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研究生:張震元
研究生(外文):Jen-Yuan Chang
論文名稱:網站態度衡量模型之建構
論文名稱(外文):Scale Development for Attitude toward Websites
指導教授:王凱王凱引用關係
指導教授(外文):Kai Wang
學位類別:碩士
校院名稱:銘傳大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:91
中文關鍵詞:網站態度效用面享樂面社群認同面量表發展
外文關鍵詞:HedonicCommunity identificationUtilitarianAttitude toward the siteScale development
相關次數:
  • 被引用被引用:7
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隨著資訊傳播科技的快速興起,全球資訊網(World Wide Web)也在這幾年成為主要的傳播媒體,許多不同風貌的網站也日趨多元化。因此,了解網站使用者對網站的網站態度便顯得一個重要的研究議題。本研究旨在發展一套嚴謹且具實徵意義的社群網站態度量表。本研究首先透過文獻探討,找出過去網站的特性並加以整理,將網站特性歸納為「效用面」與「享樂面」,並參考國外學者(Churchill 1979)對量表發展過程來發展網站態度量表並建構其網站態度模型。在量表發展過程中,本研究將分別完成初始Pool建立、專家訪談、衡量項目之純化及信度與效度評估。本研究為針對效用面與享樂面分別建立一初始網站態度的Pool︰包括效用面衡量項目41題,享樂面項目38題,整個Pool總共有81題衡量項目。同時,本研究透過專家訪談的方式來新增與收斂此一初步的Pool,在此階段中,加入「社群認同面」並修正與調整Pool,整個Pool由81題精簡為30題。本研究也進一步以PLS進行統計以驗證本研究之網站態度模型與網站態度衡量項目,最後整個社群網站態度量表篩選為16題,同時也得到良好的信度與效度。本研究也針對後續研究及實務界提出建議。
With the rapid advent and usage of information and communication technologies, World Wide Web has emerged as a versatile medium and a primary contact point in the past few years. Accordingly, it is important that a complete conceptual framework should be continued and refined for both defining and measuring community attitude toward the site (AST) from the beginning to the end of website activities. The objective of this study is to develop, refine, and validate the scale of AST. This study adopted a three-dimensional conceptualization of AST, namely the utilitarian、hedonic and community identification dimensions. Through four methodological phases of scale development suggested by Churchill (1979), this study has accomplished the tasks of item pool generation (Phase 1) and item purification (Phase 2) so far. Validating the scale with new data (Phase 3) and reliability assessment (Phase 4). The research also using PLS to valid attitude toward website model and measurement items.Finally, community websites attitude scale were developed 16 measurement items. The result showed that the developed scale has a good reliability and validity. The results also have implications for future investigations and implementations.
目   錄 i
圖目錄 v
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與研究問題 3
第五節 研究範圍 3
第六節 論文架構與研究程序 4
第七節 研究流程 5
第貳章 文獻探討 6
第一節 網路媒體的特性 6
第二節 社群網站特性 9
第三節 小結 20
第参章 研究方法 21
第一節 量表發展步驟 21
第二節 初步衡量問項(Pool)的建立 23
第三節 專家訪談 33
第四節 模型修正與衡量項目調整 35
第五節 資料蒐集 42
第六節 量表資料分析工具與方法 43
第七節 前測 45
第肆章 資料分析與研究結果 47
第一節 網站態度量表前測結果分析 47
第二節 正式問卷樣本基本資料分析 53
第三節 正式問卷結果分析 56
第四節 二階模式結果分析 60
第伍章 結論與建議 62
第一節 結論 62
第二節 學術貢獻與管理意涵 63
第三節 研究限制 64
第四節 未來研究建議 65
參考文獻 67
附錄一 邀請函 73
附錄二 專家訪談重點摘錄-A先生 74
附錄三 專家訪談重點摘錄-B小姐 75
附錄四 專家訪談重點摘錄-C小姐 76
附錄五 最終網站態度量表…. 77
附錄六 前測問卷 78
附錄七 正式問卷 82
中文部分

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方瑞華,虛擬社群網站之使用者評估-以台北市鄰里社區連網(Taipei Link)為例,國立臺灣大學圖書資訊學研究所碩士論文,民國91年。
李郁菁,影響虛擬社群成員忠誠度產生之因素探討,國立中山大學資訊管理研究所碩士論文,民國89年。
吳肇銘,「影響網站使用者態度與購物意願之因素探討-以書籍網站為例」,資訊管理研究,第2卷第一期,民國86年7月,頁1~22。
何秀青、廖元禎,「虛擬社群特性與商機之研究」,中華管理評論,第八卷第二期,民國94年,頁1~31。
邱皓政,結構方程模式,台北:雙葉,民國92年。
梁仁傑,虛擬社群知識分享持續意圖之探討-公平與知識品質所扮演的角色,中央大學資訊管理研究所碩士論文,民國94年。
梁永昌,影響虛擬社群成員知識交流因素之探討,中央大學資訊管理研究所碩士論文,民國93年。
張恩伯、盧諭緯,「超人氣網站大公開」,數位時代,第一六六期,民國97年,頁94~99。
劉籹君,探討入口網站使用意向之影響因素-理性和非理性觀點,中正大學資訊管理研究所碩士論文,民國94年。














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