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系統識別號 U0026-0812200910363706
論文名稱(中文) 虛擬社群成員滿意度與消費行為相關之研究
論文名稱(英文) A study of relationship between member's satisfaction toward virtual community and consumer behavior
校院名稱 成功大學
系所名稱(中) 國際企業研究所碩博士班
系所名稱(英) Institute of International Business
學年度 91
學期 2
出版年 92
研究生(中文) 吳俊昇
研究生(英文) Chun-Sheng Wu
學號 r6690102
學位類別 碩士
語文別 中文
論文頁數 71頁
口試委員 口試委員-蔡東峻
口試委員-郭德賓
指導教授-杜富燕
中文關鍵字 虛擬社群  資訊交換  人際互動  滿意度  消費行為  生活型態 
英文關鍵字 virtual community  information exchange  satisfaction  interpersonal interaction  consumer behavior  lifestyle 
學科別分類
中文摘要 近幾年間,由於網際網路的出現,徹底改變了人類過去的生活型態和商業模式。但在企業爭相進入電子商務的市場之下,獲利情況大不如預期,其中能夠生存下來並且獲利的網路公司,有許多就是透過「虛擬社群」(virtual community)的經營。根據Armstrong & Hagel III (1997)的觀點:虛擬社群將會成為網路上最富競爭力的商業活動型態,故本研究乃針對網路上的虛擬社群成員之行為進行實證分析。
首先,本研究欲探討虛擬社群最主要的兩個功能─資訊交換和人際互動,是否會對成員的社群滿意度有所影響。其次,網路上的社群大都是因為成員具有共同興趣而形成,成員對社群較為滿意之後,是否有可能轉換成為實際的消費行為,亦是本研究所欲探討的議題。因此本研究利用網路問卷蒐集社群成員的相關意見,據以分析資訊交換、人際互動、社群滿意度、消費行為和生活型態之間的關係。主要結論如下:
一、社群成員在社群中的資訊交換情況越好(亦即:資訊品質越好、資訊豐富度越高),社群滿意度會越高。
二、社群成員在社群中的人際互動情況越好(亦即:互動品質越好、互動頻率越高、互動程度越深),社群滿意度會越高。
三、影響社群滿意度的所有因素中,以資訊豐富度的影響為最大。而社群討論主題不同,影響成員滿意度的因素也會有所差異。
四、社群滿意度越高,越不傾向向外繼續蒐集資訊;此外,社群滿意度越高,依據社群其他成員提供的意見進行購買的可能性會越高,回到社群發表意見的機率也會越大。
五、生活型態對於上述各構面間的關係,大多具有顯著的干擾效果。


英文摘要 In the past years, Internet has changed human life and business model. Facing with violent competition, doing business via Internet may not make expected profit. Moreover, some survival businesses could only make profit by utilizing virtual communities. According to Armstrong & Hagel III (1997), virtual communities will become the most competitive business activities over the Internet operation. Thus, this empirical research focuses on the behavior of virtual communities members on the basis of their viewpoints.
This research attempts to explore whether information exchange and interpersonal interaction can affect members’ satisfaction toward virtual community or not. In addition, what’s the relationship between community members’ satisfaction and further consumer behavior is also explored. This research uses Internet questionnaire to collect related data, then adopts statistical methods to analyze the relationships among information exchange, interpersonal interaction, members’ satisfaction and lifestyle. The main results are as follows:
1. When the situation of information exchange is better (i.e., better information quality, richer information), members’ satisfaction of virtual community would also be better.
2. When the situation of interpersonal interaction is better (i.e., better interaction quality, higher interaction frequency, deeper interaction), members’ satisfaction of virtual community would also be better.
3. Among all factors that influence members’ satisfaction, information richness is the most effective factor. Along with different topics of virtual community, the most influential factors of members’ satisfaction are also different.
4. When members’ satisfaction of virtual community is better, members would not tend to collect more information from outside. When members’ satisfaction of virtual community is better, the possibilities for them to purchase products according to other members’ opinions would be higher, and the possibilities that members will express their opinions in the virtual community after purchase would also be higher.
5. Lifestyle has a significant intervening effect on most of the relationships between constructs mentioned above.


論文目次 第一章 緒論
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………………3
第三節 研究流程……………………………………………………………4
第二章 文獻探討
第一節 虛擬社群……………………………………………………………5
第二節 資訊交換與社群滿意度之關係……………………………………9
第三節 人際互動與社群滿意度之關係…………………………………..14
第四節 社群滿意度與消費行為之關係…………………………………..17
第五節 生活型態…………………………………………………………..20
第三章 研究方法
第一節 研究架構…………………………………………………………..22
第二節 研究假設…………………………………………………………..23
第三節 研究範圍及研究對象……………………………………………..24
第四節 研究變數之操作性定義及衡量問項……………………………..24
第五節 抽樣方法…………………………………………………………..28
第六節 資料分析方法……………………………………………………..29
第四章 實證結果與分析
第一節 有效樣本描述………………………………………………………31
第二節 各主要構面之信度檢定及效度檢定………………………………35
第三節 生活型態之因素分析、信度檢定及集群分析…………………..37
第四節 資訊交換、人際互動、社群滿意度與消費行為
各構面關係之探討…………………………………………………41
第五節 生活型態之干擾效果檢定…………………………………………46
第六節 社群性質與成員特性對社群滿意度與消費行為之影響………..49
第七節 研究假設結果………………………………………………………54
第五章 結論與建議
第一節 研究結論……………………………………………………………55
第二節 實務上的建議………………………………………………………57
第三節 研究限制及未來研究建議…………………………………………58
參考文獻
中文部分………………………………………………………………………60
英文部分………………………………………………………………………61
附錄 正式問卷…………………………………………………………………66
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