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題名 社群網站轉換行為模式初探
The Model of Switching Behavior on Social Networking Sites: An Exploratory Research
作者 賴冠陵
貢獻者 張郁敏
賴冠陵
關鍵詞 社群網站
轉換行為
轉換意圖
社群媒體
Facebook
Google+
social networking sites
switching behavior
switching intention
social media
Facebook
Google+
日期 2011
上傳時間 1-Nov-2012 13:45:33 (UTC+8)
摘要 網路使用者對社群網站的依賴日漸加深，同時，使用者卻在不同社群服務供應商之間不斷轉換，綜觀過去研究，多著眼於服務供應商與使用者的關係，有鑑於此，本研究欲探討影響社群網站消長的主要因素，進而修正既有轉換行為模式，發展社群網站轉換行為模式。本研究收集667份有效問卷，以鎖定效應(包括轉換態度、主觀規範、轉換成本、過去轉換行為、多方尋找傾向)、品質、易用度、個人化、網站形象、滿意度、涉入度、使用頻率、互動頻率為自變項，轉換意圖為中介變項，轉換行為為應變項，研究結果發現鎖定效應能有效預測社群網站轉換意圖與轉換行為，轉換意圖正向影響轉換行為，進一步發現個人化、網站形象、涉入度、網站使用頻率會直接影響轉換行為，並根據社群網站的特性，將轉換成本重新分類，以供未來社群相關研究參考。
This research was done to study the switching behaviors of social networking sites users. Data was obtained via an empirical survey of 667 social networking sites users. The findings of this study indicate that mooring effects(including attitudes toward switching, subjective norms, switching costs, and variety-seeking tendencies)
     appears to have a stronger influence both on user’s switching intentions and switching behaviors, and a positive relationship between switching intentions and switching behaviors. Furthermore, the personalization, website image, involvement and frequency of use have direct influence on switching behaviors. According to the
     characteristics of social networking sites, this study classifies the categories of switching costs for further research.
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     李宜穆(2011b，2011/11/24)。〈Facebook 將在即時動態中打廣告〉，
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     張翊宏(2006)。《MMORPG 玩家遊戲轉換因素之研究—家以人口遷徙PPM 模
     型探討之》，東吳大學企業管理研究所碩士論文。
     戚栩僊(2010)。〈社群網站使用與社群媒體行銷使用者反應-以《Facebook》廣告與虛擬品牌社群為例〉，《數位創世紀研討會》，台北。
     陳品先(2010，2010-08-03)。〈Google：搜尋引擎時代將結束〉，
     http://www.bnext.com.tw/article/view/cid/0/id/15692
     陳品先(2011，2011/4/27)。〈不敵Facebook，Friendster 將棄守社群媒體市場〉，
     http://www.bnext.com.tw/article/view/cid/0/id/18176
     陳禹辰、尚榮安、簡嘉信(2008)。〈網路消費者再購意圖之研究：轉換成本觀點之分析〉[A Study of On-line Consumers` Behaviroal Repurchase Intention: An Analysis from Switching Cost Perpsective]，《電子商務學報》，10(2)，465-490。
     創市際(2009，2009/5/20)。〈[ARO 觀察]美國地區MySpace 的不重複用者數量被Facebook 超越〉，
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     創市際(2011)。〈ARO 觀察-社群服務發展概況〉，《創市際月刊報告書》，
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     蕭文龍、郭庭伊(2010)。〈部落客持續使用部落格之研究：以整合期望確認、科技接受模式和個人因素觀點探討〉[An Empirical Study of Bloggers` Continuous Usage in Blogs: Prospects from an Integrated Model of ECT, TAM and Personal Factors]，《電子商務學報》，12(2)，221-249。
     羅之盈(2012，2012/4/19)。〈Google+強推專頁功能，五月天衝響第一砲〉，http://www.bnext.com.tw/article/view/cid/0/id/22900
     
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     Bansal, H. S., & Taylor, S. F. (1999). The Service-Provider Switching Model(SPSM): A Model of Consumer Switching Behavior in the Services Industry.Journal of Service Research, 2(2), 200-218.
     Bansal, H. S., Taylor, S. F., & James, Y. S.(2005). "Migrating" to new service providers: Toward a unifying framework of consumers` switching behaviors.
