臺灣博碩士論文加值系統

本文旨在探討網路特性透過聯合生產的中介效果，影響虛擬社群的行為意向，及各社會網絡下對使用者的干擾效果。本研究以網路使用者為研究對象，透過線上問卷調查法，取得259份的有效問卷，並以LISREL結構化模式進行資料分析。實證結果顯示：互動性、有趣性與資訊性，透過聯合生產對參與虛擬社群的持續使用意向具有正向顯著的關係。而在諮詢網絡下，「資訊性」對聯合生產的影響效果大於「有趣性」與「互動性」對聯合生產的影響效果。在情感網絡下，「有趣性」對聯合生產的影響效果大於「資訊性」與「互動性」對聯合生產的影響效果。在情報網絡下，「互動性」對聯合生產的影響效果大於「有趣性」與「資訊性」對聯合生產的影響效果。最後，本文將針對研究結果提出討論與管理意涵。

This study bases on interactivity, entertainment, informativeness, and co-production to explore behavioral intentions of virtual community. Furthermore, this study also examines the moderating effect of network relationships on internet characteristics. This study obtained 259 valid questionnaires from members of virtual community. The findings show that interactivity and informativeness have positive effects on co-production. And playfulness has negative effects on co-production. Meanwhile, co-production positively affects behavioral intention to use. Finally, network relationships moderate the effects of interactivity, entertainment, and informativeness to affect intentions to use community website. It indicates that the mediating effect of informativeness is stronger under the condition of advise network than under the condition of friendship network and information network. In addition, the mediating effect of playfulness is stronger under the condition of friendship network than under the condition of advise network and information network. Finally, the mediating effect of interactivity is stronger under the condition of information network than under the condition of friendship network and advise network.

摘要 Ⅲ
壹、緒論 1
一、研究背景及動機 1
二、研究目的 2
三、研究流程 4
貳、文獻探討與研究假說 5
一、網路虛擬社群 5
二、聯合生產 7
三、網路服務屬性 8
四、持續使用的行為意向 12
五、社會網絡 12
參、研究方法 17
一、研究架構 17
二、變數操作型定義與衡量 18
三、抽樣設計與問卷調查 19
四、資料分析方法 21
肆、實證結果分析 25
一、樣本敘述性資料分析 25
二、探索性因素分析 26
三、驗證性因素分析 27
四、相關分析 32
五、整體配適度分析 32
六、研究假設驗證分析 33
伍、結論與建議 40
一、結論 40
二、管理意涵 42
三、研究限制與未來發展之建議 43
參考文獻 45

網路資源
TWNIC http://www.twnic.net.tw/
Rosett interactive marketing agency http://www.rosetta.com/Pages/default.aspx
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