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研究生:陳久郁
研究生(外文):Chiu-yu Chen
論文名稱:社交網站使用者價值與忠誠度之關係探討─以Facebook為例
論文名稱(外文):An Investigation on the Relationship between User Value and Loyalty to Social Network Sites ─ The Case of Facebook
指導教授:邱兆民邱兆民引用關係
指導教授(外文):Chao-Min Chiu
學位類別:碩士
校院名稱:國立中山大學
系所名稱:國際經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
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:67
中文關鍵詞:忠誠度社會性價值娛樂性價值實用性價值社群網站
外文關鍵詞:LoyaltySocial ValueHedonic ValueUtilitarian ValueSocial Network Site
相關次數:
  • 被引用被引用:10
  • 點閱點閱:437
  • 評分評分:
  • 下載下載:50
  • 收藏至我的研究室書目清單書目收藏:2
現今網路發展快速,使得各種虛擬社群間的競爭更加激烈,如何經營出具有忠誠度之使用者逐漸成為虛擬社群是否能永續經營的重要課題。本研究旨在探討facebook的使用者價值對於忠誠度之關係,並研究此兩者之關係是否會受到性別差異之中介影響。本研究採用問卷法搜集樣本資料,針對台灣地區facebook使用者進行調查,得到200份有效問卷,從實用性價值、娛樂性價值及社會性價值的觀點,探討對於忠誠度的關連與影響,並建構一個完整的理論模式,再以偏最小平方法(PLS)進行分析與驗證構念之間的關係。
研究結果顯示:(1)實用性價值對於忠誠度有正向影響。(2)娛樂性價值對於忠誠度有正向影響。(3)社會性價值對於忠誠度有正向影響。(4)性別差異在三種價值對忠誠度的干擾下,實用性價值對於忠誠度並無顯著的影響,娛樂性價值對於忠誠度有顯著的正向影響,社會性價值對於忠誠度有顯著的負向影響。本研究結果,將可做為企業研究和學術研究的參考,並給予後續研究者研究上的建議。

The development of internet is creating intense competition in social network sites nowadays. How to conduct users’ loyalty to social network sites gradually becomes an important issue to operate long-term social network sites. The study attempts to examine how consumers’ utilitarian value, hedonic value and social value affect their loyalty. Furthermore, this study examines whether the relationship is mediated by gender difference. The model and relationship are tested and validated by using PLS and data collected from 200 people having facebook accounts in Taiwan.
The results shows that loyalty is strongly affected by utilitarian value, hedonic value and social value. We also find that the difference of gender has positive influence on hedonic value and loyalty and negative influence on social value and loyalty. The implication for research and practice are also discussed.

中文摘要............................................................I
Abstract...........................................................II
致謝..............................................................III
目錄...............................................................IV
圖目錄..............................................................V
表目錄.............................................................VI
第一章 緒論........................................................1
第一節 研究背景與研究動機......................................1
第二節 研究目的................................................2
第三節 研究流程................................................3
第二章 文獻探討....................................................4
第一節 虛擬社群................................................4
第二節 顧客價值...............................................10
第三節 忠誠度.................................................15
第三章 研究架構與方法.............................................21
第一節 研究架構...............................................21
第二節 研究假說...............................................22
第三節 研究變項操作型定義與衡量...............................25
第四節 問卷設計...............................................26
第五節 研究設計...............................................29
第六節 資料分析方法...........................................30
第四章 研究結果與分析.............................................31
第一節 樣本結構分析...........................................31
第二節 衡量模型...............................................35
第三節 結構模型...............................................40
第五章 結論與建議.................................................43
第一節 研究結果說明與討論.....................................43
第二節 理論與管理意涵.........................................47
第三節 研究限制與未來建議.....................................47
參考文獻...........................................................48
英文部分.......................................................48
中文部分.......................................................54
附錄問卷...........................................................55


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二、中文部分

施伶蓁, & 趙沛. (2006). 由經驗觀點探討購物經驗, 顧客價值及行為意圖之關聯-以購物中心為例: 台北市.

張瀚仁, & 管郁君. (2000). 個人化技術對虛擬社群發展之影響.

王怡文、李明聰 (2005)。消費者價值和速食餐廳消費行為之關係研究,商業現代化學刊,3(3),111-117。

陳勁甫、陳威亞(2005)。大學生遊學產品意象、知覺價值及滿意度之研究,戶外遊憩研究,第十八卷第一期,p23~46。

邱皓政 (2011)。當PLS遇上SEM:議題與對話,αβγ量化研究學刊,3,p20-53。

黃雅淇 (2008)。虛擬社群網站功能性品質及瀏覽動機對忠誠度影響之研究─以手機王為例,銘傳大學管理研究所碩士論文。

陳映如 (2011)。社群網站特性與使用者忠誠度、持續參與意圖之關係研究,東吳大學商學院企業管理學系碩士班碩士論文。

傅珮雯 (2011)。Facebook網站上口碑行為之研究,國立中山大學企業管理學系碩士論文。

邱盟媚 (2010)。娛樂性和功利性產品價值對品牌延伸效果之影響研究,國立東華大學國際企業學系碩士論文。

張純富 (2010)。社交網站人際關係維繫之研究:以Facebook為例,世新大學資訊傳播學系碩士論文。

林燕伶 (2007)。群體凝聚力對虛擬社群持續使用影響之研究,國立中正大學資訊管理研究所碩士論文。

蕭文傑 (2003)。顧客價值與顧客忠誠度關係之研究─以T連鎖餐廳為例,國立高雄第一科技大學行銷與流通管理研究所碩士論文。

林鴻智 (2010)。高中生寂寞感對社群網站使用意願之影響─以高雄市高中生為例,國立中山大學傳播管理研究所碩士論文


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