臺灣博碩士論文加值系統

近年來，由於網際網路快速成長，網路已經無遠弗屆，加上行動網路的發展，虛擬社群的使用率也越來越普及化，虛擬社群的功能，方便讓使用者有了即時與便利性，過去使用者由單方面的蒐集資料慢慢轉變為與社群內的成員互動。

過去的虛擬社群研究中，大多數研究著重於成員之間的影響關係，鮮少探討社群層級與成員層級的相互關係。本研究想要了解網友對於虛擬社群中的持續參與行為以及忠誠度劃分為兩個層級進行研究，以階層線性模式(Hierarchical Linear Modeling；HLM)來分析群體層級與個體層級。本研究以2013「數位時代」中的網站前兩百排名選出「社群類別」前三十個虛擬社群，每一個社群最少收回10份，共計收回364份資料，有效問卷回收率為91.00%。本研究分析結果顯示如下：

一、 在炫耀性心理、關鍵多數、認同感對持續參與行為有顯著的影響。
二、 在社會比較、關鍵多數、認同感對忠誠度的因素是有顯著的關係。
三、 支持氣候在跨層次有影響到持續參與行為得到顯著關係。
四、 社群聲望在跨層次有影響到忠誠度達到調節效果。

In recent years, due to the rapid growth of Internet, it has become endless. In addition, due to the development of mobile Internet, the usage rate of virtual community is becoming more and more common, the function of which is convenient for the users in real-time communication, transforming from the collection of data by one side in the past to the interaction between members in the community.

In the past study concerning virtual community, most of them pay attention to the influence and relationship between members, and few of them explore the mutual relationship of community level and member level. This study attempts to understand the behavior of continuous participation and loyalty in virtual community from two hierarchies, based on Hierarchical Linear Modeling, it analyses group hierarchy and single hierarchy. This study selects the top 30 virtual communities of “community category” in the top 200 websites in 2013 “Digital Times”, at least 10 questionnaires should be returned in each community and altogether 364 are returned with a valid response rate of 91%. The analysis results of this study are shown as below:

First, in showoff psychology, critical mass and sense of identity have obvious relationship with behavior of continuous participation.
Second, in social comparison, critical mass and sense of identity have obvious relationship with factors of loyalty.
Third, support atmosphere has influenced behavior of continuous participation to achieve significant relation in cross level.
Forth, community prestige has influenced loyalty to achieve the adjusted result in cross level.

目錄
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究流程 3
第二章 文獻探討 5
2.1 虛擬社群 5
2.2 炫耀性心理 8
2.3 社會比較 10
2.4 關鍵多數 13
2.5 認同感 16
2.6 持續參與行為 19
2.7 忠誠度 21
2.8 支持氣候 23
2.9 社群聲望 26
第三章 研究方法 28
3.1 研究架構 28
3.2 研究假說推導 30
3.3 研究對象 34
3.4 變數的操作型定義與衡量 34
3.5 抽樣方法與問卷設計 43
3.6 統計分析方法 44
第四章 資料分析 48
4.1 敘述性統計分析 48
4.2 信度與效度分析 57
4.3 相關分析 62
4.4 同方法變異(CMV)檢測 63
4.5 區別效度分析 64
4.6 交叉效度分析 65
4.7 結構方程式 66
4.8 群體內部信賴係數分析 69
4.9 階層線性模型 70
第五章 結論與建議 79
5.1 研究結論 79
5.2 研究意涵 82
5.3 研究限制與未來研究方向 84
文獻參考 85
一、中文部分 85
二、英文部分 89
三、網址部分 99
附錄-問卷(愛情公寓範本) 100
簡歷 105

圖目錄
圖1.1 社群網站產業發展狀況 2
圖1.2 研究流程 4
圖2.1 行為理論模式 19
圖3.1 研究架構(一) 28
圖3.2 研究架構(二) 29
圖5.1 驗證後研究架構(一) 81
圖5.2 驗證後研究架構(二) 81

表目錄
表2.1 虛擬社群相關文獻彙總表 6
表2.2 炫耀性心理傾向相關文獻彙總表 8
表2.3 社會比較理論的相關研究 10
表2.4 關鍵多數的相關研究 14
表2.5 認同感的相關研究 17
表2.6 持續參與行為的相關研究 20
表2.7 忠誠度之定義 21
表2.8 支持氣候之定義 23
表2.9 社群聲望之定義 26
表3.1 研究假說彙整表 33
表3.2 虛擬社群配對代碼 34
表3.3 炫耀性心理之衡量變項 35
表3.4 社會比較之衡量變項 36
表3.5 關鍵多數之衡量變項 37
表3.6 認同感之衡量變項 38
表3.7 持續參與行為之衡量變項 39
表3.8 忠誠度之衡量變項 40
表3.9 支持氣候之衡量變項 41
表3.10社群聲望之衡量變項 42
表4.1 問卷發收及回收一覽表 48
表4.2 研究樣本之個人基本資料統計(N=364) 49
表4.3 研究樣本之虛擬社群基本資料統計 51
表4.4 炫耀性心理問項之平均值與標準差表 52
表4.5 社會比較問項之平均值與標準差表 53
表4.6 關鍵多數問項之平均值與標準差表 53
表4.7 認同感問項之平均值與標準差表 54
表4.8 持續參與行為問項之平均值與標準差表 54
表4.9 忠誠度問項之平均值與標準差表 55
表4.10支持氣候問項之平均值與標準差表 56
表4.11社群聲望問項之平均值與標準差表 56
表4.12炫耀性心理問項之信度分析 57
表4.13社會比較問項之信度分析 58
表4.14關鍵多數問項之信度分析 58
表4.15認同感問項之信度分析 59
表4.16持續參與行為問項之信度分析 59
表4.17忠誠度問項之信度分析 60
表4.18支持氣候問項之信度分析 60
表4.19社群聲望問項之信度分析 61
表4.20各構面之相關分析表 62
表4.21總變異量彙總表 63
表4.22信賴區間之區別效度分析表 64
表4.23交叉效度分析表 65
表4.24整體模式配適度評估結果 66
表4.25驗證性因素分析 67
表4.26社群層次之內部一致性驗證 69
表4.27虛無模式分析 71
表4.28共變數模型分析(1) 73
表4.29共變數模型分析(2) 74
表4.30斜率預測模式分析(1) 75
表4.31斜率預測模式分析(2) 76
表4.32階層線性模型結果 77
表4.33研究假設驗證結果 78

