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

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