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博碩士論文 etd-0623108-151242 詳細資訊
Title page for etd-0623108-151242
論文名稱
Title
虛擬社群成員忠誠度與購買行為之關聯-以美容保養社群為例
none
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
98
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
2008-06-15
繳交日期
Date of Submission
2008-06-23
關鍵字
Keywords
消費者行為、參考群體、忠誠度、虛擬社群、購買行為
Consumer behavior, Reference group, Virtual community, Purchasing behavior, Loyalty
統計
Statistics
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中文摘要
網際網路與資訊科技的快速發展讓人們透過電腦就能與其他人交流,虛擬社群網站的產生更將有相同特徵的人聚集在同一個網站裡,不僅提供了使用者一個吸收資訊與進行社交活動的去處,對行銷人員來說,像這樣精確的市場區隔更是進行行銷活動前不可或缺的資訊。由於加入社群網站者都是對虛擬社群網站所提供之資訊有興趣的網路使用者,因此行銷人員可以在社群網站內可以直接找到對產品具興趣的潛在顧客。如果這些潛在顧客對於社群具有高忠誠度時,將使社群內提供的資訊受到他們較高的重視,也容易引起需求,並且能進一步影響購買決策。

本研究以Engel, Kollat and Blackwell(1978)等三位學者提出的EKB模式當中的決策過程為基礎,將虛擬社群網站視為消費者購物時的外部資訊來源、參考群體以及降低購物後認知失調的管道。透過影響使用者對虛擬社群網站的忠誠度因素,包括「技術與服務」、「資訊內容」以及「情感互動」三個因素,以了解使用者的忠誠度型態。並藉由忠誠度的不同型態以探討在EKB模式的決策過程當中,虛擬社群網站成員的決策過程當中是否受虛擬社群網站影響。

研究方法採取問卷調查法,以網路問卷調查蒐集初級資料,共回收416份有效問卷。將初級資料進行分析後有以下發現:
(1)影響虛擬社群成員忠誠度之因素:資訊內容因素與成員忠誠度的相關性最高。其次是社群網站的技術與品質,最後才是成員之間的互動關係。
(2)成員對虛擬社群的整體忠誠度高低在購買行為上的不同,高忠誠度成員購物前對社群網站的資訊依賴度高,會將社群網站視作參考群體,對社群網站提供的建議接受度較高,購買產品之後希望從社群網站中獲得回饋,並且容易產生口碑及推薦行為。
(3)真性忠誠成員在購物前較願意從社群網站蒐集產品資訊,也比較可能注意到社群討論過的產品,對社群的資訊較為信任,購物時受社群成員的影響也較大,再回到社群推薦產品或是向親朋好友推薦產品的機會也比較高。而這些真性忠誠者在生活中使用網路的時間以及在社群網站裡逗留的時間也比假性忠誠者長。
(4)女性成員對社群網站資訊內容的重視程度較高,在態度忠誠與行為忠誠上都比男性使用者高。教育程度低者對社群網站忠誠度較高,且學生的購買決策比較容易受社群網站的影響。
Abstract
Rapid growth of the internet and information technology help people communicate with others around the world through computers. The developing development of virtual communities(VCs)gather people with the same personalities in a VC website. VCs are not only a place of providing information and social contact for users, but also a precise market segment for marketers. The users of VCs are interested in the information provided within the VCs; therefore, marketers can reach potential customers in VCs more effectively. If the potential customers have high loyalty to a VC, they will consider the information provided by a VC as more important, their opinions on the product will be easily affected, and, ultimately, their purchasing decision will be influenced.

Therefore, the purpose of this thesis is to analyze the loyalty of VC users to understand how VCs affect their purchasing decisions based on the EKB model by assuming VCs are external information sources, reference groups, and channels of post-purchase dissonance. Factors that affect VC users, including 「Technology and Service」,「Information Content」, and「Emotional Interact」, can be used to discover different types of loyalties of VC users and to understand if VC users are influenced by VCs when purchasing.

A web survey was conducted on three VC websites discussing cosmetics(Fashion Guide, Urcosme and yam hercafe),from January 18, 2008 to February 1, 2008 and received 416 valid samples. After analyzing the valid samples, the result suggested that:
1. 「Information Content」is the most critical factor among the three factors of affecting loyalty of VC users.
2. VC users with a high level of loyalty who depend on the information provided by VC web sites consider VC websites as reference groups and are highly influenced by the site’s recommendations
3. The users of high loyalty are affected by VC websites when purchasing. They search information in VCs before shopping, trust the information of VCs, are affected more easily by other VC users and recommend products to VC users or friends. Aside from this, they spend more time on the internet and VC websites than users of spurious loyalty.
4. The loyalty to and purchasing influence caused by a VC of female users are higher than male users as they consider the information provided by VCs more important. Users of low education levels have higher loyalties than those of higher education levels, however students are more easily influenced by VCs when purchasing.
目次 Table of Contents
表目錄 三
圖目錄 四
中文摘要 五
Abstract 七
第一章 緒論 1
第一節 研究背景 1
第二節 研究目的 3
第三節 研究範圍 4
第二章 文獻探討 5
第一節 虛擬社群 5
第二節 虛擬社群成員忠誠度 12
第三節 消費者行為 17
第四節 虛擬社群與購買行為 20
第五節 小結 23
第三章 研究方法 25
第一節 研究架構 25
第二節 研究變數說明 28
第三節 研究假設 31
第四節 研究設計 34
第四章 資料分析 42
第一節 有效問卷之樣本結構 42
第二節 驗證影響虛擬社群成員忠誠度之因素 45
第三節 社群成員忠誠度高低之獨立樣本t檢定 48
第四節 不同型態忠誠度之獨立樣本t檢定 52
第五節 人口統計變數之變異數分析 57
第六節 網路使用行為之變異數分析 61
第七節 小結 65
第五章 結論與建議 67
第一節 研究發現與結論 67
第二節 建議 75
第三節 研究限制與後續研究方向 78
參考文獻 .................................................................................................................79
中文部份 79
英文部份 79
附錄一:研究問卷 82
附錄二:引用網站簡介 85
參考文獻 References
中文部份
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英文部份

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