網際網路與資訊科技的蓬勃發展，讓上網更加方便且快速。在串聯技術及環境成熟的拉力之下，網路使用者的視聽習慣正慢慢地改變，對線上影音的需求也逐漸地增加。由於網路影音直播平台具有即時性、話題性與互動性等特性，比起傳統影音平台更能達到社群分享及擴散目的，使觀看網路影音直播漸漸成為台灣網路使用者的重要視聽行為。過去研究網路影音平台多著重於非即時性之影音平台，對於即時性影音平台較少著墨。因此，本研究以網路影音直播平台為研究主題，以理性行為理論(Theory of Reasoned Action, TRA)作為基礎，加入知覺互動性、知覺娛樂性、網路口碑、社群認同等變項，探討影響使用者使用網路影音直播平台之因素，並將寂寞感作為干擾變數，探討對使用者之使用意圖及行為關係之影響。利用SPSS與PLS統計軟體作為資料分析之主要工具，分析資料數據及理論模型之驗證。經由實證結果顯示，網路影音直播平台之特性對TRA構面間具有正向顯著影響，寂寞感具有正向顯著干擾，期望藉由初探性之研究，提供網路影音平台業者未來發展之參考及實務意涵。

With the speeding development of Internet and information technology, surfing the net becomes more convenient and faster. Because of the environmental affect, the users’ need of video and audio on the internet has been changed, and their needs of online video and audio are gradually increasing. Compare with classic video and audio platform, live video is more instant, topical and interactive. Also it is more socialize and easier to spread out the news. With the reasons above, the live video has becoming the main choice for internet users in Taiwan. Most of previous studies about internet media focus more on the non-real-time video platform instead of the live video platform. As a result, this study will focus on the live video. Based on Theory of Reasoned Action (TRA), this study is included “Perceived Interactivity”, “Perceived playfulness”, “Electronic word-of-mouth”, “Social identity” and “Loneliness” to find out the factors that affect stream network platform to understand the relationship between what the users’ intentions are and how they use the live video platform. This study uses SPSS and Smart PLS statistic software to analyze data.
The study show the following results：
(1) Perceived interactivity has positive influence on attitude.
(2) Perceived playfulness has positive influence on attitude.
(3) Electronic word-of-mouth has positive influence on attitude.
(4) Electronic word-of-mouth has positive influence on subjective norm.
(5) Social identity has positive influence on subjective norm.
(6) Loneliness has a positively moderating effect between behavioral intention and actual behavior. In conclusion, this paper will provide the management practice and future research directions based on the research findings.

摘要 i
Abstract ii
致謝詞 iii
目錄 iv
表目錄 vi
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 理性行為理論 7
第二節 知覺互動性 12
第三節 知覺娛樂性 14
第四節 網路口碑 16
第五節 社群認同 19
第六節 寂寞感 21
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 各研究變數之操作性定義與衡量 30
第四節 問卷設計 38
第五節 資料分析方法 40
第四章 資料分析 42
第一節 樣本結構敘述分析 42
第二節 變項之敘述性統計 43
第三節 各構面之信度與效度分析 46
第四節 迴歸分析 57
第五節 部份最小平方法分析 61
第五章 結論與建議 63
第一節 研究結果 63
第二節 研究貢獻與管理意涵 66
第三節 研究限制 69
第四節 後續研究之建議 70
參考文獻 71
附錄─正式問卷 87

表目錄
表3-1 知覺互動性之定義與衡量問項 30
表3-2 知覺娛樂性之定義與衡量問項 31
表3-3 網路口碑之定義與衡量問項 32
表3-4 社群認同之定義與衡量問項 33
表3-5 寂寞感之定義與衡量問項 34
表3-6 使用態度之定義與衡量問項 35
表3-7 主觀規範之定義與衡量問項 36
表3-8 行為意圖之定義與衡量問項 37
表3-9 使用行為之定義與衡量問項 37
表4-1 樣本結構次數分配表 42
表4-2-1 使用意圖影響量表 43
表4-2-2 使用態度影響量表 44
表4-2-3 使用態度個別題項量表 44
表4-2-5 主觀規範影響量表 45
表4-2-6 主觀規範個別題項量表 46
表4-3-1 知覺互動性之因素結構摘要表 47
表4-3-2 知覺互動性之信效度分析表 47
表4-3-3 知覺娛樂性之因素結構摘要表 48
表4-3-4 知覺娛樂性之信效度分析表 48
表4-3-5 網路口碑之因素結構摘要表 49
表4-3-6 網路口碑之信效度分析表 49
表4-3-7 社群認同之因素結構摘要表 50
表4-3-8 社群認同之信效度分析表 50
表4-3-9 使用態度之因素結構摘要表 51
表4-3-10 使用態度之信效度分析表 51
表4-3-11 主觀規範之因素結構摘要表 52
表4-3-12 主觀規範之信效度分析表 52
表4-3-13 使用意圖之因素結構摘要表 53
表4-3-14 使用意圖之信效度分析表 53
表4-3-15 使用行為之因素結構摘要表 53
表4-3-16 使用行為之信效度分析表 54
表4-3-17 寂寞感之因素結構摘要表 54
表4-3-18 寂寞感之信效度分析表 55
表4-3-19 各構面之區別效度表 56
表4-4-1 使用態度之迴歸分析表 57
表4-4-2 主觀規範之迴歸分析表 58
表4-4-3 使用意圖之迴歸分析表 59
表4-4-4 使用行為之迴歸分析表 59
表4-4-5 寂寞感之迴歸分析表 60
表4-5 研究假設檢定結果彙整 62

圖目錄
圖 1-1 全球觀看隨選視訊之選用媒體類型百分比 1
圖 1-2 亞洲各國造訪多媒體影音概況 2
圖 1-3 全球影音串流產業價值預測 3
圖 1-4 研究流程圖 6
圖 2-2 修正後的理性行為理論圖(TRA) 11
圖 3-1 本研究之研究架構圖 23
圖 4-1 PLS模型驗證結果 62

一、中文部份
1.王怡又. (2015). 教保服務人員員工忠誠之研究.
