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博碩士論文 etd-0827109-145400 詳細資訊
Title page for etd-0827109-145400
論文名稱
Title
以社會認知理論探討虛擬社群成員滿意度與消費行為之研究
An Exploration on the Satisfaction and Consumer Behaviors among Virtual Community Members by Social Cognitive Theory
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
102
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
2009-05-16
繳交日期
Date of Submission
2009-08-27
關鍵字
Keywords
消費行為、滿意度、信任、社會認知理論、虛擬社群
consumer behavior, satisfaction, trust, social cognitive theory, virtual community
統計
Statistics
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中文摘要
虛擬社群早已成為電子商務的熱門話題,有些人甚至認為唯有經營社群,才有發展電子商務的可能性。因此,幾乎所有類型的網站都有意朝著經營社群的方向邁進,而完全著重於社群的網站也如雨後春筍般地產生。但虛擬社群網站在建置上所需的成本並不像其他類型的網站那麼地高,加上在網站技術與商業模式上都相當容易被模仿、複製,所以經營一個社群網站並不困難,但是要如何經營一個活躍且成功的虛擬社群,卻是需要努力與技巧的。
對虛擬社群來說,社群的價值建立於社群上豐富的知識,而社群上知識的累積需仰賴社群成員們的知識分享。因此,促進社群之知識分享行為已成為社群經營者的重要課題之一。
本研究以社會認知理論為核心,探討環境面與個人面對於社群成員的知識分享行為之影響,並了解社群上知識分享行為與知識品質對社群滿意度與消費行為之關係。
研究結果可歸納為以下幾點:(1)虛擬社群之「知識分享行為」主要受到「認同基礎信任」、「成員自我效能」、「個人結果預期」、「社群相關結果預期」的正向影響;(2)社群成員之「知識分享自我效能」受到「認同基礎信任」的正向影響;(3)社群成員之「滿意度」受到「知識分享行為」、「知識品質」的正向影響;(4)社群成員之「消費行為」受到社群「滿意度」的正向影響。
Abstract
Virtual community has long been a hot topic in e-commerce that some people even think only virtual community management is the feasible way to develop e-commerce. Therefore, almost all types of websites intend to step into the virtual community management and the websites that completely emphasize on the community has been springing up like mushrooms. The cost for the construction of a virtual community website is not so high like that for any other type of website and the website techniques and commercial model are easy to be imitated and duplicated. So running a virtual website is not difficult, however, how to operate an active and successful virtual community needs not only efforts but also skills.
For a virtual community, the value of community is built on the rich knowledge about community and the accumulation of knowledge about community depends on the knowledge-sharing among community members. Therefore, the promotion of knowledge-sharing behaviors in a community has been an important topic for the community operators.
With social cognitive theory as the core, this research tries to explore the effects of the aspects of environment and individual on the knowledge-sharing behaviors by community members and understand the relationship between the knowledge-sharing behaviors as well as knowledge quality and the satisfaction and consumer behavior in the community.
The results of research can be inducted into following points: 1) the “knowledge-sharing behaviors” by the virtual community is primarily and positively affected by the “identification-based trust”, the “self-efficacy of members”, the “expectation of personal results” and the “expectation of community related results”; 2) the “self-efficacy of knowledge-sharing” by community members is positively affected by the “identification-based trust”; 3) the “satisfaction” of the community members is positively affected by the “knowledge-sharing behaviors”, the “knowledge quality”; 4) the “consumer behavior” by the community members is positively affected by the “satisfaction” of the community.
目次 Table of Contents
摘要 I
ABSTRACT II
目錄 IV
圖目錄 VI
表目錄 VII
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、論文架構與研究流程 4
第二章 文獻探討 6
第一節、虛擬社群 6
第二節、社會認知理論 13
第三節、信任 17
第四節、知識品質 24
第五節、知識分享 27
第六節、滿意度 31
第七節、社群滿意度與消費行為之關係 31
第三章 研究方法 35
第一節、研究架構 35
第二節、研究假說 36
第三節、變數說明與衡量方式 36
第五節、資料分析方法 43
第四章 資料分析 46
第一節、描述性統計分析 46
第二節、研究變項之信度分析 51
第三節、因素分析 53
第四節、虛擬社群知識分享之構面相關分析 59
第五節、迴歸分析 61
第六節、人口統計變數對社群滿意度與消費行為之影響 72
第七節、研究假設結果 77
第五章 結論與建議 78
第一節、結論 78
第二節、管理意涵 81
第三節、研究限制 82
第四節、未來建議與方向 83
參考文獻 84
中文部份 84
英文部份 84
網站部分 91
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