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系統識別號 U0026-2604201217052800
論文名稱(中文) 人格特質、顧客價值與Facebook使用行為之關連性研究 - 功能與情感性價值的平行觀點
論文名稱(英文) The Study of Relationship among Personality Traits, Customer Value and Facebook Behavior - The Dual Perspective of Functional and Emotional value
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 100
學期 2
出版年 101
研究生(中文) 林家廣
研究生(英文) Chia-Kuang Lin
學號 rd6991113
學位類別 碩士
語文別 中文
論文頁數 94頁
口試委員 指導教授-蔡明田
口試委員-莊立民
口試委員-李國瑋
中文關鍵字 人格特質  顧客價值  網絡中心性  寂寞感 
英文關鍵字 Personality Trait  Customer Value  Network Centrality  Sense of Loneliness 
學科別分類
中文摘要 顧客價值一直是近年企業提升自我競爭力的重要概念,有著許多文獻與觀點被探討,但大多是以服務業觀點來著墨。而Facebook也是這幾年發展相當快速的一種社區網路,更改變了人際關係的經營方式;以往Facebook討論大多著重在科技接受模式的觀點上。本研究結合這兩者,以Facebook的新型人際關係來探討,當不同人格的特質將如何影響Facebook使用行為的顧客價值。另外,針對網絡中心性與寂寞感的干擾因素,又會怎樣影響顧客價值與Facebook的使用行為。

本研究以網路問卷方式,將有使用Facebook的成員做為研究對象,共搜集360份,實際有效問卷為315份,有效回收率87.5%,並透過AMOS,迴歸分析和因素分析加以分析。
研究結果發現「內控型人格特質」對於「功能理性的顧客價值」有正向顯著影響。「外控型人格特質」對於「情感感性的顧客價值」有正向顯著影響。「功能理性的顧客價值」對於「Facebook使用行為」有正向顯著影響。「情感感性的顧客價值」對於「Facebook使用行為」有正向顯著影響。「網絡中心性」對於「功能理性的顧客價值」與「Facebook使用行為」之關係有正向顯著強化效果。「寂寞感」對於「情感感性的顧客價值」與「Facebook使用行為」之關係有正向顯著強化效果。
英文摘要 Customer value has always been an important concept applied by enterprises to enhance their competitive edge in recent years. There have been many relevant literatures and discussions, but most of them were written from the perspective of the service industry. Facebook is one of the social networks that have developed rapidly in recent years and it has even changed the way people used to manage their interpersonal relationships. In the past, the discussion about Facebook mostly focused on the technology acceptance model. Considering these points, this paper explores the new type of interpersonal relationship influenced by Facebook and studies how different personal characteristics affect people’s behavior when using Facebook. Moreover, it studies how interference factors such as network centrality and loneliness affect customer value and people’s behavior when using Facebook.

Taking Facebook users as research subjects, a Web-based survey was conducted and a total of 360 answered questionnaires were collected, with only 315 of them considered as valid. The effective response rate was 87.5%. The data was analyzed by means of AMOS, regression analysis and factor analysis.

The research finds that inwardly-controlled personality trait has a significantly positive effect on functional rational customer value. Outwardly-controlled personality trait has a significantly positive effect on emotional customer value. Functional rational customer value has significantly positive effects on Facebook usage behavior. Emotional customer value has significantly positive effects on Facebook usage behavior. Network centrality has significantly positive and enhanced effects on the relationship between functional rational customer value and Facebook usage behavior. Sense of loneliness has significantly positive and enhanced effects on the relationship between emotional customer value and Facebook usage behavior.
論文目次 摘 要 I
誌 謝 IV
目 錄 VI
表 目 錄 VIII
圖 目 錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 章節架構 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 人格特質 7
第二節 顧客價值理論 13
第三節 網路中心性理論 21
第四節 寂寞感理論 25
第五節 行為理論 32
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 操作性定義及問卷設計 41
第四節 研究問卷設計 45
第五節 資料分析方法 47
第四章 研究結果分析 51
第一節 敘述性統計分析 52
第二節 因素分析及信度分析 57
第三節 各研究構面關聯性探討 64
第四節 線性結構方程模式分析 70
第五章 結論與建議 74
第一節 研究結論 74
第二節 研究建議及未來展望 77
參考文獻 79
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