     [Review]. Journal of the Academy of Marketing Science, 33(1), 96-115. doi:10.1177/0092070304267928
     Barnes, S. B. (2006). An evaluation of identity-sharing behavior in social network communities. First Monday, 11(9), 11-15.
     Baron, R. M., & Kenny, D. A. (1986). The moderator mediator variable distinction in social psychological research- conceptual, strategic,and statistical considerations. [Article]. Journal of Personality and Social Psychology, 51(6),1173-1182. doi: 10.1037/0022-3514.51.6.1173
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     Gomez, J., & Maicas, J. P. (2011). Do switching costs mediate the relationship between entry timing and performance? [Article]. Strategic Management Journal, 32(12), 1251-+. doi: 10.1002/smj.931
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     Hsiao, K. L. (2011). Why internet users are willing to pay for social networking services. [Article]. Online Information Review, 35(5), 770-788. doi: 10.1108/14684521111176499
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描述 碩士
國立政治大學
廣告研究所
98452009
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098452009
資料類型 thesis
dc.contributor.advisor 張郁敏zh_TW
dc.contributor.author (Authors) 賴冠陵zh_TW
dc.creator (作者) 賴冠陵zh_TW
dc.date (日期) 2011en_US
dc.date.accessioned 1-Nov-2012 13:45:33 (UTC+8)-
dc.date.available 1-Nov-2012 13:45:33 (UTC+8)-
dc.date.issued (上傳時間) 1-Nov-2012 13:45:33 (UTC+8)-
dc.identifier (Other Identifiers) G0098452009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/55100-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 98452009zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 網路使用者對社群網站的依賴日漸加深，同時，使用者卻在不同社群服務供應商之間不斷轉換，綜觀過去研究，多著眼於服務供應商與使用者的關係，有鑑於此，本研究欲探討影響社群網站消長的主要因素，進而修正既有轉換行為模式，發展社群網站轉換行為模式。本研究收集667份有效問卷，以鎖定效應(包括轉換態度、主觀規範、轉換成本、過去轉換行為、多方尋找傾向)、品質、易用度、個人化、網站形象、滿意度、涉入度、使用頻率、互動頻率為自變項，轉換意圖為中介變項，轉換行為為應變項，研究結果發現鎖定效應能有效預測社群網站轉換意圖與轉換行為，轉換意圖正向影響轉換行為，進一步發現個人化、網站形象、涉入度、網站使用頻率會直接影響轉換行為，並根據社群網站的特性，將轉換成本重新分類，以供未來社群相關研究參考。zh_TW
dc.description.abstract (摘要) This research was done to study the switching behaviors of social networking sites users. Data was obtained via an empirical survey of 667 social networking sites users. The findings of this study indicate that mooring effects(including attitudes toward switching, subjective norms, switching costs, and variety-seeking tendencies)
     appears to have a stronger influence both on user’s switching intentions and switching behaviors, and a positive relationship between switching intentions and switching behaviors. Furthermore, the personalization, website image, involvement and frequency of use have direct influence on switching behaviors. According to the
     characteristics of social networking sites, this study classifies the categories of switching costs for further research.		en_US
dc.description.tableofcontents 第壹章、緒論 1
     第一節、研究背景 1
     第二節、研究目的 6
     第貳章、文獻探討 7
     第一節、社群網站定義與相關研究 7
     第二節、轉換行為與模式 9
     一、轉換行為定義 9
     二、轉換行為相關模式 9
     第三節、社群網站轉換行為整合模式 16
     第參章、研究方法 20
     第一節、研究架構、研究問題與假設 20
     第二節、研究母體與抽樣方法 22
     第三節、問卷設計 22
     第四節、變項測量 23
     第肆章、資料分析 27
     第一節、樣本輪廓 27
     第二節、問卷效度與信度 29
     第三節、研究問題與假設檢定 34
