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題名 專業性社交媒體網站之探討
Investigation of the professional social media
作者 陳毅
Chen, Yi
貢獻者 蔡瑞煌
陳毅
Chen, Yi
關鍵詞 社交媒體網站
虛擬社群
服務設計
滿意度
social media sites
virtual communities
service design
satisfaction
日期 2014
上傳時間 3-Feb-2015 10:18:48 (UTC+8)
摘要 在社交媒體(social media)網站如雨後春筍般出現的時代，作者以觀察「大型社交媒體的高滲透率，以及媒體由服務、迎合大多數人的喜好的型態，演進為提供更加貼近各專業領域的服務型態的現象」出發，選定籃球為本研究之專業領域，藉由開發專注於籃球領域的社交媒體網站---Basketball Addiction來了解使用者是否能如作者觀察媒體的演進般，社交媒體網站也會有更加貼近各專業領域的服務型態出現，而使用者在使用這樣的網站時能得到滿足，持續使用，甚至推薦給朋友。


在經過本研究問卷調查後，利用統計分析軟體PLS(Partial Least Squares)進行模型的分析，Bootstrapping進行假說的顯著性檢定。結果顯示，專注於特定領域的社交媒體網站在未來是有存在的可能的，Fulfillment構面的調查結果也顯示Basketball Addiction的確能滿足使用者「社交」及「專業」的期待。
In the era of social media sites have sprung up, the author observed, "large-scale high penetration of social media and the phenomenon of the media have made services to cater to most people`s favorite patterns evolved to provide more services closer to the various professional fields patterns. Select basketball as this research professional fields. Through the development of social media sites which focus on basketball professional fields --- Basketball Addiction to understand whether the social media sites can follow the evolution of media, such as like, there will be more social media sites provide professional services. In addition, author also wonder that whether users in the use of such sites can be satisfied, continuous use, and even recommend it to friends.
After the survey, author uses PLS (Partial Least Squares) to analyze and verify the model’s reliability and validity, Bootstrapping to make significant analysis. The results show, social media sites which focus on specific fields can exist is possible. Also, the results of the latent variable --- Fulfillment show that Basketball Addiction indeed allows users to have to meet the expectations, "social" and "professional" in.
參考文獻 1. 王熙哲、丁耀民 (2008)．人際關係網路對虛擬社群使用意願的影響．中華民過資訊管理學報，5(1)，53-72。
2. 李蔡彥、鄭宇君 (2011)．資訊科技與新媒體研究之發展．傳播研究與實踐，1(1)，75-81。
3. 林振春 (1995)．凝聚社區意識，建構社區文化．社區發展季刊，69，25-39。
4. 徐鈺瀅 (2007)．改良有界信心模型探討大眾媒體與小眾媒體對於意見動態的影響．新竹：國立交通大學。
5. 徐嘉適 (2012)．使用Drupal7架站的12堂課．台北：基峰資訊股份有限公司。
6. 張原誠 (2012)．虛擬社群意識與社群忠誠度對持續使用行為及推薦傾向影響之研究---以Facebook 為例．創新與管理，9(4)，85-111。
7. 黃厚銘 (2001)．虛擬社區中的身份認同與信任．台北：國立台灣大學社會所博士論文。
8. 廖鐿鈤 (2001)．虛擬社區凝聚力的初探．資訊社會研究，1，57-83。
9. 翟本瑞 (2011)．從社區、虛擬社區到社會網絡網站：社會理論的變遷．資訊社會研究，21，1-31。
10. 鄭宇涵、邵于玲 (2006)．蕃薯藤運動網線上服務品質分析．大專體育學刊，8(3)，39-50。
11. Anderson, E. W., Fornell, C., Lehmann, D. R. (1994). Customer Satisfaction, Market Share and Profitability: Findings from Sweden. Journal of Marketing, 58(2), 53-66.
12. Armstrong, A. G., Hagel, III, J. (1997). Net Gain: Expanding Markets Through Virtual Communities, McKinsey & Company.
