臺灣博碩士論文加值系統

因為網際網路的興起，使得廠商能夠花費最少的成本就可與顧客達到接觸的機會，而為了有效率地利用網際網路對潛在顧客做溝通，因此設計一個良好的網站就成了必要的做法。此外，虛擬社群也因為網路的興起而持續地增加，人們可輕易地藉由虛擬社群來獲取所要取得的資訊。本研究針對使用者對使用虛擬社群之影響因素，以及使用者參與虛擬社群會對電子化顧客忠誠度的影響，並且又將知覺娛樂性設定為一個新的因素，以解釋使用者對虛擬社群的內在信念接受度。當使用知覺娛樂性作為動機的因素後，再確立虛擬社群的科技接受模型。問卷調查之資料採線性結構模型(SEM)來測試各個構面間的關係，分析結果顯示知覺易用性、知覺有用性及知覺娛樂性會被資訊品質所影響，使用者參與虛擬社群的意向也會分別被知覺易用性、知覺有用性，以及知覺娛樂性所影響，而且使用者參
與虛擬社群的意向會影響使用者本身的電子化顧客忠誠度。

The growing popularity of the Internet has created in exciting opportunities for companies
to reach out to customers with very little additional costs. However, inorder to communicate
with potential customers through internet effectively, a well-designed website is necessary.
Due to availability of the Internet, virtualcommunities are proliferating at an unprecedented rate. People are now able to obtain the information that they want easily by participating in virtual communities.However, the underlying factors that affect whether or not a customer accepts a virtual community are still unclear. This study addressed why users accept or reject a virtual community and how a user's acceptance was affected by information quality of a virtual community provided by a virtual community. In addition, we identify the virtual
community that potentially impacts e-loyalty. In this study, we introduce perceived
playfulness as a new factor that reflects the user's intrinsic belief in a virtual community acceptance. Using it as an intrinsic motivation factor, we extend and empirically validate the Technology Acceptance Model (TAM) for virtual communities. This study adopted confirmatory factor analysis (CFA) to confirm thereliability and validity of measurements, and the structural equation model (SEM) to test the correlations among all constructs. After data analysis, the results indicated that perceived ease of use, perceived usefulness, and perceived playfulness were affected by information quality. Moreover, behavior intention to participate in a virtual community is directly affected by perceived ease of use, perceived usefulness, and perceived playfulness. Finally, the data also revealed that behavior intention to join a virtual community has an impact on e-loyalty.

TABLE OF CONTENT
Chapter 1 Introduction .............................................1
1.1 Research Background and Motivations ................. 1
1.2 Research Objectives.................................. 4
1.3 Research Procedure .................................. 5
Chapter 2 Literature Review and Research Hypotheses ......6
2.1 Virtual Community (VC)................................6
2.1.1 Definition of virtual community ....................6
2.1.2 The business potential of virtual communities ......7
2.2 Information Quality .................................10
2.3 Technology Acceptance Model (TAM) ...................12
2.4 E-Loyalty ...........................................16
2.5 Research Hypotheses .................................17
Chapter 3 Research Hypotheses and Methodology ...........24
3.1 Conceptual Framework ................................24
3.2 Measurement Development .............................................24
3.2.1 Construction Definition and Item Generation .......27
3.2.2 Pilot Test ........................................29
3.2.3 Purifying the Measures ............................29
3.3 Data Analysis Procedure and Methods..................30
Chapter 4 Analysis and Results ..........................31
4.1 Collection and Demographic ..........................31
4.2 Data Analysis .......................................31
4.2.1 Assessment of Measurement Model ...................33
4.2.1.1 Discriminant Validity ...........................39
4.3 Hypotheses Testing...................................39
Chapter 5 Discussions and Conclusions ...................43
5.1 Conclusions..........................................43
5.2 Managerial Implications .............................45
5.3 Limitations and Future Research .....................46
References ..............................................47
Appendix A: Questionnaire in Chinese ....................55
Appendix B: Questionnaire in English ....................60

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