
Chapter 2 Literature Review………………………………………6
2-1 Purchase behavior Concepts.…………………………………6
I. Definition…………………………………………………………6
II. Antecedents………………………………………………………7
2-2 Community Concepts……………………………………………10
I. Community…………………………………………………………10
II. Community Identification……………………………………11
III. Community Trust………………………………………………13
IV. Community Identification and Community Trust…………15
V. Trust and Purchase Behavior…………………………………16
2-3 Product Knowledge and Purchase Behavior.………………18
I. Definition.………………………………………………………18
II. Product Knowledge and Repurchase Behavior.……………18
Chapter 3 Framework and Methodology.…………………………20
3-1 Framework and Hypothesis……………………………………20
3-2 Measurement and Definition…………………………………24
I. Measurement………………………………………………………24
II. Data Collecting.………………………………………………28
Chapter 4 Empirical Result………………………………………31
4-1 Descriptive Statistics and Analysis.……………………31
4-2 Factor Analysis.………………………………………………35
I. Group 1─Buy RV before Joining Community.………………35
II. Group 2─Not Buy RV before Joining Community…………35
4-3 Reliability Analysis…………………………………………42
I. Group 1─Buy RV before Joining Community.………………42
II. Group 2─Not Buy RV before Joining Community…………42
4-4 Regression Analysis.…………………………………………44
I. Group 1─Buy RV before Joining Community.………………44
II. Group 2─Not Buy RV before Joining Community…………50
Chapter 5 Discussion………………………………………………59
5-1 Discussion………………………………………………………59
I. Hypothesis 1.……………………………………………………59
II. Hypothesis 2……………………………………………………60
III. Hypothesis 3.…………………………………………………60
IV. Summary.…………………………………………………………61
Chapter 6 Conclusion………………………………………………65
6-1 Theoretical Contribution……………………………………65
6-2 Implications of Management Practice.……………………67
I. To RV Corporations.……………………………………………67
II. To RV community Directors.…………………………………67
III. Consumers………………………………………………………68
6-3 Limitations and Future Suggestion.………………………70
Reference.……………………………………………………………71
Appendix A. Questionnaire.………………………………………78
Appendix B. Other Regression Results…………………………82
Table Content
Table 2-1-1 Definition of purchase decision aspect of consumer behavior………6
Table 2-2-1 Definition of Identification………………………………………………12
Table 2-2-2 Previous Conceptualization of Trust.……………………………………14
Table 3-1-1 The relationship between 2 Groups and community effects.…………23
Table 3-2-1 Corporate Trust Items.………………………………………………………26
Table 3-2-2 Sales Representative Trust Items…………………………………………26
Table 3-2-3 Community Identification Items……………………………………………27
Table 3-2-4 Community Trust Items.………………………………………………………28
Table 4-1-1 Descriptive Statistics of Personal level Variables…………………32
Table 4-1-2 Descriptive Statistics about RV.…………………………………………34
Table 4-2-1 Correlation Matrix of Community Identification (Group 1)…………36
Table 4-2-2 Correlation Matrix of Community Trust (Group 1).……………………37
Table 4-2-3 Factor Loading─Group 1.……………………………………………………38
Table 4-2-4 Correlation Matrix of Community Identification (Group 2)…………39
Table 4-2-5 Correlation Matrix of Community Trust (Group 2).……………………40
Table 4-2-6 Factor Loading─Group 2.……………………………………………………41
Table 4-3-1 Reliability Analysis…………………………………………………………43
Table 4-4-1 Correlation Matrix─Regression Model Variables of Group 1.………46
Table 4-4-2 Regression Model about Community Trust of Group 1.…………………47
Table 4-4-3 Regression Model about Purchase Behavior of Group 1.………………48
Table 4-4-4 Correlation Matrix─Regression Model Variables of Group 2.………52
Table 4-4-5 Regression Model about Information Trust of Group 2.………………53
Table 4-4-6 Regression Model about Member Trust of Group 2………………………54
Table 4-4-7 Regression Model about Purchase Behavior of Group 2.………………55
Table B-1 Regression Model about Community Trust of Group 1.……………………82
Table B-2 Regression Model about Community Trust of Group 1.……………………83
Table B-3 Regression Model about Community Trust of Group 1.……………………84
Table B-4 Regression Model about Purchase Behavior of Group 1.…………………85
Table B-5 Regression Model about Purchase Behavior of Group 1.…………………86
Table B-6 Regression Model about Purchase Behavior of Group 1.…………………87
Table B-7 Regression Model about Community Trust of Group 2.……………………88
Table B-8 Regression Model about Community Trust of Group 2.……………………89
Table B-9 Regression Model about Community Trust of Group 2.……………………90
Table B-10 Regression Model about Member Trust of Group 2.………………………91
Table B-11 Regression Model about Purchase Behavior of Group 2…………………92
Table B-12 Regression Model about Purchase Behavior of Group 2…………………93
Table B-13 Regression Model about Purchase Behavior of Group 2…………………94
Figure Content
Figure 1-3-1 Research Process………………………………………………………………5
Figure 3-1-1 Research Framework.…………………………………………………………22
Figure 3-1-2 Concept of separating groups of RV communities.……………………23
Figure 4-4-1 Detail drawing of table 4-4-2……………………………………………49
Figure 4-4-2 Detail drawing of repurchase behavior of table 4-4-3.……………49
Figure 4-4-3 Detail drawing of table 4-4-5……………………………………………58
Figure 4-4-4 Detail drawing purchase behavior of table 4-4-6……………………58

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