臺灣博碩士論文加值系統

在現代生活中，人們除了碰面聊天，也能透過網際網路和即時通訊軟體來達成溝通。當社群媒體(Facebook、Mobile 01、Twitter等)出現後，大眾便開始將個人的資訊、照片或是生活中所遭遇的點點滴滴發布於此，促進人與人之間的交流。本研究將以資訊採用模型 (Information Adoption Model, IAM) 為基礎，探討社群使用者對於接收到的網站品質或資訊來源可信度，是否對其購買意願以及品牌忠誠度有影響。研究方法為量化研究之調查法，採用網路問卷系統蒐集研究資料，回收樣本250份，有效樣本222份。使用SPSS 20.0 與SmartPLS 3.0等統計軟體進行資料分析、信效度檢定與假設檢定。研究結果顯示，在品牌社群中，「資訊有用性」會正向影響「購買意願」這假設不成立外，其餘假設皆顯示具有顯著正向影響關係。最後討論研究限制，以及未來研究建議。

Nowadays, in addition to meet and chat face to face, people also could use internet and instant messaging to keep communicated. When later social media (Facebook, Mobile 01, Twitter, etc.) suddenly emerges, people begin to use social media to announce their personal information, photos or life stories. These cause to promote the communication among people. In this study, Information Adoption Model (IAM) is applied to discuss influences of the web quality and information source reliability on social medias users’purchase intention and brand loyalty. This study was based on investigation of quantitative research. The research data were collected by the online questionnaire system. 250 samples were collected, and 222 samples were valid. The data were analyzed and tested on reliability, content validity and hypothesis with SPSS 20.0 and SmartPLS 3.0 statistical software. The research results are summarized. In the brand community, information usefulness does not show significant effects on purchase intention, but other hypotheses are verified. In the end, research limitations and recommendations for future research are provided.

中文摘要……i
英文摘要 ……ii
誌謝 ……iii
目錄 ……iv
表目錄 ……vi
圖目錄 ……vii
第一章 緒論 ……1
1.1 研究背景與動機 ……1
1.2 研究目的 ……2
1.3 研究流程 ……2
第二章 文獻探討 ……4
2.1 品牌社群 ……4
2.2 資訊採用模型 ……4
2.3 網站品質 ……6
2.4 購買意願 ……6
2.5 品牌忠誠度 ……6
第三章 研究方法 ……7
3.1 研究架構 ……7
3.2 研究假設 ……7
3.3 操作型定義與衡量問項 ……8
3.4 研究對象 ……12
3.5 問卷設計 ……12
第四章 資料分析結果 ……13
4.1 前測分析 ……13
4.2 敘述性統計分析 ……14
4.3 測量模式分析 ……15
4.3.1信度與效度檢定 ……17
4.3.2變數之相關與區別效度 ……18
4.4 結構模式分析 ……20
第五章 結論與建議 ……22
5.1 實證結果 ……22
5.2 研究限制 ……22
5.3 未來研究建議 ……23
參考文獻 ……24
附錄：問卷 ……26
Extended Abstract ……31
簡歷（CV） ……36

