臺灣博碩士論文加值系統

霹靂布袋戲的發展從過去延續至今隨著時代不斷演進，縱使人們對於娛樂的需求與習慣逐漸改變，但其發展並未隨著時間而沒落，反而在企業化的組織經營下，做出許多有別以往的重大改變，其中又以創建虛擬社群一事最為關鍵，不僅使其成為了台灣的意象代表，也為其帶來的可觀的經濟收益。
本研究以Rusbult (1980，1983)的「關係投資模式」為理論基礎，來探討社群成員在社群中的關係維持，並加入了滿意度會影響忠誠度的看法來探討霹靂布袋戲的虛擬社群忠誠。本研究以發放線上問卷及實體問卷進行資料的蒐集，並使用SEM線性結構方程式來加以驗證本研究的假說。研究結果發現：

-虛擬社群滿意度對虛擬社群關係承諾有正向的影響
-虛擬社群滿意度對虛擬社群關係忠誠有正向的影響
-虛擬社群替代方案吸引力對虛擬社群關係承諾有正向的影響
-虛擬社群關係投資對虛擬社群關係承諾有正向的影響
-虛擬社群關係承諾對虛擬社群關係忠誠有正向的影響

The development of PILI puppet show has been always in the change as continued from the past to what is today. Despite the fact that the needs and habit of people for entertainment have gradually modified, its development has not faded out alongside with the progress of time. On the contrary, the puppet show has, under the organization management as enterprise, made several major changes different from the pat, while the establishment of virtual community is considered as most crucial because it has not only rendered it to become representative image of Taiwan, but also helped to generate handsome economic income for it.
This study has based on the theoretical foundation of relationship investment model by Rusbult (1980, 1983) to investigate relationship maintenance of community members within the community, and put in the view as satisfaction affects loyalty to explore the loyalty of virtual community of PILI puppet show. This study has released online and physical questionnaire to conduct information collection, and SEM linear structural relationship model to verify the hypothesis of this study. As found in this study,


1. satisfaction of virtual community renders positive impact upon
commitment of virtual community relationship
2. satisfaction of virtual community renders positive impact upon loyalty
to virtual community relationship
3. the attraction of alternative to virtual community renders positive
impact upon commitment of virtual community relationship
4. investment of virtual community relationship renders positive impact
upon commitment of virtual community relationship
5. investment of virtual community relationship renders positive impact
upon loyalty of virtual community relationship

目 錄
中文摘要..............................................................................................................i
英文摘要.............................................................................................................ii
誌謝....................................................................................................................iv
目錄...................................................................................................................Ⅰ
表目錄...............................................................................................................Ⅲ
圖目錄...............................................................................................................Ⅳ
第一章 緒論.........................................................................................….1
第一節 研究背景與動機....................................................................….1
第二節 研究目的.............................................................................……4
第三節 研究範圍與對象.........................................................................4
第四節 研究內容與流程.........................................................................4
第二章 文獻探討…..................................................................................6
第一節 虛擬社群.....................................................................................7
第二節 關係投資模式.…........................................................................8
第三章 研究設計…................................................................................21
第一節 研究架構...................................................................................21
第二節 研究假說...................................................................................22
第三節 變相之操作型定義與衡量構面...............................................26
第四節 問卷設計...................................................................................33
第五節 資料分析與工具.......................................................................38

第四章 資料分析結果............................................................................43
第一節 問卷前測..................................................................................43
第二節 樣本結構分析..........................................................................48
第三節 構念衡量的信效度..................................................................50
第四節 研究假說檢定..........................................................................59
第五節 差異性檢定…..........................................................................63
第六節 研究結果之討論…..................................................................65
第五章 結論與建議................................................................................66
第一節 研究結論..................................................................................66
第二節 理論貢獻...................................................................................73
第三節 管理實務意涵...........................................................................74
第四節 研究限制與後續研究之建議...................................................76
參考文獻…..............................................................................................78
附錄…......................................................................................................84


表目錄
表2-1 休閒滿意度之衡量構面.......................... ....................................17
表3-1 虛擬社群滿意度衡量指標...........................................................31
表3-2 替代方案吸引力之衡量指標.......................................................32
表3-3 虛擬社群關係投資之衡量指標...................................................33
表3-4 虛擬社群承諾之衡量指標...........................................................34
表3-5 虛擬社群忠誠之衡量指標...........................................................36
表3-6 虛擬社群滿意度問卷題項..... .....................................................37
表3-7 虛擬社群替代方案吸引力問卷題項...........................................38
表3-8 虛擬社群關係投資問卷問項.... ..................................................39
表3-9 虛擬社群承諾之問卷題項.... ......................................................40
表3-10 虛擬社群忠誠之問卷提項.........................................................41
表4-1 滿意度前測問卷因素分析結果...................................................46
表4-2 替代方案吸引力前測問卷因素分析結果...................................47
表4-3 關係投資前測問卷因素分析結果...............................................47
表4-4 關係承諾前測問卷因素分析結果...............................................47
表4-5 關係忠誠前測問卷因素分析結果...............................................48
表4-6 樣本之背景資料...........................................................................49
表4-7 問卷構念與構面之Cronbach’s α值........................................51
表4-8 原始衡量模式配適度指標結果..................................................54
表4-9 修正後模式配適度指標比較結果..............................................55
表4-10 修正後衡量模式信、效度分析.................................................57
表4-11 各構面間之Pearson 相關分析結果.........................................60
表4-12 本研究模式之路徑分析結果....................................................62
表4-13 結構模式估計............................................................................62
表4-14 整體模式契合度指標................................................................64
表4-15 分群之控制變項與關係承諾之多重比較................................65
表4-16 分群之控制變項與關係忠誠之多重比較................................66
表4-17 研究結果彙整表........................................................................69
圖目錄
圖1-1 本研究之研究流程.........................................................................9
圖2-1 Rusbult (1980) 關係投資模式......................................................13
圖3-1 本研究之觀念性架構...................................................................25
圖4-1 本研究模式之構面路徑分析結果...............................................62
圖4-2 整體結構模式圖...........................................................................63

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参、網路資料部分：
1.霹靂布袋戲官網： http://club.pili.com.tw/pili/。
2.行政部新聞局 (民國95年2月23號)。陳總統、蘇院長公布台灣意象
票選結果，布袋戲拔頭籌，玉山、台北101緊追在後。【新聞局新聞
稿】。取自：
http://info.gio.gov.tw/ct.asp?xItem=28281&ctNode=3874&mp=1