2.方科霽. (2016). 行動購物族響應式網頁使用意向研究. 淡江大學企業管理學系碩士在職專班學位論文, 1-42.
3.池文海, & 張書豪. (2006). 商店關係投資與滿意度: 寂寞感之多層次干擾效果. 臺大管理論叢, 16(2), 1-28.何苔麗, 徐慧霞, 陳照森. "應用消費者接受模式探討手機應用程式服務之再購意願." Electronic Commerce Studies 10.3 (2012): 235-255.
4.李固遠. (2015). 我國消費者網路信任模式建構之研究. 臺灣大學生物產業傳播暨發展學研究所學位論文, 1-125.
5.孫倢舲. (2014). 害羞與人際行為對大學生的主觀幸福感及人際關係滿意度之影響.
6.高嘉慧. (2015). 擴增實境應用在社群互動之初探性研究. 交通大學傳播研究所學位論文, 1-124.
7.許麗玲, 何晉滄, & 黃文楷. (2008). 探討 Blog 使用者持續採用行為之研究-以期望確認理論為基礎. 資訊管理學報, 15(4), 1-26.
8.陳宜棻. (2010). 從展望理論觀點探討網路口碑對消費者購買意願之影響. 電子商務學報, 12(3), 527-546.
9.陳斐柔. "大學生人際親密能力, 寂寞感與 憂鬱之關係" (2012). PhD Thesis.
10.張玉琳, & 李秋滿. (2014). 以媒介豐富與社會臨場感理論探討 LINE 貼圖價值,流行涉入, 網路外部性對虛擬社群意識與黏著度之影響. Electronic Commerce Studies, 12(4), 419-449.
11.黃耀宗. (2009). 探討意圖與行為的關係及影響兩者之間關係的因素. 中華體育季刊, 23(1), 80-88.
12.黃其琨, & 朱惠玲. (2012). 以計畫行為理論探討外籍人士品嚐臺灣小吃之行為態度與行為意圖.
13.黃茗瑜. (2014). 結合流暢體驗與計畫行為理論探討高職學生參與休閒運動之行為意圖. 大葉大學運動健康管理學系碩士論文.
14.蔡明達, & 劉宇傑. (2013). 網路品牌社群認同與投入對消費者行為之影響. 電子商務學報, 15(2), 295-317.
15.謝俊宏. (2013). 以社會影響因素觀點探討企業對 IFRS 財報軟體使用意圖之研究.建國科大社會人文期刊, 32(1), 41-59.
16.蕭文娟. (2004). 數位視訊科技發展對傳播媒體展現之變革影響.
17.羅信生. (2014). 大學生學習表現, 人際關係與課堂焦慮之研究. 暨南大學教育政策與行政學系學位論文, 1-66.
二、西文部份
1. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 291-295.
2. Atkinson, M., & Kydd, C. (1997). Individual characteristics associated with World Wide Web use: an empirical study of playfulness and motivation. ACM SIGMIS Database, 28(2), 53-62.
3. Ajzen, I. (2002). Perceived behavioral control, Self‐Efficacy, locus of control, and the theory of planned Behavior1. Journal of applied social psychology, 32(4), 665-683.
4. Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast. Industrial marketing management, 34(1), 39-51.
5. Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & management, 44(3), 263-275.
6. Alhabash, S., McAlister, A. R., Hagerstrom, A., Quilliam, E. T., Rifon, N. J., & Richards, J. I. (2013). Between likes and shares: Effects of emotional appeal and virality on the persuasiveness of anticyberbullying messages on Facebook. Cyberpsychology, Behavior, and Social Networking, 16(3), 175-182.
7. Agudo-Peregrina, Á. F., Hernández-García, Á., & Pascual-Miguel, F. J. (2014). Behavioral intention, use behavior and the acceptance of electronic learning systems: Differences between higher education and lifelong learning. Computers in Human Behavior, 34, 301-314.
