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研究生:唐福元
研究生(外文):Fu-Yuan Tang
論文名稱:建構虛擬社群之顧客關係管理-應用科技接受模型分析租屋資訊部落格
論文名稱(外文):Build Virtual Community for Customer Relationship Management: Using Technology Acceptance Model to Analyze House Rent Blog
指導教授:吳泓樞吳泓樞引用關係
指導教授(外文):Hung-Shu Wu
學位類別:碩士
校院名稱:華梵大學
系所名稱:工業工程與經營資訊學系碩士班
學門:工程學門
學類:工業工程學類
論文種類:學術論文
論文出版年:2007
畢業學年度:96
語文別:中文
論文頁數:254
中文關鍵詞:電子商務部落格虛擬社群顧客關係管理科技接受模型
外文關鍵詞:electric commerceblogvirtual communtycustomer relationship managementtechnology acceptance model
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隨著知識經濟環境的快速變遷、與系統開發技術的推陳出新,電子商務為企業帶來了新的機會和挑戰,作為近代行銷理論最重要的概念,企業應有效利用虛擬社群、及顧客關係管理以提升競爭力並創造利潤,然而大部份企業的顧客網路社群,是以傳統形式的網頁留言板、或電子郵件寄送清單為主,此類封閉性的機制不僅使溝通變得被動,亦缺乏參與的誘因,故以高互動性部落格技術所建置的虛擬社群,可能為解決前述缺失的方案,而本研究之目的便在於結合理論及實務,建構一個租屋資訊部落格系統,用以刺激使用者間資訊的交流、和經驗的分享,首先搜集租屋相關資訊,並回顧科技接受模型之研究,以瞭解理論的基礎架構,本研究使用科技接受模型探討前述電子商務要素之影響,並對其應用於企業網站系統之可行性作客觀評估,經由實作與驗證的結果,顯示此部落格系統確實符合我們的期望,亦希冀本研究之貢獻,能爲相關學術研究和實務運作上,開拓新的視野。
With the rapid changes of the knowledge economic environment and system developing techniques, the electric commerce(EC) brings opportunities and challenges for the enterprises. As the most important concepts of modern marketing theory, enterprises must effectively employ virtual communities and customer relationship management(CRM) to promote competitiveness and creat profits. However, most enterprises setup their customer virtual communities with traditional style web message boards or mailing list techniques. These semi-closed mechanisms make communication act not only passively but also less attractive. Therefore, the highly interactive Blog based virtual communities might be the solutions. Since the purpose of this research is to combine the theory and practice, we developed a house rent Blog system to motivate information exchange and experience sharing between users. At first, the relevant informations of house rent are investigated, we also review the papers of technology acceptance model(TAM) to understand the bases of the theories. This research will use TAM to study the influences of these EC factors and evaluate the feasibility of using Blog on enterprise system. Finally, results from case practices and surveys show that the system reaches our expectance. We wish this research could contribute to create a new field of vision for the related academic researches and practical operations.
誌 謝 I
摘 要 II
ABSTRACT III
目 次 IV
表 錄 VI
圖 錄 VIII
第一章 緒論 - 1 -
1.1 研究緣起 - 1 -
1.1.1 研究背景 - 1 -
1.1.2 研究動機 - 4 -
1.2 研究目的 - 7 -
1.3 研究內容 - 9 -
1.3.1 研究範圍 - 9 -
1.3.2 研究限制 - 21 -
1.4 研究流程 - 23 -
1.5 研究架構 - 24 -
第二章 文獻探討 - 25 -
2.1 虛擬社群 - 25 -
2.1.1 虛擬社群之起源與定義 - 28 -
2.1.2 虛擬社群之分類與架構 - 33 -
2.1.3 虛擬社群之成員與互動 - 51 -
2.1.4 虛擬社群之價值創造 - 66 -
2.2 顧客關係管理 - 76 -
2.2.1 顧客關係管理之起源與定義 - 79 -
2.2.2 顧客關係管理之概念與架構 - 91 -
2.2.3 顧客關係管理之流程與通路 - 112 -
2.2.4 顧客關係管理之價值創造 - 129 -
2.3 科技接受模型 - 137 -
2.3.1 理性行為理論 - 138 -
2.3.2 計劃行為理論 - 142 -
2.3.3 科技接受模型 - 148 -
2.4 部落格 - 169 -
2.4.1 部落格之起源與定義 - 169 -
2.4.2 部落格之分類與架構 - 175 -
2.4.3 部落格之商業應用與發展 - 184 -
第三章 研究方法與實施步驟 - 188 -
3.1 系統建置與展示 - 188 -
3.1.1 系統需求與開發工具 - 188 -
3.1.2 架構設計規劃與實作 - 189 -
3.2 問卷設計過程與內容說明 - 191 -
3.2.1 研究模型與架構 - 191 -
3.2.2 量表變數操作與調查方法 - 194 -
第四章 研究結果與分析 - 200 -
4.1 資料分析工具與方法 - 200 -
4.2 信度與效度分析 - 200 -
4.3 因素分析 - 202 -
4.4 迴歸分析 - 208 -
第五章 結論與後續建議 - 218 -
5.1 研究貢獻與討論 - 218 -
5.2 未來研究建議 - 219 -
參考文獻 - 221 -
附錄 問卷 - 251 -
一. 中文部份
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8. Meg Hourihan, “What We're Doing When We Blog”, O’Reilly Web Devcenter, retrieved Jan. 2008, from http://www.oreillynet.com/pub/a/javascript/2002/06/13/megnut.html, 2002.
9. Merriam-Webster Collegiate Dictionary, retrieved Jan. 2008, from http://www.merriam-webster.com/dictionary/blog
10. Rebecca Blood, “Weblogs: A History And Perspective”, retrieved Jan. 2008, from http://www.rebeccablood.net/essays/weblog_history.html, 2000.
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12. Technorati, retrieved Jan. 2008, from http://technorati.com/weblog/2006/11/161.html
13. 林克寰,“妳不能不知道的Blog Web Log-Blog是甚麼碗糕啊? ”, retrieved Jan. 2008,from http://www.ebao.us/portal/showcontent.asp?INDEX=2368,民國九十三年。
14. 資策會FIND網站,retrieved Jan. 2008, from http://www.find.org.tw/find/home.aspx?page=many&id=185
15. 租屋-Yahoo!關鍵字搜尋冠軍,retrieved Jan. 2008, from http://tw.news.yahoo.com/article/url/d/a/071218/78/q4dt.html
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