臺灣博碩士論文加值系統

不斷成長的網際網路及網路科技正驅動網路與通訊的變革，新的企業經營模式也因而出現。隨著網路演化及其對個人與組織的影響與時俱增，加速了Web 2.0的發展，Web 2.0社群網站已對商務有著愈來愈深的影響。而滿意度被視為衡量資訊系統成功與使用的重要因素，也被認為能幫助企業建立競爭優勢，促進客戶的愉悅感，並建立品牌忠誠度。故對企業而言，Web 2.0社群網站的顧客滿意是相當值得重視與追求的。

在過去的文獻中，對此類議題的相關研究非常稀少，本研究因此綜合各學者的論述，建立一套Web 2.0社群網站的滿意度衡量模型，讓企業能更了解Web 2.0社群網站及影響其滿意度的因素，以協助企業改善服務，進而提高使用者滿意度。在經過實證研究後，顯示本研究所提出的Web 2.0社群網站滿意度模型中會員間互動、管理者與社群間互動、網站內容、網站結構、網站科技五個構面對滿意度有顯著的影響。

誌 謝 I
論文摘要 II
THESIS ABSTRACT III
第一章 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 2
第二章 文獻探討 3
第一節、 Web 2.0 3
2.1.1 Web 2.0的發展 3
2.1.2 Web 2.0的定義與特性 6
第二節、 Web 2.0社群網站 10
2.2.1 虛擬社群的定義 11
2.2.2 虛擬社群的特性 13
2.2.3 Web 2.0社群網站及其特性 14
第三節、 滿意度 18
2.3.1 滿意度的定義 18
2.3.2 虛擬社群滿意度 19
2.3.3 網站成功模型 23
第三章 研究設計 28
第一節、 研究架構 28
第二節、 變項定義與衡量 30
3.2.1 社群互動三個衡量構面 30
3.2.2 網站平台三個衡量構面 33
3.2.3 滿意度 35
第三節、 研究假設 35
第四節、 問卷設計 36
第五節、 研究對象與問卷進行方式 36
第六節、 資料分析方法 37
第四章 資料分析與研究結果 38
第一節、 原始問卷信度與效度分析 38
第二節、 人口統計變數分析 39
第三節、 問卷精簡 43
第四節、 期望、認知與差異之量表探討 49
第五節、 假設檢定 56
第五章 結論與建議 59
第一節、 研究結論 59
第二節、 研究貢獻 60
第三節、 研究限制 60
第四節、 後續研究建議 61
參 考 文 獻 62
附錄一：問卷 67

中文部分
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