8. Aymerich-Franch, L. (2014). The Effect of Incentive Type and Sex on Attitudes towards Interactive Television
9. Advertising. Procedia-Social and Behavioral Sciences, 155, 490-495.
10. Alhidari, A., Iyer, P., & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention, on social networking sites. Journal of Customer Behaviour, 14(2), 107-125.
11. Abdullah, D., Jayaraman, K., & Kamal, S. B. M. (2016). A conceptual model of interactive hotel website: The role of perceived website interactivity and customer perceived value toward website revisit intention. Procedia Economics and Finance, 37, 170-175.
12. Aburahmah, L., AlRawi, H., Izz, Y., & Syed, L. (2016). Online Social Gaming and Social Networking Sites. Procedia Computer Science, 82, 72-79.
Alsabawy, A. Y., Cater-Steel, A., & Soar, J. (2016). Determinants of perceived usefulness of e-learning systems. Computers in Human Behavior, 64, 843-858.
13. Arpaci, I. (2016). Understanding and predicting students'' intention to use mobile cloud storage services. Computers in Human Behavior, 58, 150-157.
14. Breckler, S. J. (1984). Empirical validation of affect, behavior, and cognition as distinct components of attitude. Journal of personality and social psychology, 47(6), 1191.
15. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
16. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer research, 14(3), 350-362.
17. Bristor, J. M. (1990). Enhanced explanations of word of mouth communications: the power of relationships. Research in consumer behavior, 4(1), 51-83.
18. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of consumer research, 20(4), 644-656.
19. Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of strategic marketing, 6(3), 241-254.
20. Bauminger, N., & Kasari, C. (2000). Loneliness and friendship in high‐functioning children with autism. Child development, 71(2), 447-456.
21. Bergami, M., & Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.
22. Bagozzi, R. P., & Lee, K. H. (2002). Multiple routes for social influence: The role of compliance, internalization, and social identity. Social Psychology Quarterly, 226-247
23. Blanchard, A. L., & Markus, M. L. (2004). The experienced sense of a virtual community: Characteristics and processes. ACM Sigmis Database, 35(1), 64-79.
24. Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
25. Baker, R. K., & White, K. M. (2010). Predicting adolescents’ use of social networking sites from an extended theory of planned behaviour perspective. Computers in Human Behavior, 26(6), 1591-1597.
26. Bisgin, H., Agarwal, N., & Xu, X. (2010, August). Does similarity breed connection?-an investigation in 27. Blogcatalog and Last. fm communities. In Social Computing (SocialCom), 2010 IEEE Second International Conference on (pp. 570-575). IEEE.
27. Blanco, C. F., Blasco, M. G., & Azorín, I. I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages. Communications of the IBIMA, 50(2), 1-11.
28. Bronner, F., & de Hoog, R. (2011). Vacationers and eWOM: Who posts, and why, where, and what?. Journal of Travel Research, 50(1), 15-26.
29. Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607.
30. Bian, M., & Leung, L. (2014). Smartphone addiction: linking loneliness, shyness, symptoms and patterns of use to social capital. Media Asia, 41(2), 159-176.
31. Basak, E., & Calisir, F. (2015). An empirical study on factors affecting continuance intention of using Facebook. Computers in Human Behavior, 48, 181-189.
32. Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of humanistic psychology.
33. Cho, C. H., & Leckenby, J. D. (1997). Internet-related programming technology and advertising. In PROCEEDINGS OF THE CONFERENCE-AMERICAN ACADEMY OF ADVERTISING (pp. 69-79). American Academy of Advertising.
34. Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of advertising research, 39(5), 27-38.
Chatterjee, P. (2001). Online reviews: do consumers use them?.
35. Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 30(3), 65-77.
36. Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet research, 18(3), 229-247.
37. Cheung, C. M., Lee, M. K., & Thadani, D. R. (2009, September). The impact of positive electronic word-of-mouth on consumer online purchasing decision. In World Summit on Knowledge Society (pp. 501-510). Springer Berlin Heidelberg.
38. Casaló, L. V., FlaviáN, C., & GuinalíU, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International journal of information management, 30(4), 357-367.
39. Chan, Y. Y., & Ngai, E. W. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning, 29(5), 488-516.
40. Cheung, C. M., & Lee, M. K. (2010). A theoretical model of intentional social action in online social networks. Decision support systems, 49(1), 24-30.
41. Chen, S. C., Yen, D. C., & Hwang, M. I. (2012). Factors influencing the continuance intention to the usage of Web 2.0: An empirical study. Computers in Human Behavior, 28(3), 933-941.
42. Cheung, C. M. Y., Sia, C. L., & Kuan, K. K. (2012). Is this review believable? A study of factors affecting the credibility of online consumer reviews from an ELM perspective. Journal of the Association for Information Systems, 13(8), 618.
