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研究生:賴欣怡
研究生(外文):Lai, Hsin-Yi
論文名稱:網路媒體特性對資訊分享行為與效果之關聯性探究
論文名稱(外文):Exploring the Relationships among Online Media Characteristics, Information Sharing Behavior and Sharing Effects
指導教授:江義平江義平引用關係蔡坤宏蔡坤宏引用關係
指導教授(外文):Chiang, I-PingTsai, Kuen-Hung
口試委員:汪志堅黃俊堯賴明政江義平蔡坤宏
口試委員(外文):Wang, Chih-ChienHuang, Chun-YaoLai, Ming-ChengChiang, I-PingTsai, Kuen-Hung
口試日期:2011-05-26
學位類別:碩士
校院名稱:國立臺北大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:85
中文關鍵詞:網路媒體特性資訊分享行為資訊分享效果
外文關鍵詞:online media characteristicsinformation sharing behaviorinformation sharing effect
相關次數:
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  • 收藏至我的研究室書目清單書目收藏:4
隨著網際網路的發展,人們互動與交換資訊的方式不再侷限於實體管道,而是有越來越多的網路媒體可以選擇。雖然近年來透過網路媒體分享資訊已形成一項風氣,但卻甚少研究探討網路媒體特性、資訊分享行為、資訊分享效果間的相關性,因此本研究旨在探討網路媒體特性對資訊分享行為與效果之關聯性影響。
本研究針對目前最受歡迎的新興網路媒體(例如Facebook、Plurk等)為研究對象,共蒐集2,575份有效樣本。透過歸納過去文獻,本研究發展出網路媒體特性(媒體豐富性、社會臨場感、即時性、媒介可信度)、資訊分享行為(資訊分享品質、資訊分享頻率、社會賦閒行為)、資訊分享效果(社會支持、社會鏈結)的衡量構面和因素;接著透過多元尺度分析的知覺圖結果,分成五大策略群組,並整合探討各群體網路媒體之特性、資訊分享行為與資訊分享效果間的關聯性,在最後進一步提出各項網路媒體未來發展之應用。本研究分析結果可當作未來理論研究發展的基礎文獻,更可輔助企業在進行制定行銷策略之實務參考。
The rapid development of Internet enables individuals nowadays to interact and exchange messages with each other through a wide range of online media choices. However, there has been little research into how the characteristics of different online media affect people’s information-sharing behaviors. Thus, this study aims to explore the sharing behaviors of Internet users in terms of different online media, and to distinguish the media’s effects on the sharing behaviors.
Choosing the most popular online media in Taiwan (e.g. Facebook and Plurk), this research collected 2,575 valid samples from the media users through online survey. The research findings conceptualized online media characteristics, information sharing behaviors and sharing effects by 9 factors- media richness, social presence, instantaneity, media credibility, information sharing quality, information sharing quantity, social loafing, social support, and social tie. Moreover, by conducting the multidimensional scaling analysis, five strategic groups of online media were defined and applied to investigate the relationships among the media characteristics, information sharing behaviors and information sharing effects of each strategic group. This study also provides several in-depth theoretical reviews and practice implications for future e-marketing research and management.

目錄
第一章 研究背景與動機------------1
第一節 研究背景------------------1
第二節 研究動機與目的-------------4
第二章 文獻探討-----------------7
第一節 資訊分享------------------7
第二節 網路媒體特性---------------11
第三節 資訊分享行為---------------16
第四節 資訊分享效果---------------20
第五節 小結----------------------22
第三章 研究方法------------------25
第一節 研究架構-------------------25
第二節 研究設計-------------------26
第三節 資料蒐集與分析方法----------33
第四章 資料分析------------------38
第一節 敘述性統計分析--------------38
第二節 信度與效度分析--------------43
第三節 多元尺度分析----------------48
第五章 結論與建議 -----------------55
第一節 研究發現與意涵--------------55
第二節 研究貢獻-------------------61
第三節 研究限制與未來建議----------66
參考文獻-------------------------68
附錄A: 正式問卷------------------77
附錄B: 各網站正式問卷回收樣本數----83

表目錄
表2-1 本研究構念文意性定義---------23
表3-1 本研究欲探討之網路媒體-------27
表3-2 本研究構面操作性定義---------29
表3-3 分層抽樣配額比例-------------33
表3-4 適配度指標衡量標準-----------35
表3-5 Kruskal and Wish壓力係數標準--37
表4-1 正式問卷樣本輪廓--------------39
表4-2 問卷題項統計分析--------------40
表4-3 正式問卷信度分析結果----------43
表4-4 適配度結果-------------------44
表4-5 問卷收斂效度結果--------------44
表4-6 區別效度分析結果--------------47
表4-7 媒體特性與網路媒體平均評等表----50
表4-8 網路媒體座標值----------------51
表4-9 複迴歸統計量與餘弦夾角---------51

圖目錄
圖1-1 網友2010年線上活動排名---------2
圖1-2 研究流程圖--------------------6
圖3-1 本研究觀念架構圖--------------25
圖4-1 本研究MDS維度解釋能力---------49
圖4-2 MDS分析示意圖----------------49
圖4-3 網路媒體特性對資訊分享行為與效果知覺圖--52


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