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研究生:符定國
研究生(外文):Ting-Kuo Fu
論文名稱:運用社會資本理論探討社群網站口碑參與行為之研究
論文名稱(外文):The Study of Applying Social Capital Theory to Explore the eWOM Engagement Behavior : The Case of FashionGuide.com
指導教授:蘇柏全蘇柏全引用關係
指導教授(外文):Bo-chiuan Su
學位類別:碩士
校院名稱:國立東華大學
系所名稱:企業管理學系
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:2014
畢業學年度:102
論文頁數:151
中文關鍵詞:社群網站社會認知理論社會資本理論知識分享個人認知社群網站口碑參與行為
外文關鍵詞:social networking sitesSocial Sognitive TheorySocial Capital TheoryPersonal Perceptions of Knowledge SharingeWOM engagement behavior
相關次數:
  • 被引用被引用:3
  • 點閱點閱:358
  • 評分評分:
  • 下載下載:67
  • 收藏至我的研究室書目清單書目收藏:0
網際網路科技的進步,上網型態由瀏覽內容、通訊工具、搜尋資訊演變到自己也成為產生內容的創作者以及透過社群網站發展社交,社群網站已成為新的入口網站。企業要思考的是,有沒有辦法增加在社群網站上口碑參與行為的效用,透過社群網站與消費者及潛在消費者互動,與社群網站的成員連結,並由社群網站成員間人際網絡的資訊分享,達到行銷目的,使企業品牌價值及實際經營績效獲得提昇。
本研究以社會認知理論為基礎,社會資本理論為環境因素,知識分享個人認知為個人因素,來探討對社群網站口碑參與行為影響。本研究共收集了610份有效問卷,並採用結構方程式進行模式檢驗,實證結果發現,環境因素部份,關係面社會資本正向影響社群網站口碑參與行為,其中以信任構面為影響最大的環境因素。個人因素部份,知識分享個人認知亦正向影響社群網站口碑參與行為,其中以相容性意識構面為影響最大的個人因素。最後,依研究結果提出結論與實務管理上意涵。

With the advances in Internet technology, the type of internet become from browse , communication tools, researching to produce content by themselves and develop social relationship through social networking sites. Social networking sites become the new Internet portal. Enterprises should think about how to increase the effectiveness of eWOM engagement behavior. Through social networking sites to interact with consumers and potential consumers. Achieve marketing purposes by linking with social networking sites and sharing information with social networking sites. Make brand value and business performance improvement.
In this study, based on Social Sognitive Theory,use Social Capital Theory as environmental factors, Personal Perceptions of Knowledge Sharing as personal factors, to explore the impact on eWOM engagement behavior. The research sample consists of 610 members. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that environmental factors of Social Capital Theory of relational dimension will positively influence the eWOM engagement behavior, which dimensions of trust has the largest influent ;personal factors of Personal Perceptions of Knowledge Sharing also will positively influence the eWOM engagement behavior, which dimensions of perceived compatibility has the largest influent . After all ,this study alsoprovides conclusions and practical implications to managers.

致 謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究問題與研究目的 7
第四節 研究重要性與貢獻 8
第五節 研究範圍與對象 9
第六節 研究流程 10
第二章 文獻探討 13
第一節 虛擬社群(Virtual Community) 13
第二節 社會認知理論(Social Cognitive Theory) 15
第三節 社會資本理論(Social Capital Theory) 16
第四節 知識分享個人認知(Personal Perceptions of Knowledge Sharing) 25
第五節 口碑參與行為 26
第三章 研究方法 33
第一節 研究架構與研究假說 33
第二節 研究變數操作性定義與衡量 36
第三節 問卷設計 46
第四節 資料蒐集方法 47
第五節 資料分析方法 48
第六節 共同方法變異問題之處理與檢測 49
第七節 問卷前測結果分析 51
第四章 資料分析 59
第一節 正式問卷發放 59
第二節 敘述性統計分析 61
第三節 共同方法變異檢測 71
第四節 衡量信度與效度分析 75
第五節 整體結構模式分析 85
第六節 競爭模型分析比較 93
第五章 結論與建議 99
第一節 結論 99
第二節 管理意涵與貢獻 108
第三節 研究限制 115
第四節 後續研究建議 116
參考文獻 119
附錄一、前測問卷 129
附錄二、英文原始量表 132
附錄三、前測共同方法變異檢測-探索性因素分析 136
附錄四、前測共同方法變異檢測-驗證性因素分析 137
附錄五、前測各構面量表收斂效度分析 140
附錄六、前測區別效度分析暨變數相關係數表 144
附錄七、前測各構面信度分析 145
附錄八、正式問卷 149

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