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研究生:蔡欣樺
論文名稱:批踢踢電影版使用者觀影決策影響因素之分析-以電影《海角七號》為例
論文名稱(外文):Analysis of Factors Affecting Viewing Decision of Users of PTT Movie Board-The Case of Movie “Cape NO. 7”
指導教授:胡光夏胡光夏引用關係
指導教授(外文):Hu Guang Shia
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:大眾傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:134
中文關鍵詞:批踢踢海角七號網路口碑參考團體
外文關鍵詞:PTTCape NO.7Electronic Word of MouthReference Group
相關次數:
  • 被引用被引用:8
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  • 收藏至我的研究室書目清單書目收藏:14
此次國片《海角七號》的熱潮,從台灣最大的BBS 討論版批踢踢電影(movie)
版上所引發的討論可見其迴響之踴躍,隨時都有千人在線上的電影版隨時都在更新各電影的心得及資訊,而《海角七號》的劇情感動了許多對國片已不抱期待的網友,很快的,批踢踢電影版急速累積了上千篇關於《海角七號》的討論文章,批踢踢電影版上對於《海角七號》熱烈的迴響迅速地溢散到主流媒體,打破大眾媒體及電視新聞所主導的議題設定能力,反而由小眾媒體批踢踢凱起此一議題,隨之帶動新聞媒體大力跟進報導《海角七號》票房長紅與電影製作特輯等消息。
除此之外,批踢踢電影版也導引許多閱聽人潮回流至電影《海角七號》官方網站,《海角七號》在這些媒體平台交互串連、發酵之下,其票房創下台灣國片的歷史新高。
本研究主要在探討批踢踢電影版的使用者透過該版取得電影相關資訊的過
程中,該虛擬社群的網路口碑行銷、以及批踢踢電影版被使用者視為一線上參考團體,究竟如何影響使用者的觀影決策。批踢踢電影版的使用者在長期沉浸於電影版虛擬社群之中,透過電影版的功能進行資訊的搜尋以及進行觀影心得的傳播行為,批踢踢電影版對使用者而言是否成為一個重要的參考團體,進而影響社群成員的觀影決策。另外,探討電腦中介傳播此一新科技的網路特性、與社會影響力對於網路使用者選擇使用何種媒介得以滿足需求、搜集資訊,所造成的影響以及對觀影決策的干擾;還有消費者的觀影決策過程中,可能還會受到媒體報導、親朋好友的人際傳播、或是電影影評部落格等因素之影響。
目錄
第一章 緒論 1
第一節 研究背景與研究動機 1-12
第二節 研究目的與研究問題 12-14
第三節 研究架構與章節安排 14-15
第二章 文獻探討 16
第一節 口碑傳播 16-28
第二節 參考團體 29-35
第三節 電腦中介傳播與網路特性 35-41
第四節 虛擬社群與媒介使用理論基礎 41-48
第三章 研究方法 49
第一節 研究架構 50-51
第二節 研究設計 52-65
第三節 信度與效度分析 65-72
第四節 資料分析方法 72-73
第四章 資料分析與結果 74
第一節 樣本資料分析 74-78
第二節 網路口碑、與線上參考團體對批踢踢使用者觀影決策的影響之分析
78-88
第三節 自變項、控制變項與依變項的複迴歸分析 88-96
第四節 統計結果彙整與討論 96-104
第五章 結論與建議 105
第一節 研究結論 105-109
第二節 管理意涵 109-111
第三節 研究限制與未來研究建議 111-113
參考文獻 114
中文文獻 114-117
英文文獻 117-126
附錄一:前測問卷 127-130
附錄二:正式問卷 131-134
表目錄:
表:3-1參與虛擬社群動機之量表 58
表:3-2 網路特性之量表 59
表:3-3 社會影響之量表 59
表:3-4 網路口碑傳播之量表 61
表:3-5 來源可信度之量表 63
表:3-6 觀影決策之量表 64
表:3-7 其它參考團體對觀影決策影響之量表 64
表:3-8 自變項信度分析 66
表:3-9 中介變項信度分析 67
表:3-10依變項信度分析 67
表:3-11 網路口碑量表因素分析 69
表:3-12 線上參考團體量表因素分析 70
表:3-13 虛擬社群量表因素分析 70
表:3-14 網路特性量表因素分析 71
表:3-15 社會影響量表因素分析 72
表:3-16 其它參考團體量表因素分析 72
表:4-1本研究樣本之性別分佈統計表 74
表:4-2本研究樣本之年齡分佈統計表 75
表:4-3本研究樣本之教育程度分佈統計表 75
表:4-4 本研究樣本之職業分佈統計表 76
表:4-5本研究樣本之批踢踢電影版平均每周使用頻率分佈統計表 76
表:4-6本研究樣本之批踢踢電影版平均每次使用時間分佈統計表 77
表:4-7本研究樣本觀看《海角七號》之前,曾經在電影版上搜尋有關海角七號的討論文章之分佈統計表 77
表:4-8 本研究樣本觀看《海角七號》之後,曾經在電影版上發表有關海角七號的文章或回應之分佈統計表 78
表:4-9 假設H1檢定結果 79
表:4-10假設H1-1檢定結果 80
表:4-11假設H1-2檢定結果 81
表:4-12假設H1-3檢定結果 82
表:4-13假設H1-4檢定結果 83
表:4-14假設H2檢定結果 85
表:4-15假設H2-1檢定結果 86
表:4-16假設H2-2檢定結果 88
表:4-17自變項(網路口碑、線上參考團體)、控制變項和依變項的相關分析 90
表:4-18自變項線上參考團體(資訊依賴程度)與依變項的相關分析 91
表:4-19控制變項與依變項的相關分析 91
表:4-20自變項(網路口碑、線上參考團體)與依變項的迴歸分析 93
表:4-21自變項、控制變項與依變項的迴歸分析 95
圖目錄:
圖:2-1 社會影響模式 48
圖:3-1 本研究架構圖 51
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