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研究生:黃雅淇
研究生(外文):Ya-Chi Huang
論文名稱:虛擬社群網站功能性品質及瀏覽動機對忠誠度影響之研究-以手機王為例
論文名稱(外文):A Study of the Effect of the “Virtual Community Website’s Functional Quality” and “Browsing Motivations” toward Loyalty-the Case of SOGI
指導教授:蔡義清蔡義清引用關係
指導教授(外文):Yih-Ching Tsaih
學位類別:碩士
校院名稱:銘傳大學
系所名稱: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:2008
畢業學年度:96
語文別:中文
論文頁數:79
中文關鍵詞:手機王虛擬社群忠誠度瀏覽動機功能性品質
外文關鍵詞:LoyaltyFunctional qualitySOGIVirtual communityBrowsing motivations
相關次數:
  • 被引用被引用:37
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隨著網際網路的蓬勃發展,使得虛擬社群的競爭更趨白熱化,如何凝聚人氣、增加瀏覽率、增加會員數及了解網路使用者潛在需求,更是建立虛擬社群的重點,而如何經營出具有忠誠度的虛擬社群成員,即成為虛擬社群是否能永續經營的重要課題,近年來探討網路忠誠度之議題逐漸浮現,在實體世界常用以衡量忠誠度之指標,只要透過適當調整亦可用以衡量網路忠誠度,故本研究採用功能性品質與瀏覽動機來探討手機王網站之忠誠度。
本研究擬針對功能性品質與瀏覽動機等構面進行探討,目的在於為手機王網站找出吸引手機王網站會員再次使用手機王網站之因素,進而探討是否會對手機王網站產生忠誠度,並引入瀏覽動機作為調節變數。本研究採用迴歸分析進行驗證。經由分析結果發現功能性品質會正向影響網路忠誠度,瀏覽動機會正向影響網路忠誠度,以及瀏覽動機造成功能性品質與網路忠誠度之間的關係削弱。最後根據本研究之結果與發現,對於手機王網站的現況提供參考資訊與建議。
The development of internet is creating intense competition in virtual community nowadays. To establish virtual community, there are several points as follows: gaining popularity, increasing browsers and membership, and understanding the potential demand for internet users. And how to conduct members’ loyalty to the virtual community becomes an important issue to operate a long-term virtual community. Recently, the discussion of e-loyalty is gradually emerging as well. With appropriate adjustment, we can make the measurement of loyalty which is originally used in the real society also applied in virtual community. Therefore, functional quality and browsing motivations are used to discuss the SOGI loyalty.
Conducting functional quality and browsing motivations as dimensions, this study is to explore the causes for the members to re-use SOGI, the members’ loyalty, and the effect of browsing motivations as moderation. The results of regression analysis show that the functional quality has positive effects on the e-loyalty, browsing motivations has positive effects on the e-loyalty, and the browsing motivations causes a weaker relationship between functional quality and e-loyalty. Finally, according to the results, this study provides guiding references and recommendations for SOGI based on its current circumstances.
目 錄
頁次
目 錄 I
圖 目 錄 IV
表 目 錄 V
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 論文結構與研究流程 3
1.3.1 論文結構 3
1.3.2 研究流程 3
第二章 文獻探討 5
2.1 虛擬社群(Virtual Community) 5
2.1.1 虛擬社群定義 5
2.1.2 虛擬社群特性 7
2.1.3 虛擬社群的會員發展階段 9
2.1.4 虛擬社群的價值 10
