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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 9-May-2016 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
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.author (Authors) 劉芙妤zh_TW
dc.creator (作者) 劉芙妤zh_TW
dc.date (日期) 2010en_US
dc.date.accessioned 9-May-2016 16:17:15 (UTC+8)-
dc.date.available 9-May-2016 16:17:15 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 16:17:15 (UTC+8)-
dc.identifier (Other Identifiers) G0097355038en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95436-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 97355038zh_TW
dc.description.abstract (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		zh_TW
dc.description.tableofcontents 第一章 緒論
第一節 研究背景與動機…………………………………...1
第二節 研究目的…………………………………………...3
第三節 研究範圍…………………………………………...4
第四節 個案公司簡介……………………………....……...5
第五節 研究流程…………………………………………...9
第二章 文獻探討
第一節 虛擬社群與網路口碑……………………....……...10
第二節 網站使用態度……………………………...............20
第三節 消費體驗……………………………………….......28
第四節 理性行為理論……...................................................31
第三章 研究方法
第一節 研究架構…………………………………………...33
第二節 研究變數與假說…………………………………...34
第三節 操作性定義與問卷設計…………………………...38
第四節 問卷前測………………………………………….44
第五節 研究對象與方式………………………………….45
第六節 資料分析方法…………………………………….45
第四章 研究發現
第一節 樣本資料分析…………………………………….48
第二節 信度與效度分析………………………………….53
第三節 驗證性因素分析………………………………….54
第四節 結構方程式分析………………………………….61
第五節 調節效果分析…………………………………….65
第六節 競爭模型比較…………………………………….67
第五章 結論與建議
第一節 研究結論………………………………………….69
第二節 研究貢獻與管理意涵…………………………….71
第三節 研究限制與後續研究建議……………………….73
參考文獻………………………..…………………………74
附錄………………….…………………………………….83

圖目錄
圖1-5-1：研究發展流程 ....................................................9
圖2-1-1：虛擬社群成員發展四階段 ................................14
圖2-7-1：理性行為理論 ....................................................31
圖3-1-1：研究架構 ............................................................33
圖4-1-1：SEM參數模式路徑圖 .........................................45
表目錄
表1-4-1：愛評網大事記 ....................................................5
表1-4-2：愛評網會員分級制度一覽 .................................6
表1-4-3：愛評網營運狀況 .................................................8
表2-1-1：虛擬社群定義 .....................................................11
表3-3-1：網站服務品質問項 .............................................37
表3-3-2：網站滿意度問項 .................................................38
表3-3-3：網站忠誠度問項 .................................................39
表3-3-4：社群意識問項 .....................................................39
表3-3-5：消費體驗問項 .....................................................40
表3-3-6：實際消費行為問項 .............................................41
表3-3-7：實際消費行為強度問項 .....................................42
表3-4-1：前測對象背景 .....................................................44
表3-4-2：先導測試之Cronbach α係數值 .....................44
表3-6-1：Cronbach α 係數合理範圍 ............................47
表3-6-2：LISREL評估模式 ..................................................48
表4-1-1：樣本人口統計資料(N=556) ..............................49
表4-1-2：研究構面平均術語標準差(N=556) ..................51
表4-1-3：研究問項之平均數與標準差(N=556) ...............51
表4-2-1：問卷整體信度分析(N=556) .............................54
表4-3-1：網站服務品質配適度評鑑指標 .........................55
表4-3-2：網站服務品質二階模型因素標準化λ值與t值 .........56
表4-3-3：驗證性因素分析—消費體驗配適度評鑑指標 ........56
表4-3-4：消費體驗二階模型因素標準化λ值與t值 .................57
表4-3-5：潛在變項與觀察變項代號對應表 ..........................58
表4-3-6：驗證性因素分析配適度評鑑指標 .........................58
表4-3-7：各因素構念標準化λ值與t值 ..................................59
表4-3-8：各潛在變項構面收斂效度分析 ..............................60
表4-4-1：SEM模型配適結果 ..................................................61
表4-4-2：標準化λx值與t值 ....................................................62
表4-4-3：標準化λy值與t值 ....................................................62
表4-4-4：標準化γ值與t值 ......................................................63
表4-4-5：標準化β值與t值 ......................................................64
表4-4-6：假說一至七驗證結果 ...............................................64
表4-5-1：會員年資分群比較 ..................................................65
表4-5-2：調節模型配適表 .....................................................66
表4-5-3：年資長短路徑係數相等檢定 ..................................66
表4-5-4：假說八驗證結果 ......................................................66
表4-6-1：本研究模型與競爭模型架構比較 ..........................67
表4-6-2：競爭模型比較結果 ..................................................68		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0097355038en_US
dc.subject (關鍵詞) 理性行為理論zh_TW
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 網站忠誠度zh_TW
dc.subject (關鍵詞) 離線體驗zh_TW
dc.subject (關鍵詞) 消費意願zh_TW
dc.title (題名) 虛擬社群中離線體驗對消費行為之影響zh_TW
dc.title (題名) The impact of offline experience on consumer behavior in virtual communityen_US
dc.type (資料類型) thesisen_US
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