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研究生:王妙君
研究生(外文):Myao-Chun Wang
論文名稱:線上社群體驗對使用者滿意度及忠誠度之影響
論文名稱(外文):The Effect of Online Community Experience on User Satisfaction and Loyalty
指導教授:賴子珍賴子珍引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學系
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:英文
論文頁數:83
中文關鍵詞:忠誠度滿意度線上社群體驗使用與滿足理論虛擬社群
外文關鍵詞:LoyaltySatisfactionOnline Community ExperienceUses and GratificationsVirtual CommunityOCEU&G
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  • 被引用被引用:6
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由於線上社群潛在的經濟利益,網站服務的提供者對於線上社群的何種因素和如何影響網站的經營績效等議題非常感興趣。當顧客於參與線上社群中獲得好的體驗,他們將會對該網站感到滿意並產生忠誠行為。本研究的目的在於探討線上社群體驗與使用者的滿意度和忠誠意願之間的影響關係,並藉由使用與滿足理論來瞭解使用者參與社群的動機和目的,檢視使用者的動機和目的對線上社群體驗的影響。
經由網路問卷調查與結構方程式的分析,獲得以下三項研究結果:首先,使用者的動機和目的與線上社群體驗的感受存在顯著的正向影響關係;其次,良好的線上社群體驗對使用者滿意度和忠誠意願亦具有顯著的正向影響關係;最後,除了社交性的體驗之外,在線上社群體驗和忠誠意願的影響關係中,使用者的滿意度扮演重要的中介角色。
Due to the economic potential of online communities, website service providers are very concerned about how and what factors will determine the online community influence on website performance. When customers express compelling experiences through participating in online communities, they will satisfy and increase their intention to revisit the website. The uses and gratifications approach is adopted to explore user goals that motivate users to participate in online communities, and the resulting online community experiences are examined to investigate their effect on customer satisfaction and loyalty.
By conducting an online survey and utilize the analysis of structural equation modeling, we obtain three suggestions from this study. Firstly, user goals are positively associated with online community experience. Next, online community experience has a great impact on user satisfaction and loyalty intentions. Finally, user satisfaction plays a critical mediator between online community experience, except sociability experience, and loyalty intentions.
Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgements vi
Table of Contents vii
List of Tables ix
List of Figures x
Chapter 1 INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motives 4
1.3 Research Questions 6
1.4 Thesis Structure 7
Chapter 2 LITERACTURE REVIEW 9
2.1 Online Communities 9
2.1.1 The definition of online communities 9
2.1.2 The value of online communities for participants or members 10
2.1.3 The value of online communities for organizations 11
2.2 Uses and Gratifications 13
2.3 Online Community Experience 16
2.4 User Satisfaction 20
2.5 Loyalty Intentions 21
Chapter 3 RESEARCH METHODOLOGY 23
3.1 Research Framework 23
3.2 Research Hypotheses 27
3.3 Questionnaire Design 30
3.3.1 User goals 30
3.3.2 Online Community Experience 32
3.3.3 User Satisfaction 35
3.3.4 Loyalty Intentions 35
3.4 Data collection 36
3.5 Method of data analysis 37
Chapter 4 Data Analysis and Research Results 39
4.1 Respondent information 39
4.2 Descriptive analysis of measurement scales 40
4.2.1 Descriptive analysis of user goals 40
4.2.2 Descriptive analysis of online community experience 43
4.2.3 Descriptive analysis of user satisfaction 45
4.2.4 Descriptive analysis of loyalty intentions 46
4.3 Analysis of Structural equation modeling 47
4.3.1 The measurement model 47
4.3.2 The structural model 56
Chapter 5 Discussion 69
5.1 Conclusion 69
5.2 Managerial Implications 69
5.3 Future Researches 70
5.4 Study Limitations 70
REFERENCE 72
APPENDIX I 79
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