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研究生:蘇維凱
研究生(外文):Wei-Kai Su
論文名稱:虛擬社群經營者建立信任因素模式與行為意圖之研究
論文名稱(外文):A Study of Factors Affecting Operators’ Trust and Behavior Intention Toward Virtual Community
指導教授:吳志正吳志正引用關係黃文宏黃文宏引用關係
指導教授(外文):Jyh-Jeng WuWen-Hung Huang
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
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:116
中文關鍵詞:虛擬社群信任情感型信任認知型信任公平理論社會交換理論
外文關鍵詞:Social Exchange theoryEquity theoryCognition-based trustVirtual CommunityTrustAffect-based trust
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本研究以虛擬社群的信任為主題,從虛擬社群經營者的角度來思考,那些因素為社群經營者所重視的信任因素,並檢驗影響虛擬社群信任的因素與信任建立後所產生行為意圖之間的關係,以期建立一個整合性的模式,解釋網路經營者在經營虛擬社群的過程中,影響虛擬社群建立信任的「前因」,信任建立,與信任建立後所產生的行為等各構念之間的關係,期許能在實務上,給虛擬社群的經營者,作為經營運作上的參考及實質上的幫助。
本研究以休閒旅遊、遊戲與電腦資訊、影視體育等社群為研究主體,運用網路問卷的方式,總計回收221份。為檢定各構念間的關係,以相關分析、以及線性結構模式來進行假設驗證,藉以判定整體架構之關係,並說明推論結果。
實證結果發現:認知型信任中的程序公平及分配公平對於信任的建立有顯著的影響。此外,信任建立後對於後續的行為意圖如持續分享意圖及黏度具有一定的影響程度。
This study takes the trust in virtual community as main objective, discussing the impact factors of trust that emphasized by community operators from the operations’ perspective. At the same time, we examine the relationships between trust factors and behavior intention so as to establish an integrated model to explain the relationships among the constructs, antecedent factors of trust, building trust and behavior intention effect on virtual community during the management process. We expect the findings can provide practitioners as reference in operating virtual community.

The study’s focus on community regarding leisure and travel, game and computer information, entertainment, use the questionnaires through internet, which has been collected 225 workable pieces in return. To test the relation between several constructive conceptions, it is proceeding with presumptive testing under Correlation Analysis, and LISREL model to test our hypothesis of this study, further to understand the affect and effect of integral structure. According to the affect and effect infer the conclusion and suggestion.

The testing result shows that the procedural justice and distributive justice from cognition-based trust have apparently influence the trust construction. Moreover, trust construction afterward will influence the continually sharing intention and stickiness.
目錄
中文摘要 I
英文摘要 II
目錄 III
表目錄 V
圖目錄 VII

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 研究程序與論文架構 5
第二章 文獻探討 7
第一節 虛擬社群 8
第二節 信任 20
第三章 研究方法 46
第一節 研究架構 46
第二節 研究假設 48
第三節 研究變數之操作型定義與衡量問項 52
第四節 問卷設計 60
第五節 研究對象與資料收集 62
第六節 前測 64
第七節 資料分析方法 67
第四章 資料分析及實證研究 69
第一節 樣本基本資料分析敘述性統計分析 69

第二節 因素分析 75
第三節 信度與效度分析 82
第四節 相關係數分析 84
第五節 線性結構方程式模式分析 86
第五章 結論與建議 98
第一節 研究結論 98
第二節 研究結果之意涵 100
第三節 研究限制 102
第四節 未來研究建議 103
參考書目 105
附錄 113
參考書目
壹、中文部份
一、 書藉
邱皓政,量化研究與統計分析:SPSS 中文視窗版資料分析範例解析。台北:五南,民國八十九年。

邱皓政,結構方程式:LISREL 的理論、技術與應用。台北:雙葉,民國九十二年。

羅家德,EC 大潮-電子務趨勢,台北:聯經,民八十九年。

二、期刊
邱顯貴、楊亨利,「從消費者觀點探討電子商務網站值得信任的重要因素」, 景文技術學院學報,第十三卷(上),民國九十一年九月,頁38-48。

三、學術論文
連征忠,「虛擬社群成員間信任關係之探討」,碩士論文,大葉大學事業經營研究所,民國九十一年六月。

吳佳靜,「影響使用者信任網站的因素之探討-以入口網站為例」,碩士論文,東吳大學資訊科學系,民國九十一年六月。

蔡雅嵐,「虛擬組織之信任問題-以個人理性、社會及倫理的觀點」,碩士論文,政治大學公共行政研究所。

黃卉怡,「影響網際網路虛擬社群成員間信任取得之因素」,碩士論文,國立中正大壆企業管理研究所,民國九十ㄧ年六月。

劉麟書,「人際信任整合模式之研究」,碩士論文,銘傳大學管理科學研究所,民國九十年六月。

四、網路資料
羅家德,虛擬社群(一),http://www.ecpress.com.tw/Virtualcociety1.htm.

羅家德,虛擬社群(二),http://www.ecpress.com.tw/Virtualcociety2.htm.

羅家德,虛擬社群(三),http://www.ecpress.com.tw/Virtualcociety3.htm.

創市際市場研究顧問,社群網站匯集人氣有一套,民國九十二年十一月四日,
http://www.insightxplorer.com/news/news_11_04.html

創市際市場研究顧問,各世代網友網哪去???,民國九十三年一月,
http://www.insightxplorer.com/epaper/epaper_200401_1.html#top
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