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題名 資訊系統成功模式建立網路行銷與虛擬個人品牌之研究
An Explorative Study on the Information System Success Model to Establish Internet Marketing and Virtual Personal Brand
作者 曹聖豪
Tsao, Sheng-Hao
貢獻者 裘錦天<br>袁宇熙
Chyou, Jiin-Tian<br>Yuan, Yu-Hsi
曹聖豪
Tsao, Sheng-Hao
關鍵詞 虛擬個人品牌
資訊系統成功模式
網路行銷
我家網
Virtual personal brand
Information success model
Web marketing
Myhomes
日期 2019
上傳時間 3-Jan-2020 15:53:33 (UTC+8)
摘要 受惠於互聯網的發達，自媒體(we media)成為個人快速竄紅的重要管道，一開始重視個人品牌的經營。在傳統電子商務模式面臨轉型的態勢下，個案網路房仲平臺公司－我家網®，其提出透過資訊系統使用網路行銷創造「虛擬個人品牌」概念，成為創新的商業模式。本研究以「我家網®-個人品牌平臺」的使用者為對象，目的在了解受試者的「虛擬個人品牌」影響模式。研究工具參採Ojo (2017)修改DeLone & McLean (2003) 的資訊系統成功模式編製而成。預試取樣30位進行問卷信度與效度檢核，正式問卷施測得有效樣本401筆。資料分析方法採用描述性統計、差異性分析、相關分析與迴歸分析。分析結果顯示，不同性別組群在研究變項有顯著差異，「系統品質」、「資訊品質」及「服務品質」對「有用性」有顯著正向預測力，「有用性」對「使用滿意度」有顯著正向預測力，「使用滿意度」對「行銷溝通」有顯著正向預測力，「行銷溝通」對「個人效益」及「虛擬個人品牌」有顯著正向預測力。研究支持虛擬個人品牌是重要的趨勢與發展，在未來研究可就研究量表進行修正，透過不同地區或跨國取樣以考驗量表的穩定性，或透過更多的樣本檢定研究模式。此外，研究成果期待能為電子商務平臺及房仲從業人員參考，或在不同在電子商務中產業繼續應用與發展。
The invention of the Internet has influenced the society to unprecedented developments, as individuals starting to focus on building up personal brands, “we media” has come a major channel for growth and publicity. The environment of traditional e-commerce shifts over the years, a real estate platform Myhomes proposed the concept of web marketing through information system to create “virtual personal brand” as a new business model. This study surveys the users of “Myhomes- personal brand platform”, and discovers how they perceive the significance of “virtual personal brand”. The survey tool is composed by Ojo’s (2017) modified from DeLone & McLean’s (2003) study. Pre-test survey collected 30 samples for reliability and validity examination, then 401 validated surveys were collected from Myhomes® users. This study applied descriptive, variance, correlation, and regression for statistical analysis. Moreover, empirical outcomes indicate that gender variable has no significant differences; system quality, information quality and service quality have significant prediction to usefulness; usefulness has significant prediction to user satisfaction; user satisfaction has significant prediction to marketing communication; marketing communication has significant prediction to virtual personal brand. Virtual personal brand was found to be essential for both individuals and future development from this study, and the instrument can be adjusted or improvement for further studies. Further, samples from different regions or cross-county survey test could apply for stability, and larger sample size to test the research model was also suggested. In addition, real estate agents and e-commerce businesses can utilize the results for development directions.
