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研究生:黃彥嘉
研究生(外文):Yen-Chia Huang
論文名稱:預期利益、社會影響因素、虛擬社群感與虛擬社群參與決策關係之研究
論文名稱(外文):THE RELATIONSHIPS AMONG EXPECTED BENEFITS, SOCIAL INFLUENCE FACTORS, SENSE OF VIRTUAL COMMUNITY, AND VIRTUAL COMMUNITY PARTICIPATION DECISION
指導教授:廖子賢廖子賢引用關係
指導教授(外文):Tze-Hsien Liao
口試委員:廖子賢
口試委員(外文):Tze-Hsien Liao
口試日期:2015-06-15
學位類別:碩士
校院名稱:大同大學
系所名稱:事業經營學系(所)
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:2015
畢業學年度:103
論文頁數:190
中文關鍵詞:社會影響因素預期利益虛擬社群感參與決策
外文關鍵詞:Social Influence FactorsExpected BenefitsSense of Virtual CommunityParticipation Decision
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近年來隨著網際網路的普及,許多人認為網際網路是取得資訊最有效的方法,也讓人與人之間能在任何時間與地點溝通,並取代傳統面對面互動。現今,越來越多的使用者透過線上途徑聯繫感情與分享心情,進而形成虛擬社群。
本研究旨探討虛擬社群預期利益、社會影響因素、虛擬社群感與參與決策之間的關係。以Facebook大學生使用者為研究對象,採便利性抽樣進行問卷調查,共回收410份有效問卷。本研究透過探索性因素分析(EFA)進行因素萃取、驗證性因素分析(CFA)檢驗衡量模式的配適度、並以結構方程模式(SEM)進行研究假說之檢定。
研究結果發現,「個人整合利益」對「主觀規範」有顯著正向影響;「社會整合利益」、「個人整合利益」對「社會認定」有顯著正向影響;「認知利益」對「群體規範」有顯著正向影響;此外,「主觀規範」對「社會認定」有顯著正向影響;「社會認定」對「群體規範」有顯著正向影響。最後,「群體規範」對「虛擬社群感」(即:成員身分與情感連結、社群影響與需求滿足)有顯著正向影響;「虛擬社群感」(即:成員身分與情感連結、社群影響與需求滿足)對「參與渴望」有顯著正向影響;「參與渴望」對「參與意圖」有顯著正向影響。本研究另進一步以Sobel Test進行中介效果檢定。研究結果發現「參與渴望」為「參與意圖」與「虛擬社群感」(即:成員身分與情感連結、社群影響與需求滿足)之中介變數,亦即「虛擬社群感」會透過「參與渴望」之中介進而影響「參與意圖」。
With Internet has become more and more in recent years, many people found that Internet is the most effective way to get information. Internet also allowed people communicate with each other anytime-and-anywhere and substitute for the traditional face-to-face interaction. Nowadays, more and more users and consumers use Internet to connect their affections and share their feelings and then facilitate the concept of the virtual community.
This study aimed to discuss the relationships among expected benefits, social influence factors, sense of virtual community, and virtual community participation decision. The college students who were Facebook users participated in this study and this study conducted the convenience sampling survey. Totally, the 410 validity samples were collected. This study used exploratory factors analysis (EFA) to extract the factors, used confirmatory factor analysis (CFA) to exam the fitness of measurement model, and used structural equation modeling (SEM) to test the hypotheses.
The results found out that “personal integrative benefits” has a significantly positive effect on “subject norms”; “social integrative benefits” and “personal integrative benefits” have significantly positive effects on “social identity”; “cognitive benefits” has a significantly positive effect on “group norms”. Besides, “subjective norms” has a significantly positive effect on “social identity”; “social identity” has a significantly positive effect on “group norms”. Finally, “group norms” has a significantly positive effect on “sense of virtual community” (i.e., “membership and emotional connection” and “community influence and needs fulfillment”); “sense of virtual community” (i.e., “membership and emotional connection” and “community influence and needs fulfillment”) has a significantly positive effect on “participation desire”; “participation desire” has a significantly positive effect on “participation intention”. This study additionally adopted Sobel test to verify the mediating effect. The results found that “participation desire” is the mediator between “sense of virtual community” (i.e., “membership and emotional connection” and “community influence and needs fulfillment”) and “participation intention”, that is, the effect of “sense of virtual community” on “participation intention” should be mediated through “participation desire”.
摘要 i
目錄 v
表目錄 vii
圖目錄 ix
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與內容 3
第三節 研究流程 5
第貳章 文獻探討 7
第一節 社群 7
第二節 社群感 7
第三節 虛擬社群 9
第四節 虛擬社群感 11
第五節 預期利益 20
第六節 社會影響理論 21
第參章 研究方法 29
第一節 研究架構與假說 29
第二節 研究設計 35
第三節 變數定義與衡量 36
第肆章 研究結果 47
第一節 人口統計資料分析 47
第二節 效度與信度分析 48
第三節結構模式─假說檢定 52
第四節 延伸研究─中介效果 56
第伍章 結論與建議 58
第一節 結論 58
第二節 理論貢獻 61
第三節 管理意涵 61
第四節 研究限制與未來研究建議 63
附錄 74
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