13. Berthon, P., Pitt, L., McCarthy, I., Kates, S. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1), 39-47.
14. Bharati, P., Chaudhury, A. (2004). An Empirical Investigation of Decision-Making Satisfaction in Web-based Decision Support Systems. Decision Support Systems, 37(2), 187-197。
15. Boyd, D., Ellison, N. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer Mediated Communication, 13(1), 210-230.
16. Catholic Press Association. Using social media: Best practices. Retrieved November 5, 2010, http://www.catholicpress.org/?page=SocialMediaWebinar
17. Chiu, C.M., Hsu M.H., Wang E. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
18. Coleman J.S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, 95-120
19. Fornell C., Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, 18, 39–50.
20. Goffman, E. (1959). The presentation of self in everyday life. New York: Doubleday Anchor Books.
21. Hair, J.F., Anderson, R.E. (2010). Multivariate Data Analysis, Prentice Hall, Upper Saddle River, New Jersey, US.
22. Hof R., S. Browder, P. Elstrom. (1997). Internet communities-forget surfers. A new class of netizen is settling right. Business Week, 5, 38–45.
23. Kaplan, A., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
24. Kietzmann J. H., Hermkens K., McCarthy I. P., Silvestre B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251.
25. Lee, J., Graefe, A. R., Burns, R. C. (2004). Service Quality, Satisfaction, and　Behavioral Intention among Forest Visitors. Journal of Travel & Tourism　Marketing, 17(1), 73-82.
26. Loiacono, E.T. (2000). WebQual: a Web site quality instrument. (Unpublished doctoral thesis). University of Georgia, Athens, GA.
27. Madway, G. (2010, September 14). Twitter remakes website, adds new features. Retrieved November 5, 2010, http://www.reuters.com/article/idUSN1411135520100915
28. McKinney, V., Yoon, K., Zahedi, F.M. (2002). The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach. Information Systems Research, 13(3), 296-315.
29. Nahapiet J., S. Ghoshal. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242–266.
30. Oliver,R L. (1977). Effect of expectation and disconfirmation on post exposure product evaluation-An alternative interpretation. Journal of Applied Psychology, 49(4), 480-486.
31. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4),460-469.
32. Parasuraman, A. Zeithaml, V.A, Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (3 (February)), 213–233.
33. Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1991). Refinement and　Reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450.
34. Parasuraman, A., Zeithaml, V.A., Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
35. Rheingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier. Reading. MA: Addison-Wesley Publishing Co.
36. Rust, R., Varki, S. (1996). Rising from the Ashes of Advertising. Journal of Business Research, 37(3), 173-181.
37. Saeed, K.A., Hwang, Y., Yi, M.Y. (2003). Toward an Integrative Framework for Online Consumer Behavior Research: A Meta-Analysis Approach. Journal of End User Computing, 15(4), 1-26。
38. Short, J., Williams, E., Christie, B. (1976). The social psychology of telecommunications. Hoboken, NJ: John Wiley & Sons, Ltd.
39. Urbach, N., Ahlemann, F. (2010). Structural Equation Modeling in Information Systems Research Using Partial Least Squares. JITTA: Journal of Information Technology Theory and Application 11(2) , 5-39.
40. Wang, Y, Q., Fesenmaier, D.R. (2002). Defining the Virtual Tourist Community: Implications for Tourism Marketing. Tourism Management, 23, 407-417.
41. Wasko, M. M., Faraj S. (2005). Why should I shared? Examining Social Capital and Knowledge Contribution in Electronic Networks of practice. MIS Quarterly, 29(1), 35-37.
42. Weber, T. (2010, October 3). Why companies watch your every Facebook, YouTube, Twitter move. Retrieved November 5, 2010, http://www.bbc.co.uk/news/business-11450923
43. Wellman B., A. Quan-Haase, J. Witte, K.N. Hampton. (2001). Does the Internet increase, decrease, or supplement social capital? Social networks, participation, and community commitment. American Behavioral Scientist, 45(3), 437–456.