43. Chih, W. H., Wang, K. Y., Hsu, L. C., & Huang, S. C. (2013). Investigating electronic word-of-mouth effects on online discussion forums: the role of perceived positive electronic word-of-mouth review credibility.
44. Cyberpsychology, Behavior, and Social Networking, 16(9), 658-668.
45. Clayton, R. B., Osborne, R. E., Miller, B. K., & Oberle, C. D. (2013). Loneliness, anxiousness, and substance use as predictors of Facebook use. Computers in Human Behavior, 29(3), 687-693.
46. Csikszentmihalyi, M., Reis, H. T., Schwarz, N., Hamaker, E., Wilhelm, P., Perrez, M., & Pawlik, K. (2012). Handbook of research methods for studying daily life (pp. 89-107). T. S. Conner, & M. R. Mehl (Eds.). New York, NY, USA:: Guilford Press.
47. Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
48. Chang, C. W., & Chen, G. M. (2014). College students’ disclosure of location-related information on Facebook. Computers in Human Behavior, 35, 33-38.
49. De Matos, Celso Augusto, and Carlos Alberto Vargas Rossi. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators." Journal of the Academy of Marketing Science 36.4578-596.
50. Doornwaard, S. M., Moreno, M. A., Van Den Eijnden, R. J., Vanwesenbeeck, I., & Ter Bogt, T. F. (2014). Young adolescents'' sexual and romantic reference displays on Facebook. Journal of Adolescent Health, 55(4), 535-541.
51. Djatej, A., Chen, Y., Eriksen, S., & Zhou, D. (2015). Understanding studerstanding students’major choice in accounting:an application of the theory of reasoned action. Global Perspectives on Accounting Education, 12, 53.
52. Diddi, S., & Niehm, L. S. (2017). Exploring the role of values and norms towards consumers’ intentions to patronize retail apparel brands engaged in corporate social responsibility (CSR). Fashion and Textiles, 4(1), 5.
53. Erikson. E. H. (1959). Indentity: Youth and Crisis. New York: W.W.Morton Company Inc.
54. Eighmey, J., & McCord, L. (1998). Adding value in the information age: Uses and gratifications of sites on the World Wide Web. Journal of business research, 41(3), 187-194.
55. Elwood, W. N., Greene, K., & Carter, K. K. (2003). Gentlemen don''t speak: Communication norms and condom use in bathhouses. Journal of Applied Communication Research, 31(4), 277-297.
56. Ellemers, N., De Gilder, D., & Haslam, S. A. (2004). Motivating individuals and groups at work: A social identity perspective on leadership and group performance. Academy of Management review, 29(3), 459-478.
57. Etter, M. (2013). Reasons for low levels of interactivity:(Non-) interactive CSR communication in Twitter. Public Relations Review, 39(5), 606-608.
58. Enginkaya, E., & Yılmaz, H. (2014). What drives consumers to interact with brands through social media? A motivation scale development study. Procedia-Social and Behavioral Sciences, 148, 219-226.
59. Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth.
60. Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
61. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
62. Flanders, J. P. (1982). A general systems approach to loneliness. Loneliness: A sourcebook of current theory, research and therapy, 166-182.
63. Fiore, A. M., Jin, H. J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669-694.
64. Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
65. Ghose, S., & Dou, W. (1998). Interactive functions and their impacts on the appeal of Internet presence sites. Journal of Advertising research, 38(2), 29-43.
66. Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14.
67. Green, D. T., & Pearson, J. M. (2011). Integrating website usability with the electronic commerce acceptance model. Behaviour & Information Technology, 30(2), 181-199.
68. Ghorban, Z. S., & Tahernejad, H. (2012). A study on effect of brand credibility on word of mouth: With reference to internet service providers in Malaysia. International Journal of Marketing Studies, 4(1), 26.
69. Guritno, S., & Siringoringo, H. (2013). Perceived usefulness, ease of use, and attitude towards online shopping usefulness towards online airlines ticket purchase. Procedia-Social and Behavioral Sciences, 81, 212-216.
70. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
71. Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.
72. Hogg, M. A., Terry, D. J., & White, K. M. (1995). A tale of two theories: A critical comparison of identity theory with social identity theory. Social psychology quarterly, 255-269.
73. Hoffman, Donna L., and Thomas P. Novak. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing: 50-68.
74. Hiltz, Starr Roxanne, and Barry Wellman. (1997) Asynchronous learning networks as a virtual classroom. Communications of the ACM 40.9: 44-49.
75. Hair, Anderson, Tatham, & Black. (1998). J.F. Hair Jr., R.E. Anderson, R.L. Tatham, W.C. Black Multivariate data analysis. Prentice-Hall, Upper Saddle River.
76. Hennig-Thurau, Thorsten, et al. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing 18.1: 38-52.
77. Hasan, Bassam, and Mesbah U. Ahmed. (2007). Effects of interface style on user perceptions and behavioral intention to use computer systems. Computers in Human Behavior 23.6: 3025-3037.
