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題名 虛擬社群特性對電子口碑傳播行為影響之研究
作者 陳佩吟
貢獻者 賴士葆<br>林宏遠
陳佩吟
關鍵詞 虛擬社群
虛擬社群特性
電子口碑
日期 2006
上傳時間 11-Sep-2009 16:49:13 (UTC+8)
摘要 近年來由於虛擬社群的出現，為網路世界帶來社會化的現象，虛擬社群將散佈在世界各地的人類聚集起來，形成他們共同的社群，這其中的變化是一種創新，本研究便是著眼於這個成長而創新的現象－虛擬社群－進行探討。
      本研究欲探討影響虛擬社群意識的前置因素，即虛擬社群特性。綜合虛擬社群相關文獻，本研究將虛擬社群特性的構面分為：社會化臨場感、娛樂性與創新性；虛擬社群意識的構面為：會員身份、影響力與心流體驗。虛擬社群意識會受到意指成員對於社群以及其他成員的感覺，會受到該虛擬社群所俱有的特性所影響；此外，本研究欲探討虛擬社群意識與電子口碑傳播行為間的關係，有強烈社群意識的成員，是否較願意且主動的在線上與其他人分享資訊呢？
     　　本研究探討虛擬社群特性所包含的構面，以及社群特性與虛擬社群意識間的關係，最後再探討虛擬社群意識與電子口碑傳播行為間的關係。研究對象為參與虛擬社群的成員，有效樣本為238份問卷，以Lisrel線性結構方程模式分析。
     　　研究結果顯示：
     1.社會化臨場感能正向影響會員身份、影響力與心流體驗
     2.娛樂性能正向影響會員身份
     3.創新性能正向影響心流體驗
     4.影響力能正向影響電子口碑傳播行為
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描述 碩士
國立政治大學
企業管理研究所
94355058
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094355058
資料類型 thesis
dc.contributor.advisor 賴士葆<br>林宏遠zh_TW
dc.contributor.author (Authors) 陳佩吟zh_TW
dc.creator (作者) 陳佩吟zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 11-Sep-2009 16:49:13 (UTC+8)-
dc.date.available 11-Sep-2009 16:49:13 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:49:13 (UTC+8)-
dc.identifier (Other Identifiers) G0094355058en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29897-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 94355058zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 近年來由於虛擬社群的出現，為網路世界帶來社會化的現象，虛擬社群將散佈在世界各地的人類聚集起來，形成他們共同的社群，這其中的變化是一種創新，本研究便是著眼於這個成長而創新的現象－虛擬社群－進行探討。
      本研究欲探討影響虛擬社群意識的前置因素，即虛擬社群特性。綜合虛擬社群相關文獻，本研究將虛擬社群特性的構面分為：社會化臨場感、娛樂性與創新性；虛擬社群意識的構面為：會員身份、影響力與心流體驗。虛擬社群意識會受到意指成員對於社群以及其他成員的感覺，會受到該虛擬社群所俱有的特性所影響；此外，本研究欲探討虛擬社群意識與電子口碑傳播行為間的關係，有強烈社群意識的成員，是否較願意且主動的在線上與其他人分享資訊呢？
     　　本研究探討虛擬社群特性所包含的構面，以及社群特性與虛擬社群意識間的關係，最後再探討虛擬社群意識與電子口碑傳播行為間的關係。研究對象為參與虛擬社群的成員，有效樣本為238份問卷，以Lisrel線性結構方程模式分析。
     　　研究結果顯示：
     1.社會化臨場感能正向影響會員身份、影響力與心流體驗
     2.娛樂性能正向影響會員身份
     3.創新性能正向影響心流體驗
     4.影響力能正向影響電子口碑傳播行為		zh_TW
dc.description.tableofcontents 第一章　緒論………………………………………………………………………1
     第一節 研究背景與動機………………………………………1
     第二節 研究問題與目的………………………………………3
     第三節 研究範圍與限制………………………………………4
     第四節 研究流程………………………………………………6
     第二章　 文獻探討………………………………………………………7
     第一節 社群與虛擬社群…………………………………………7
     第二節 虛擬社群特性……………………………………………19
     第三節 社群意識與虛擬社群意識………………………………27
     第四節 電子口碑…………………………………………………34
     第五節 各變數間關係……………………………………………41
     第三章　 研究方法………………………………………………………45
     第一節 研究架構………………………………………………45
     第二節 研究假說………………………………………………47
     第三節 變數衡量與問卷設計……………………………………51
     第四節 資料收集…………………………………………………57
     第五節 資料分析方法……………………………………………59
     第四章　 研究結果………………………………………………………60
     第一節 樣本結構……………………………………………………60
     第二節 信度與效度分析……………………………………………67
     第三節 整體概念模型………………………………………………72
     第四節 假說驗證……………………………………………………75
     第五節 實證結果……………………………………………………77
     第五章 結論與建議………………………………………………………79
     第一節 研究結論…………………………………………………79
     第二節 理論與實務意涵…………………………………………84
     第三節 後續研究建議……………………………………………88
     參考文獻…………………………………………………………………………90
     中文文獻……………………………………………………………………90
     英文文獻……………………………………………………………………91
     附錄一　前測問卷…………………………………………………………102
     附錄二　正式問卷………………………………………………………107
     附錄三　受訪者所填答之虛擬社群……………………………………112		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094355058en_US
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 虛擬社群特性zh_TW
dc.subject (關鍵詞) 電子口碑zh_TW
dc.title (題名) 虛擬社群特性對電子口碑傳播行為影響之研究zh_TW
dc.type (資料類型) thesisen
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