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研究生:岳鵬雲
研究生(外文):Yueh Peng Yun
論文名稱:網頁遊戲及網路外部性對於社群網站會員忠誠度之影響-以FACEBOOK為例
指導教授:陳文賢陳文賢引用關係徐敏珠徐敏珠引用關係
口試委員:曹修源
口試日期:2011-06-01
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:資訊科技與管理研究所
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:72
中文關鍵詞:網路外部性社群網站網頁遊戲虛擬社群網站忠誠度
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本研究以Facebook為例來探討網路外部性、網頁遊戲以及虛擬社群特性對社群網站會員的忠誠度影響。Facebook是目前當紅的社交型社群網站,它與以往社群網站不同的是讓會員得以透過網頁遊戲與朋友互動,如此一來不僅吸引使用者加入,更藉由遊戲的互動模式,創造出網站規模的大幅度成長,因此本研究想找出Facebook社群網站的網頁遊戲及網路外部性是否會影響虛擬社群,而虛擬社群又是否會影響使用者對網站的忠誠度。本研究方法是先參考過往文獻,並找出適合本研究變數並加以整理後發展出研究架構,並透過問卷調查加以驗證變數關係,研究結果發現網路外部性及網頁遊戲特性對虛擬社群特性有正向顯著影響,而虛擬社群特性對網站忠誠度也有正向顯著影響,因此,未來社群網站經營業者除了積極提升會員成長量外,也應考慮增加高度娛樂性的網頁遊戲來提升社群成員在網站中的互動與資訊分享意願,並進一步增加社群成員的忠誠度。
This study takes Facebook as an example to explore the effect of network externality, webgame and virtual community on the loyalty of members in social networking sites. Facebook is currently a popular social networking site. Unlike the old social networking sites, it allows the members to interact with their friends through webgame. In this way, it not only attracts the users to join, but also creates the great growth of the site size through the game interaction model. Therefore, this study hopes to confirm whether the webgame and network externality of the social networking site, Facebook, can affect the virtual community, and whether the virtual community can affect the loyalty of the users to the website. As for the research methods, it first conducts literature review to find out the variables suitable to this study and take them as the basis to develop the study framework, and then verify the relations between the variables through the questionnaire survey. The study results show that the network externality and webgame characteristics have positive and significant effect on the virtual community, and that the virtual community characteristics also have positive and significant effect on the website loyalty. Therefore, the future social networking sites participants, aside from actively improving the member growth amount, should also consider adding more webgames with high entertainment property to improve the intention of interaction and information sharing of the members within the website, and further increase the loyalty of the community members.
第一章 1
1.1 研究動機 1
1.2研究目的 3
1.3研究流程 3
第二章 文獻探討 5
2.1虛擬社群網站 5
2.2遊戲 5
2.3 虛擬社群 9
2.4 顧客忠誠度 13
2.5 網路外部性 16
2.6 相關文獻探討 19
第三章 研究方法 22
3.1 研究架構 22
3.2研究假說 22
3.3操作型定義 24
3.4問卷題項整理 25
3.5 研究方法設計 27
第四章 問卷分析結果 30
4.1信度分析 30
4.2 人口統計分析 31
4.3 差異分析 36
4.4 迴歸分析 38
4.5 路徑分析 39
4.6 卡方分配 42
第五章 結論與建議 44
5.1 研究發現與結論 44
5.2研究貢獻 49
5.3 未來研究與限制 50
參考文獻 51
中文文獻 51
英文文獻 52
附錄 55
中文問卷 55
英文問卷 58
法文問卷 62

中文文獻
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4.吳銘弘(民97) 線上遊戲之資訊系統成功模式,國立屏東商業技術學院行銷與流通管理系碩士論文。
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6.林信恆(民91)服飾虛擬社群網路外部性探討之研究,輔仁大學織品服裝學系碩士論文。
7.邵俊溎(民95) 遊戲虛擬社群網站忠誠度之研究,立德管理學院休閒管理研究所碩士論文。
8.侯昆豪(民93),旅遊虛擬社群網站忠誠度之研究,朝陽科技大學休閒事業管理系研究所碩士論文。
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11.孫中璽(民92),具網路外部性產品之擴散模型研究,國立東海大學國際企業研究所碩士論文。
12.孫定業(民92),線上遊戲族群之消費者決策型態與忠誠度行為研究,實踐大學企業管理研究所論文。
13.張慧珍(民85),服飾流行之消費者網路外部性探討之研究,私立輔仁大學織品服裝研究所碩士論文。
14.陳文傑(民98)社會臨場感對虛擬社群意識影響之研究─以無名小站為例,國立政治大學企業管理研究所碩士論文。
15.陳宛俞(民96) 從網路外部性探討即時通訊產業之競合,國立交通大學管理科學系所碩士論文。
16.陳怡安(民93)線上遊戲的魅力,嘉義南華大學社研所。
17.陳俊良(民92),線上遊戲顧客忠誠度之研究,台灣科技大學企業管理研究所碩士論文。
18.陳政頤(民99)虛擬社群發展策略之研究-以愛情公寓為例,國立中山大學企業管理學系研究所碩士論文。
19.陳縵緽(民97) 從虛擬社群意識探討線上遊戲使用者的行為影響因素,國立政治大學企業管理研究所碩士論文。
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22.黃雅淇(民97)虛擬社群網站功能性品質及瀏覽動機對忠誠度之研究-以手機王為例,銘傳大學管理研究所碩士論文。
23.趙昱安(民98) IT虛擬社群會員忠誠度之研究-以藍色小舖為例,中國文化大學資訊管理研究所碩士論文。
24.劉智華(民90),網站體驗與上站忠誠度之關係研究-以資訊提供型網站為例,九十年度全國管理碩士論文獎論文集。
25.蔡佳燁(民99)線上遊戲參與及續留因素之探討,德明財經科技大學資訊科技與管理研究所碩士論文。
26.謝豐存(民90) 虛擬世界擇偶--以配對網站的異性交往為例,國立台灣師範大學家政教育研究所碩士論文
27.蘇政泓(民95) 以社群之觀點探討線上遊戲使用者參與線上遊戲之動機,東吳大學資訊科學系碩士論文。

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參考網站
1.ARO觀察:社群網站正熱門,facebook近6個月到達率成長12%,創市際,2009年8月6日取自http://news.ixresearch.com/?p=337
2.網路收視率Facebook首勝無名,聯合新聞網,2009年10月23日取自http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=218290
3.就愛這些網站,數位時代2008年3月1日取自http://www.bnext.com.tw/article/view/cid/0/id/9065
4.CNNIC 調查 2010 年中國大陸網頁遊戲用戶突破 1 億人,聯合新聞網,2010年6月2日取自http://mag.udn.com/mag/world/storypage.jsp?f_ART_ID=251404。

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