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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29925
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29925


    Title: 虛擬社群中影響使用者提供網站內容意願與行為強度之要素分析
    Authors: 李威瑤
    Contributors: 洪叔民
    李威瑤
    Keywords: 理性行為理論
    知識分享
    網站服務品質
    Date: 2008
    Issue Date: 2009-09-11 16:52:32 (UTC+8)
    Abstract: 本研究以運用理性行為模式,由知識分享與網站服務品質的角度切入,整合使用者個人心理層面與外在的網站品質兩部分,探討在虛擬社群環境中,影響使用者提供網站內容意願以及行為強度之要素。研究利用問卷調查方式衡量網站服務品質、利他、獎賞、人際關係、名聲、樂趣等構面,並探討前述構面對於網站滿意度、網站忠誠度、提供網站內容意願以及實際提供網站內容行為強度之影響。同時本研究也探討干擾變數在提供內容意願以及實際提供行為間之影響。
    本研究以FunP社群網站中之使用者為研究對象,針對網站使用者進行焦點訪談與一對一深度訪談後,設計本研究架構,並且將研究問卷發放給網站使用者。抽樣方式為便利抽樣,共計回收390分有效問卷,所有樣本以線性結構模式進行分析(LISREL)後,實證結果證明如下述:
    1. 網站服務品質對於網站滿意度有正向影響。
    2. 網站滿意度對網站忠誠度有正向影響。
    3. 網站忠誠度對提供網站內容意願有正向影響。
    4. 利他、名聲、獎賞對於提供網站內容意願有正向影響。
    5. 提供網站內容意願對於實際提供網站內容行為強度有正向影響。
    6. 社群意識越高者,則提供網站內容意願與實際行為強度間關係越強;提供獎賞越豐富,則提供網站內容意願與實際行為強度間關係越強。
    7. 會員於利他與獎賞與提供網站內容意願間有正向關係;非會員於名聲、獎賞與樂趣與提供網站內容意願間有正向關係
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    Description: 碩士
    國立政治大學
    企業管理研究所
    96355027
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096355027
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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