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系統識別號 U0026-1207201621384600
論文名稱(中文) 網路會員在多元服務平台上進行帳號共用之意圖
論文名稱(英文) Online members’ intention of using shared account on multi-service platforms.
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 104
學期 2
出版年 105
研究生(中文) 蕭羽婷
研究生(英文) Yu-Ting Hsiao
學號 r76031032
學位類別 碩士
語文別 英文
論文頁數 89頁
口試委員 指導教授-謝佩璇
口試委員-江俊毅
口試委員-呂執中
口試委員-林清河
中文關鍵字 開放創新  線上服務平台  帳號共用 
英文關鍵字 Open co-creation  Online services Platform  Shared Account 
學科別分類
中文摘要 由於網路普及化帶動網路使用者利用網路從事更多商業化的行為,消費者可以不受到時間與空間的限制,只要透過網路購物平台即可以在網路上進行消費。在進入購物網站平台或是其他線上服務平台,網路使用者大多會基於享受平台的線上服務或加入會員是免費等原因,因而註冊成為網路會員。在眾多的平台與快速發展的網路時代下,大多數的網路平台已漸漸讓網路使用者透過Facebook帳號快速註冊,或是利用現有的電子信箱註冊(Gmail),如此一來使用者可以省略繁雜的註冊步驟,以最快的時間登入平台,另一方面也可以使網路購物者可以在多個不同的平台上,共用同一組帳號活躍在多個平台上。此概念亦同於開放的概念,現在的線上服務提供商希望擴大自己的客戶,並在市場共同創造一個開放式共同創造的商業模式,此模式可以為使用者提供多元且整合的服務。
使用者在進入平台之前可以選擇是否要進行帳號共用,或者創立新的帳號,利用同一組帳號在多個不同平台上進行網路活動的同時,也會引發對網路會員的自我揭露與隱私權的影響。而帳號共用或是創造一個組合共用帳號如(OpenID)可能成為未來線上服務平台的商業模式。本研究的目的在多元服務平台之下有帳號共用的情形下,透過問卷內容和訪談問題找出網路購物會員在多元服務平台下有無帳號共用的意願,以及共用的意願之影響因素。因此,本研究整合社會交換理論、社會滲透理論、計畫行為理論提出網路會員使用帳號共用的自我揭露理論模型,分別針對網路會員感知風險、感知利益兩大構面,探討會員本身個人面以及平台的功能性,透過問卷發放與訪談驗證,探討影響網路會員在線上服務平台進行帳號共用的因素有哪些。
本研究結果表示在線上平台中影響使用者在帳號共用上的自我揭露意圖的因素有隱私顧慮、對網站的信任、享樂、感知有用性和效率性;帳號共用的自我揭露意圖對持續使用帳號共用有相關,因此本研究發現最後提供許多學術與實務意涵。
英文摘要 Due to the wide spread of the Internet and networking sites, online users are free to register on most of them as they want as members for the purpose of enjoying online services. To enjoy a new online service, users usually have options to decide whether to create a new account or simply click on some choices to use the same account that was already created previously as a loyal member of some type of online service. Most online platforms have gradually allowed Internet users quickly register through their Facebook account or use an existing e-mail registration (Gmail) so that users can omit complicated registration procedures and register on the platform expeditiously by using an original account already existing on another platform. Meanwhile, the concept of openness provides insight into online service providers who intend to co-create an innovative business model for expanding their own customer bases as well as their market share. This model provides users not only diverse but also aggregated services.
By using an existing account on another platform, it is possible for users to disclose their account information at the same time. Sharing accounts creating a combo-account (OpenID) may become the online service platform business model in the future. Our research purpose is to explore online user willingness to use a shared account for various online services. In this study, we integrate social exchange theory (SET), social penetration theory (SPT), the theory of planned behavior (TPB) and propose a self-disclosure model for online user shared accounts. Respectively, this study explores the individual aspects and functions of online shopping platforms from the perspective of perceived risk and perceived benefits.
The research results show that the main factors influencing user shared account of self-disclosure on online platform are privacy concerns, website trust, enjoyment, perceived usefulness and efficiency. And shared account of self-disclosure associated with continuous use of a shared account. More discussions on academic and practical implications are provided at the end of this study.
論文目次 Chapter 1 Introduction 1
Section 1-1 Research Background and Motivation 1
Section 1-2 Research Purposes 5
Section 1-3 Research procedures 6
Section 1-4 Research Scope and Limitations 6
Chapter 2 Literature Review 8
Section 2-1 Online Shopping Platform 8
Section 2-2 Online Shopping Platform Management 16
Section 2-3 Factors Influencing Shared Accounts 21
Chapter 3 Research Methodology 31
Section 3-1 Research Model and Hypotheses 31
Section 3-2 Research Participants 35
Section 3-3 Questionnaire Development 35
Section 3-4 In-depth Interviewing 38
Section 3-5 Data Collection and Data Analysis Method 39
Chapter 4 Data Analysis 42
Section 4-1 Pilot Results 42
Section 4-2 Formal Questionnaire Distribution Results 46
Section 4-3 Interview Data Results 58
Section 4-4 Content Analysis Results 61
Chapter 5 Conclusions and Discussions 68
Section 5-1 Discussion 68
Section 5-2 Research Contributions 73
Section 5-3 Limitation and Future Research 77
Reference 79
Appendix 1. Questionnaire recruitment form 86
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