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研究生:魏圓婷
研究生(外文):WEI,YUAN-TING
論文名稱:探討網路影音平台沉浸與網路口碑對再傳播意願之影響
論文名稱(外文):The Effects of Flow in Online Video Platform and eWOM to Retransmission Intention
指導教授:許宜庭
指導教授(外文):Hsu, Yi-Ting
口試委員:洪為璽李天宗許宜庭
口試委員(外文):Hung, Wei-HsiLee, Tien-TsungHsu, Yi-Ting
口試日期:2020-07-06
學位類別:碩士
校院名稱:明新科技大學
系所名稱:管理研究所碩士在職專班
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:2020
畢業學年度:108
語文別:中文
論文頁數:91
中文關鍵詞:網路影音平台沉浸理論享樂價值功利價值網路口碑再傳播意願YouTube
外文關鍵詞:Online Video Platformflow theoryhedonic valueutilitarian valueelectronic word of mouth (eWOM)retransmission intentionYouTube
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因應網際網路的快速發展,網路口碑近年來已經漸漸受到重視,過去相關研究鮮少探討沉浸與網路口碑對再傳播意願之影響,因此本研究依據沉浸(Flow)理論,探討網路影音平台YouTube使用者的心理沉浸狀態,是否透過享樂價值及功利價值對網路影音平台產生滿意度,與網路口碑資訊採用對再傳播意願影響,再加上探討網路互動性對網路口碑資訊採用是否具有影響,及網路口碑資訊採用如何進而影響消費者的再傳播行為。本研究透過網路發放問卷,共取得485份有效樣本,採用Smart PLS 3.0作為研究模型的資料分析,研究結果顯示沉浸對於滿意度、享樂價值及功利價值都有正向影響,進而影響使用者再傳播意願,網路互動性對網路資訊採用具正向影響,網路口碑資訊採用對再傳播意願有正向影響。本研究建議網站應提供更多方位的功能及多元的影音資訊,讓使用者專注在平台中,進而產生沉浸體驗,而在網頁內容上,應具有多方位網頁介面的設計、增強平台的功能面,利用網頁互動性吸引消費者持續使用並創造網路口碑,為當今企業在網路行銷之重要課題。
With the rapid development of the Internet, electronic word of mouth (eWOM) has become increasingly important. Relevant research in the past has rarely discussed the impacts of the Flow Theory and eWOM on the intention of retransmission. Therefore, this study explored YouTube users's mental flow situations based on the Flow Theory:(1) whether they are satisfied with this online video platform through hedonic values and utilitarian values; (2) the impact of eWOM information adoption on the retransmission intention; (3) the relationship between Internet interactivity and eWOM information adoption; and (4) how eWOM information adoption influences retransmission intention among users. This study survyed 485 individuals online, and used Smart PLS 3.0 for data analysis. The results showed that flow positively influences satisfaction, hedonic and utilitarian values, and retransmission intention. Internet interactivity has a positive effect on eWOM information adoption, and eWOM information adoption has a positive influence on the intention of retransmission. This research suggests that YouTube should provide more features, as well as multiple audio and video information, so that users can focus on the platform itself, thereby generating a flow experience. In addition to the content on its web page, it should have a multi-faceted web interface design to enhance the platform's functional surface. Utilizing the interaction of webpages to attract consumers to continue use and to create eWOM is an important suggestion for today's enterprises in online marketing.
摘 要 i
Abstract ii
誌 謝 iii
目錄 iv
第一章 緒論 1
1.1研究背景 1
1.2研究動機 2
1.3研究目的 3
1.4研究問題 4
1.5研究流程 4
第二章 文獻探討 6
2.1 YouTube影音平台 6
2.2沉浸理論(Flow Theory) 8
2.2.1 沉浸之定義 8
2.2.2 沉浸之特徵 10
2.2.3 沉浸之類型 11
2.2.4 網路沉浸 14
2.3享樂價值 17
2.4功利價值 19
2.5滿意度 21
2.6網路互動性 23
2.7 網路口碑資訊採用 24
2.7.1 網路口碑之定義 24
2.7.2 網路口碑之資訊採用 25
2.7.3 網路互動性與網路口碑資訊採用之關係 26
2.8再傳播意願 27
2.8.1 再傳播意願之定義 27
2.8.2 滿意度與再傳播意願之關係 28
2.8.3 網路口碑資訊採用與再傳播意願之關係 29
第三章 研究方法 30
3.1 研究架構 30
3.2研究假說 30
3.3研究對象與抽樣方法 31
3.4 變項定義與衡量 31
3.4.1 沉浸 32
3.4.2 享樂價值 33
3.4.3 功利價值 33
3.4.4 滿意度 34
3.4.5 網路互動性 34
3.4.6網路口碑資訊採用 35
3.4.7再傳播意願 35
3.5變項操作型定義與問卷設計 36
3.6 資料分析與統計方法 39
3.6.1 敘述性統計 39
3.6.2 信度分析 39
3.6.3 效度分析 39
3.6.4結構方程模式分析(Structural Equation Modeling, SEM) 40
第四章 資料分析與研究結果 42
4.1 樣本結構統計分析 42
4.1.1 基本資料敘述統計 42
4.1.2 統計資料分析 45
4.2 信度分析 49
4.3 效度分析 49
4.3.1 因素分析 49
4.3.2 收斂效度 53
4.3.3 區別效度 53
4.4 結構方程模式分析(SEM) 54
4.5 假說驗證 62
4.6 分析結論 63
4.6.1 沉浸對享樂價值之影響 63
4.6.2 沉浸對功利價值之影響 64
4.6.3享樂價值對滿意度之影響 64
4.6.4功利價值對滿意度之影響 64
4.6.5 網路互動性對網路口碑資訊採用之影響 65
4.6.6 滿意度對再傳播意願之影響 65
4.6.7網路口碑資訊採用對再傳播意願之影響 65
第五章 結論與建議 66
5.1 研究結論 66
5.2 理論貢獻 67
5.3 實務貢獻 67
5.4 研究限制 69
5.5 未來研究 69
參考文獻 71
附錄 86
A問卷 86
B作者簡介 91


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