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研究生:黃國欣
研究生(外文):Huang,Kuo-Hsin
論文名稱:影響虛擬社群成員持續使用意圖之研究—以Facebook社團為例
論文名稱(外文):A Study of the Factors Influencing the Intents to Continue Using Social Networks by the Members of Virtual Communities: A Case Study of Facebook
指導教授:吳立偉吳立偉引用關係
指導教授(外文):Wu,Li-Wei
口試委員:張國雄林呈昱
口試委員(外文):Chang, Kuo-HsiungLin,Chen-Yu
口試日期:2017-06-14
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:53
中文關鍵詞:虛擬社群意識凝聚力持續使用意圖
外文關鍵詞:virtual society consciousnesscohesioncontinue use intention
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近幾年來隨著網際網路及社群網站的快速發展之下,越來越多人選擇使用社群網站來發展新的人際關係。而社群網站的使用以經是現代生活中的一部份,藉由社群網站,人們可以快速的獲得世界各地的資訊,並交換訊息以及分享。在社群網站中,Facebook是其最具代表性的社群網站,Facebook以人際關係互動為基礎,並藉著平台的使用來達到建立人脈、訊息溝通、找尋相同興趣愛好者。本研究利用Facebook的社團專頁之成員來探討社團成員之間的虛擬社群意識、凝聚力以及持續使用行為意圖之影響。
本研究以Facebook社團使用者為分析對象,共發放300份問卷,最後以283份有效問卷進行AMOS、SPSS以及EXCEL以驗證研究假設。實證發現:使用者對於社群品質、資訊品質、網路外部性以及流行涉入皆會對於虛擬社群意識有正向的影響關係,虛擬社群意識也會對於凝聚力有正向的影響關係,進而強化凝聚力。


Along with the rapid development of the internet and social media in recent years, there are more and more people prefer using social media to develop new interpersonal relationships, The usage of social media has been a part of modern life. By using it, people can quickly access the information worldwide even exchange and share the information. Among all social media, Facebook is the most representative. Based on the interaction and the usage of the platform, Facebook can establish connections, convey messages and search people who have the same habits.
This research applies Facebook members in certain society to explore virtual social consciousness between society members, consensus and the influence of continuously usage behavioral intention. Besides, Facebook society users are our analytical targets. In this research, we release 300 surveys and finally collect 283 effective ones to process AMOS,SPSS and EXCEL in order to verify the research hypothesis. The findings show that users will possess positive influences on the quality of society, information, network externality and fashion involvement. Virtual society consciousness also has positive impact on consensus and will further enhance it.

第一章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 2
第三節、 研究範圍與對象 3
第二章、 文獻探討 5
第一節、 社群網站 5
第二節、 社群認同 5
第三節、 資訊品質 6
第四節、 網路外部性 8
第五節、 流行涉入 9
第六節、 虛擬社群意識 10
第七節、 凝聚力 11
第八節、 持續使用意圖 12
第三章、研究方法 14
第一節、 研究架構 14
第二節、 研究假說 15
第三節、 變數操作型定義與衡量 18
第四節、 問卷設計與抽樣調查 19
第五節、 資料分析法 22
第四章、實證結果 24
第一節、 基本資料分析 24
第二節、 信度與校度分析 30
第三節、相關係數分析 34
第四節 整體配適度 35
第五節、研究假設驗證分析 38
第五章、結論與建議 40
第一節、 結論 40
第二節、管理意涵 42
第三節、研究限制與未來發展建議 43
參考文獻 45
一、中文文獻 45
二、英文文獻 46
附錄一 50

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