臺灣博碩士論文加值系統

虛擬社群參與意願是網站平台價值的關鍵，對諸如雅虎奇摩、PChome、msn等虛擬社群經營者而言，龐大數量的網友聚集停駐，才能豐富其交友娛樂功能，進而建構具獲利潛力的服務平台。在同質平台眾多的競爭環境裏，以特殊風格持續經營，留住既有成員要比吸引新成員更符合投資報酬的經濟原則(約翰‧羅伯特斯，2005)。本研究的目的即在探討網站使用者的信任及情感等心理反應與持續使用意願成和實體接觸意願等行為反應的影響。在此架構下，本研究參考TAM理論提出六個假說，「虛擬社群成員的認知娛樂性和社群平台使用態度呈正相關」，「虛擬社群成員的認知凝聚力和社群平台使用態度呈正相關」，「虛擬社群成員的社群平台使用態度和持續參與意願呈正相關」，「虛擬社群成員的認知娛樂性和社群平台持續參與意願呈正相關」，「虛擬社群成員的認知凝聚力和社群平台持續參與意願呈正相關」，「虛擬社群成員的持續參與意願和忠誠度呈正相關」，並結合Mayer(1995)所提出的組織信任模式應用至虛擬社群成員互動，提出四個假說「平台信任與忠誠度呈正相關」，「成員信任與忠誠度呈正相關」，「成員信任與實體接觸意願呈正相關」，「風險與實體接觸意願呈負相關」。以及本研究自訂的兩個假說，「虛擬社群成員的認知娛樂性和實體接觸意願呈正相關」，「虛擬社群成員的認知凝聚力和實體接觸意願呈正相關」。

本研究以線上問卷方式實施，所選擇之虛擬社群是「愛情國小」的使用者，此平台是以年輕人為目標客羣，定位為提供個人網頁空間、整合發報台、交換日記、傳紙條、心情留言的大專學生線上交友網站。藉由參與者在使用時所持的觀點和看法，探討其認知和使用行為間的關係。本研究共回收600份線上問卷，設立測謊題與正反題項，扣除無效問卷後，剩410份有效問卷。研究結果顯示「虛擬社群成員之認知凝聚力、認知娛樂性與使用態度呈正相關」、「虛擬社群成員之認知凝聚力、認知娛樂性與持續參與社群的意圖呈正相關」，虛擬社群成員對「使用平台的態度越正面，其持續參與社群的意圖越明顯」。而虛擬社群成員之平台信任、成員信任和忠誠度呈正相關」，可看出要提高成員忠誠度，必須先建立其社群成員對平台與成員之信任。「虛擬社群成員之認知凝聚力、認知娛樂性與實體接觸意願呈正相關」。「虛擬社群成員信任與實體接觸意願呈正相關」，「風險與實體接觸意願呈負相關」，確定「信任與風險的確是虛擬成員間藉由網路接觸產生成實體接觸意願之關鍵因素」。本研究結果可做為虛擬社群經營者，在未來虛擬社群的經營上的參考，可加強凝聚力、與娛樂性這方面服務的提供，確定信任與風險的確是虛擬成員間藉由網路接觸產生成實體接觸意願之關鍵因素，可作為虛擬社群實體接觸模式的發展基礎。

The key to success for virtual community website such as Yahoo, PCHome and MSN is to continuously creating new features to attract more members to participate in their online services. Further, as the number of members grows, the value of their service grows and this in turn attracts even more people to join. These types of website then make profit by charging a small fee for the heavy users who wish to sign up for the premium services not available to normal users.
In this competitive market where there are countless virtual community website providing almost identical services, the only way to survival is to be innovative in terms of service features in order to stand out from the rest of the crowd. By constantly providing new and unique services not available at any other websites, this ensures existing customers will always return for their needs and at the same time, attract new users to join. According to the economic principle of cost benefit, keeping existing customers are more important and profitable than attracting new customers.
The purpose of this study is to explore how the users’ trust and independence on those virtual community website would reflect on their attitudinal responses and behavioral intentions.
The community owners should evaluate the value of the website platform from the customers’ point of view, and analyze the customer switching cost. Then, they can use the advantage of brand image to provide the sustainable service to the existing customers, and develop their own market position.
In this paper, we will investigate how these perceived attitudes of the number of virtual communities related to behavioral intention to continuously participants of the virtual community. According to the TAM theory, we propose the following six propositions:
1. Perceived cohesiveness is positively related to the use of the website platform.
2. Perceived playfulness is positively related to the use of the website platform.
3. The attitude is positively related to the continuous participation in the virtual community.
4. Perceived cohesiveness is positively related of user's intention for continuing use.
5. Perceived playfulness is positively related of user's continuing use behavior.
6. User's continuing use behavior is positively related of user’s loyalty.
We combine Mayer’s ”An Integrative Model of Organizational Trust” to propose the following four propositions:
1. Platform trust is positively related of user's loyalty.
2. Interpersonal trust is positively related of user's loyalty.
3. Interpersonal trust is positively related of user's contact behavior.
4. User’s perceived risk is positively related of user's contact behavior.
In this research，we propose the following two propositions:
1. Perceived cohesiveness is positively related of user's contact behavior.
2. Perceived playfulness is positively related of user's contact behavior.
The methodology of this research is to conduct a series of online questionnaire, and we targets the users of a virtual community called “Youth Want website on Love elementary school”. This platform is specially designed for teenagers, and it provides personal web space, integrated blog station, diary and message exchange for people who want to make friends through the Internet. By observing the behavior and taking notes of the members’ perspectives, we will then investigate how the perception affect users’ intention in continuous participation, and try to find the best business model for running such website.
The result shows that the perceived cohesiveness playfulness positively relate to the attitude of using the platform, and the more positive attitude in using the platform, the more willingness of the members to continuously participate in the virtual community. Platform trust and interpersonal trust contributes greatly to user's loyalty. Interpersonal trust positively relate of user's contact behavior and user’s perceived risk negatively relate of user's contact behavior
The result also confirms the previous propositions.
We thus suggest that the community owners should focus more on enhancing perceived cohesiveness and perceived playfulness while providing quality service. On the one hand, they should work hard on serving existing members. On the other hand, he should also try to attract new members to join in. In this way, they could enlarge the scope of the virtual community and become a profitable business. We confirm trust and perceived risk are the important factors that affect user's contact behavior.

誌 謝 I
摘　要 II
Abstract IV
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究貢獻 3
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 延伸式科技採用模型 10
第三節 認知凝聚力 12
第四節 認知娛樂性 14
第五節 信任與風險 15
第六節 忠誠度 20
第三章 研究設計 22
第一節 研究架構 22
第二節 研究假說 24
第三節 變數的操作性定義與衡量 27
第四節 問卷設計 28
第五節 資料蒐集方法 33
第四章 資料分析 35
第一節資料分析方法 35
第二節 描述性資料 37
第三節 忠誠度表現與人口統計變項 39
第四節 問卷信度與效度分析 46
第五節 相關分析 47
第六節 迴歸分析 49
第五章 結論 88
第一節 研究結論 88
第二節 研究建議 92
第三節 研究限制 93
參考文獻 94
附錄一：研究問卷 102

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