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研究生:鍾承志
研究生(外文):Cheng-chih Chung
論文名稱:Web2.0網站品質對忠誠度與歸屬感之影響
論文名稱(外文):The Effect of Quality of Web 2.0 website on Loyalty and Sense of Belonging
指導教授:劉宗哲劉宗哲引用關係
學位類別:碩士
校院名稱:東吳大學
系所名稱:企業管理學系
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:2009
畢業學年度:97
語文別:中文
論文頁數:64
中文關鍵詞:Web 2.0網站品質忠誠度歸屬感
外文關鍵詞:Web 2.0Quality of websiteLoyaltySense of belonging
相關次數:
  • 被引用被引用:4
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
網際網路從2000年泡沫化之後,面臨了前所未有的危機,而在這一波全球競爭白熱化的網路環境考驗下,Web 2.0網站的概念帶給了全球網路公司全新的契機。Web 2.0具有使用者分享、交流之意涵,並且亦有使用者與提供網站平台的業者共創價值的概念,Web 2.0網站的成功引爆了大量的商機。本研究以量化分析方式來探討使用者為何能持續的使用Web 2.0網站的主因,且共蒐集到303份有效樣本,並以結構方程模式(Structural Equation Modeling, SEM)檢驗網站品質、滿意度、信任、忠誠度、歸屬感的因果關係。
本研究結果發現系統品質與服務品質會正向的影響使用者的滿意度和信任,而滿意度和信任對使用者的忠誠度和歸屬感也有正向的影響,同時也證實了滿意度和信任在Web 2.0網站中在系統品質與服務品質對忠誠度與歸屬感的影響上具有顯著的中介效果。最後將分析結果與理論加以彙整,並給予Web 2.0網站經營業者實務管理上之建議。
Internet firms are suffering a crisis after the Internet bubble on 2000. Under the trade of Internet-utilization, Internet firms are facing extreme global competition. However, the concept of Web 2.0 brings a whole new chance for them. The user of Web 2.0 can easily share their things to other user as well as create value with website operators in the same platform. The successful Web2.0 website also brought a big market for Internet. We explored the factor that people used Web 2.0 website continually by quantitative research, 303 valid samples were collected in this study. We proved the causal relation of website system quality, service quality, satisfaction, trust, loyalty and sense of belonging by using Structural Equation Modeling (SEM).

Results indicated that system and service quality have significant direct impact on user satisfaction and trust. Additionally, satisfaction and trust were found to affect user loyalty and sense of belonging. We also found that satisfaction and trust play important roles as mediators between system quality and service quality with loyalty and sense of belonging. Finally, we combined the results with theory and provided some practical implications for website operators of Web 2.0.
目錄
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 5
第二章 文獻探討 6
第一節 Web 2.0 6
第二節 忠誠度 9
第三節 歸屬感 12
第四節 滿意度 14
第五節 信任 16
第六節 網站品質 18
第三章 研究方法 23
第一節 研究架構與假設推論 23
第二節 操作型定義與問卷設計 25
第三節 分析方法與資料蒐集 28
第四章 實證研究分析 29
第一節 樣本基本資料描述 29
第二節 樣本構面信度與相關係數分析 32
第三節 驗證性因素分析 33
第四節 路徑分析 37
第五節 中介效果分析 42
第五章 結論 44
第一節 研究結論 44
第二節 管理意涵 46
第三節 研究限制 49
第四節 未來研究方向 49
參考文獻 51
附錄 60
表目錄
表 1 Web 1.0與Web 2.0的差異 7
表 2 網路忠誠度文獻探討整理表 10
表 3 網站品質文獻探討整理表 19
表 4 系統品質操作型定義與衡量問項 26
表 5 服務品質操作型定義與衡量問項 26
表 6 滿意度操作型定義與衡量問項. 27
表 7 信任操作型定義與衡量問項 27
表 8 忠誠度操作型定義與衡量問項 27
表 9 歸屬感操作型定義與衡量問項 28
表10 樣本描述性統計資料表 30
表11 樣本信度、平均數、標準差 32
表12 樣本相關係數 33
表13 驗證性因素分析整理表 34
表14 構面區辨效度分析表 35
表15 模型配適度整理表 36
表16 假設檢定結果整理表 40
表17 設為相等路徑卡方值比較整理表 41
表18 路徑強弱影響整理表 41
表19 原研究模型與對比模型比較表 43
圖目錄
圖1 網友部落格經營偏好 4
圖2 研究流程 5
圖3 E-Loyalty Wheel 11
圖4 虛擬社群歸屬感六邊形 13
圖5 研究架構 23
圖6 研究假設潛在變項與觀察變項 37
圖7 研究假設路徑標準化係數值 38
圖8 研究假設路徑t-value值 38
圖9 對比模型標準化係數值 43
圖10 對比模型t-value值 43
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