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研究生:鄒仁淳
論文名稱:SOC產業矽智財交易社群行為之研究
論文名稱(外文):Trust determinants change over VC membership participation in SOC
指導教授:盧希鵬盧希鵬引用關係
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
中文關鍵詞:信任虛擬社群矽智財元件交換
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當前有許多研究著重於探討商業性質網站的信任因素,強調信任在這類網站上的重要性。然而,在虛擬社群模式的網站上有所謂的會員生命週期,當今鮮少研究針對這類型網站中的不同會員,探討其信任因子的差異。
由於矽智財元件交換是目前於IC設計產業中非常熱門的議題,且因網站技術的進步,透過網站平台進行元件的交換已是輕而易舉,故本研究即採用矽智財交換作為研究範例並發展問卷,以Lee與Turban的信任模式為基礎,提出四項主要信任決定因素:社群品質、網站管理者特質、網站平台品質,以及情境因素等。
本研究結果顯示,整體而言社群品質、網站管理者特質以及情境因素等三因素是影響矽智財交換社群使用者信任的決定因素。網站的經營者於未來經營或制訂策略時,應更重視這三項因素,才能留住顧客。除此,以社群會員的生命週期來看,新進入者以社群品質與網站平台品質兩因素最為重要,矽智財購買者以網站管理者特質與情境因素最為重要,矽智財銷售者以社群品質與網站管理者特質最為重要,當社群經營者想促使新進入者會員跨過鴻溝提升為矽智財購買者或銷售者等會員時,應注意的信任特質則有所差異,這是網站經營者應當特別注意之處。
最後,本研究根據研究結果,提出對業界與學界之意涵以及未來研究方向之建議。
While much research has been done on Trust in Web Site Commerce, little is known about how trust determinants change over virtual community membership life cycle. This study uses VC (Virtual Community) of SIP (Silicon Intellectual Property) components exchange as the sample to explore the research question. On the basis of Lee and Turban’s trust model, four trust determinants were proposed: community quality, characters of web manager, quality of web platform, and contextual factors.
The results reveal that the relative importances of determinants to foster trust of the SIP exchange VC. The study also finds that there are different significant factors over community life cycle. The findings can be the reference of the management strategies for the related VC.
Finally, implications for practice and future studies are provided in this essay.
摘要 ii
Abstract iii
誌謝 iv
Contents v
List of Figures vii
List of Tables viii
1. Introduction 1
1.1. VC is a new exchange platform 1
1.2. SIP exchange is an application 2
1.3. Trust in SIP exchange VC is important 3
1.4. Research Aims 4
2. Research Model and Hypotheses 5
2.1. Research Model 6
2.2. User Identifications in SIP Exchange VC 7
2.3. Variables and Hypotheses 8
2.3.1. Community Quality 8
2.3.2. Characters of web manager 9
2.3.3. Quality of web platform 10
2.3.4. Contextual factors 11
2.3.5. User Trust in IPX web 12
3. Methodology 13
3.1. Instrument development 14
3.2. Data Collection 15
4. Results 16
4.1 Reliability and Validity 16
4.2 Descriptive statistics 16
4.3 Assessing the Model 18
4.3.1 for new entrants 24
4.3.2 for SIP buyers 28
4.3.3 for SIP sellers 31
4.3.4 multicollinearity 34
5. Conclusions 34
5.1 The relative importance of predictors on UTIPX 36
5.2 Different strategies over membership life cycle 38
5.3 Limitations and Future Researches 38
5.4 Implications 40
6. References 41
7. Appendix: A sample of the questionnaire for the essay 45
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