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研究生:李寶鳳
研究生(外文):LI,PAO-FENG
論文名稱:智慧型手機使用者對於網路資訊與網路紅人行銷分享意願之研究
論文名稱(外文):A Study on the Sharing Intention of Internet Information and Celebrity by the User of Smart Phone
指導教授:吳怡芳吳怡芳引用關係
指導教授(外文):WU,LEE-FUNG
口試委員:周繼儒曾薰瑤吳怡芳
口試委員(外文):ROSEMARY JOUTSENG,SHUN-YAOWU,LEE-FUNG
口試日期:2018-06-26
學位類別:碩士
校院名稱:醒吾科技大學
系所名稱:行銷與流通管理系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:87
中文關鍵詞:網路互動性網路娛樂性網路便利性口碑行銷社群認同網路紅人產品吸引力
外文關鍵詞:Internet interactivityInternet entertainmentInternet convenienceword-of-mouth marketingsocial identityInternet celebrityProduct attraction
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資訊與通訊科技蓬勃爆發的時代中,改變了人們的生活形態,智慧型手機己經是不可缺少的必備基本用品,使用者或是消費者取得資訊容易又快速,不分地區及時間的限制,隨時隨地都能掌握自己想要的資訊及網路平台。  
使用者或消費者在資訊系統裡,會以自己的主觀意識下的感受,分網路互動性、娛樂性、便利性的經驗作為日後參考,也會因為本身經驗不足,透過口碑行銷及社群認同作為參考,而今日網際網路的普遍,帶動了社群媒體發展,像是在Facebook、you tube都有直播功能,造就許多的網路紅人的直播分享,或是置入性行銷給使用者或消費者有興趣都會加入訂閱及關注,或是因為現在科技的進步及資訊傳遞快速,只要新的產品發表,可透過網路吸引成千上萬的網友來觀看,例如:蘋果發表會就會帶動果粉的關注,新產品一上市,就沒日沒夜的排隊購買,造成手機市場的轟動。
本研究以推敲可能性模式,對於網路資訊的互動、娛樂、便利為中央路徑,口碑行銷及社群認同為周邊路徑,產品吸引力及網路紅人可信度作為調節變數,以上的因素,是否會影響分享意願,針對有智慧型手機的使用者,進行線上問卷的調查,並回收共有228份有效樣本進行SPSS 20.0版資料分析,結果證明使用智慧型手機者在網路資訊針對娛樂性會分享意願甚高。

關鍵字:網路互動性、網路娛樂性、網路便利性、口碑行銷、社群認同、網路紅人、產品吸引力
Our lives have changed due to the booming information and communication technologies. Smart phones have become indispensable and basic devices. Users or consumers have access to information both quickly and easily, regardless of regional and time constraints. People nowadays acquire their information and master network platform anywhere, anytime they wish.
In information system, people tend to use their own subjective feelings and experiences in the Internet interaction, entertainment, and convenience as a future reference, or word-of-mouth marketing and social identity as another reference if lack of experience. The universal Internet has led to the development of social media, such as Facebook and YouTube. Both of these have live broadcast features, creating a lot of online broadcast sharing. While embedded marketing brings consumers into subscribing and caring when they get interested in them. Therefore, as long as new products are launched, thousands of netizens can watch through the Internet because of the advanced technology and rapid information transmission. For example, thousands of Apple fans pay close attention when Apple products are first introduced to the world and causing a sensation in the mobile phone market.
This study uses the Elaboration-Likelihood model to explore the relationships between variables of the Internet interactivity, entertainment, and convenience (the central route) and word-of-mouth marketing, social identity (the peripheral route). Furthermore, the variables of product attractiveness and celebrity credibility as moderators of those relationships to the Internet sharing. A survey is conducted, a total of 228 valid samples are collected. Findings are 1. Internet celebrity credibility moderates the relationship between Internet convenience and Internet sharing, 2. Internet entertainment and word-of-mouth significantly affect Internet sharing.

Keywords: Internet interactivity, Internet entertainment, Internet convenience, word-of-mouth marketing, social identity, Internet celebrity, Product attraction
摘 要 I
ABSTRACT II
誌 謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景、動機與目的 1
1.1.1 研究背景 1
1.1.2 研究動機 2
1.1.3 研究目的 3
1.2 研究範圍與內容 3
1.2.1 研究範圍 3
1.2.2 研究內容 3
1.3 研究方法與流程 4
1.3.1 研究方法 4
1.3.2 研究流程 4
第二章 文獻探討 6
2.1 網路紅人 6
2.1.1 網路紅人定義 6
2.1.2 網路紅人現況 7
2.1.3 網路紅人相關研究 12
2.2 網路直播平台 12
2.2.1 網路直播平台定義 13
2.2.2 網路直播平台現況 14
2.2.3 網路直播平相關研究 15
2.3 影響網路直播因素 16
2.3.1 網路互動性 18
2.3.1.1 網路互動性定義 18
2.3.1.2 網路互動性相關研究 19
2.3.2 網路娛樂性 20
2.3.2.1 網路娛樂性定義 21
2.3.2.2 網路娛樂性相關研究 22
2.3.3 網路便利性 22
2.3.3.1 網路便利性定義 23
2.3.3.2 網路便利性相關研究 24
2.3.4 口碑行銷 25
2.3.4.1 口碑行銷定義 25
2.3.4.2 口碑行銷相關研究 27
2.3.5 社群認同 28
2.3.5.1 社群認同定義 28
2.3.5.2 社群認同相關研究 29
2.3.6 產品吸引力 31
2.3.6.1 產品吸引力定義 31
2.3.6.2 產品吸引力相關研究 31
2.3.7 網路紅人可信度 33
2.3.7.1 網路紅人可信度定義 33
2.3.7.2 網路紅人可信度相關研究 34
2.4 分享意願 35
2.4.1 分享意願定義 35
2.4.2 分享意願相關研究 36
2.5 推敲可能性模型(ELABORATION LIKELIHOOD MODEL) 37
2.5.1 推敲可能性模形的概念 38
2.5.2 中央路徑 38
2.5.3 周邊路徑 39
2.6 研究變數關聯之相關研究 39
第三章 研究設計 42
3.1 研究架構 42
3.2 研究假說 42
3.3 研究變數之操作型定義與衡量方法 45
3.4 研究對象與樣本數 50
3.5 問卷設計 50
3.5.1 網路互動性 50
3.5.2 網路娛樂性 51
3.5.3 網路便利性 52
3.5.4 口碑行銷 52
3.5.5 社群認同 53
3.5.6 產品吸引力 53
3.5.7 網路紅人可信度 54
3.5.8 分享意願 54
3.5.9 個人背景資料 55
3.6 資料蒐集方法與分析方法 55
3.6.1 敘述性統計分析 56
3.6.2 信度分析與效度分析 56
3.6.3 相關分析 56
3.6.4 t檢定分析 56
3.6.5 迴歸分析 56
第四章 研究結果 57
4.1 樣本結構分析 57
4.2 問卷量表信度分析 59
4.3 變項之平均數與標準差 60
4.4 相關分析 64
4.5 T檢定分析 65
4.6 變數與調節變項的階層迴歸分析 65
第五章 結論與建議 68
5.1 研究結果討論 68
5.1.1 研究假說與驗證結果 68
5.2 研究建議 69
5.3 研究限制與未來研究方向 70
參考文獻 71
附錄(問卷) 85

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網路資源
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