44. Zeithaml, V.A., Parasuraman, A., Malhotra, A. (2000). E‐service quality: definition, dimensions and conceptual model. Marketing Science Institute Working Paper Series, Cambridge, MA.
45. Zeithaml, V.A., Parasuraman, A., Malhotra, A. (2002). An empirical examination of the service quality‐value‐loyalty chain in an electronic channel. Working Paper, University of North Carolina, Chapel Hill, NC.
描述 碩士
國立政治大學
資訊管理研究所
101356021
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013560211
資料類型 thesis
dc.contributor.advisor 蔡瑞煌zh_TW
dc.contributor.author (Authors) 陳毅zh_TW
dc.contributor.author (Authors) Chen, Yien_US
dc.creator (作者) 陳毅zh_TW
dc.creator (作者) Chen, Yien_US
dc.date (日期) 2014en_US
dc.date.accessioned 3-Feb-2015 10:18:48 (UTC+8)-
dc.date.available 3-Feb-2015 10:18:48 (UTC+8)-
dc.date.issued (上傳時間) 3-Feb-2015 10:18:48 (UTC+8)-
dc.identifier (Other Identifiers) G1013560211en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/73241-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356021zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 在社交媒體(social media)網站如雨後春筍般出現的時代，作者以觀察「大型社交媒體的高滲透率，以及媒體由服務、迎合大多數人的喜好的型態，演進為提供更加貼近各專業領域的服務型態的現象」出發，選定籃球為本研究之專業領域，藉由開發專注於籃球領域的社交媒體網站---Basketball Addiction來了解使用者是否能如作者觀察媒體的演進般，社交媒體網站也會有更加貼近各專業領域的服務型態出現，而使用者在使用這樣的網站時能得到滿足，持續使用，甚至推薦給朋友。


在經過本研究問卷調查後，利用統計分析軟體PLS(Partial Least Squares)進行模型的分析，Bootstrapping進行假說的顯著性檢定。結果顯示，專注於特定領域的社交媒體網站在未來是有存在的可能的，Fulfillment構面的調查結果也顯示Basketball Addiction的確能滿足使用者「社交」及「專業」的期待。		zh_TW
dc.description.abstract (摘要) In the era of social media sites have sprung up, the author observed, "large-scale high penetration of social media and the phenomenon of the media have made services to cater to most people`s favorite patterns evolved to provide more services closer to the various professional fields patterns. Select basketball as this research professional fields. Through the development of social media sites which focus on basketball professional fields --- Basketball Addiction to understand whether the social media sites can follow the evolution of media, such as like, there will be more social media sites provide professional services. In addition, author also wonder that whether users in the use of such sites can be satisfied, continuous use, and even recommend it to friends.
After the survey, author uses PLS (Partial Least Squares) to analyze and verify the model’s reliability and validity, Bootstrapping to make significant analysis. The results show, social media sites which focus on specific fields can exist is possible. Also, the results of the latent variable --- Fulfillment show that Basketball Addiction indeed allows users to have to meet the expectations, "social" and "professional" in.		en_US