2.1.5 小結 10
2.2 網路忠誠度 11
2.2.1 顧客忠誠度 11
2.2.2 忠誠度的內容型式 11
2.2.3 口碑傳播 12
2.2.4 網路忠誠度 14
2.2.5 影響虛擬社群成員參與社群並產生忠誠度之原因 14
2.2.6 小結 15
2.3 影響虛擬社群瀏覽因素 16
2.3.1 虛擬社群網站品質 16
2.3.2 瀏覽動機 22
2.3.3 動機與口碑傳播之關係 23
2.3.4 小結 24
2.4 本章小結 24
第三章 研究方法 25
3.1 研究架構 25
3.2 研究假說 26
3.3 變項之定義與衡量 27
3.4 問卷設計 31
3.5 資料收集 31
3.5.1 實驗合作對象 31
3.5.2 研究對象 33
3.5.3 抽樣計劃 33
3.6 資料分析方法 33
3.6.1 樣本描述與敘述統計 33
3.6.2 問卷信度與效度分析 33
3.6.3 因素分析 34
3.6.4 變異數分析 34
3.6.5 迴歸分析 34
第四章 研究結果 35
4.1 基本資料分析 35
4.1.1 人口統計分析 35
4.1.2 瀏覽行為 37
4.2 因素分析 40
4.2.1 功能性品質因素分析 41
4.2.2 瀏覽動機因素分析 42
4.2.3 網路忠誠度因素分析 45
4.3信度分析 46
4.3.1 功能性品質信度分析 47
4.3.2 瀏覽動機信度分析 47
4.3.3 網路忠誠度信度分析 49
4.4 差異分析 50
4.4.1 T檢定 50
4.4.2 年齡之差異分析 50
4.4.3 教育程度之差異分析 51
4.4.4 職業之差異分析 52
4.5 研究假說之驗證結果 54
4.6 影響忠誠度重要因素之探討 56
第五章 結論與建議 58
5.1 研究發現與結論 58
5.1.1 人口統計變數差異分析之結果 58
5.1.2 迴歸分析之結論 58
5.2 建議 59
5.2.1 增加網站的資訊豐富度及新鮮感 59
5.2.2 增加會員對網站之認同感 60
5.2.3 建立會員瀏覽資料庫 60
5.3 研究限制 60
5.3.1 研究範圍限制 60
5.3.2 影響因素方面 60
5.3.3 實驗對象及範圍 60
參考文獻 61
附錄 研究問卷 66


















圖 目 錄
圖1-1 研究流程 4
圖2-1 虛擬社群的會員發展階段 9
圖3-1 研究架構 25































表 目 錄
表2-1 虛擬社群定義彙整表 6
表2-1 虛擬社群定義彙整表(續) 7
表2-2 電子口碑傳播的型態 13
表2-3 影響虛擬社群成員參與社群並產生忠誠度之原因 15
表2-4 SERVQUAL量表的構面 16
表2-4 SERVQUAL量表的構面(續) 17
表2-5 PZB(1991)修正後的SERVEQUAL量表之構面與評量的項目 18
表2-6 Srinivasan, Anderson & Ponnavolu探討影響網路忠誠度八個因素 20
表2-6 Srinivasan, Anderson & Ponnavolu探討影響網路忠誠度八個因素(續) 21
表3-1 相關變數之操作性定義 27
表3-1 相關變數之操作性定義(續) 28
表3-2 相關變數之問卷題項 28
表3-2 相關變數之問卷題項(續) 29
表3-2 相關變數之問卷題項(續) 30
表4-1 樣本基本資料分析表 36
表4-1 樣本基本資料分析表(續) 37
表4-2 瀏覽行為分析表 38
表4-2 瀏覽行為分析表(續) 39
表4-3 KMO 檢定與 Bartlett 球形檢定 40
表4-4 功能性品質因素與問項一覽表 41
表4-5 瀏覽動機因素與問項一覽表 43
表4-5 瀏覽動機因素與問項一覽表(續) 44
表4-6 網路忠誠度因素與問項一覽表 46
表4-7 功能性品質信度分析 47
表4-8 瀏覽動機信度分析 48
表4-8 瀏覽動機信度分析(續) 49
表4-9 網路忠誠度信度分析 49
表4-10 性別差異分析之獨立樣本T檢定分析結果 50
表4-11 年齡差異分析之單因子變異數 51
表4-12 教育程度差異分析之單因子變異數 51
表4-12 教育程度差異分析之單因子變異數(續) 52
表4-13 職業差異分析之單因子變異數 53
表4-14 自變數分類與變數編號 54
表4-15 功能性品質迴歸分析及驗證結果 55
表4-16 瀏覽動機迴歸分析及驗證結果 55
表4-17 干擾變數迴歸分析及驗證結果 56
表4-18 功能性品質重要因素之探討 56
表4-19 瀏覽動機重要因素之探討 57
參考文獻
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二、中文文獻
1. 手機王網站,http://www.sogi.com.tw.
2. 朱道凱譯,Arthur Armstrong & John Hagel III 著,網路商機:如何經營虛擬社群?,麥田出版社,民國86年。
3. 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。
4. 卓亞仟,「網路廣告效果衡量與預測之研究-以手機王為例」,中原大學資訊管理研究所碩士論文,民國96年。
5. 林宏欣,「虛擬社群網站品質與網路忠誠度及虛擬社群績效之研究」,東吳大學國際貿易研究所碩士論文,民國92年。
6. 紀姿吟,「交友網站社群經營模式之研究」,中原大學資訊管理研究所碩士論文,中壢,民國94年。
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13. 蔡舜玉與丁惠民譯,社群行銷:加速成長、減低風險、提高忠誠度的網路商業社群,初版,美商麥格羅.希爾國際股份有限公司,民國91年。
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