78. Hornsey, Matthew J. (2008) Social identity theory and self‐categorization theory: A historical review. Social and Personality Psychology Compass 2.1: 204-222.
79. Han, Heesup, Li-Tzang Jane Hsu, and Chwen Sheu. (2010).Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental
friendly activities. Tourism management 31.3: 325-334.
80. Hennig-Thurau, Thorsten, et al. (2010). The impact of new media on customer relationships. Journal of service research 13.3: 311-330.
81. Hu, Xiaorui, Wu, Guohua, Wu, Yuhong, & Zhang, Han. (2010). The effects of Web assurance seals on consumers'' initial trust in an online vendor: A functional
perspective. Decision Support Systems, 48(2), 407-418.
82. Huang, Jinsong, et al. (2013). Attitude toward the viral ad: Expanding traditional advertising models to interactive advertising." Journal of Interactive Marketing
27.1: 36-46.
83. Hudson, Simon, and Karen Thal. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing 30.1-2: 156-160.
84. Hajli, Nick, et al. (2015). Social word of mouth: How trust develops in the market.(2014). Huang, Hsin-yen. A Study on Factors of Teachers’ Late Marriage at Junior High Schools.
85. Hajli, Nick. (2016). Ethical environment in the online communities by information credibility: a social media perspective. Journal of Business Ethics: 1-12.
86. Hu, Mu, Mingli Zhang, and Nuan Luo. (2016). Understanding participation on video sharing communities: The role of self-construal and community interactivity.
Computers in Human Behavior 62: 105-115.
87. Hung, Shin-Yuan, et al. (2016). Enhancing the use of e-learning systems in the public sector: a behavioural intention perspective. Electronic Government, an international Journal 12.1: 1-26.
88. Hussein, Zuhal. (2017). Leading to Intention: The Role of Attitude in Relation to Technology Acceptance Model in E-Learning. Procedia Computer Science 105: 159-164.
89. Janda, Swinder, Philip J. Trocchia, and Kevin P. Gwinner. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management 13.5: 412-431.
90. Jones, Tim, and Shirley F. Taylor. (2007). The conceptual domain of service loyalty: how many dimensions?. Journal of services marketing 21.1: 36-51.
91. Jung, Jae Min, Kyeong Sam Min, and James J. Kellaris. (2011). The games people play: How the entertainment value of online ads helps or harms persuasion. Psychology & Marketing 28.7: 661-681.
92. Jai, Tun-Min Catherine, Leslie Davis Burns, and Nancy J. King. (2013). The effect of behavioral tracking practices on consumers’ shopping evaluations and repurchase intention toward trusted online retailers. Computers in Human Behavior 29.3: 901-909.
93. Jiang, Caihong, et al. (2016). The effects of the self and social identity on the intention to microblog: An extension of the theory of planned behavior." Computers in Human Behavior 64: 754-759.
94. Kelman, Herbert C. (1974). Attitudes are alive and well and gainfully employed in the sphere of action. American Psychologist 29.5: 310.
95. Kramer, Bernhard, and Angus MacKinnon. (1993). Localization: theory and experiment. Reports on Progress in Physics 56.12: 1469.
96. Kraut, Robert, et al. (1998). Internet paradox: A social technology that reduces social involvement and psychological well-being?. American psychologist 53.9: 1017.
97. Kalafatis, Stavros P., et al. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination. Journal of consumer marketing 16.5: 441-460.
98. Kiousis, Spiro. (2002). Interactivity: a concept explication. new media & society 4.3 : 355-383.
99. Kim, Junghyun, Robert LaRose, and Wei Peng. (2009). Loneliness as the cause and the effect of problematic Internet use: The relationship between Internet use and psychological well-being. CyberPsychology & Behavior 12.4: 451-455.
100. King, Robert Allen, Pradeep Racherla, and Victoria D. Bush. (2014). What we know and don''t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing 28.3: 167-183.
101. Kaewkitipong, Laddawan, Charlie C. Chen, and Peter Ractham. (2016). Using social media to enrich information systems field trip experiences: Students’ satisfaction
and continuance intentions. Computers in Human Behavior 63: 256-263.
102. Kim, Bumsoo, and Yonghwan Kim. (2017). College students’ social media use and communication network heterogeneity: Implications for social capital and
subjective well-being. Computers in Human Behavior.
103. Kujur, Fedric, and Saumya Singh. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review 22.1: 16-24.
104. Lin, Cathy S., and Sheng Wu. (2002). Exploring the impact of online service quality on portal site usage. System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on. IEEE.
105. Luo, Xueming. (2002). Uses and gratifications theory and e-consumer behaviors: a structural equation modeling study. Journal of Interactive Advertising 2.2: 34-41.
106. Liu, Yuping. (2003). Developing a scale to measure the interactivity of websites. Journal of advertising research 43.2: 207-216.
107. Lee, Matthew KO, et al. (2011). Consumer''s decision to shop online: The moderating role of positive informational social influence. Information & Management 48.6: 185-191.