[1]TecNews科技新報，2015，?當社群媒體已改變你我生活模式，下一步它會如何發展?。取自http://technews.tw/2015/09/29/social-media-expand/
[2]Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community.Tourism management, 25(6), 709-722.
[3]產業情報研究所，2015，?逾80%網友在個人化社群尋找購物資訊?。取自https://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=412
[4]產業情報研究所，2014，?76%消費者在網路社群關注品牌訊息?。取自http://mic.iii.org.tw/micnew/IndustryObservations_PressRelease02.aspx?sqno=374
[5]Muniz, A. M., & O''guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
[6]博大策略廣告，2011，?小米行銷學：米粉經濟學揭秘?。取自http://www.pdaad.com.tw/controller.php?control=cn&c=17&t=158&p=470
[7]urAD，2015，?善用人群的力量─社群行銷?。取自http://www.urad.com.tw/%E5%96%84%E7%94%A8%E4%BA%BA%E7%BE%A4%E7%9A%84%E5%8A%9B%E9%87%8F%E2%94%80%E7%A4%BE%E7%BE%A4%E8%A1%8C%E9%8A%B7/
[8]Rheingold, H. (1993). The virtual community: Finding commection in a computerized world. Addison-Wesley Longman Publishing Co., Inc..
[9]Hagel, J., & Armstrong, A. (1997). Net gain: Expanding markets through virtual communities. Harvard Business Press.
[10]Edgar, E. (1987). Secondary programs in special education: Are many of them justifiable?. Exceptional Children, 53(6), 555-561.
[11]Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions.International journal of research in marketing, 12(2), 137-155.
[12]Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information systems research, 14(1), 47-65.
[13]Cacioppo, J. T., Petty, R. E., Losch, M. E., & Kim, H. S. (1986). Electromyographic activity over facial muscle regions can differentiate the valence and intensity of affective reactions. Journal of personality and social psychology, 50(2), 260.
[14]KOMORIYA, A., HOMANDBERG, G. A., & CHAIKEN, I. M. (1980). ENZYME‐CATALYZED FORMATION OF SEMISYNTHETIC STAPHYLOCOCCAL NUCLEASE USING A NEW SYNTHETIC FRAGMENT,[48‐GLYCINE] SYNTHETIC‐(6–49). International journal of peptide and protein research, 16(5), 433-439.
[15]Shah, R., Bennett, R. J., & West, S. C. (1994). Genetic recombination in E. coli: RuvC protein cleaves Holliday junctions at resolution hotspots in vitro.Cell, 79(5), 853-864.
[16]林家五、宋進褔，2008，?消費者對價格保證策略的反應:知覺可信度的效果?。取自台大管理論叢，18(2)，197-228。
[17]Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers'' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
[18]Rich, J. R., Rahi, G. S., Opperman, C. H., & Davis, E. L. (1989). Research Notes: Influence of the Castor Bean (Ricinus communis) Lectin (Ricin) on Motility of Meloidogyne incognita. Nematropica, 19(1), 99-103.
[19]Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e-commerce web site quality: an empirical examination. Industrial Management & Data Systems, 105(5), 645-661.
[20]Delone, W. H., & Mclean, E. R. (2004). Measuring e-commerce success: Applying the DeLone & McLean information systems success model.International Journal of Electronic Commerce, 9(1), 31-47.
[21]Engel, J. E., Blackwell, R. D., & Miniard, P. W. (2006). Consumer Behavior, 10.Aufl., Fort Worth.
[22]Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
[23]Jones, T. M. (1995). Instrumental stakeholder theory: A synthesis of ethics and economics. Academy of management review, 20(2), 404-437.
[24]Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
[25]Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.
[26]Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model. MIS quarterly, 27(1), 51-90.
[27]Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
[28]張偉豪，2015，?Partial Least Square (PLS)－Second Generation Statistics?。取自http://www.slideshare.net/beckett53/2days-pls-vs-amos-130108
[29]Zhang, S., & Milic, N. (2015). Carryover Effects of System-Unrelated Emotions on Adoption of Information Systems.
[30]Nunnally, J. (1978). C.(1978). Psychometric theory.
[31]Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (1998). Black (1998), Multivariate data analysis.
[32]Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling.
[33]Preacher, K. J., & Hayes, A. F. (2008). Assessing mediation in communication research. The Sage sourcebook of advanced data analysis methods for communication research, 13-54.
[34]Erkan, I., & Evans, C. (2016). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 1-17.
[35]Jacoby, J. (1978). Consumer research: A state of the art review. The Journal of Marketing, 87-96.
[36]Gebser, J., & Dichter, K. (1966). Ursprung und Gegenwart (p. 156). Stuttgart: Deutsche Verlags-Anstalt.