臺灣博碩士論文加值系統

在Web2.0的時代，消費者可以把自身對產品、服務的評論分享在網路上，資訊產生的方式已經由過往的單向轉為雙向。潛在的消費者除了接收供應方提供的資訊，還可以藉由收集其他消費者在網路上分享的資訊與評論全方位的了解產品或服務。而用戶原創媒體就是提供給所有使用者交流個人經驗、意見和發表評論的平台，包含論壇 (Forum)、網誌 (Weblogs)、社群媒體 (Social Media)等。過去的研究顯示用戶原創媒體對消費者決策有重大的影響，它可以有效幫助消費市場上雙方的溝通和互動。此篇論文則聚焦在用戶原創媒體之一的網路論壇，進而探討消費者彼此之間的互動及其可能對平台忠誠度的影響。
本篇論文研究目的有三個，其一是調查消費者參與線上論壇的動機，其二是研究網路參與程度與網路忠誠度使否呈現正相關，其三是驗證資訊品質及使用者感受的總體價值是否跟網路忠誠度呈現正相關。本研究以動機理論(Ryan & Deci, 2000)為基礎，加入資訊品質及使用者感知總體價值為變數，探討對網路忠誠度的影響。採用問卷調查蒐集方式，用PLS進行分析。期望此研究可以幫助未來用戶原創媒體的設計和經營。

Online forum is a kind of user-generated media, allowing people to share their actual user experiences, advices and comments. The contents created by the users of UGM add value to the platform. UGM has a crucial role in customer decision-making processes. Previous researches have noted that the structure of any given interaction amongst marketers and consumers is a critical factor in marketing communications. In this paper, we turn to focus on the interaction amongst customers. We believe that it has more significant impact on marketing communications.
The purposes of research are three folds. First, this paper would like to investigate customers’ motivation of participating in online forums. Second, this paper would like to examine whether higher degree of online participation is able to enhance the e-loyalty. Lastly, this paper would like to verify whether information quality and the overall value positively elevate the e-loyalty to forum. The findings illustrate that intrinsic motives are the major motivation for participating in online forums. Besides, information quality and overall value contribute a lot to users’ e-Loyalty.

CHAPTER1. INTRODUCTION 1
1.1 BACKGROUND INFORMATION AND MOTIVATION 1
1.2 RESEARCH OBJECTIVE 3
1.3 RESEARCH PROCESS 4
CHAPTER2. LITERATURE REVIEW 5
2.1 VIRTUAL COMMUNITY 5
2.2 ONLINE PARTICIPATION 9
2.3 WEBSITE LOYALTY 12
CHAPTER3. METHODOLOGY 15
3.1 RESEARCH MODEL AND HYPOTHESES 15
3.2 QUESTIONNAIRE DESIGN 17
3.3 SAMPLE DEFINITION AND DATA COLLECTION 19
3.4 RESEARCH ANALYSIS 19
CHAPTER4. RESULT AND DISCUSSION 20
4.1 DESCRIPTIVE STATISTIC STRUCTURE 20
4.2 MEASUREMENT MODEL ASSESSMENT 26
4.2.1 RELIABILITY 26
4.2.2 CONSTRUCT VALIDITY 28
4.3 STRUCTURE MODEL ASSESSMENT 31
4.4 HYPOTHESES RESULT DISCUSSION 32
CHAPTER5. CONCLUSION 33
5.1 CONCLUSIONS 33
5.2 CONTRIBUTIONS OF THE RESEARCH 35
5.3 LIMITATIONS AND FUTURE STUDY 36
CHAPTER6. REFERENCE 37
APPENDIX I 44

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