108. Lin, Miao-Que, and Bruce CY Lee. (2012). The influence of website environment on brand loyalty: Brand trust and brand affect as mediators. International Journal of Electronic Business Management 10.4: 308-321
109. Lee, Joonghwa, Chang-Dae Ham, and Mikyoung Kim. (2013). Why people pass along online video advertising: From the perspectives of the interpersonal communication motives scale and the theory of reasoned action. Journal of interactive Advertising 13.1: 1-13.
110. Lamanna, Mary Ann, Agnes Riedmann, and Susan D. Stewart. (2014). Marriages, families, and relationships: Making choices in a diverse society. Cengage Learning.
111. Lin, Hui-Fei. (2014). The Effects of Customized and Interactive Mobile Advertising on Persuasion. Xing Xiao Ping Lun 11.1
112. Luo, Chuan, et al. (2014). The effects of individualism–collectivism cultural orientation on eWOM information. International Journal of Information Management 34.4: 446-456.
113. Liu, Hefu, et al. (2016). Enhancing the flow experience of consumers in China through interpersonal interaction in social commerce. Computers in Human Behavior 58 : 306-314.
114. McCold, Paul, and Benjamin Wachtel. (1998). Community is not a place: A new look at community justice initiatives. Contemporary Justice Review 1.1: 71-85.
115. McKenna, Katelyn YA, and John A. Bargh. (1998). Coming out in the age of the Internet: Identity" demarginalization" through virtual group participation." Journal of personality and social psychology 75.3: 681.
116. Moody, Eric J. (2001). Internet use and its relationship to loneliness." CyberPsychology & Behavior 4.3: 393-401.
117. Moon, Ji-Won, and Young-Gul Kim. (2001). Extending the TAM for a World-Wide-Web context. Information & management 38.4: 217-230.
118. Macias, Wendy. (2003). A preliminary structural equation model of comprehension and persuasion of interactive advertising brand web sites. Journal of interactive advertising 3.2: 36-48.
119. Morahan-Martin, Janet, and Phyllis Schumacher. (2003). Loneliness and social uses of the Internet. Computers in Human Behavior 19.6: 659-671.
120. Marinelli, Carlo. (2007). The stochastic goodwill problem. European Journal of Operational Research 176.1: 389-404.
121. Mazzarol, Tim, Jillian C. Sweeney, and Geoffrey N. Soutar. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing 41.11/12: 1475-1494.
122. Muntinga, Daniël G., Marjolein Moorman, and Edith G. Smit. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International
Journal of advertising 30.1: 13-46.
123. Mishra, Deepti, Ibrahim Akman, and Alok Mishra. (2014). Theory of reasoned action application for green information technology acceptance. Computers in human
behavior 36: 29-40.
124. Montano, Daniel E., and Danuta Kasprzyk. (2015). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health behavior: Theory, research and practice.
125. Marino, Claudia, et al. (2016). Modeling the contribution of personality, social identity and social norms to problematic Facebook use in adolescents." Addictive behaviors 63: 51-56.
126. Mafunda, Boniswa, Aaron Bere, and James Swart. (2016). Establishing Determinants of Electronic Books Utilisation: An Integration of Two Human Computer Interaction
Adoption Frameworks. International Conference on Human-Computer Interaction. Springer International Publishing.
127. Nunnally and Bernstein. (1994). J.C Nunnally, I.H Bernstein Psychometric theory (3rd ed.)McGraw-Hill, New York.
128. Nakevska, Marija, et al. (2017). Interactive storytelling in a mixed reality environment: the effects of interactivity on user experiences. Entertainment Computing.
129. Oliver, Richard L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research: 460-469.
130. Odacı, Hatice, and Melek Kalkan. (2010). Problematic Internet use, loneliness and dating anxiety among young adult university students. Computers & Education 55.3: 1091-1097.
131. Oh, Jeeyun, and S. Shyam Sundar. (2015). How does interactivity persuade? An experimental test of interactivity on cognitive absorption, elaboration, and
attitudes. Journal of Communication 65.2: 213-236.
132. Peplau, Letitia A., and Daniel Perlman. (1982). Perspectives on loneliness. Loneliness: A sourcebook of current theory, research and therapy: 1-20.
133. Papacharissi, Zizi, and Alan M. Rubin. (2000). Predictors of Internet use. Journal of broadcasting & electronic media 44.2: 175-196.
134. Purwanegara, M. S, and Yuliana, E., (2010), “Influence of Word of Mouth Communication Towards Indonesian Online Shopper Purchase Intention”, Journal Management Technology, Indonesia, Volume 9 Number 2, pp.177-197.
135. Park, Namkee, Younbo Jung, and Kwan Min Lee. (2011). Intention to upload video content on the internet: The role of social norms and ego-involvement. Computers in Human Behavior 27.5: 1996-2004.
136. Peslak, Alan, Wendy Ceccucci, and Patricia Sendall. (2011). An empirical study of social networking behavior using theory of reasoned action." Proc. of conisar.
