臺灣博碩士論文加值系統

Due to the growing number of Internet users, online interaction environment such as virtual communities and blogs have the power to shape online participants’ attitudes, behaviors, and even their purchasing decisions. In view of ever-increasing influence of virtual interaction environment, this paper intends to examine the determinants of consumer participation and virtual involvement in the context of virtual communities and blogs.

The purpose of first essay is to develop a conceptual model of how technology-enabled virtual experiences contribute to community members’ online trust and engagement through inducing their community identification. We also examined the influence of two types of social influences in the virtual community: within-community normative pressure and normative pressure from outside of the community. In this study, we employed the structural equation modeling (SEM) approach to estimate our conceptual model using survey data from participants of the online game community, World of Warcraft (WOW). The results mainly support our hypotheses. We showed that three types of experience could influence community members’ engaging behavior through an increase in community identification and community trust. More importantly, we found that normative pressure from outside of the community exhibits a significant and inverted U-shaped relationship with online community engagement, while within-community normative pressure has a positive relationship with community engagement. No evidence was found to support the inverted U-shaped relationship between within-community normative pressure and community members’ engagement. Theoretical contributions and marketing implications are then provided and discussed.

Electronic publishing and widespread audiences highly interested in a particular subject make blogs a powerful form of word-of-mouth. Consumers often rely on independent input when making consumption decisions, and frequently turn to the blogosphere in search of opinions of those who have come to be highly regarded either, owing to their expertise in a given area or to their charisma. Based on the importance of blog power, the purpose of second essay is to address how blogger creates expert and referent power through blog readers’ participation. In this study, we employed the structural equation modeling (SEM) approach to estimate our conceptual model using Taiwan-based survey data from blog readers. This study obtained 567 completed responses for subsequent analysis after discarding incomplete responses. Theoretical contributions and marketing implications will then provided and discussed.

CONTENTS
口試委員會審定書
誌謝 i
中文摘要 ii
英文摘要 iii
Introduction 1
Essay 1: How Experience-Driven Community Identification
Generates Trust and Engagement
I.Introduction 3
II.Conceptual Framework and Hypotheses 8
III. Research Methodology 17
IV.Results 19
V. Discussion and Implication 23
Reference 29

Essay 2: How Blogger Create Expert and Referent Power
through Blog Readers’ Participation
I.Introduction 37
II. Conceptual Framework and Hypotheses 40
III Research Methodology 50
IV. Results 53
V. Discussion and Implication 62
VI. Limitation and Further Research 65
Reference 66


LIST OF FIGURES

Essay 1: How Experience-Driven Community Identification
Generates Trust and Engagement
Figure 1-1 Conceptual Model 8

Essay 2: How Blogger Create Expert and Referent Power
through Blog Readers’ Participation
Figure 2-1 Conceptual Model 40
Figure 2-2 Second-Order Confirmation Factor Analysis 57
Figure 2-3 Test of Hypotheses 58
Figure 2-4 Rival Model A 59
Figure 2-5 Rival Model B 60


LIST OF TABLES

Essay 1: How Experience-Driven Community Identification
Generates Trust and Engagement
Table 1-1 Measurements Results 20
Table 1-2 Discriminate Validity 21
Table 1-3 Test of Hypotheses 22

Essay 2: How Blogger Create Expert and Referent Power
through Blog Readers’ Participation
Table 2-1 Sample Profile 52
Table 2-2 Items and Measurement Model 55
Table 2-3 Discriminate Validity 56
Table 2-4 Moderating Influences 61

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