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研究生:羅玉葉
研究生(外文):LO,YU-YEH
論文名稱:探討線上學習者從社群媒體至線上通路購買網紅英文新課程的意願
論文名稱(外文):An online-to-online study of online learners' willingness to purchase Internet celebrity's new English courses
指導教授:朱培宏朱培宏引用關係
指導教授(外文):JU, PEI-HUNG
口試委員:陳灯能朱培宏鄭兆宏
口試委員(外文):CHEN, DENG-NENGJU, PEI-HUNGCHENG, ZHAO-HONG
口試日期:2024-05-18
學位類別:碩士
校院名稱:國立高雄科技大學
系所名稱:企業管理系
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:2024
畢業學年度:112
語文別:中文
論文頁數:105
中文關鍵詞:線上學習網路紅人社會聯繫理論最小平方法-結構方程模式通路轉換
外文關鍵詞:Online LearningInternet CelebrityInfluencerSocial Bond TheoryPLS-SEMChannel Switching
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本研究以線上到線上轉換的學習通路為背景,主要運用社會聯繫理論和自我決定理論,探討線上學習者與網紅社群的聯繫如何影響擬社會關係和購買意願,同時考慮網紅的影響以研究人類品牌和轉換通路購買 線上學習意願的關係。通過對線上學習者的問卷調查數據,使用 PLS-SEM 來分析基本心理需求、網紅社群以及網紅帶來的影響。研究結果顯示自主性、能力性和關聯性對社群依戀、承諾、參與和信念方面的影響存在差異,其中部分是不顯著的;而擬社會關係對新課程購買意願則有顯著的正向影響。這些結果說明了當線上學習者在自我選擇、高效率和對網紅的熟悉感中感受到基本需求滿足時,產生情感連結、忠誠度、積極參與以及信任,所形成與網紅的虛擬關係,進而會增強了他們購買新線上課程的意願。

Based on the background of online-to-online learning conversion channel learning ,this study uses Self-Determination Theory and Social Bond Theory to explore how different bonds of an online learner's with influencer communities affect parasocial relationships, which in turn affect purchase intentions to new courses. Using data from a survey of online learners, the Partial Least Squares Structural Equation Modeling (PLS-SEM) method was used to analyze basic psychological needs, influencer communities, and the effects brought by influencers. The empirical results show that autonomy, competence, and relatedness have different impacts on community attachment, commitment, involvement, and beliefs, some of which are not significant; furthermore, parasocial relationships positively influence purchase intentions. These results indicate that when online learners feel that their basic needs are met through self-selection, efficiency, and familiarity with influencers, it fosters emotional connections, loyalty, active participation, and trust. This virtual relationship with influencers subsequently enhances their willingness to purchase new online courses.
摘要 ...................................... I
ABSTRACT................................ II
謝誌 .................................... IV
目錄 .................................... VI
表目錄................................. VII
圖目錄 .............................. VIII
第一章 緒論.......................... 1
第一節 研究背景與動機.................. 1
第二節 研究目的與問題................... 8
第三節 研究流程........................ 9
第二章 文獻探討........................ 11
第一節 社群媒體學習..................... 13
第二節 自我決定理論(Self-Determination Theory , SDT) .................. 14
第三節 社會聯繫理論 (Social Bond Theory , SBT) ........................ 15
第四節 人類品牌......................... 16
第五節 擬社會關係理論.................... 17
第六節 購買意願......................... 19
第三章 研究方法......................... 20
第一節 研究模型......................... 20
第二節 衡量構面與研究假說................. 22
第三節 變數之操作型定義與問卷設計 ......... 36
第四節 研究設計......................... 39
第五節 資料分析方法...................... 41
第六節 前測分析......................... 44
第四章 資料結果分析........ ..............52
第一節 敘述性統計分析.................... 52
第二節 評估測量模型...................... 58
第三節 評估結構模型...................... 69
第五章 結論與建議.........................75
第一節 研究結論.......................... 75
第二節 研究貢獻與管理意涵.................. 79
第三節 研究限制與後續研究建議................82
參考文獻.............................. 83
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