Prinstein, Mitchell J., Whitney A. Brechwald, and Geoffrey L. Cohen. (2011).
137. Susceptibility to peer influence: Using a performance-based measure to identify adolescent males at heightened risk for deviant peer socialization. Developmental psychology 47.4: 1167.
138. Park, Namkee, and Aimei Yang. (2012). Online environmental community members’ intention to participate in environmental activities: An application of the theory of planned behavior in the Chinese context. Computers in human behavior 28.4: 1298-1306.
139. Richins, Marsha L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing: 68-78.
140. Rheingold, Howard. (1993). The virtual community: Finding commection in a computerized world. Addison-Wesley Longman Publishing Co., Inc.
141. Ranaweera, Chatura, and Jaideep Prabhu. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for marketing 12.1: 82-90.
142. Raney, Arthur A., et al. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations." Journal of Interactive Marketing 17.4: 38-53.
143. Ryu, Kisang, and SooCheong Jang. (2006). Intention to experience local cuisine in a
travel destination: The modified theory of reasoned action. Journal of Hospitality & Tourism Research 30.4: 507-516
144. Raacke, John, and Jennifer Bonds-Raacke. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites.
Cyberpsychology & behavior 11.2: 169-174.
145. Sarason, Seymour B. (1974). The psychological sense of community: Prospects for a community psychology. Jossey-Bass.
146. Schofield, Janet W. (1975). Effect of norms, public disclosure, and need for approval on volunteering behavior consistent with attitudes. Journal of Personality and Social Psychology 31.6: 1126.
147. Selnow, Gary W. (1988). Using interactive computer to communicate scientific information. American Behavioral Scientist 32.2: 124-135.
148. Strader, Marlene K., and Barry M. Katz. (1990). Effects of a persuasive communication on beliefs, attitudes, and career choice. The Journal of social psychology 130.2: 141-150.
149. Schultz, P. Wesley. (2002). Knowledge, information, and household recycling: Examining the knowledge-deficit model of behavior change." New tools for environmental protection: Education, information, and voluntary measures (2002): 67-82.
150. Senecal, Sylvain, Jamel-Edine Gharbi, and Jacques Nantel. "The influence of flow on hedonic and utilitarian shopping values." NA-Advances in Consumer Research Volume 29.
151. Sicilia, Maria, Salvador Ruiz, and Jose L. Munuera. (2005). Effects of interactivity in a web site: The moderating effect of need for cognition. Journal of advertising 34.3: 31-44.
152. Sun, Heshan, and Ping Zhang. (2006). The role of moderating factors in user technology acceptance. International journal of human-computer studies 64.2: 53-78.
153. Sweeney, Jill, and Joffre Swait. (2008). The effects of brand credibility on customer loyalty. Journal of retailing and consumer services 15.3: 179-193.
154. Sledgianowski, Deb, and Songpol Kulviwat. (2009). Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context. Journal of
Computer Information Systems 49.4: 74-83.
155. Shi et al., 2010 Shi, N., Lee, M. K. O., Cheung, C. M. K., & Chen, H. (2010). The continuance of online social networks: How to keep people using Facebook? In
43rd Hawaii international conference on system sciences (pp. 1–10).
156. Shi, Na, et al. (2010) The continuance of online social networks: how to keep people using Facebook?. System Sciences (HICSS), 2010 43rd Hawaii International Conference on. IEEE,.
157. Shi, N., Lee, M. K., Cheung, C. M., & Chen, H. (2010, January). The continuance of online social networks: how to keep people using Facebook?. In System Sciences (HICSS), 2010 43rd Hawaii International Conference on (pp. 1-10). IEEE.
158. Silverman, D. (2010). Qualitative research: Sage Publications Limited.
159. Snyder, M., & Ickes, W. (1985). Personality and social behavior. Handbook of social psychology, 2, 883-947.
160. Shin, Dong-Hee, Jung, Jaemin, & Chang, Byeng-Hee. (2012). The psychology behind QR codes: User experience perspective. Computers in Human Behavior, 28(4), 1417-1426.
161. Skues, Jason L., Ben Williams, and Lisa Wise. (2012). The effects of personality traits, self-esteem, loneliness, and narcissism on Facebook use among university students. Computers in Human Behavior 28.6: 2414-2419.
162. Sridhar, Shrihari, and Raji Srinivasan. (2012). Social influence effects in online product ratings. Journal of Marketing 76.5: 70-88.
163. See-To, Eric WK, and Kevin KW Ho. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis." Computers in Human Behavior 31: 182-189.
164. Song, HakJun, et al. (2014). Behavioral intention of visitors to an Oriental medicine festival: An extended model of goal directed behavior. Tourism Management 42: 101-113.
165. Seufert, Michael, et al. (2016). Assessment of subjective influence and trust with an online social network game. Computers in Human Behavior 64 (2016): 233-246.161. Suki, Norazah Mohd, et al. "Assessing normative and informational influences on students’ opinion in engaging electronic word of mouth via social networking sites." Procedia Economics and Finance 37: 190-195.
