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研究生:黃鉛允
研究生(外文):Chien-yun Huang
論文名稱:網路活動之使用者行為品質因素模型研究
論文名稱(外文):Research on User Behavioral Quality Factor Model for Virtual Network Activities
指導教授:陳宗義陳宗義引用關係
指導教授(外文):Tsung-yi Chen
學位類別:碩士
校院名稱:南華大學
系所名稱:資訊管理學系
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:101
中文關鍵詞:網路活動電子商務網路行為品質因素網路使用者
外文關鍵詞:network behavioral factorinternet userNetwork activityelectronic commerce
相關次數:
  • 被引用被引用:1
  • 點閱點閱:286
  • 評分評分:
  • 下載下載:8
  • 收藏至我的研究室書目清單書目收藏:1
  由於網際網路的普及,又網站內容的豐富性及多樣性、和網路服務(Network service)的多元性已大大影響了人們的生活。本研究探討影響網路活動之使用者行為品質的因素及其相關變項,採用問卷調查法,以所有網路之使用者為研究對象,問卷內容包含個人基本資料、網路使用經驗及影響使用者行為品質因素等三個部分。使用描述性統計、獨立樣本t檢定、單因子變異數分析及因素分析等統計方法檢定各項研究。經分析發現虛擬網路活動應包含虛擬社群、網路交易、網路交友、休閒娛樂、數位學習及搜尋資訊等六類。本研究探討網路行為品質因素,包含信任(trust)、聲譽(reputation) 、網路安全性(internet security)、口碑(word-of-mouth)、隱私權(privacy)及網路易用性(internet ease of use)等六項。本研究以因素分析發現:(1)影響個人網路使用行為的因素中,聲譽與口碑係屬同一類;(2)網路安全性內含隱私權。故依據本研究,在進行或評估影響網路使用者行為品質之網路活動時,應同時考量信任、聲譽、網路安全性及網路易用性因素指標。
  Under the popularization and fast development of the Internet, people’s life has been greatly affected by the abundant website content or diversified network services. The study explored user behavioral quality factors of network activities and relevant variables. This study adopted questionnaire to survey the users of internet services. The questionnaire content includes basic personal information, internet using experiences, and quality factors that could influence user’s network behaviors and cooperate with other users. Also the statistical methods including descriptive statistics, independent-sample t-test, one-way ANOVA, and factor analysis had been used to analyze the data collected by questionnaire. The research found that virtual network activities should be decomposed into six types: virtual community, internet transaction, internet friend-making, leisure and recreation, e-learning (digital learning), and information search. The study explored six user behavioral quality factors of network activities: trust, reputation, internet security, word-of-mouth, privacy and internet ease of use. The study found that among the factors that influenced personal internet using behavior, reputation and word-of-mouth belonged to same category, and internet security contained right of privacy; therefore, the quality factors that influenced internet behavior could be divided into four items of trust, reputation, internet security, and internet ease of use on research contributions.
誌謝ii
中文提要 iii
英文提要 iv
目錄 v
表目錄 vi
圖目錄 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 研究範圍對象及限制 4
第五節 研究方法與步驟 6
 
第二章 文獻探討 7
第一節 虛擬網路活動 7
第二節 網路使用者類型 18
第三節 網路行為品質因素 20
 
第三章 研究方法 36
第一節 研究架構 36
第二節 操作型定義 46
第三節 研究設計 49
第四節 資料分析方法 54
 
第四章 研究結果與分析 57
第一節 樣本資料分析 57
第二節 不同背景變項之網路使用者影響網路行為品質因素之差異 63
第三節 不同網路使用經驗之網路使用者影響網路行為品質因素之差異 71
第四節 因素分析 78
 
第五章 結論與建議 82
第一節 結論 82
第二節 建議 85
 
參考文獻 86
 
附錄一:預測之問卷 94
附錄二:正式之問卷 98
一、中文部分
 
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陳怡君(2006),學習的強效催化劑—精緻的E+C混成學習,《人事月刊》,第254期。
 
陳欣舜、蕭涵云(2003),〈整合式學習〉,數位學習最佳指引,資策會教育訓練處。
 
陳俊良 (2002),線上遊戲顧客忠誠度之研究,國立台灣科技大學企業管理研究所碩士論文。
 
郭欣怡 (1998),網路世界的我與我們:網路使用者之心理特性與網路人際關係特性初探,臺灣大學心理學研究所碩士論文。
 
張紹勳 (2000),網際網路行銷之成功模式,中華管理評論,3(2),17-38。
 
費翠 (2002),網路市場行家理論驗證與延伸─其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究,國立政治大學廣告研究所碩士論文。
 
曾懷瑩(2001),MUD 研究初探:多元方法探討「龍域傳奇」中的虛擬社區,使用與滿足以及使用者的虛擬化身,政治大學新聞研究所碩士論文。
 
曾馨瑩 (2010),易用性、有用性與趣味性:以科技接受模型探討微網誌的使用行為,中華傳播學刊。
 
黃竹韻(2004),公務人員參與網路學習意願與障礙因素之研究:以台北市政府為例,國立政治大學公共行政研究所碩士論文。
 
楊百川、廖純華、黃建發、劉昭志、陳君毅、靳永信、林美茹、余志歷(2002),企業實施電子學習成功關鍵因素,輔大企管系第三十六屆專題暨企政成果發表會。
 
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二、英文部分
 
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書籍、網路部分
 
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