博碩士論文 93443015 詳細資訊




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姓名 徐暄淯(Hsuan-yu Hsu)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 創造動人的線上社群互動經驗
(Creating Compelling Interaction Experiences in Online Communities)
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摘要(中) 線上社群是為一具有行銷影響力之重要媒介,本研究以跨學科觀點,引用環境心理學、經驗設計與組織公民行為之概念,提出一整合性之研究架構以利於了解社群的互動經驗。主張社群環境線索因子(支援互動溝通、生動性與成員公民行為)會影響線上社群經驗(功利經驗、易用經驗、友好經驗與享樂經驗),進而影響社群成員行為意圖。
本研究以問卷調查方式,共回收670份有效樣本,並採用線性結構方程式(Partial Least Squares)進行分析。主要研究發現歸納如下: (1) 支援互動溝通對於四種成員之線上社群經驗 (功利經驗、易用經驗、友好經驗與享樂經驗)皆有顯著的正向影響效果。(2) 生動性對於成員之線上社群經驗 (功利經驗、易用經驗與享樂經驗)有顯著的正向影響效果。(3) 成員公民行為對於成員之線上社群經驗 (功利經驗、友好經驗與享樂經驗)有顯著的正向影響效果。(4) 成員之線上社群經驗對其行為意圖有正向的預測力。此外,本研究透過事後分析法發現成員的參與社群的時間長短具有調節效果。本末提供後續相關研究方向與實務建議。
摘要(英) An online community, and particularly an online community of consumption (OCC), has become an influential medium with enormous marketing power. To understand the interaction experiences in OCCs, this study presents an integrated theoretical framework based on an interdisciplinary review of extant literature from information systems (online community), service management (experience design), psychology (online community experience and environmental psychology), and organizational behavior (member citizenship behaviors). This study proposes that three environmental clues (support for interactive communication, vividness, and member citizenship behaviors) positively affect the four types of online community experience (pragmatic experience, usability experience, sociability experience, and hedonic experience), which, in turn, affect behavioral intentions regarding the OCC.
The data collected from 670 respondents provide support for the proposed model using partial least squares (PLS). The results confirm that (1) support for interactive communication (the functional clue) significantly predicts pragmatic experience, usability experience, sociability experience, and hedonic experience; (2) vividness (the mechanic clue) has significant and positive associations with pragmatic experience, usability experience, and hedonic experience; (3) member citizenship behaviors (the humanic clue) positively affect pragmatic experience, sociability experience, and hedonic experience; and (4) pragmatic experience, usability experience, sociability experience, and hedonic experience significantly affect behavioral intentions regarding the OCC. In addition, post-hoc analyses revealed that the duration of membership length moderates some aspects of the online community experience. Detailed theoretical and managerial implications of these findings are presented.
關鍵字(中) ★ 線上社群
★ 互動經驗
★ 經驗設計
★ 環境心理學
★ 成員公民行為
關鍵字(英) ★ Online community
★ Interaction experience
★ Experience design
★ Environmental psychology
★ Member citizenship behaviors
論文目次 摘 要 i
ABSTRACT ii
誌 謝 iv
Content v
List of Tables vii
List of Figures viii
Chapter 1. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
Chapter 2. Literature Review 6
2.1 Online Communities and Online Communities of Consumption 6
2.1.1 Online Communities 6
2.1.2 Online Communities of Consumption 12
2.2 Stimulus-Organism-Response (S-O-R) Paradigm 13
2.3 Experience Design 15
2.4 OCC Characteristics as Environmental Stimuli 16
2.4.1 Support for Interactive Communication as a Functional Clue 16
2.4.2 Vividness as a Mechanic Clue 18
2.4.3 Member Citizenship Behaviors as a Humanic Clue 19
2.5 Online Community Experience as an Organism 21
2.5.1 Pragmatic Experience 22
2.5.2 Usability Experience 23
2.5.3 Sociability Experience 24
2.5.4 Hedonic Experience 24
2.6 Behavioral Intentions Regarding the OCC 25
Chapter 3. Research Model and Hypothesis Development 28
3.1 Effects of Online Community Experience on Behavioral Intentions 29
3.1.1 Pragmatic Experience and Behavioral Intentions Regarding the OCC 29
3.1.2 Usability Experience and Behavioral Intentions Regarding the OCC 30
3.1.3 Sociability Experience and Behavioral Intentions Regarding the OCC 31
3.1.4 Hedonic Experience and Behavioral Intentions Regarding the OCC 32
3.2 Determinants of Online Community Experience 32
3.2.1 Support for Interactive Communication and Online Community Experience 33
3.2.2 Vividness and Online Community Experience 34
3.2.3 Member Citizenship Behaviors and the Online Community Experience 35
Chapter 4. Research Methodology 37
4.1 Sample and Survey Design 37
4.2 Measurement 38
Chapter 5. Data Analysis and Results 43
5.1 Sample Profile 43
5.2 Measure Validation 44
5.3 Common Method Variance 47
5.4 Testing the Formative Second-Order Construct 48
5.5 Testing the Research Model 50
5.6 Post-Hoc Analysis 54
Chapter 6. Discussion and Conclusion 57
6.1 Discussion and Conclusion 57
6.2 Limitations and Future Directions 61
Chapter 7. Research and Managerial Implications 63
7.1 Research Implications 63
7.2 Managerial Implications 64
References 67
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指導教授 王存國、嚴秀茹
(Tswen-Gwo Wang、Hsiu-ju Yen)
審核日期 2011-11-17
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