臺灣博碩士論文加值系統

近年來，網際網路的普及改變人們生活的樣貌，同時帶來新的傳播課題。虛擬社群網站為內容與使用介面整合的平台，網站的使用者不再只是內容的接受者，同時也可以主動在虛擬社群網站內傳遞訊息。運動社群網站就在運動風氣盛行的影響之下，漸漸成為運動迷瀏覽網站的重要據點之一。基於此，運動社群網站內的社群意識乃是透過成員積極參與及人際互動，藉由資訊科技的輔助，提供社群成員宛如社群網站的一份子，利於營造熱絡的群體氣氛，進而促成良好關係互動。
本研究採取網路問卷調查方式，以加入中華職棒聯盟現行所運作的六個球團官方網站所規劃出的專屬討論區以及聯盟官方網站所開闢的討論區的會員作為受測對象，並嘗試以社會性因素及技術性因素來探討社群成員的參與行為、社群意識以及忠誠度之關聯性，並討論不同社群貢獻程度及不同球團社群的成員對參與行為、社群意識及忠誠度的看法。
研究結果得到以下六點結論：1.社群網站功能與社會性因素有顯著關係；2.社會性因素與成員的參員行為呈現不顯著關係；3.社群網站功能會影響成員的參與行為；4.成員的參與行為將促成社群意識的形成；5.成員的社群意識將促進成員之忠誠度；6.不同社群貢獻程度的成員在參與行為及社群意識的看法上有顯著差異以及不同球團社群成員在忠誠度、參與行為與社群意識的看法上有顯著差異。本研究亦針對運動社群網站的設計與行銷方面提出具體建議。

In recent years, the Internet provides a new way of communication and changes people’s life style. By using the Virtual Community (VC) website as virtual communication platform, the website user no longer is only the content receiver, simultaneously also may on own initiative transmit the news in the Virtual Community website. The Sport Community website on under the influence which is in vogue in the sport atmosphere, becomes the sports fan to glance over one of gradually website critical localities. Based on this, the Sense of Community (SoC) in Sport Community website is improved through the member to participate in and the interpersonal interaction. The Information Technology, just like a Virtual Community website, provides the community member a cyberspace to build warm feelings, community atmosphere, then facilitate the good relational interaction.
This research adopts the internet questionnaire survey to investigate the VC behavior of the Chinese Professional Baseball League (CPBL), which includes six Sports team Official Websites. We intent to find how the Social factors and the Technical factors affect the community member''s participation behavior, Sense of Community as well as the loyalty. We also compare the differences among the participation behavior, Sense of Community and the loyalty according to the degree of member contribution and the sport teams.
The results show that following six conclusions：1.The function of Community website and the Social factor have the significant relationships.；2.The Social factor and member''s participation behavior are not obviously related.；3.The function of Community website positively influences the member''s participation behavior.；4. Member''s participation behavior will facilitate the Sense of Community.；5.Member''s Sense of Community will affect the loyalty of the member.；6.Both the different community contribution degree member and the different sport team members have the different in participation behavior, Sense of Community but have the similar loyalty. This research also provides some useful suggestions for the Sport Community website in the design and the promotion.

第一章 緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究目的 5
第四節　研究流程 6
第二章 文獻探討 7
第一節　虛擬社群 7
第二節　虛擬社群網站的社會性因素 24
第三節　虛擬社群網站的技術性因素 35
第四節　社群意識 43
第五節　忠誠度 48
第三章　研究方法 53
第一節　研究架構 53
第二節　研究假說 54
第三節　變數操作性定義與衡量 56
第四節　研究對象與抽樣方法 63
第五節　資料分析方法 64
第四章　資料分析 66
第一節　樣本結構描述與信度檢測 66
第二節　研究構面之敘述性統計分析 73
第三節　社群貢獻程度分群分析 76
第四節　線性結構模式分析 82
第五章　結論與建議 93
第一節 研究結果 93
第二節　研究建議 96
第三節　後續研究建議 99
參考文獻 100

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