中文部分
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2.池綠涔，「探討虛擬社群網站對於品牌形象之影響－以Facebook為例」南台科技大學行銷與流通管理研究所碩士論文，民國一Ｏ一年。
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6.李奕勤，「探討供應鏈廠商持續合作意圖之研究－實證合作動機、信任類型與合作策略之影響關係」，清雲科技大學國際企業管理研究所碩士論文，民國一Ｏ年。
7.吳明隆，「結構方程模式方法與實務應用」，高雄市：麗文，民國九十八年。
8.吳鳳美，「台灣中部某醫學中心組織氣候之探討」，未出版碩士論文，台北醫學院，民國九十年。
9.吳瑜懷，「伴侶社會比較之探討:比較對象之選擇及比較結果對自我評價的影響」，中原大學心理學研究所碩士論文，民國九十五年。
10.林怡君，「休閒農場之顧客關係管理指標、滿意度與忠誠度之關聯性研究-以宜蘭縣為例」，未出版碩士論文，國立政治大學地政研究所，民國九十六年。
11.林柄錫，「遊客參與動機、服務品質與顧客忠誠度之研究-以綠盈牧場為例」，朝陽科技大學休閒事業管理系碩士論文，民國一Ｏ二年。
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14.林安弘，行為管理論，台北：三民，民國七十六年。
15.邱淑美，團隊學習與創新對人力資源專業人員職能發展與工作績效影響之跨層次研究，國立中央大學人力資源管理研究所碩士論文，民國九十九年。
16.孫美君，「影響網站忠誠度之因素研究－以購物型網站為例」，中原大學資訊管理所碩士論文，民國八十九年。
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18.徐嘉琪，「組織氣候認知、組織承諾與創新行為之研究－以台北市運動中心及健身俱樂部員工為例」，民國一Ｏ一年。
19.徐國全，「新社地區遊客參與農業旅遊動機、休閒效益對重遊意願關係之研究」，朝陽科技大學休閒事業管理學系碩士論文，民國九十七年。
20.梁文彥，「知覺外部聲望對組織認同與組織公民行為關係之跨層次分析一台灣紡織產業實證研究」，輔仁大學織品服裝研較所碩士論文，民國九十三年。
21.陳宜融，「市場佔有率、系統負荷、價格及企業聲譽對消費者認知品質與購買意圖影響之研究」，私立實踐大學企業管理研究所碩士論文，民國九十二年。
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24.陳玉珠，「工作特性、知識學習、組織氣候及溝通滿足對工作滿足與工作士氣之相關聯性研究－以台中縣地方主計人員為例」，未出版碩士論文，南華大學，民國九十四年。
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28.張琇珺，「國小學童之學業成績社會比較與自尊、自我效能及幸福感之相關研究」，未出版之碩士論文，國立屏東師範學院教育心理與輔導研究所，民國八十九年。
29.張盈鈺，「炫耀心態下進行社會比較對消費者情緒的影響」，國立中央大學企業管理研究所碩士論文，民國九十三年。
30.張仁獻，「台南縣國中學生網路使用行為對網路沈迷現象的影響之調查研究」，國立高雄師範大學工業科技教育學系碩士論文，民國九十二年。
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33.張一心，「私立大學「教育學程」創辦負責人領導行為與組織氣候關係之研究」，輔仁大學管理學研究所碩士論文，民國八十九年。
34.張紹勳，研究方法，滄海書局，民國九十年。
35.張偉豪，SEM論文寫作不求人，一版，鼎茂圖書(股)公司，民國一ＯＯ年。
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40.黃芳銘，結構方程模式－理論與應用，五版，五南圖書(股)公司，民國九十二年。
41.葉桂鳳，「社會影響力對來源國形象的增強效果－以送禮行為為例」，國立政治大學國際貿易研究所碩士論文，民國八十七年。
42.葉和昇，「組織氣候、技術進步與組織承諾關係之研究－以半導體產業為例」，未出版碩士論文，國立中山大學，民國八十四年。
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44.劉燿賓，國防研發機構員工之知覺外部聲望、組織認定與組織公民行為之關聯性研究，國防大學管理學院後勤管理研究所，民國九十七年。
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46.蒼開強，「組織氣候與工作滿足之探討－以中國青年救國團為例」，未出版碩士論文，銘傳大學，民國九十三年。
47.鄭錦英，「時尚名牌精品業炫耀性消費行為之研究－以國際精品品牌為例」，台南應用科技大學生活應用科學研究所碩士論文，民國一ＯＯ年。
48.鄭瑜銘，「組織氣候、領導風格與情緒商數關係之研究－以資訊人員為例」，未出版碩士論文，大葉大學，民國八十七年。
49.鄭雯憶，跨層次觀點下知覺組織支持與服務導向之組織公民行為的關係：服務氣候與主管支持的調節角色，真理大學管理科學研究所碩士，民國九十六年。
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英文部分
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