臺灣博碩士論文加值系統

隨著數位閱讀習慣逐漸普及，小說網站培育高人氣知名度的作者及作品內容，已成為品牌長期經營的重要目標。本論文以華文小說網站經營現狀為主要探論之議題，選擇兩岸華文地區、成員分別達5,443人和3,353人的豆瓣小組和臉書社團作為問卷調查對象，欲調查華文小說網站創作者之參與度、滿意度、忠誠度，並研究其參與度對滿意度、滿意度對忠誠度和參與度對忠誠度的影響，最終探究創作者與小說網站（即出版業者）之間的關係。研究結果發現：(1)華文小說網站創作者之參與度正向影響滿意度。(2) 華文小說網站創作者之滿意度正向影響忠誠度。(3)華文小說網站創作者之參與度正向影響忠誠度。此外，小說網站得以海外馬來西亞等華人較多之地區，作為培育簽約作家的基地，擴展當地閱讀市場；也能開發便於創作者書寫以及發表作品的創作工具。小說網站若要提高自身曝光率，應於社群網站註冊自己的官方帳號；如果期望網站內容多元化，可以考慮針對不同地區，舉辦適合當地創作者的徵文比賽或活動，發掘並培養更多有潛力的作家。

In this study, Douban group and Facebook community with 5443 and 3353 members in Chinese regions on both sides of the Strait were selected as the survey objects to investigate the participation, satisfaction and loyalty of creators of Chinese novel websites, and to study the impact of their participation on satisfaction, satisfaction on loyalty and participation on loyalty, Finally, explore the relationship between the creator and the novel website. The results show that: (1) the participation of Chinese novel website creators has a positive impact on satisfaction. (2) The satisfaction of Chinese novel website creators has a positive impact on loyalty. (3) The participation of Chinese novel website creators has a positive impact on loyalty. In addition, the novel website can be used in Malaysia and other regions with more Chinese as a base for cultivating contracted writers and expanding the local reading market; It can also develop creative tools for creators to write and publish works. Novel websites should register their official account on social networking sites if they want to improve their exposure; If it want to diversify the content of the website, it can consider holding essay competitions or activities suitable for local creators in different regions, so as to explore and cultivate more potential writers.

摘 要 i
ABSTRACT ii
致 謝 iii
目 錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究背景 1
1.1.1衰退的小說實體書產業 1
1.1.2數位閱讀興起與出版業轉機 3
1.2研究動機 5
1.2研究目的 6
1.3章節架構 7
第二章 文獻探討 9
2.1華文網路小說發展沿革 9
2.2數位出版平臺經營模式 11
2.3網路小說之社群研究 14
2.4寫作類型網站之使用者考察 16
2.5參與度 18
2.6滿意度 20
2.7忠誠度 21
第三章 研究方法 23
3.1研究流程 23
3.2研究架構與假說 24
3.3研究變數與衡量題項 25
3.3.1參與度題項 25
3.3.2滿意度題項 26
3.3.3忠誠度題項 27
3.4問卷設計 28
3.5研究對象與抽樣方法 29
3.6資料分析方法 30
第四章 資料分析與結果 31
4.1研究樣本分析 31
4.2兩岸社群樣本分析 37
4.3構念敘述性統計分析 47
4.3.1參與度敘述性統計分析 48
4.3.2滿意度敘述性統計分析 49
4.3.3忠誠度敘述性統計分析 50
4.4量表之信度與效度 50
4.4.1模型配適檢定 51
4.4.2信度分析 52
4.3.3效度分析 52
4.5假說檢定結果分析 55
第五章 結論與建議 57
5.1研究結論 57
5.1.1華文小說網站創作者樣本調查 57
5.1.2研究假說驗證結果 61
5.2管理意涵 63
5.3未來研究建議與展望 63
參考文獻 65
附錄 72

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