     第伍章、討論與建議 39
     第一節、研究發現與討論 39
     第二節、研究建議 42
     參考文獻 44
     
     附錄一：轉換成本歷年來與服務相關研究整理 52
     附錄二：前測說明及受訪者資料 53
     附錄三：正式問卷 55		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098452009en_US
dc.subject (關鍵詞) 社群網站zh_TW
dc.subject (關鍵詞) 轉換行為zh_TW
dc.subject (關鍵詞) 轉換意圖zh_TW
dc.subject (關鍵詞) 社群媒體zh_TW
dc.subject (關鍵詞) Facebookzh_TW
dc.subject (關鍵詞) Google+zh_TW
dc.subject (關鍵詞) social networking sitesen_US
dc.subject (關鍵詞) switching behavioren_US
dc.subject (關鍵詞) switching intentionen_US
dc.subject (關鍵詞) social mediaen_US
dc.subject (關鍵詞) Facebooken_US
dc.subject (關鍵詞) Google+en_US
dc.title (題名) 社群網站轉換行為模式初探zh_TW
dc.title (題名) The Model of Switching Behavior on Social Networking Sites: An Exploratory Researchen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文書目：
     皮世明、葉俐君(2007)。〈基於轉換成本觀點探討部落格平台之顧客保留影響因素〉[The Factors Influencing Customer Retention of Blog: A Perspective of Switching Cost]，《電子商務學報》，9(4)，925-944。
     李宜穆(2011a，2011/10/6)。〈Facebook 用戶規模超越2004 年全球網路用戶〉，http://www.bnext.com.tw/article/view/cid/0/id/20352
     李宜穆(2011b，2011/11/24)。〈Facebook 將在即時動態中打廣告〉，
     http://www.bnext.com.tw/focus/view/cid/103/id/20987/t/1322126266780
     李宜穆(2012，2012/2/24)。〈登出後仍追蹤用戶隱私，Facebook 在美面臨多項訴訟〉，http://www.bnext.com.tw/article/view/cid/145/id/22225
     周文賢(2002)。《多變量統計分析》，臺北市：智勝文化.
     林秀芬、林姒美(2006)。〈網站品質構面對顧客滿意度影響之研究〉，《聖約翰學報》，23，171-188。
     林偉立(2012，2012/1/20)。〈Google+全球用戶突破9000 萬〉，
     http://www.bnext.com.tw/article/view/cid/0/id/21825
     財團法人台灣網路資訊中心(2011)。〈2011 年臺灣寬頻網路使用調查〉，台北。
     張翊宏(2006)。《MMORPG 玩家遊戲轉換因素之研究—家以人口遷徙PPM 模
     型探討之》，東吳大學企業管理研究所碩士論文。
     戚栩僊(2010)。〈社群網站使用與社群媒體行銷使用者反應-以《Facebook》廣告與虛擬品牌社群為例〉，《數位創世紀研討會》，台北。
     陳品先(2010，2010-08-03)。〈Google：搜尋引擎時代將結束〉，
     http://www.bnext.com.tw/article/view/cid/0/id/15692
     陳品先(2011，2011/4/27)。〈不敵Facebook，Friendster 將棄守社群媒體市場〉，
     http://www.bnext.com.tw/article/view/cid/0/id/18176
     陳禹辰、尚榮安、簡嘉信(2008)。〈網路消費者再購意圖之研究：轉換成本觀點之分析〉[A Study of On-line Consumers` Behaviroal Repurchase Intention: An Analysis from Switching Cost Perpsective]，《電子商務學報》，10(2)，465-490。
     創市際(2009，2009/5/20)。〈[ARO 觀察]美國地區MySpace 的不重複用者數量被Facebook 超越〉，
     http://blog.insightxplorer.com/category/aro-%E8%A7%80%E5%AF%9F/
     創市際(2011)。〈ARO 觀察-社群服務發展概況〉，《創市際月刊報告書》，
     2011/7，http://news.ixresearch.com/?p=4299
     新浪網(2011，2011/1/12)。〈紐約時報：MySpace 與Facebook 冰火兩重天〉
     http://finance.sina.com/bg/tech/sinacn/20110112/0436210621.html
     資策會 FIND(2011)。〈2011 年6 月底止台灣上網人口〉，
     http://www.find.org.tw/find/home.aspx?page=many&id=300
     鄒鴻泰、陳家祥(2007)。〈參與虛擬社群因素對忠誠度影響之探討--以網絡書店為例〉，《中華管理評論》，10(4)，22。
     鄭文斌(2006)。〈營銷管理者應對消費者品牌轉換行為六部曲〉
     蕭文龍、郭庭伊(2010)。〈部落客持續使用部落格之研究：以整合期望確認、科技接受模式和個人因素觀點探討〉[An Empirical Study of Bloggers` Continuous Usage in Blogs: Prospects from an Integrated Model of ECT, TAM and Personal Factors]，《電子商務學報》，12(2)，221-249。
     羅之盈(2012，2012/4/19)。〈Google+強推專頁功能，五月天衝響第一砲〉，http://www.bnext.com.tw/article/view/cid/0/id/22900
     
     二、英文書目：
     Acquisti, A., & Gross, R. (2006). Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook. Paper presented at the 6th Workshop on Privacy Enhancing Technologies, Cambridge,UK.
     Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A Three-Component Model of Customer Commitment to Service Providers. Journal of the Academy of Marketing Science, 32(3), 234-250.
     Bansal, H. S., & Taylor, S. F. (1999). The Service-Provider Switching Model(SPSM): A Model of Consumer Switching Behavior in the Services Industry.Journal of Service Research, 2(2), 200-218.
     Bansal, H. S., Taylor, S. F., & James, Y. S.(2005). "Migrating" to new service providers: Toward a unifying framework of consumers` switching behaviors.
     [Review]. Journal of the Academy of Marketing Science, 33(1), 96-115. doi:10.1177/0092070304267928
     Barnes, S. B. (2006). An evaluation of identity-sharing behavior in social network communities. First Monday, 11(9), 11-15.
     Baron, R. M., & Kenny, D. A. (1986). The moderator mediator variable distinction in social psychological research- conceptual, strategic,and statistical considerations. [Article]. Journal of Personality and Social Psychology, 51(6),1173-1182. doi: 10.1037/0022-3514.51.6.1173
     Bauer, H. H., Grether, M., & Leach, M. (2002). Building customer relations over the Internet. [Article]. Industrial Marketing Management, 31(2), 155-163. doi:10.1016/s0019-8501(01)00186-9
     Boyd, D. (2006). Friends, friendsters, and myspace top 8: Writing community into being on social network sites. 11(12). Retrieved from http://www.firstmonday.org/issues/issue11_12/boyd/index.html
     Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. [Article]. Journal of Computer-Mediated Communication, 13(1).
     Brandtzæ g, P. B., & Heim, J. (2008). User loyalty and online communities: why members of online communities are not faithful. Paper presented at the Proceedings of the 2nd international conference on INtelligent TEchnologies for interactive enterTAINment, Cancun, Mexico.
     Burnham, T. A., Frels, J. K., & Mahajan, V. (2003). Consumer switching costs: A typology, antecedents, and consequences. [Article]. Journal of the Academy of Marketing Science, 31(2), 109-126. doi:10.1177/0092070302250897
     Caruana, A. (2004). The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting,Measurement and Analysis for Marketing;, 12(3).
     Chen, P. Y., & Hitt, L. M. (2002). Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the Online
     brokerage industry. [Article]. Information Systems Research, 13(3), 255-274.doi: 10.1287/isre.13.3.255.78
     DataGenetics. (2011). Facebook around the World Retrieved 10/19, 2011, from
     http://www.datagenetics.com/blog/august12011/index.html
     DataGenetics. (2012). Facebook Worldwide Registrations, from
     http://www.datagenetics.com/blog/january22012/index.html
     Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User accetance of computer-technology - a comparison of 2 theoretical-models. [Article].Management Science, 35(8), 982-1003. doi: 10.1287/mnsc.35.8.982
     DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean model of information systems success: a ten-year update. [Article]. Journal of Management Information Systems, 19(4), 9-30.
     Dwyer, C., Hiltz, S. R., & Passerini, K. (2007). Trust and privacy concern within social networking sites: A comparison of Facebook and MySpace. Paper presented at the Americas Conference on Information Systems, Keystone.
     Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook "friends": Social capital and college students` use of online social network sites.[Article]. Journal of Computer-Mediated Communication, 12(4).
     Evans, L. (2010). Social media marketing : strategies for engaging in Facebook,Twitter & other social media: Indianapolis, Ind. : Que, c2010.
