政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/128109

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Title:	資訊系統成功模式建立網路行銷與虛擬個人品牌之研究 An Explorative Study on the Information System Success Model to Establish Internet Marketing and Virtual Personal Brand
Authors:	曹聖豪 Tsao, Sheng-Hao
Contributors:	裘錦天袁宇熙 Chyou, Jiin-Tian Yuan, Yu-Hsi 曹聖豪 Tsao, Sheng-Hao
Keywords:	虛擬個人品牌資訊系統成功模式網路行銷我家網 Virtual personal brand Information success model Web marketing Myhomes
Date:	2019
Issue Date:	2020-01-03 15:53:33 (UTC+8)
Abstract:	受惠於互聯網的發達，自媒體(we media)成為個人快速竄紅的重要管道，一開始重視個人品牌的經營。在傳統電子商務模式面臨轉型的態勢下，個案網路房仲平臺公司－我家網®，其提出透過資訊系統使用網路行銷創造「虛擬個人品牌」概念，成為創新的商業模式。本研究以「我家網®-個人品牌平臺」的使用者為對象，目的在了解受試者的「虛擬個人品牌」影響模式。研究工具參採Ojo (2017)修改DeLone & McLean (2003) 的資訊系統成功模式編製而成。預試取樣30位進行問卷信度與效度檢核，正式問卷施測得有效樣本401筆。資料分析方法採用描述性統計、差異性分析、相關分析與迴歸分析。分析結果顯示，不同性別組群在研究變項有顯著差異，「系統品質」、「資訊品質」及「服務品質」對「有用性」有顯著正向預測力，「有用性」對「使用滿意度」有顯著正向預測力，「使用滿意度」對「行銷溝通」有顯著正向預測力，「行銷溝通」對「個人效益」及「虛擬個人品牌」有顯著正向預測力。研究支持虛擬個人品牌是重要的趨勢與發展，在未來研究可就研究量表進行修正，透過不同地區或跨國取樣以考驗量表的穩定性，或透過更多的樣本檢定研究模式。此外，研究成果期待能為電子商務平臺及房仲從業人員參考，或在不同在電子商務中產業繼續應用與發展。 The invention of the Internet has influenced the society to unprecedented developments, as individuals starting to focus on building up personal brands, “we media” has come a major channel for growth and publicity. The environment of traditional e-commerce shifts over the years, a real estate platform Myhomes proposed the concept of web marketing through information system to create “virtual personal brand” as a new business model. This study surveys the users of “Myhomes- personal brand platform”, and discovers how they perceive the significance of “virtual personal brand”. The survey tool is composed by Ojo’s (2017) modified from DeLone & McLean’s (2003) study. Pre-test survey collected 30 samples for reliability and validity examination, then 401 validated surveys were collected from Myhomes® users. This study applied descriptive, variance, correlation, and regression for statistical analysis. Moreover, empirical outcomes indicate that gender variable has no significant differences; system quality, information quality and service quality have significant prediction to usefulness; usefulness has significant prediction to user satisfaction; user satisfaction has significant prediction to marketing communication; marketing communication has significant prediction to virtual personal brand. Virtual personal brand was found to be essential for both individuals and future development from this study, and the instrument can be adjusted or improvement for further studies. Further, samples from different regions or cross-county survey test could apply for stability, and larger sample size to test the research model was also suggested. In addition, real estate agents and e-commerce businesses can utilize the results for development directions.
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Description:	博士國立政治大學資訊管理學系 101356509
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0101356509
Data Type:	thesis
DOI:	10.6814/NCCU201901308
Appears in Collections:	[Department of MIS] Theses

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