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研究生:林美綺
研究生(外文):Mei-Chi Lin
論文名稱:以涉入理論探討線上藝文活動資訊整合平台使用者付費意願之研究
論文名稱(外文):A Study on Users'' Willingness to Pay Using Online Integrated Information Platform for Arts/Cultural Activities Based on Involvement Theory
指導教授:傅新彬傅新彬引用關係
指導教授(外文):Hsin-Pin Fu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:95
中文關鍵詞:動機資訊處理的積極性認知風險付費意願網站涉入
外文關鍵詞:motivationwebsite involvementrisk perceptionsactively information processingwillingness to pay
相關次數:
  • 被引用被引用:1
  • 點閱點閱:420
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
本研究以涉入理論的前因、涉入與反應因素之架構,探討線上藝文活動資訊整合平台中,網站涉入與使用者付費使用意願之關係。首先探討涉入的前因-動
機,對網站涉入之影響。再來是探討網站涉入對反應因素之影響,反應因素為資
訊處理的積極性。最後,探討認知風險、網站涉入,以及資訊處理的積極性對使
用者的付費使用意願之影響。
研究之問卷透過網路進行發送,回收的有效問卷為 328 份。本研究使用LISREL 進行假設檢定與結構模式分析。假設檢定結果證實動機正向影響網站涉
入、網站涉入正向影響資訊處理的積極性、認知風險負向影響付費意願、網站涉
入正向影響付費意願、資訊處理的積極性正向影響付費意願。
研究結果顯示網站涉入越高,付費使用線上內容之意願越高,建議線上內容經營者可透過廣告等方式提昇使用者之網站涉入,而其付費使用意願也會隋之提
高。資訊處理的積極性早於購買行動前之使用者,其付費使用線上內容的意願較
高,因此建議站方建立社群討論區,並提供誘因提昇使用者參與社群的主動性,
透過關係群體的影響,提昇其資訊處理的主動性。認知風險越高則付費使用線上
內容之意願越低,建議線上藝文活動資訊整合平台經營者提供使用者良好的試用
經驗,降低其認知風險,提昇使用者付費使用線上內容之意願。
The study aims to the relation among website involvement, factors, results and purchase intention, based on the theory of involvement, to analyze users'' willingness to pay using online integrated information platform for arts/cultural activities. The effects of motivation on website involvement were first discussed. Then, the author surveys the effects of website involvement on users’ attitude of information processing. Finally, the author investigates the effects of risk perceptions, website involvement and actively information processing on users'' willingness to pay.
LISREL is applied to verify causal model and to verify the suitability and fitness of the dimensions and items based no 328 returned questionnaires. The results indicate that: (1) the user’s motivation has a positive impact on their website involvement; (2) the user’s website involvement has also a positive impact on their attitude of information processing; (3) the user’s risk perceptions has a negative impact on their willingness to pay; (4) the user’s website involvement has a positive impact on their willingness to pay; (5) the user’s attitude of actively information processing has a positive impact on their willingness to pay.
The results find that the higher users’ website involvement degree has the higher users’ willingness to pay and users who actively processing information have higher degree of willingness to pay. Furthermore, the higher users’ risk perceptions have lower willingness to pay using online integrated information platform for arts/cultural activities. Finally, the empirical findings, managerial implications and suggestions for website operators are discussed.
第壹章、緒論 ................................................................................................... 1
第一節、研究背景與動機 ................................................................................ 1
第二節、研究目的 ........................................................................................... 4
第三節、研究重要性 ....................................................................................... 5
第貳章、文獻探討 ............................................................................................ 7
第一節、線上藝文活動資訊整合平台 ............................................................ 7
一、 藝文活動的定義 ................................................................... 7
二、 線上藝文活動資訊整合平台 ................................................. 8
第二節、網路商業模式................................................................................... 11
一、 商業模式的定義 ................................................................. 11
二、 網路商業模式 ..................................................................... 11
第三節、使用者付費使用線上內容之意願相關研究 ................................... 13
第四節、涉入理論 ......................................................................................... 16
一、 涉入的定義與內涵 .............................................................. 16
二、 涉入的架構 ........................................................................ 17
三、 涉入的分類 ........................................................................ 21
四、 涉入的衡量方式 ................................................................. 23
第五節、購買意願 ......................................................................................... 28
一、 購買意願的衡量方式 .......................................................... 28
二、 涉入與購買意願之相關研究 ............................................... 28
第參章、研究方法 .......................................................................................... 31
第一節、研究架構 ......................................................................................... 31
第二節、變數的操作型定義與衡量 .............................................................. 32
一、 前置因素 ............................................................................ 32
二、 網站涉入 ............................................................................ 35
三、 反應因素 ............................................................................ 36
四、 購買意願 ............................................................................ 37
第三節、研究假設 ......................................................................................... 38
第四節、問卷設計 ......................................................................................... 40
第五節、正式調查 ......................................................................................... 42
第肆章、研究結果與討論 ............................................................................... 43
第一節、樣本的敘述性統計分析 .................................................................. 43
第二節、信度與效度分析 .............................................................................. 47
一、 信度分析 ............................................................................ 47
二、 效度分析 ............................................................................ 50
第三節、假設檢定與結構模式分析 .............................................................. 52
一、 建立線性結構模式 .............................................................. 52
二、 整體模式分析 ..................................................................... 52
三、 路徑分析 ............................................................................ 54
第四節、研究結果與討論 .............................................................................. 56
一、 動機與網站涉入之關係 ...................................................... 56
二、 網站涉入與資訊處理的積極性之關係 ................................. 56
三、 認知風險與付費意願之關係 ............................................... 57
四、 網站涉入與付費意願 .......................................................... 57
五、 資訊處理的積極性與付費意願 ............................................ 57
第五節、主要研究發現.................................................................................. 58
第伍章、結論與建議 ....................................................................................... 59
第一節、管理涵義 ......................................................................................... 59
第二節、研究限制與未來研究方向 .............................................................. 61
一、 研究限制 ............................................................................ 61
二、 未來研究方向 ..................................................................... 61
參考文獻 ........................................................................................................ 63
附錄一:前測問卷 .......................................................................................... 72
附錄二:正式問卷 .......................................................................................... 76
附錄三:題項與代號 ....................................................................................... 82
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管理科學研究,5 期,1 卷,頁 61-97。
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6. 黃東政,2006,自助旅遊購買動機、購買涉入與購買意願關係之研究—以大
陸旅遊為例,中原大學,碩士論文。
7. 黃芳銘,2002,結構方程式模式理論與應用,五南圖書出版公司。
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學,碩士論文。
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