臺灣博碩士論文加值系統

由於資訊技術的進步與電子商務的蓬勃發展，網路已成為消費者分享產品經驗與意見交流的平台，而線上社群更是消費者最常瀏覽商品資訊與評論的地方，因此，了解影響消費者持續上網與購買意圖的因素，是線上社群經營者關切的議題。消費者認為線上社群上資訊的有用性，將是其決定採用的關鍵；此外，線上社群上資訊除了能幫助消費者完成購買決策外,還能吸引他們持續拜訪線上社群。另外，可依賴度也被視為網友決定採納網路資訊的另外一項參考依據，而先前信念確認與推薦一致性則是影響可依賴度的前置因素。因此本研究以資訊採用模型為基礎，加入先前信念確認與推薦一致性兩項前置因素；再者，加入可依賴度及持續拜訪意圖，一併探討消費者在線上社群上資訊採用後的行為。
本研究以使用過Mobile01的使用者為研究對象，探討影響消費者願意採用線上社群評論的因素，及資訊採用和持續拜訪的意圖。研究結果顯示，論點品質、來源可信度皆會正向影響資訊有用性和可依賴度，因此Mobile01的經營者應注重評論者所發表出評論的品質及其專業程度、可信任度，使用者才會認同評論的有用性及可依賴度；而先前信念確認與推薦一致性同樣也會正向影響可依賴度，所以線上社群經營者需持續提升此四項因素，以強化使用者採用線上社群的推薦。此外，可依賴度會正向影響資訊有用性，因此Mobile01的經營者需強化線上社群上評論的可依賴度，讓使用者認為Mobile01上評論是有用的，進而促進其資訊採用及持續拜訪線上社群的意願。

Due to the gradual proficient of Information Technology and e-commerce, Interent has become an interface for consumer sharing and exchanges their experiences. Online community is the most importance place for consumers which they usually used to search product information and reviews. Therefore, understanding the motivation and reasons that affect on consumer’s continually in using internet and having purchasing intention online is important subject for operators of an online community. In addition, information usefulness of online community would be the critical factor to adopt. However, online communities are not only providing information for decision making, but also attracting them to revisit. Moreover, the credibility is also the important reference when consumers decide to adopt online information. While the confirmation of prior belief and recommendation consistency are antecedents which affect the credibility. This study is based on the Information Adoption Model. Considering confirmation of prior belief and recommendation consistency of information are as two antecedents. Furthermore, joining the credibility and intention to revisit, this study explores consumers’ post-behavior intention of adopting online community information.
The testing subjects of this study are users of Mobile01. This study explores the
factors that consumer willing to adopt online community’s review. Also, the information adoption and intention to revisit are investigated. The finding of this study shows the quality of review and the credibility of resource affects usefulness of the information and credibility in a positive way. The operator of Mobile01 is suggested to pay attention to the reviewers’ comment, their expertise, and their trustworthiness, so users will agree with the usefulness and the credibility of comment. The confirmation of prior belief and recommendation consistency can also have a positive effect on the creditability of reviews. Therefore, online community operators should continue to promote these four factors compels users in adopting recommendations’ of online community. In addition, the credibility of reviews influences usefulness of the information. The operator of Mobile01 should also improve credibility of comments so users will believe comments on Mobile01 are useful. Moreover, it will promote users information adoption and intention to revisit.

中文摘要 I
英文摘要 II
目 錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
1.1研究背景 1
1.2研究動機 5
1.3 研究目的 10
1.4 研究流程 11
第二章 文獻回顧 12
2.1 線上社群 12
2.1.1 線上社群的定義 12
2.1.2線上社群的目的 14
2.1.3 線上社群之採用後行為 15
2.1.4台灣線上社群發展狀況 15
2.1.5 小結 16
2.2 資訊採用模型 17
2.2.1 資訊採用模型的緣起與內涵 17
2.2.2 資訊採用模型相關研究 19
2.2.3 雙程序理論 20
2.3持續拜訪意圖 24
2.4可依賴度 26
第三章 研究方法 28
3.1研究架構與假說 28
3.1.1研究架構 28
3.1.2 研究假說 30
3.2 研究變數 34
3.2.1 論點品質 34
3.2.2 來源可信度 34
3.2.3 先前信念確認 35
3.2.4 推薦一致性 36
3.2.5 可依賴度 36
3.2.6 資訊有用性 37
3.2.7 資訊採用 38
3.2.8 持續拜訪意圖 38
3.3 研究設計 40
3.3.1 研究對象 40
3.3.2 資料收集方法 40
3.4 資料分析方法 41
3.4.1 敘述性統計分析 41
3.4.2信度與效度分析 41
3.4.3 部分最小平方法 42
3.4.4 PLS執行步驟 43
第四章 研究結果分析 51
4.1 樣本結構分析 51
4.1.1樣本個人特徵 51
4.1.2樣本使用特徵 53
4.2 敘述性統計資料分析 56
4.3信效度分析 59
4.3.1信度分析 59
4.3.2 效度分析 61
4.4研究假設與驗證 64
4.5 效果分析 68
第五章 結論與建議 71
5.1 結論 71
5.2 研究貢獻 73
5.2.1 學術貢獻 73
5.2.2實務上的貢獻 73
5.3 未來研究建議 76
5.4 研究限制 77
參考文獻 78

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