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研究生:蔡政穎
研究生(外文):Cheng-ying Tsai
論文名稱:鑲嵌脈絡下顧客價值影響因素之研究-以線上遊戲為例
論文名稱(外文):The Factors Effecting Customer Value in the Embeddedness Context:Evidence from Online Game players in Taiwan
指導教授:劉常勇劉常勇引用關係劉廷揚劉廷揚引用關係
指導教授(外文):Chang-yung LiuTing-yang Liu
學位類別:碩士
校院名稱:國立高雄師範大學
系所名稱:人力與知識管理研究所
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:中文
論文頁數:112
中文關鍵詞:結構方程模式鑲嵌知識分享顧客價值
外文關鍵詞:Structural Equation ModelingEmbeddednessKnowledge SharingCustomer Value
相關次數:
  • 被引用被引用:1
  • 點閱點閱:516
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:6
知識經濟與微利時代的來臨,企業面臨了比以往更為嚴峻的挑戰,近十年來網際網路的急速興起更加劇了原本就複雜多變的企業環境。企業間趨同化競爭使企業存續更顯困頓,因此顧客端的知識管理與網路社群的經營便成為企業創新求勝的重要議題之一。
本研究以結構方程模式(Structure Equation Modeling;SEM)為研究取徑,藉由相關文獻與理論的回顧來發展初步的假設模型,再經實證研究的統計分析與模式修正過程來進行模型的驗證;研究內容引用社會學中鑲嵌(Embeddedness)的概念,探討鑲嵌程度的強弱對顧客間知識分享行為及顧客價值的影響,進而提出整體因果關係之理論模型。
實證部分以國內之網路咖啡店及線上遊戲入口網站之線上遊戲玩家為研究對象,共回收有效問卷1368份,實證結果顯示玩家間的鑲嵌程度越高時對其間的知識分享行為有正向影響,且會進而提升線上遊戲玩家的顧客價值,其中以外顯知識分享行為影響最大。實證結果顯示本研究所蒐集之樣本資料支持本研究所提出之理論模型,期能對企業與學術界有所助益。
As the coming of knowledge economy, firms are increasingly depends on the knowledge and information they get from customers and competitors or business partners. Firms must find a better way to live in the cyber society, or die. So, managing knowledge effectively in the social networks and industrial networks becomes an essential issue in business administration.
The aim of this research is to explore the casual relationships among embeddedness factors (link, fit, sacrifice), knowledge sharing (explicit, tacit) and customer value. The paper draws on the concept of sociology “embeddedness”, and resource dependency theories to develop a model of the customer value effect factors with structural equation modeling approach (SEM).
Data from 1056 cybercafe online-game players and online-game portal site users offer empirical support for the relationships proposed in the model. The overall model and hypotheses are tested for statistical significance with LISREL and AMOS. The conclusions of the study were as follows:(1)The link among players to the game has positive effect on explicit knowledge sharing .
(2) The link among players to the game has positive effect on tacit KS. (3) The fit among players has positive effect on explicit KS. (4) The fit among players has positive effect on tacit KS. (5) The sacrifice between player has positive effect on explicit KS. (6) The sacrifice among players has positive effect on tacit KS. (7) Tacit knowledge sharing has positive effect on explicit KS. (8) Explicit knowledge sharing has positive effect on customer value. (9) Tacit KS havs positive effect on customer value.
第一章 緒論………………………………………………………1
第一節 研究背景與動機…………………………………………1
第二節 研究目的…………………………………………………4
第三節 研究範圍…………………………………………………4
第四節 研究限制…………………………………………………5
第五節 研究流程…………………………………………………6

第二章 文獻探討…………………………………………………7
第一節 鑲嵌………………………………………………………7
第二節 資源互賴與鑲嵌…………………………………………13
第三節 知識分享…………………………………………………17
第四節 顧客價值…………………………………………………40
第五節 線上遊戲…………………………………………………47

第三章 研究方法…………………………………………………52
第一節 研究架構…………………………………………………52
第二節 研究假設…………………………………………………53
第三節 研究變數及操作性定義…………………………………55
第四節 問卷設計…………………………………………………60
第五節 研究對象與抽樣設計……………………………………62
第六節 資料分析方法……………………………………………63
第七節 模式評鑑標準……………………………………………64

第四章 實證研究與分析…………………………………………66
第一節 模式估計方法……………………………………………66
第二節 模式評鑑…………………………………………………70
第三節 模式修正…………………………………………………75
第四節 模式內在結構適配度檢驗………………………………79
第五節 虛假關係與路徑關係檢驗………………………………82
第六節 變數間之影響效果………………………………………89

第五章 結論與建議………………………………………………92
第一節 結論………………………………………………………92
第二節 管理意涵…………………………………………………95
第三節 未來研究建議……………………………………………98

參考文獻………………………………………………………………99
附錄 (問卷)…………………………………………………………108
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