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題名 探討Web2.0網站之互動性、社會臨場感以及心流之關係—以線上唱歌網站之為例
作者 黃惠渝
Huang, Hui Yu
貢獻者 張愛華
Chang, Ai Hwa
黃惠渝
Huang, Hui Yu
關鍵詞 Web 2.0
互動性
社會臨場感
心流
產品涉入程度
日期 2008
上傳時間 11-Sep-2009 16:53:35 (UTC+8)
摘要 隨著網際網路的發展，許多商家紛紛將實體活動移至網路中，藉由網站平台提供服務。然而，網路環境變化快速，近年來Web2.0的概念興起，網路型態從單純讀取，逐漸成為開放與分享的平台，使用者從被動接受訊息的角色，轉換為內容主動提供者並且與之產生互動，許多互動性質強的實體活動，如KTV也漸漸移至網路上進行。在眾多互動性功能的網站中，如何吸引消費者繼續在該網站活動產生顧客忠誠度，即為當前重要的議題。因此本研究之目的在於探討Web 2.0網站環境中，「使用者感受之互動性、社會臨場感與心流程度之關係」、「產品涉入程度的干擾」，以及對「使用者信任態度、滿意度和忠誠度所產生的影響」。
     本研究以實體活動中互動性質強的KTV活動為方向，選擇愛卡拉線上唱歌網站作為研究對象，歸納過去學者的理論架構(Bitner, 1990; Csikszentmihalyi,1975; Lin,2007; Luo,2002; Novak,1996; McKinney et al,2002; Short,1976; Monroe and Guiltinan,1975)，以及深入訪談之結果，提出一整合性架構。最後利用結構方程模式以及一般線性迴歸驗證本研究之假說。本研究結果發現:
     1. 易用性、資訊系統品質以及感受到有用，三項網站服務品質子構念，對互動性及滿意度皆有正面的影響。其中，又以能夠符合消費者實際需求的「感受到有用」對其影響最大。
     2. 互動性包含特性為主動控制、雙向溝通以及回應性，對社會臨場感以及心流皆有正面的影響，其中，又以雙向溝通最具解釋力。
     3. 互動性以及社會臨場感皆對心流有正面的影響，其中，互動性必須透過心流影響使用者信任態度，進而影響其滿意度以及顧客忠誠度。
     4. 產品涉入程度對心流有直接主效果的影響，且對社會臨場感與心流之間有強化作用。但對互動與心流之間的關係無強化的作用。
     關鍵字：Web 2.0、互動性、社會臨場感、心流、產品涉入程度
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描述 碩士
國立政治大學
企業管理研究所
96355043
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0096355043
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.advisor Chang, Ai Hwaen_US
dc.contributor.author (Authors) 黃惠渝zh_TW
dc.contributor.author (Authors) Huang, Hui Yuen_US
dc.creator (作者) 黃惠渝zh_TW
dc.creator (作者) Huang, Hui Yuen_US
dc.date (日期) 2008en_US
dc.date.accessioned 11-Sep-2009 16:53:35 (UTC+8)-
dc.date.available 11-Sep-2009 16:53:35 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:53:35 (UTC+8)-
dc.identifier (Other Identifiers) G0096355043en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29933-
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) 96355043zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 隨著網際網路的發展，許多商家紛紛將實體活動移至網路中，藉由網站平台提供服務。然而，網路環境變化快速，近年來Web2.0的概念興起，網路型態從單純讀取，逐漸成為開放與分享的平台，使用者從被動接受訊息的角色，轉換為內容主動提供者並且與之產生互動，許多互動性質強的實體活動，如KTV也漸漸移至網路上進行。在眾多互動性功能的網站中，如何吸引消費者繼續在該網站活動產生顧客忠誠度，即為當前重要的議題。因此本研究之目的在於探討Web 2.0網站環境中，「使用者感受之互動性、社會臨場感與心流程度之關係」、「產品涉入程度的干擾」，以及對「使用者信任態度、滿意度和忠誠度所產生的影響」。
     本研究以實體活動中互動性質強的KTV活動為方向，選擇愛卡拉線上唱歌網站作為研究對象，歸納過去學者的理論架構(Bitner, 1990; Csikszentmihalyi,1975; Lin,2007; Luo,2002; Novak,1996; McKinney et al,2002; Short,1976; Monroe and Guiltinan,1975)，以及深入訪談之結果，提出一整合性架構。最後利用結構方程模式以及一般線性迴歸驗證本研究之假說。本研究結果發現:
     1. 易用性、資訊系統品質以及感受到有用，三項網站服務品質子構念，對互動性及滿意度皆有正面的影響。其中，又以能夠符合消費者實際需求的「感受到有用」對其影響最大。
     2. 互動性包含特性為主動控制、雙向溝通以及回應性，對社會臨場感以及心流皆有正面的影響，其中，又以雙向溝通最具解釋力。
     3. 互動性以及社會臨場感皆對心流有正面的影響，其中，互動性必須透過心流影響使用者信任態度，進而影響其滿意度以及顧客忠誠度。
     4. 產品涉入程度對心流有直接主效果的影響，且對社會臨場感與心流之間有強化作用。但對互動與心流之間的關係無強化的作用。
     關鍵字：Web 2.0、互動性、社會臨場感、心流、產品涉入程度		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 研究目的與範圍 4
     第三節 研究流程 5