166. Teo, Hock-Hai, et al. (2003). An empirical study of the effects of interactivity on web user attitude. International journal of human-computer studies 58.3: 281-305.
167. Taylor, David G., Jeffrey E. Lewin, and David Strutton. (2011). Friends, fans, and followers: do ads work on social networks?. Journal of advertising research 51.1: 258-275.
168. Taneja, Aakash, Jennifer Vitrano, and Nicolas J. Gengo. (2014). Rationality-based beliefs affecting individual’s attitude and intention to use privacy controls on Facebook: An empirical investigation. Computers in Human Behavior 38: 159-173.
169. Tsao, Wen-Chin, et al. (2015). Compliance with eWOM: The influence of hotel reviews on booking intention from the perspective of consumer conformity. International Journal of Hospitality Management 46: 99-111.
170. Vincenzi, Harry, and Fran Grabosky. (1987). Measuring the emotional/social aspects of loneliness and isolation. Journal of Social Behavior and Personality 2.2: 257.
171. Vallerand, Robert J., et al. (1992). Ajzen and Fishbein''s theory of reasoned action as applied to moral behavior: A confirmatory analysis. Journal of personality and social psychology 62.1: 98.
172. Vorderer, Peter. (2001). It''s all entertainment—sure. But what exactly is entertainment? Communication research, media psychology, and the explanation of entertainment experiences. Poetics 29.4: 247-261.
173. Van der Heijden, Hans. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & management 40.6: 541-549.
174. Wiener, Norbert. (1948). Cybernetics: Control and communication in the animal and the machine. New York: Wiley.
175. Weiss, Robert S. (1973). Loneliness: The experience of emotional and social isolation.
176. Williams, Frederick, Ronald E. Rice, and Everett M. Rogers. (1988). Research methods and the new media. Simon and Schuster.
177. Westbrook, Robert A., and Richard L. Oliver. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of consumer research 18.1 : 84-91.
178. Wang, Edward Shih-Tse. (2010). Internet usage purposes and gender differences in the effects of perceived utilitarian and hedonic value. CyberPsychology, Behavior, and Social Networking 13.2: 179-183.
179. Wang, Edward Shih-Tse, and Lily Shui-Lien Chen. (2012). Forming relationship commitments to online communities: The role of social motivations. Computers in Human Behavior 28.2: 570-575.
180. Wang, Jing, Rui Zhu, and Baba Shiv. (2012). The lonely consumer: Loner or conformer?. Journal of Consumer Research 38.6: 1116-1128.
181. Wang, Tien. (2017). Social identity dimensions and consumer behavior in social media. Asia Pacific Management Review.
182. Xu, Xun, Charles L. Munson, and Shuo Zeng. (2017). The impact of e-service offerings on the demand of online customers. International Journal of Production Economics 182: 231-244.
183. Yousafzai, Shumaila Y., Gordon R. Foxall, and John G. Pallister. (2010). Explaining internet banking behavior: Theory of reasoned action, theory of planned behavior, or technology acceptance model?. Journal of Applied Social Psychology 40.5: 1172-1202.
184. Yeh, Yi-Hsin, and Sejung Marina Choi. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of Marketing Communications 17.3: 145-162.
185. Yang, Hongwei. (2013). Market mavens in social media: Examining young Chinese consumers'' viral marketing attitude, eWOM motive, and behavior. Journal of Asia-Pacific Business 14.2: 154-178.
186. Yuan, Jo-Ting. (2016). The Factors of Online Word-of-Mouth Formation on Nonprofit Products: The Moderating Effect of Endorser.
187. Zeithaml, Valarie A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing: 2-22.
188. Zeithaml, Valarie A., Leonard L. Berry, and Ananthanarayanan Parasuraman. (1996). The behavioral consequences of service quality." the Journal of Marketing: 31-46.
189. Zeithaml, Valarie A., Roland T. Rust, and Katherine N. Lemon. (2001). The customer pyramid: creating and serving profitable customers. California Management Review 43.4: 118-142.
190. Zhang, Hanqin Qiu, Vivien Leung, and Hailin Qu. (2007). A refined model of factors affecting convention participation decision-making. Tourism Management 28.4: 1123-1127.
191. Zhang, Jason Q., Georgiana Craciun, and Dongwoo Shin. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research 63.12: 1336-1341.
191. Zimmer, Michael. (2010). But the data is already public: on the ethics of research in Facebook. Ethics and information technology 12.4: 313-325.
192. Zhou, Tao. (2011). Understanding online community user participation: a social influence perspective. Internet research 21.1: 67-81.
193. Zhou, Zhimin, et al. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research 65.7: 890-895.
194. Zhao, Hui-hui, et al. (2014). What affects green consumer behavior in China? A case study from Qingdao. Journal of Cleaner Production 63: 143-151.