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博碩士論文 etd-0826112-234144 詳細資訊
Title page for etd-0826112-234144
論文名稱
Title
社交網站使用者價值與忠誠度之關係探討─以Facebook為例
An Investigation on the Relationship between User Value and Loyalty to Social Network Sites ─ The Case of Facebook
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
67
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-07-20
繳交日期
Date of Submission
2012-08-26
關鍵字
Keywords
忠誠度、社會性價值、娛樂性價值、實用性價值、社群網站
Loyalty, Social Value, Hedonic Value, Utilitarian Value, Social Network Site
統計
Statistics
本論文已被瀏覽 5821 次,被下載 1436
The thesis/dissertation has been browsed 5821 times, has been downloaded 1436 times.
中文摘要
現今網路發展快速,使得各種虛擬社群間的競爭更加激烈,如何經營出具有忠誠度之使用者逐漸成為虛擬社群是否能永續經營的重要課題。本研究旨在探討facebook的使用者價值對於忠誠度之關係,並研究此兩者之關係是否會受到性別差異之中介影響。本研究採用問卷法搜集樣本資料,針對台灣地區facebook使用者進行調查,得到200份有效問卷,從實用性價值、娛樂性價值及社會性價值的觀點,探討對於忠誠度的關連與影響,並建構一個完整的理論模式,再以偏最小平方法(PLS)進行分析與驗證構念之間的關係。
研究結果顯示:(1)實用性價值對於忠誠度有正向影響。(2)娛樂性價值對於忠誠度有正向影響。(3)社會性價值對於忠誠度有正向影響。(4)性別差異在三種價值對忠誠度的干擾下,實用性價值對於忠誠度並無顯著的影響,娛樂性價值對於忠誠度有顯著的正向影響,社會性價值對於忠誠度有顯著的負向影響。本研究結果,將可做為企業研究和學術研究的參考,並給予後續研究者研究上的建議。
Abstract
The development of internet is creating intense competition in social network sites nowadays. How to conduct users’ loyalty to social network sites gradually becomes an important issue to operate long-term social network sites. The study attempts to examine how consumers’ utilitarian value, hedonic value and social value affect their loyalty. Furthermore, this study examines whether the relationship is mediated by gender difference. The model and relationship are tested and validated by using PLS and data collected from 200 people having facebook accounts in Taiwan.
The results shows that loyalty is strongly affected by utilitarian value, hedonic value and social value. We also find that the difference of gender has positive influence on hedonic value and loyalty and negative influence on social value and loyalty. The implication for research and practice are also discussed.
目次 Table of Contents
中文摘要............................................................I
Abstract...........................................................II
致謝..............................................................III
目錄...............................................................IV
圖目錄..............................................................V
表目錄.............................................................VI
第一章 緒論........................................................1
第一節 研究背景與研究動機......................................1
第二節 研究目的................................................2
第三節 研究流程................................................3
第二章 文獻探討....................................................4
第一節 虛擬社群................................................4
第二節 顧客價值...............................................10
第三節 忠誠度.................................................15
第三章 研究架構與方法.............................................21
第一節 研究架構...............................................21
第二節 研究假說...............................................22
第三節 研究變項操作型定義與衡量...............................25
第四節 問卷設計...............................................26
第五節 研究設計...............................................29
第六節 資料分析方法...........................................30
第四章 研究結果與分析.............................................31
第一節 樣本結構分析...........................................31
第二節 衡量模型...............................................35
第三節 結構模型...............................................40
第五章 結論與建議.................................................43
第一節 研究結果說明與討論.....................................43
第二節 理論與管理意涵.........................................47
第三節 研究限制與未來建議.....................................47
參考文獻...........................................................48
英文部分.......................................................48
中文部分.......................................................54
附錄問卷...........................................................55

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傅珮雯 (2011)。Facebook網站上口碑行為之研究,國立中山大學企業管理學系碩士論文。

邱盟媚 (2010)。娛樂性和功利性產品價值對品牌延伸效果之影響研究,國立東華大學國際企業學系碩士論文。

張純富 (2010)。社交網站人際關係維繫之研究:以Facebook為例,世新大學資訊傳播學系碩士論文。

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蕭文傑 (2003)。顧客價值與顧客忠誠度關係之研究─以T連鎖餐廳為例,國立高雄第一科技大學行銷與流通管理研究所碩士論文。

林鴻智 (2010)。高中生寂寞感對社群網站使用意願之影響─以高雄市高中生為例,國立中山大學傳播管理研究所碩士論文

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