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研究生:江姿慧
研究生(外文):CHIANG, TZU HUI
論文名稱:使用者參與虛擬社群之行為研究
論文名稱(外文):The Study of User Participation in Virtual Community
指導教授:盧希鵬盧希鵬引用關係
指導教授(外文):LU, HSI PENG
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
論文出版年:2000
畢業學年度:88
語文別:中文
論文頁數:78
中文關鍵詞:虛擬社群使用者參與使用者滿意度
外文關鍵詞:Internetvirtual communityuser participationuser satisfaction
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近年來,隨著網際網路使用人口急速攀升,也帶動了Internet在商業應用上的發展。有人潮的地方就可能會帶動商機,雖然在網路上的人那麼多,但如何讓大量使用者(critical mass)上網瀏覽、帶來人潮甚至進行交易,實非易事,其中一項方法就是經營虛擬社群(virtual community)。
使用者在虛擬社群中必須要主動參與(發表文章, post),才能豐富社群的內容、帶動人氣,並且在互動的過程中,進而得到滿足。因此本研究將探討什麼原因讓使用者會來主動參與虛擬社群?以及其參與虛擬社群的程度與滿意度間之關係。
本研究整合過去相關文獻,並實行先導測試,經由網路上發放問卷回收有效樣本664份,發現使用者之「電腦能力」、「社群關連性」、「渴望人際關係的程度」是影響使用者主動參與社群之主要因素,使用者的「空閒時間」與社群內容的「資訊充足度」對使用者的參與並無影響,而參與社群後,會影響其所感受到的兩方面滿意度「資訊滿足」、「友誼滿足」。
Though the business applications on Internet have grown tremendously lately, the success for Internet usage has never come easy. A critical success factor to triumph in Internet is to create enough traffic, i.e. critical mass. This can be accomplished by developing and managing an active virtual community (VC).
Active participation of the members is one of the most important criteria in managing a success VC. However, the factor to encourage active participation in VC is yet unknown. Therefore, the goal of the thesis is to find out the factors to develop user participation and the relationship between user participation and user satisfaction.
This study proposed a model of community participation based on the results of previous researches and a pilot test. After analyzing 664 samples gathered from Internet, this study revealed that “user’s computer ability”, “the degree of yearning for friendship” and “the cohesion between the VC and user” would influence user’s participation in a virtual community. User’s “free time” and “the amount of a virtual community”, however, do not influence the degree of participation in a VC. Furthermore, user’s “friendship satisfaction” and “information satisfaction” are affected in part by user’s participation in a VC.
From this study, we have gained a better understanding on the factors that influence user participation in the virtual community. The result provides further insight for the development as well as the management of a virtual community.
目 錄
中文摘要…………………………………………………………………I
英文摘要………………………………………………………………...II
誌謝…………………………………………………………………….III
目錄……………………………………………………………………..IV
圖表索引……………………………………………………………....VI
第壹章 緒論…..…………………………………………………………1
第一節 研究背景…………………………………………………………1
第二節 研究動機…………………………………………………………4
第三節 研究目的…………………………………………………………5
第四節 研究架構…………………………………………………………6
第貳章 文獻探討………………………………………………………..7
第一節 虛擬社群之研究…………………………………………………7
第二節 使用者參與之研究……………………………………………..11
第三節 使用者滿意度之研究…………………………………………..14
第四節 虛擬社群網站個案探討………………………………………..16
第參章 研究方法與進行步驟…………………………………………23
第一節 先導試驗………………………………………………………..23
第二節 研究架構………………………………………………………..26
第三節 問卷設計與研究變數…………………………………………..28
第四節 研究進行步驟…………………………………………………..31
第肆章 研究結果與解釋………………………………………………34
第一節 使用者基本資料統計結果……………………………………..34
第二節 資料分析與結果………………………………………………..41
第伍章 結論與建議……………………………………………………52
第一節 研究發現與建議………………………………………………..52
第二節 研究限制………………………………………………………..56
第三節 未來研究建議…………………………………………………..58
第陸章 參考文獻………………………………………………………60
中文部份…………………………………………………………………..60
英文部份………………………………………………………………....62
附錄一:研究問卷………………………………………………………67
附錄二:單因子變異數分析……………………………………………71
附錄三:細部迴歸分析…………………………………………………73
附錄四…………………………………………………………………..78
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