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研究生:陳秀婷
研究生(外文):Chen, Siou-Ting
論文名稱:社群關係對網路合購持續使用之影響-使用與滿足理論觀點
論文名稱(外文):Effect of Social Relationships on Online Group-Buying Continuance: A Use and Gratification Theory Perspective
指導教授:夏自立夏自立引用關係
指導教授(外文):Hisa, Tzyh-Lih
口試委員:林哲宏汪素卿
口試委員(外文):Lin,Jhe-HongWang,Su-Cing
口試日期:2012-06-29
學位類別:碩士
校院名稱:正修科技大學
系所名稱:資訊管理研究所
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:2012
畢業學年度:100
語文別:中文
論文頁數:97
中文關鍵詞:網路合購社群關係滿足愉悅感
外文關鍵詞:Online Group-BuyingSocail RelationshipsGratificationPleasure
相關次數:
  • 被引用被引用:7
  • 點閱點閱:679
  • 評分評分:
  • 下載下載:208
  • 收藏至我的研究室書目清單書目收藏:3
網路普及興起許多網路商機,網路合購也不例外,但隨著時代的進步,網路市場至今仍然變化莫測,剛興盛不久的網路合購,GoodLife(2011)統計調查指出, 2011年10月起,台灣網路合購市場的總銷售金額已呈現下滑趨勢,此是否意味著網路合購市場已不如從前熱門?而造成團購熱潮衰退的原因為何?是值得深入探討的議題。因此,本研究欲探討網路合購現況,進而了解有哪些因素會影響合購成員仍願意持續不斷的參與合購。並以使用與滿足(U&G)與期望確認理論(ECT)做為本研究之基本概念,將愉悅感與滿足做為本研究之主要衡量構面,並歸納成員參與合購之動機可分為基本需求(合購服務)與社會結構(社群關係)兩種,來探討合購網站之合購成員持續使用合購網站並參與網路合購之因素分析。本研究採問卷調查法,以網路問卷方式,針對愛合購網站之合購成員進行問卷發放,實際回收有效問卷123份,以SPSS及smartPLS 2.0進行統計資料分析。研究結果顯示,合購服務、社群關係會顯著影響合購成員參與合購時的滿足或愉悅感,而滿足及愉悅感則會對合購成員持續使用網路合購產生顯著性影響。最後,依據研究結果,提出研究與管理意涵及未來研究的方向。
The popularity of the Internet booms lots of on-line businesses, and the on-line group buying is no exception.However, with the advance of the time; the Internet has been changeable until now. According to the emerging on-line group buying, GoodLife statistics survey shows the total amount of Taiwanese on-line group buying market has declined in October, 2011. That's mean that the group buying is not as popular as it used to be? And what’s that the caused by the reasons for the buy boom recession? I think that the issues are worthy of further exploration. Therefore, the research aims to investigat the status quo of the on-line group buying and the factors that may affect users’ contunually participating in an on-line group buying. This study proposes a conceptual model, based on Uses and Gratification (U&G), Expectation Confirmation Theory (ECT), for investigating the group buying services and social relationships required by an good on-line group buing platform and the the impact of such functions in enhancing users’ pleasure, gratification, and continuance intention for on-line group buying A questionnaire that measures above constructs is developed and validated. Survey data from ihergo websites members is tested. The partial least squares (PLS) method is empirically used to test the conceptual model and hypotheses using the collected survey data from 123 samples. The empirical results support the proposed model. The analysis provides evidence that the group buying services and social relationships positively effect on users’ gratification and pleasure. In addition, the gratification and pleasure have a positive influence on on continuance of on-line group buying. According to the results of the survey, this study also provides several valuable insights and implications for the development and management of on-line group buying platform.
中文摘要 i
ABSTRACT ii
目錄 ii
表目錄 v
圖目錄 vii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與限制 5
1.4 研究流程 5
第二章 文獻探討 8
2.1 網路合購(Online Group-buying) 8
2.1.1 網路合購之相關研究 8
2.1.2 網路合購之虛擬社群觀點 10
2.2 期望確認理論(Expectation-Confirmation Theory) 12
2.2.1 期望確認理論之相關研究 12
2.2.2 期望確認理論之持續使用觀點 13
2.3 使用與滿足理論(Use and Gratification Theory) 15
2.3.1 使用與滿足理論之相關研究 15
2.3.2 網路合購之使用與滿足理論觀點 18
第三章 研究方法 21
3.1 研究假說 21
3.2 研究模式 26
3.4 研究對象與抽樣方式 31
3.4.1 研究對象說明 31
3.4.2 研究樣本抽樣方法 31
3.5 研究工具發展 32
3.6 預測分析 32
3.6.1 專家效度 33
3.6.2 預測樣本之背景資料分析 33
3.6.3 預測樣本之驗證性因素分析 35
3.6.4 預測樣本之信度分析 36
3.6.5 確定正式問卷 37
3.7 資料處理與分析 37
第四章 研究結果與分析 39
4.1 受試者樣本描述 39
4.1.1 受測者背景資料之描述 39
4.1.2 受測者參與網路合購之情況 40
4.2 探討不同背景變項對各研究構面之差異情形 42
4.2.1 探討不同背景變項的合購成員在社群歸屬感之差異情形 43
4.2.2 探討不同背景變項的合購成員在滿足之差異情形 55
4.2.3 探討不同背景變項的合購成員在愉悅感之差異情形 57
4.2.3 探討不同背景變項的合購成員對持續使用之差異情形 59
4.3 測量模型之信度與效度分析 63
4.3.1 信度分析 64
4.3.2 效度分析 64
4.4 研究假設檢定 67
4.4.1 研究假設分析 67
4.4.2 研究假設結果解釋 69
第五章 結論與建議 71
5.1 研究結論 71
5.1.1 影響合購成員持續參與合購之背景因素 71
5.1.2 影響合購成員持續參與合購之構面因素 72
5.2 研究貢獻與管理實務意涵 73
5.2.1 學術研究項獻 73
5.2.2 管理實務意涵 74
5.3 研究限制與後續研究 74
5.3.1 研究限制 74
5.3.2 後續研究 75
參考文獻 77
附錄一 CVR調查研究問卷 85
附錄二 初試問卷 90
附錄三 正式問卷 94
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