臺灣博碩士論文加值系統

本研究應用三成分態度模型(Tricomponent Attitude Model)中認知階段─情感階段─行為階段，進行社群網站正向口碑前因與結果變數之研究。從虛擬社群角度探討在Facebook品牌粉絲頁情境中，使用者對口碑資訊來源美學性、來源專業性、來源趣味性、來源可靠性、價值、利益、正向口碑與口碑意圖之間的關係。本研究的研究對象為臺灣地區擁有Apple產品至少半年以上，有加入Facebook Apple粉絲團的使用者，且在社群網站Facebook參與Apple產品相關粉絲頁的消費者，共計533位有效樣本進行模式相關檢驗分析。本研究檢驗結果證實：(1)口碑資訊來源美學性、口碑資訊來源可靠性分別顯著正向影響價值；(2)口碑資訊來源專業性、口碑資訊來源趣味性分別顯著正向影響利益；(3)價值、利益分別顯著正向影響正向口碑；(4)正向口碑分別顯著正向影響取得資訊意圖、提供資訊意圖、傳遞資訊意圖。

This study applied tri-component attitude model to study the related factors of Positive Word-of-Mouth (PWOM) for social network site. To explore the context of the Fan Page of Facebook, this study investigated the relationships among source beauty, source expertise, source interestingness, source trustworthiness, value, benefit, positive Word-of-Mouth, WOM intention.
The respondents of this study were the users of the Apple products for at least six months and have joined Apple Fan Page of Facebook in Taiwan.This study collected 533 valid samples for analysis. The results of the study indicated that: (1) Source beauty and source trustworthiness have significant and positive effects on value, respectively. (2) Source expertise and source interestingness have significant and positive effects on benefit, respectively. (3) Value and benefit have significant and positive effects on positive Word-of-Mouth, respectively. (4) Positive Word of Mouth has significant and positive effect on WOM intention.

目 錄
頁次
誌 謝 iii
中文摘要 ii
Abstract iii
目 錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究問題與研究目的 6
第四節 研究重要性與貢獻 6
第五節 研究範圍與對象 7
第六節 研究流程 7
第二章 文獻探討 9
第一節 虛擬社群(Virtual Community) 9
第二節 三成分態度模型(Tricomponent Attitude Model) 9
第三節 口碑來源資訊(WOM Source Information) 10
第四節 價值(Value) 13
第五節 利益(Benefit) 15
第六節 正向口碑(Positive Word of Mouth) 16
第七節 口碑意圖(WOM Intention) 18
第三章 研究方法 21
第一節 研究架構及研究假說 21
第二節 研究變數操作性定義與衡量 22
第三節 問卷設計 30
頁次
第四節 資料蒐集方法 31
第五節 資料分析方法 32
第六節 共同方法變異問題之處理與檢測 34
第七節 問卷前測結果分析 35
第四章 資料分析 41
第一節 正式問卷發放 41
第二節 敘述性統計分析 41
第三節 共同方法變異檢測 51
第四節 效度與信度分析 55
第五節 整體結構模式分析 63
第五章 結論與建議 71
第一節 結論 71
第二節 討論 74
第三節 管理意涵與貢獻 76
第四節 研究限制與後續研究建議 77
參考文獻 81
附錄一、前測問卷 94
附錄二、英文原始量表 98
附錄三、前測共同方法變異檢測－探索性因素分析 101
附錄四、前測共同方法變異檢測－驗證性因素分析 102
附錄五、前測各構面量表收斂效度分析 105
附錄六、前測區別效度分析暨變數相關係數表 108
附錄七、前測各構面信度分析 109
附錄八、正式問卷 112
 
圖目錄
頁次
圖1-1 全球各地區上網人口普及率 1
圖1-2 臺灣地區經常上網人口歷年成長情況 2
圖1-3 過去兩週曾使用過之網路社群網站比例分析 3
圖1-4過去兩週曾使用過之網路社群網站比例分析 3
圖1-5 各年齡層對加入品牌粉絲專頁好處之比例年 4
圖1-6 研究流程 8
圖3-1 研究架構圖 21
圖4-1 理論模式與參數結構 65
圖4-2 本研究驗證整體模式 68


 
表目錄
頁次
表3-1 研究假說彙整表 22
表3-2 來源美學性操作性定義與衡量題項 22
表3-3 來源專業性操作性定義與衡量題項 23
表3-4 來源趣味性操作性定義與衡量題項 24
表3-5 來源可靠性操作性定義與衡量題項 24
表3-6 功能價值操作性定義與衡量題項 25
表3-7 社會價值操作性定義與衡量題項 25
表3-8 情緒價值操作性定義與衡量題項 26
表3-9 享樂利益操作性定義與衡量題項 27
表3-10 功能利益操作性定義與衡量題項 28
表3-11 正向口碑操作性定義與衡量題項 28
表3-12 取得資訊意圖操作性定義與衡量題項 29
表3-13 提供資訊意圖操作性定義與衡量題項 29
表3-14 傳遞資訊意圖操作性定義與衡量題項 30
表3-15 本研究問卷題項及來源 31
表4-1 臺灣Apple迷男女比例 41
表4-2 樣本分佈敘述性統計 43
表4-3 來源美學性構面題項敘述性統計 44
表4-4 來源專業性構面題項敘述性統計 44
表4-5 來源趣味性構面題項敘述性統計 46
表4-6 來源可靠性構面題項敘述性統計 46
表4-7 功能價值構面題項敘述性統計 47
表4-8 社會價值構面題項敘述性統計 47
表4-9 情緒價值構面題項敘述性統計 48
表4-10 享樂利益構面題項敘述性統計 48
表4-11 功能利益構面題項敘述性統計 49
表4-12 正向口碑構面題項敘述性統計 49
表4-13 取得資訊意圖構面題項敘述性統計 50
表4-14 提供資訊意圖構面題項敘述性統計 50
表4-15 傳遞資訊意圖構面題項敘述性統計 51
表4-16 探索性因素分析 51
表4-17 驗證性因素分析檢測 52
表4-18 驗證性因素分析指標係數值比較表 55
頁次
表4-19 各構面量表驗證性因素分析(CFA) 57
表4-20 各構念變數相關係數、Cronbach’s α、組合信度與平均萃取變異量 61
表4-21 構面量表信度分析 62
表4-22 整體模型配適度標準表暨本研究模型之配適度 66
表4-23 本研究模型之標準化路徑係數與假說驗證彙整表 69

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