     第二章 文獻探討 8
     第一節 網站服務品質 8
     第二節 互動性 12
     第三節 社會臨場感 17
     第四節 心流 21
     第五節 產品涉入程度 27
     第六節 信任態度 31
     第七節 滿意度 34
     第八節 顧客忠誠度 36
     第三章 研究方法 39
     第一節 研究架構 39
     第二節 研究假設 41
     第三節 研究變數之定義與衡量 49
     第四節 問卷之發展與測試 59
     第五節 抽樣對象與分析方法 63
     第四章 研究結果與討論 72
     第一節 樣本敘述統計分析 72
     第二節 問卷信度與效度分析 77
     第三節 驗證信因素分析 79
     第四節 結構方程式模式分析 87
     第五節 產品涉入程度之干擾作用 100
     第五章 結論與建議 104
     第一節 研究結論 104
     第二節 管理意涵 107
     第三節 研究貢獻 108
     第五節 研究限制 109
     第六節 未來研究方向 110
     參考文獻 111
     表目錄
     表2.2.1.1互動性定義 13
     表2.3.2.1社會臨場感文獻整理 19
     表2.2.3.1心流相關文獻探討表 26
     表2.5.2.1涉入分類表 28
     表3.3.9.1 研究變數衡量問項與來源 56
     表3.3.9.1 研究變數衡量問項與來源(2) 57
     表3.3.9.1 研究變數衡量問項與來源(3) 57
     表3.3.9.1 研究變數衡量問項與來源(4) 58
     表3.4.1.1受訪者資料 60
     表3.4.1.2 新加入衡量線上唱歌涉入程度的形容詞 61
     表3.4.1.3 價格有利性之問項 61
     表3.4.1.4 修正問項 61
     表3.5.1 LISREL評估模式 71
     表 4.1.1.1人口統計變數 73
     表4.1.1.2 研究構念平均數與標準差 76
     表4.1.1.3各研究子構念平均數與標準差 77
     表4.1.1.4愛卡拉網站網友產品涉入程度平均分數及標準差 77
     表4.2.1 信度分析 (N=226) 78
     表4.3.1研究構念所包含之潛在變項 79
     表 4.3.1.1 網站服務品質二階驗證性因素分析配適度評鑑指標 80
     表4.3.1.2互動性二階驗證性因素分析配適度評鑑指標 81
     表4.3.1.3心流二階驗證性因素分析配適度評鑑指標 81
     表4.3.1.4 網站服務品質二階驗證性因素標準化Λ值與T值 82
     表4.3.1.5互動性二階驗證性因素標準化Λ值與T值 82
     表4.3.1.6 心流二階驗證性因素標準化Λ值與T值 83
     表 4.4.2.1 整體模型驗證性因素分析配適度評鑑指標 84
     表4.4.2.2因素構念標準化Λ值與T值 84
     表4.4.2.3因素構念標準化Ψ值與T值 86
     表 4.5.1.1結構方程式模型配適度 89
     表 4.4.2.1 研究模型與新研究模型配適度比較 90
     表4.4.3.1標準化ΛX值與T值 92
     表 4.4.3.2 標準化Γ值與T值 92
     表 4.4.3.3標準化Β值與T值 93
     表 4.4.3 假說檢定結果彙整表 95
     表 4.4.4.1 外生潛在變項對內生潛在變項之直接效果與間接效果 96
     表 4.4.4.2 內生潛在變項對內生潛在變項之直接效果與間接效果 97
     表4.5.1.1迴歸係數分析表 101
     表4.5.1.2 迴歸分析模型直接彙表 101
     表4.5.2.1.迴歸係數分析表 102
     表4.5.2.2 迴歸分析模型直接彙表 102
     表 4.5.2.3假說檢定結果 103
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     
     圖目錄
     圖1.1.1台灣經常上網人口成長情況 2
     圖1.3.1 研究流程 7
     圖2.1.1.1知覺服務品質決定因素 9
     圖2.2.1.1傳統大眾傳播與人際互動模式 12
     圖2.2.1.2人際透過電腦為媒介的溝通模式 14
     圖2.2.1.3中介型溝通模式 15
     圖2.2.1.4電腦為媒介的多方溝通模式 16
     圖2.3.1.1 社會臨場感之層級 18
     圖2.4.2.1心流在人與電腦之間互動的模型 24
     圖2.4.2.2線上消費者經驗的心流概念模型 25
     圖2.5.2.1 涉入構面分析圖 29
     圖2.8.2.1美國顧客滿意度指標 37
     圖2.8.2.2歐洲顧客滿意度指標 38
     圖3.1.1 架構圖 40
     圖3.4.1問卷發展流程圖 59
     圖3.5.3.1 愛卡拉首頁功能 64
     圖3.5.3.2愛卡拉網站各網友上傳之歌曲分享 65
     圖3.5.3.3 愛卡拉網站新增網友互動交友功能 65
     圖3.5.3.3愛卡拉網友互動功能 66
     圖3.5.3.4 愛卡拉會員可選擇贈送給網友的禮物窩 66
     圖 4.4.1結構方程式參數路徑圖 88
     圖4.4.3.1本研究觀念架構檢定結果 94
     圖4.4.4.1 結構方程式參數估計結果 99		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0096355043en_US
dc.subject (關鍵詞) Web 2.0zh_TW
dc.subject (關鍵詞) 互動性zh_TW
dc.subject (關鍵詞) 社會臨場感zh_TW
dc.subject (關鍵詞) 心流zh_TW
dc.subject (關鍵詞) 產品涉入程度zh_TW
dc.title (題名) 探討Web2.0網站之互動性、社會臨場感以及心流之關係—以線上唱歌網站之為例zh_TW
dc.type (資料類型) thesisen
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