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    題名: 虛擬社群中離線體驗對消費行為之影響
    The impact of offline experience on consumer behavior in virtual community
    作者: 劉芙妤
    貢獻者: 洪叔民
    劉芙妤
    關鍵詞: 理性行為理論
    虛擬社群
    網站忠誠度
    離線體驗
    消費意願
    日期: 2010
    上傳時間: 2016-05-09 16:17:15 (UTC+8)
    摘要: 本研究以理性行為理論為研究架構，針對同時提供線上服務結合離線體驗服務特色之社群，探討其使用者之行為信念與態度、主觀規範對消費意願之影響與實際消費行為強度。研究中於行為信念與態度部份，提出網站服務品質、離線體驗、網站滿意度、網站忠誠度等構面；而主觀規範的部份，根據相關學者文獻探討，以虛擬社群之社群意識作為衡量構面；並且以相關研究為基礎，進一步探討社群成員之使用年資對社群意識以及消費意願間關係之影響。

    本研究以愛評網為個案研究對象，針對網站使用者進行一對一訪談，並於該社群網站首頁放置問卷連結邀請網站會員進行填答。共回收 556 份有效問卷，以結構方程模式進行分析，得到以下結論：

    1. 網站服務品質與網站滿意度有正向關係
    2. 網站滿意度與網站忠誠度有正向關係
    3. 網站忠誠度與消費意願間有正向關係
    4. 離線體驗與網站忠誠度有正向關係
    5. 離線體驗與消費意願間有正向關係
    6. 消費意願與實際消費行為強度有正向關係
    7. 使用年資之長短會影響社群意識與消費意願間之關連
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    描述: 碩士
    國立政治大學
    企業管理學系
    97355038
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097355038
    資料類型: thesis
    顯示於類別:[企業管理學系] 學位論文

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