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研究生:張展嘉
研究生(外文):Chan-Chia Chang
論文名稱:知識分享之研究-以部落格(論壇)使用者其知識分享意願為例
論文名稱(外文):A study on the knowledge sharing behavior on blogs and forums
指導教授:丘宏昌丘宏昌引用關係
指導教授(外文):Hung-Chang Chiu
學位類別:碩士
校院名稱:國立中興大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:英文
論文頁數:45
中文關鍵詞:電子口碑行銷部落格論壇知識分享行為
外文關鍵詞:word-of-mouthblogsforumsknowledge sharing
相關次數:
  • 被引用被引用:9
  • 點閱點閱:354
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:15
在顧客購買決策過程中,電子口碑行銷(eWOM)扮演一個重要的角色。企業可以透過部落格(blog)與論壇(forums)來進行電子口碑行銷(eWOM),進而維持一個較好的品牌形象與顧客關係。然而過去的研究發現,只有少數的網路使用者願意在部落格與論壇中,分享他們寶貴的經驗與知識,因此本研究的目的在於探討使用者在部落格與論壇中,影響其知識分享意圖的決定因素為何?
本研究使用利益-成本架構來預測部落格與論壇中,知識傳播者的知識分享行為。研究結果顯示,其知識分享意圖被外在利益(聲譽、互惠)、內在利益(喜歡幫助別人、自我勝任感)、與成本(便利成本、互動成本)所影響。透過本研究的結果,可以作為企業在設置部落格與論壇的參考。
Electronic word-of–mouth (eWOM) plays a major role for customers’ buy decision. Through blogs and forums, company may be able to use eWOM to maintain a better customer relationship by enhancing customers’ knowledge sharing. Thus, this study attempts to enhance our understanding of knowledge sharing intention to enhance their valuable knowledge or experience leading to eWOM behavior through blogs and forums.
This study uses this model of cost-benefit framework to predict the users’ contribution behavior. It provides four types of benefit (include reputation, reciprocity, enjoy helping, self-efficacy) and two types of cost (include convenient costs and interaction costs) developed from psychology literature. The results suggest that qualified support for all of our hypothesized relationships.
According to social exchange theory, if the blogs or forums can provides a controllable benefit to its users or reduce the user cost, access can also be linked to behavior. Thus, firm may be able to use the results of this study to enhance customers’ knowledge sharing intention in their blogs or forums.
Introduction 1
Theoretical Rationale and Hypothesis Development 4
Extrinsic Benefits—Reputation 6
Extrinsic Benefits—Reciprocity 8
Intrinsic Benefits—Enjoy Helping 9
Intrinsic Benefits—Self-Efficacy 11
User cost—Convenient costs 13
User cost—Interaction costs 14
Methodology 17
Sample and data collection 17
Measures 20
Data Analysis and Results 23
Reliability and Construct Validity 23
Hypotheses Testing 24
Conclusions 26
Discussions 26
Managerial implications 30
Research Limitations and Future directions 32
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