dc.description.tableofcontents 第一章 緒論 1
一、 研究背景與動機 1
二、 研究目的 4
三、 論文架構 5
第二章 文獻探討 7
一、 社交媒體(SOCIAL MEDIA) 7
1. 社交媒體的生態 7
2. 社交媒體的七大功能模塊 8
3. 社交媒體與Web 2.0 9
4. 社交「媒體」 11
5. 虛擬社區的兩大分類 11
二、 虛擬社群(VIRTUAL COMMUNITY) 13
1. 網路與虛擬世界 13
2. 虛擬社群 14
3. 虛擬社群中的知識分享行為 15
三、 專業領域---籃球 16
1. 籃球運動起源及介紹 16
2. 籃球比賽中的數據及其重要性 16
四、 球員表現衡量指標 20
1. EFF值 20
2. PIE(Player Impact Estimate) 21
3. GmSc(Game Score) 22
五、 服務品質與SERVQUAL 22
1. 服務品質 22
2. SERVQUAL 23
六、 文獻回顧小結 24
第三章 研究方法 25
一、 研究假說及問卷設計 25
二、 分析方法 27
三、 研究對象 27
四、 調查時間 27
五、 本網站功能面之服務 28
六、 與其他籃球社交媒體網站之差異 30
1. 圓球城市 30
2. 虎撲體育 31
3. Facebook社團 32
七、 系統設計與開發 33
1. 服務特色 33
2. 系統開發 33
3. 網站介面介紹 34
第四章 資料分析與研究結果 38
一、 受訪者資料分析 38
二、 研究過程與結果 39
三、 研究假設之驗證與討論 50
1. H1：系統穩定度對使用者整體滿意度有顯著正向的影響 50
2. H2：介面易用度對使用者整體滿意度有顯著正向的影響 50
3. H3：使用者對本研究之功能設計對滿意度有顯著正向的影響 51
4. H4：滿意度正向影響忠誠度 52
第五章 討論與結論 53
一、 結論 53
二、 研究限制 54
三、 討論與建議 55
四、 未來發展方向 55
參考文獻 56
附錄1 61		zh_TW
dc.format.extent 1994543 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1013560211en_US
dc.subject (關鍵詞) 社交媒體網站zh_TW
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 服務設計zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) social media sitesen_US
dc.subject (關鍵詞) virtual communitiesen_US
dc.subject (關鍵詞) service designen_US
dc.subject (關鍵詞) satisfactionen_US
dc.title (題名) 專業性社交媒體網站之探討zh_TW
dc.title (題名) Investigation of the professional social mediaen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. 王熙哲、丁耀民 (2008)．人際關係網路對虛擬社群使用意願的影響．中華民過資訊管理學報，5(1)，53-72。
2. 李蔡彥、鄭宇君 (2011)．資訊科技與新媒體研究之發展．傳播研究與實踐，1(1)，75-81。
3. 林振春 (1995)．凝聚社區意識，建構社區文化．社區發展季刊，69，25-39。
4. 徐鈺瀅 (2007)．改良有界信心模型探討大眾媒體與小眾媒體對於意見動態的影響．新竹：國立交通大學。
5. 徐嘉適 (2012)．使用Drupal7架站的12堂課．台北：基峰資訊股份有限公司。
6. 張原誠 (2012)．虛擬社群意識與社群忠誠度對持續使用行為及推薦傾向影響之研究---以Facebook 為例．創新與管理，9(4)，85-111。
7. 黃厚銘 (2001)．虛擬社區中的身份認同與信任．台北：國立台灣大學社會所博士論文。
8. 廖鐿鈤 (2001)．虛擬社區凝聚力的初探．資訊社會研究，1，57-83。
9. 翟本瑞 (2011)．從社區、虛擬社區到社會網絡網站：社會理論的變遷．資訊社會研究，21，1-31。
10. 鄭宇涵、邵于玲 (2006)．蕃薯藤運動網線上服務品質分析．大專體育學刊，8(3)，39-50。
11. Anderson, E. W., Fornell, C., Lehmann, D. R. (1994). Customer Satisfaction, Market Share and Profitability: Findings from Sweden. Journal of Marketing, 58(2), 53-66.
12. Armstrong, A. G., Hagel, III, J. (1997). Net Gain: Expanding Markets Through Virtual Communities, McKinsey & Company.
13. Berthon, P., Pitt, L., McCarthy, I., Kates, S. (2007). When customers get clever: Managerial approaches to dealing with creative consumers. Business Horizons, 50(1), 39-47.
14. Bharati, P., Chaudhury, A. (2004). An Empirical Investigation of Decision-Making Satisfaction in Web-based Decision Support Systems. Decision Support Systems, 37(2), 187-197。
15. Boyd, D., Ellison, N. (2008). Social network sites: Definition, history, and scholarship. Journal of Computer Mediated Communication, 13(1), 210-230.
