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研究生:張嘉慧
研究生(外文):Chia-Hui Chang
論文名稱:為何人們喜歡使用網站論壇? 從網路外部性觀點發展論壇忠誠模型之研究
論文名稱(外文):Why do People Like to Use Website Forum? Developing a Forum Loyalty Model from the Perspective of Network Externalities
指導教授:許立群許立群引用關係
指導教授(外文):Li-Chun Hsu
口試委員:廖珮妏林淑芬
口試委員(外文):Pei-Wen LiaoSu-Feng Lin
口試日期:2015-05-17
學位類別:碩士
校院名稱:大葉大學
系所名稱:休閒事業管理學系碩士在職專班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:198
中文關鍵詞:旅遊美食討論區網路外部性顧客與顧客的互動性社群認同共創經驗主觀幸福感社群忠誠度
外文關鍵詞:Food and Travel forumNetwork Externalities,Customer to Customer InteractionCommunity IdentityCo-creating ExperienceSubjective Well-beingCommunity Loyalty
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網路資訊的發達,使得消費者在蒐集旅遊美食資訊的途徑更為容易。近年來有許多線上社群,針對共同主題交換意見或分享自身經驗,作為提供網友作為參考依據的平台,而其中又以討論區最為網友廣泛使用。因此,本研究欲了解哪些因素是影響討論區成員的持續使用以及推薦意願之關鍵因素。本研究主要在探討網路社群成員的實際感受、與討論區成員的互動關係以及對討論區的忠誠度。研究對象為台灣地區在半年內,曾經使用或正在使用Mobile 01旅遊美食討論區的成員,資料收集方式利用網路問卷調查法,前測問卷共有299份,有效問卷共268份(89.6%);正式問卷共有485份,有效問卷共407份(83.9%)。
本研究採用結構方程模式進行檢驗,整體模式配適度良好。實證結果發現:(1)在假說模式中,唯獨顧客與顧客的互動性對主觀幸福感未獲得正向且顯著影響之外,其餘7條路徑皆獲得支持。(2)在多群組分析中,在「接觸Mobile 01旅遊美食討論區的時間未滿1年」和「每天使用Mobile 01旅遊美食討論區的時數未滿1小時」分組結果發現,顧客與顧客的互動性對於主觀幸福感未具有正向顯著的影響,由此可知因為投入的時間較少、使用次數頻率較低,無法引發主觀幸福感的產生;在「每天使用Mobile 01旅遊美食討論區的時數部分1小時以上」的分組結果發現,共創經驗對社群忠誠度未獲得支持,表示使用時間長,對於社群忠誠度不會受到共創經驗所影響。(3)在中介部分,「網路外部性」會透過社群環境面(顧客與顧客的互動性、社群認同)與社群關係營造(共創經驗、主觀幸福感)間接影響使用者的忠誠度。由此可知「顧客與顧客的互動性」、「社群認同」、「共創經驗」和「主觀幸福感」因素皆具有部分中介效果存在。
最後,針對本研究發現進行討論,並具體提出管理實務意涵與建議,作為線上社群與討論區的管理者重要參考依據。
With the rising of the Internet, acessing information has become much easier from consumers regarding to food and traveling. Recently, numerous online communities have served as platforms for the purpose of exchanging information and sharing personal experiences. Among these online communities, forums are the widely used platform by internet users. The main goal of this study is to investigate actual experiences of online community members, interactive relationships with other members, and loyalty towards the forum. The participants of this study are members of Mobile01 whom has taken part in Mobile 01 Food and Travel forum within a year in Taiwan. Data collection is trough an online survey. For the pre-test, 299 reponeses were collected, 268 were valid, actual effective return ratio is 89.6%, and for the formal questionnaire, 485 were collected, 407 were valid, actual effective return ratio was 83.9%.
This study adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The findings illustrate several significant results as following: (1) In the hypothesis model, “customer to customer interaction” does not have positive and significant effect on “subjective well-being”, the other eight hypothesis paths are all supported. (2) In the multi-group analysis, data has been divided into four groups, and the path results of these groups are different. From the results of groups “Mobile 01 Mobile 01 Food and Travel forum engagement for under one year” and “Mobile 01 Food and Travel forum envolvement for less than one hour”, customer to customer interaction” does not have positive and significant effect on “subjective well-being”, this indecates shorter time and less frequency of envolvement can not generate one’s subjective well-being; as to group “Mobile 01 Food and Travel forum envolvement for over than one hour”, “co-creating experience” does not have positive and significant effect on “community loyalty”, therefore, members that has longer engagement, loyalty towards the community is not influenced by their co-creating experiences. (3) Regarding to mediator effects, community environmental factors (“customer to customer interaction” and “community identity”) and community relationship development factors (“co-creating experience” and “subjective well-being”) plays a partial mediation role relationship between “network externalities” and “community loyalty”.
In conclusion, this study also provides conclusions and practical implications and suggestions for the managers of online communities and forums.
封面內頁
簽名頁
中文摘要 ii
Abstract iv
誌謝 iv
目錄 vii
表目錄 x
圖目錄 xiii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 11
第四節 研究重要性與貢獻 12
第五節 研究範圍與對象 14
第六節 研究流程 15
第二章 文獻探討 17
第一節 網路外部性 17
第二節 顧客與顧客的互動性 19
第三節 社群認同 21
第四節 共創經驗 23
第五節 主觀幸福感 26
第六節 社群忠誠度 28
第七節 變數之間的關係與假說推導 30
第三章 研究方法 37
第一節 研究架構與研究假說 37
第二節 研究變數操作性定義與衡量 39
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 54
第七節 問卷前測結果分析 56
第四章 資料分析 62
第一節 正式問卷施測 62
第二節 敘述性統計分析 65
第三節 共同方法變異檢測 73
第四節 衡量信度與效度分析 77
第五節 結構模式檢定分析 85
第六節 多群組樣本比較與分析 93
第七節 中介效果檢定 105
第八節 假說檢定整理 115
第五章 結論與建議 116
第一節 研究結論 116
第二節 假說關係討論 126
第三節 管理意涵與研究貢獻 137
第四節 研究限制與建議 143
參考文獻 146
附錄一、前測問卷 180
附錄二、英文原始問卷 184
附錄三、前測共同方法變異檢測─探索性因素分析 186
附錄四、前測共同方法變異檢測—驗證性因素分析 187
附錄五、前測各構面量表收斂效度分析 189
附錄六、前測區別效度分析暨變數相關係數表 192
附錄七、前測各構面信度分析 193
附錄八、正式問卷 195


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財團法人台灣網路資訊中心(2014),台灣寬頻網路使用調查,取自http://www.twnic.net.tw/NEWS4/135.pdf 2014/8/19,日期:2014/10/24
數位時代(2014),台灣網站100強,取自http://www.bnext.com.tw/article/view/id/31260 2014/03/02,日期:2014/10/24
資策會(2014a),網路社群使用現況分析,取自http://www.iii.org.tw/m//ICT-more.aspx?id=770 2014/06/16a,日期:2014/10/24
資策會(2014b),網路社群口碑需求,取自http://www.bnext.com.tw/article/view/id/33295,日期:2014/10/24
創市際市場研究顧問公司(2014a),IX市調解析社群篇 創市際月刊報告書第21期,取自http://news.ixresearch.com/?p=7549,日期:2014/10/24
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創市際市場研究顧問公司(2014c),IX市調解析社群篇 創市際月刊報告書第20期,取自http://news.ixresearch.com/?p=7541,日期:2014/10/24
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