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研究生:林正偉
研究生(外文):Jhengwei Lin
論文名稱:圖文一致性對瀏覽者吸收能力、態度與忠誠度之影響-以網路資訊不確定性為干擾變數
論文名稱(外文):A study of the Relationships among Picture-Text-Congruity, Absorptive Capacity, Blog Attitude- Web Information Uncertainty as Moderating Variable
指導教授:李淑芳李淑芳引用關係
指導教授(外文):Su-Fang Lee
學位類別:碩士
校院名稱:僑光科技大學
系所名稱:管理研究所
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:2011
畢業學年度:99
語文別:中文
論文頁數:102
中文關鍵詞:部落格圖文一致性網路資訊不確定性吸收能力態度忠誠度
外文關鍵詞:BlogPicture-Text-CongruityWeb Information UncertaintyAbsorptive CapacityAttitudeLoyalty
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網際網路發達的時代,資訊的交換與散佈有許多不同的方式,部落格的出現有別於傳統形式,不但可適時地提供網路資訊,還可拉近使用者與瀏覽者間的距離,增加彼此的互動。要如何在網路資訊不確定性中讓瀏覽者瀏覽文章時,提升瀏覽者的吸收能力,進而影響態度與忠誠度為本研究所要探討的議題。故本研究以瀏覽過「新社旅遊家」、「三義旅遊家」與「旅夢玩家」部落格瀏覽者為研究對象,將網路問卷張貼於旅遊部落格,共獲得432份有效問卷,並以AMOS 17.0統計軟體進行結構模式分析(SEM)驗證理論模式,其實證結果發現(1)「圖文一致性」顯著正向影響「吸收能力」。(2)「圖文一致性」顯著正向影響「態度」。(3)「吸收能力」顯著正向影響「態度」。(4)「吸收能力」顯著正向影響「忠誠度」。(5)「態度」顯著正向影響「忠誠度」。(6)不同部落格在整體理論模型上有顯著差異。(7)「網路資訊不確定性」在「圖文一致性」對「吸收能力」有干擾作用。最後討論旅遊部落格的行銷策略與未來學術研究方向。
The study investigates how to make the viewers-read the article to enhance absorption capacity, thereby affecting the attitudes in the web information uncertainty. The data were gathered by questionnaires. This research focuses on blog users by using Purposive Sampling, and carries on a network questionnaire. This research collects a valid questionnaire total 432, and we used AMOS analyzed. The major findings were as follows:
1.The assumption of Picture-Text-Congruity is critical factors that positively affect the blogger’ Absorptive Capacity.
2.The assumption of Picture-Text-Congruity is critical factors that positively affect the blogger’ Attitude.
3.The assumption of Absorptive Capacity is critical factors that positively affect the blogger’ Attitude.
4.Web Information Uncertainty exist the moderating effect between the Picture-Text-Congruity and blogger’ Absorptive Capacity.
5.The overall framework not has different effect that to choice different blog.
中文摘要 I
ABSTRACT II
目次 III
圖目次 VI
表目次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 論文結構與研究流程 3
第二章 文獻探討 6
第一節 圖文一致性 6
第二節 吸收能力 8
第三節 態度 15
第四節 忠誠度 18
第五節 環境不確定性 20
第三章 研究方法 22
第一節 研究架構 22
第三節 研究變數及操作性定義 25
第四節 研究設計 31
第五節 資料蒐集方法 33
第六節 資料分析方法 34
第七節 整體問卷的信度分析與效度分析 40
第四章 實證研究 51
第一節 無反應偏差檢定 51
第二節 樣本檢定力分析 52
第三節 敘述性統計分析 54
第四節 整體研究變項之敘述性統計分析 58
第五節 各研究變數間之皮爾森相關分析 62
第六節 模型驗證分析 63
第七節 三大部落格之多群組比較 72
第八節 網路資訊不確定性之調節效果 80
第五章 結論 82
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