16. Catholic Press Association. Using social media: Best practices. Retrieved November 5, 2010, http://www.catholicpress.org/?page=SocialMediaWebinar
17. Chiu, C.M., Hsu M.H., Wang E. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
18. Coleman J.S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, 95-120
19. Fornell C., Larcker. (1981). Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, 18, 39–50.
20. Goffman, E. (1959). The presentation of self in everyday life. New York: Doubleday Anchor Books.
21. Hair, J.F., Anderson, R.E. (2010). Multivariate Data Analysis, Prentice Hall, Upper Saddle River, New Jersey, US.
22. Hof R., S. Browder, P. Elstrom. (1997). Internet communities-forget surfers. A new class of netizen is settling right. Business Week, 5, 38–45.
23. Kaplan, A., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68.
24. Kietzmann J. H., Hermkens K., McCarthy I. P., Silvestre B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251.
25. Lee, J., Graefe, A. R., Burns, R. C. (2004). Service Quality, Satisfaction, and　Behavioral Intention among Forest Visitors. Journal of Travel & Tourism　Marketing, 17(1), 73-82.
26. Loiacono, E.T. (2000). WebQual: a Web site quality instrument. (Unpublished doctoral thesis). University of Georgia, Athens, GA.
27. Madway, G. (2010, September 14). Twitter remakes website, adds new features. Retrieved November 5, 2010, http://www.reuters.com/article/idUSN1411135520100915
28. McKinney, V., Yoon, K., Zahedi, F.M. (2002). The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach. Information Systems Research, 13(3), 296-315.
29. Nahapiet J., S. Ghoshal. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242–266.
30. Oliver,R L. (1977). Effect of expectation and disconfirmation on post exposure product evaluation-An alternative interpretation. Journal of Applied Psychology, 49(4), 480-486.
31. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4),460-469.
32. Parasuraman, A. Zeithaml, V.A, Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (3 (February)), 213–233.
33. Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1991). Refinement and　Reassessment of the SERVQUAL Scale. Journal of Retailing, 67(4), 420-450.
34. Parasuraman, A., Zeithaml, V.A., Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
35. Rheingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier. Reading. MA: Addison-Wesley Publishing Co.
36. Rust, R., Varki, S. (1996). Rising from the Ashes of Advertising. Journal of Business Research, 37(3), 173-181.
37. Saeed, K.A., Hwang, Y., Yi, M.Y. (2003). Toward an Integrative Framework for Online Consumer Behavior Research: A Meta-Analysis Approach. Journal of End User Computing, 15(4), 1-26。
38. Short, J., Williams, E., Christie, B. (1976). The social psychology of telecommunications. Hoboken, NJ: John Wiley & Sons, Ltd.
39. Urbach, N., Ahlemann, F. (2010). Structural Equation Modeling in Information Systems Research Using Partial Least Squares. JITTA: Journal of Information Technology Theory and Application 11(2) , 5-39.
40. Wang, Y, Q., Fesenmaier, D.R. (2002). Defining the Virtual Tourist Community: Implications for Tourism Marketing. Tourism Management, 23, 407-417.
41. Wasko, M. M., Faraj S. (2005). Why should I shared? Examining Social Capital and Knowledge Contribution in Electronic Networks of practice. MIS Quarterly, 29(1), 35-37.
42. Weber, T. (2010, October 3). Why companies watch your every Facebook, YouTube, Twitter move. Retrieved November 5, 2010, http://www.bbc.co.uk/news/business-11450923
43. Wellman B., A. Quan-Haase, J. Witte, K.N. Hampton. (2001). Does the Internet increase, decrease, or supplement social capital? Social networks, participation, and community commitment. American Behavioral Scientist, 45(3), 437–456.
44. Zeithaml, V.A., Parasuraman, A., Malhotra, A. (2000). E‐service quality: definition, dimensions and conceptual model. Marketing Science Institute Working Paper Series, Cambridge, MA.
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