官方虛擬社群屬性對成員參與行為之影響

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陳柏文(Bo-Wun Chen) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

官方虛擬社群屬性對成員參與行為之影響
(Firm-sponsor virtual community's attribute influence of members' behavior)

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摘要(中)

網路應用的普及改變了人們的生活，同時也帶來了新的傳播課題，近年來電子商務盛行，虛擬社群更躍為網路公司從事電子商務的重要平台之一，許多公司紛紛地成立官方虛擬社群，以促進顧客與公司的互動，而如此虛擬社群自然地也成為公司網路行銷的方法之一。但是儘管成立官方虛擬社群的公司如此之多，但是真正經營成功且能夠成功從中獲取價值的個案卻是寥寥無幾。
因此本研究透過相關的文獻回顧，針對在虛擬社群的環境當中如何藉由內容的品質與強化與成員的社會連結強度來影響成員們的信任與後續的行為，本研究整合Porter等人（2008）與Sichtmann（2007）所提出的影響企業品牌的前因與結果，以歸因理論為基礎，探討在內容品質與社群與成員間的社會連結度的影響下與成員對於該官方社群的信任之影響，並探討後續的品牌忠誠與參與新產品開發之意願與信任之間的關係是否具有影響力。
本研究對象大多以學生為主，以網路問卷為媒介共回收700份，有效問卷計有614份，使用AMOS進行結構方程式驗證，得到路徑分析的實證結果：（1）虛擬社群內容品質對於社群成員在社群負責者的價值分享與尊重態度上的信任信念有正向顯著的影響；（2）社群與成員間的社會鑲嵌程度對於社群成員在社群負責者的價值分享與尊重態度上的信任信念有正向顯著的影響；（3）社群成員對於社群負責者在價值分享與尊重態度上的信任信念對於信任有正向且顯著的影響；（4）信任對於品牌忠誠與參予新產品開發意願有正向且顯著的影響。

摘要(英)

The popularity of the web application has made a change to human life and brought a new topic for media studying. In recent years, the e-commerce started to prevail and the virtual communities became an important platform for the internet companies to deal with e-commerce. Many companies started to establish the official virtual community to improve their interactions with clients one after another. As a result, the virtual community is naturally being taken as an internet marketing strategy by the companies. Although many companies have established the official virtual communities, only very few of them are able to come up with successful management and gain value from success.
Based on the review of the related studies, this research focuses on how the content quality and the strength of the connection among members impact on the member’s trust and follow-up behavior in the virtual community environment. This study integrates the caused and effect influencing the corporate brand proposed by Porter et al (2008) and Sichtmann (2007) to discuss the impact of the quality content on the connection among community members and the impact of the members on the trust in the official community according to the attribution theory. Further, this study discusses whether the follow-up brand loyalty has an impact on the willingness for developing new products and the trust.
The target of this study is mainly students. Through the internet survey, this research receives 700 questionnaires back and 614 of them are valid. After conducting the structural equation verification using AMOS, the empirical result of the path analysis shows: (1) the content quality of the virtual community has a significant positive impact on the community member’s value sharing with the person in charge the community and their trust and belief in terms of respective attitude; (2) the social inlaid degree between the community members has a significant positive impact on the community member’s value sharing with the person in charge the community and their trust and belief in terms of respective attitude; (3) the community member has a significant impact on the in-charging person’s value sharing and the trust and belief in terms of respective attitude; (4) the trust has a significant positive impact on brand loyalty and willingness for developing new products.

關鍵字(中)

★ 鑲嵌
★ 虛擬社群
★ 信任
★ 關係行銷

關鍵字(英)

★ virtual community
★ inlay
★ trust
★ relationship marketing

論文目次

中文摘要 i
Abstract ii
圖目錄 iv
表目錄 v
第一章緒論 1
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 3
第二章文獻探討 6
第一節虛擬社群 6
第二節社會鑲嵌（Social Embeddedness） 13
第三節信任 17
第四節品牌忠誠度 22
第三章研究方法 30
第一節研究架構 30
第二節研究假說 32
第三節變數定義與衡量 35
第四節研究設計 39
第四章資料分析與結果 40
第一節前測分析 40
第二節樣本結構分析 42
第三節信度與效度分析 44
第四節結構方程式分析 48
第五節線性迴歸分析 54
第五章結論與建議 57
第一節研究結論 57
第二節管理意涵 59
第三節研究限制 61
第四節後續研究建議 62
參考文獻 63
中文部分 63
英文部分 64
附錄 70

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指導教授

宋鎧(Kai Sung)

審核日期

2009-7-1

推文