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研究生:江麗玲
研究生(外文):Li-Ling Jiang
論文名稱:社會網絡、社會信任對線上再合購意圖之影響
論文名稱(外文):The Impact of Social Network and Social Trust on Online Intention to Group Re-buying
指導教授:孫思源孫思源引用關係
指導教授(外文):Szu-Yuan Sun
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:90
中文關鍵詞:再合購意圖、社會網絡理論、社會信任理論、滿意度、群體凝聚力
外文關鍵詞:Online Intention to Group Re-buyingGroup-Cohesion.SatisfactionSocial Trust TheorySocial Network Theory
相關次數:
  • 被引用被引用:2
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  • 收藏至我的研究室書目清單書目收藏:1
科技的成熟和網路的普及使得線上合購已成為一種新興的購物趨勢,線上合購的蓬勃發展更達到前所未有的規模,因此合購行為更值得探討。本研究以社會網絡及社會信任理論為基礎探討其對線上再合購意圖之影響。
本研究採用問卷調查,以有參與網路合購的團員為研究對象蒐集資料,回收有效問卷共187份,並以結構方程模式進行驗證性因素分析及測試資料是否適用於本研究模式。研究結果發現(一)「社會網絡」程度越高,則對於合購「滿意度」的影響程度越高。(二)「社會網絡」程度越高,則對於合購「群體凝聚力」的影響程度越高。(三)「社會信任」程度越高,則對於合購「滿意度」的影響程度越高。(四)「社會信任」程度越高,則對於合購「群體凝聚力」的影響程度越高。(五「滿意度」程度越高,則對於合購「再合購意圖」的影響程度越高。 (六)「群體凝聚力」程度越高,則對於合購「再合購意圖」的影響程度越高。
The maturity of science and technology and the popularity of internet make online group-buying become an emerging shopping trend, the vigorous development which achieves so unprecedented scale that the behavior of online group-buying is worth discussing. This study based on the theory of social network and social trust to discuss the impact on online intention to group re-buying.
This research used a survey to have members who participate in online group-buying to collect data for the study, a total of 187 valid questionnaires, and then evaluated with structural equation modeling, and confirmatory factor analysis was also applied to test whether the empirical data conform to the research model.
The results showed that (1) the higher degree of social network, the higher degree of the influence of satisfaction on group-buying. (2) the higher degree of social network, the higher degree of the influence of group-cohesion on group-buying. (3) the higher degree of social trust, the higher degree of the influence of satisfaction on group-buying. (4) the higher degree of social trust, the higher degree of the influence of group-cohesion on group-buying. (5) the higher degree of satisfaction , the higher degree of the influence of intension to re-buying on group-buying. (6)the higher degree of group-cohesion, the higher degree of the influence of intension to re-buying on group-buying.
摘 要 I
Abstract II
誌 謝 III
目 錄 IV
圖目錄 VI
表目錄 VII
壹、緒論 1
一、研究背景 1
二、研究動機與目的 2
三、研究範圍 3
四、研究流程與架構 3
貳、文獻探討 5
一、再合購意圖 5
二、社會網絡理論 8
三、社會信任 12
四、滿意度 20
五、群體凝聚力( Group-Cohesion) 21
參、研究方法 24
一、研究架構 24
二、研究假設 27
三、研究變數定義與操作化 30
肆、資料分析與研究結果 38
一、資料分析方法 38
二、樣本資料分析 42
三、測量模式分析(Measurement Model) 44
四、結構模式分析(Structural model analysis) 53
伍、結論與建議 57
一、研究發現 57
二、管理意涵 59

三、研究貢獻 60
四、研究限制 61
五、未來研究建議 62
參考文獻 63
一、中文文獻 63
二、英文部份 66
附錄、調查研究問卷 77
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