     Gartner. (2011, 2011/8/23). Gartner：用戶對社群媒體已出現倦怠Retrieved 10/17, 2011, from http://www.bnext.com.tw/article/view/cid/0/id/19831
     Gomez, J., & Maicas, J. P. (2011). Do switching costs mediate the relationship between entry timing and performance? [Article]. Strategic Management Journal, 32(12), 1251-+. doi: 10.1002/smj.931
     Gross, R., & Acquisti, A. (2005). Information Revelation and Privacy in Online Social Networks. Paper presented at the WPES
     Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992).
     Multivariate Data Analysis (6th ed.).
     Hou, A. C. Y., Chern, C. C., Chen, H. G., & Chen, Y. C. (2011). `Migrating to a new virtual world`: Exploring MMORPG switching through human migration theory. [Article]. Computers in Human Behavior, 27(5), 1892-1903. doi:
     10.1016/j.chb.2011.04.013
     Hsiao, K. L. (2011). Why internet users are willing to pay for social networking services. [Article]. Online Information Review, 35(5), 770-788. doi: 10.1108/14684521111176499
     InternetWorldStats.com. (2011). Internet growth statistics Retrieved 10/17, 2011,from http://www.internetworldstats.com/emarketing.htm
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     Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002). Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes. [Article]. Journal of Business
     Research, 55(6), 441-450. doi: 10.1016/s0148-2963(00)00168-5
     Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes.[Article]. Journal of Service Research, 9(4), 335-355. doi:
     10.1177/1094670507299382
     Juan Pablo Maicas Lopez, Y. P. R., Fco. Javier Sese Olivan. (2006). The Impact of Customer Relationship Characteristics on Customer Switching Behavior: Differences Between Switchers and Stayers. Managing Service Quality, 16(6),
     556-574.
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     Keaveney, S. M., & Parthasarathy, M. (2001). Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors. [Article]. Journal of the Academy of
     Marketing Science, 29(4), 374-390. doi: 10.1177/03079450094225
     Kim, G., Shin, B., & Lee, H. G. (2006). A study of factors that affect user intentions toward email service switching. [Article]. Information & Management, 43(7),884-893. doi: 10.1016/j.im.2006.08.004
     Kim, J., & Lee, J. (2002). Critical design factors for successful e-commerce systems. [Article]. Behaviour & Information Technology, 21(3), 185-199. doi:
     10.1080/0144929021000009054
     Klemperer, P. (1987). Markets with consumer switching costs. [Article]. Quarterly Journal of Economics, 102(2), 375-394. doi: 10.2307/1885068
     Lee, H. Y., Ahn, H., & Han, I. (2007). VCR: Virtual community recommender using the technology acceptance model and the user`s needs type. [Article].Expert Systems with Applications, 33(4), 984-995. doi:10.1016/j.eswa.2006.07.012
     Lipsman, A. (2011, 2011/7/22). Google+ Off to a Fast Start with 20 Million Visitors in 21 Days Retrieved 11/13, 2011, from http://blog.comscore.com/2011/07/googleplus_twenty_million_visitors.html
     McCarthy, C. (2008, 2008/6/20). ComScore: Facebook is beating MySpace worldwide Retrieved 11/12, 2011, from
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     Moon, B. (1995). Paradigms in migration research: Exploring `moorings` as a schema. [Review]. Progress in Human Geography, 19(4), 504-524. doi: 10.1177/030913259501900404
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     Palmer, J. W. (2002). Web site usability, design, and performance metrics.[Review]. Information Systems Research, 13(2), 151-167. doi:10.1287/isre.13.2.151.88
     Ping, R. A. (1993). The effects of satisfacation and structual constraints on retailer exiting, voice, loyalty, opportunism, and neglect. [Article]. Journal of
     Retailing, 69(3), 320-352. doi: 10.1016/0022-4359(93)90010-g
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     Rheingold, H. (1993). The Virtual Community: Finding Commection in a Computerized World: Addison-Wesley Longman Publishing Co., Inc. .
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     Shih, C. (2009). The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff. Boston, MA:Prentice Hall.
     Stutzman, F. (2006). An evaluation of identity-sharing behavior in social network communities. Journal of the International Digital Media and Arts Association, 3(1),
     10–18.
     Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. [Article]. Mis Quarterly,27(3), 425-478.
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     Zauberman, G. (2003). The intertemporal dynamics of consumer lock-in. [Article].Journal of Consumer Research, 30(3), 405-419. doi: 10.1086/378617		zh_TW