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描述 博士
國立政治大學
資訊管理學系
101356509
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356509
資料類型 thesis
dc.contributor.advisor 裘錦天<br>袁宇熙zh_TW
dc.contributor.advisor Chyou, Jiin-Tian<br>Yuan, Yu-Hsien_US
dc.contributor.author (Authors) 曹聖豪zh_TW
dc.contributor.author (Authors) Tsao, Sheng-Haoen_US
dc.creator (作者) 曹聖豪zh_TW
dc.creator (作者) Tsao, Sheng-Haoen_US
dc.date (日期) 2019en_US
dc.date.accessioned 3-Jan-2020 15:53:33 (UTC+8)-
dc.date.available 3-Jan-2020 15:53:33 (UTC+8)-
dc.date.issued (上傳時間) 3-Jan-2020 15:53:33 (UTC+8)-
dc.identifier (Other Identifiers) G0101356509en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/128109-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 101356509zh_TW
dc.description.abstract (摘要) 受惠於互聯網的發達，自媒體(we media)成為個人快速竄紅的重要管道，一開始重視個人品牌的經營。在傳統電子商務模式面臨轉型的態勢下，個案網路房仲平臺公司－我家網®，其提出透過資訊系統使用網路行銷創造「虛擬個人品牌」概念，成為創新的商業模式。本研究以「我家網®-個人品牌平臺」的使用者為對象，目的在了解受試者的「虛擬個人品牌」影響模式。研究工具參採Ojo (2017)修改DeLone & McLean (2003) 的資訊系統成功模式編製而成。預試取樣30位進行問卷信度與效度檢核，正式問卷施測得有效樣本401筆。資料分析方法採用描述性統計、差異性分析、相關分析與迴歸分析。分析結果顯示，不同性別組群在研究變項有顯著差異，「系統品質」、「資訊品質」及「服務品質」對「有用性」有顯著正向預測力，「有用性」對「使用滿意度」有顯著正向預測力，「使用滿意度」對「行銷溝通」有顯著正向預測力，「行銷溝通」對「個人效益」及「虛擬個人品牌」有顯著正向預測力。研究支持虛擬個人品牌是重要的趨勢與發展，在未來研究可就研究量表進行修正，透過不同地區或跨國取樣以考驗量表的穩定性，或透過更多的樣本檢定研究模式。此外，研究成果期待能為電子商務平臺及房仲從業人員參考，或在不同在電子商務中產業繼續應用與發展。zh_TW
dc.description.abstract (摘要) The invention of the Internet has influenced the society to unprecedented developments, as individuals starting to focus on building up personal brands, “we media” has come a major channel for growth and publicity. The environment of traditional e-commerce shifts over the years, a real estate platform Myhomes proposed the concept of web marketing through information system to create “virtual personal brand” as a new business model. This study surveys the users of “Myhomes- personal brand platform”, and discovers how they perceive the significance of “virtual personal brand”. The survey tool is composed by Ojo’s (2017) modified from DeLone & McLean’s (2003) study. Pre-test survey collected 30 samples for reliability and validity examination, then 401 validated surveys were collected from Myhomes® users. This study applied descriptive, variance, correlation, and regression for statistical analysis. Moreover, empirical outcomes indicate that gender variable has no significant differences; system quality, information quality and service quality have significant prediction to usefulness; usefulness has significant prediction to user satisfaction; user satisfaction has significant prediction to marketing communication; marketing communication has significant prediction to virtual personal brand. Virtual personal brand was found to be essential for both individuals and future development from this study, and the instrument can be adjusted or improvement for further studies. Further, samples from different regions or cross-county survey test could apply for stability, and larger sample size to test the research model was also suggested. In addition, real estate agents and e-commerce businesses can utilize the results for development directions.en_US
dc.description.tableofcontents 致謝詞 II
中文摘要 III
英文摘要 IV
目次 V
表次 VII
圖次 IX
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 11
第四節 研究流程 12
第五節 名詞解釋 13
第二章 文獻探討 15
第一節 電子商務與大數據發展 15
一、電子商務的起源與發展 15
二、電子商務的定義 16
三、大數據的起源 18
四、大數據技術定義 18
第二節 虛擬個人品牌 20
一、虛擬個人品牌 20
二、虛擬個人品牌定義 20
三、相關研究 22
第三節 行銷溝通 24
一、行銷溝通 24
二、行銷溝通定義 24
三、相關研究 25
第四節 資訊系統成功模式 27
一、資訊系統成功模式起源 27
二、資訊系統成功模式定義 27
三、資訊系統成功模式衡量構面 29
四、相關研究 31
第三章 研究方法 32
第一節 研究架構與研究假設 32
一、研究架構 32
二、研究假設 33
第二節 研究對象 34
第三節 研究工具 35
一、問卷之編成 35
二、專家效度 35
三、問卷預試 36
四、內部一致性信度分析 36
五、項目分析 37
第四節 資料分析與處理 39
一、描述性分析 39
二、差異性分析 39
三、相關性分析 39
四、迴歸分析 40
第四章 分析結果與討論 41
第一節 基本資料分析 41
一、受試者基本資料 41
二、研究變項現況分析 43
第二節 問卷信效度分析 46
一、內部一致性信度檢定 46
二、建構效度之檢定 46
第三節 差異性檢定 50
一、兩組群平均數差異之檢定 50
二、性別分組在研究變項平均數之差異性檢定 50
三、不同平臺經驗分組在研究變項平均數之差異性檢定 51
四、多組群平均數差異之檢定 55
第四節 因素間相關性檢定 64
第五節 迴歸模式檢定 65
一、形成性量測模型之檢定 65
二、結構模式評估 66
第五章 結論與建議 69
第一節 研究結論 69
第二節 研究建議 73
參考文獻 75
附錄 85		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356509en_US
dc.subject (關鍵詞) 虛擬個人品牌zh_TW
dc.subject (關鍵詞) 資訊系統成功模式zh_TW
dc.subject (關鍵詞) 網路行銷zh_TW
dc.subject (關鍵詞) 我家網zh_TW
dc.subject (關鍵詞) Virtual personal branden_US
dc.subject (關鍵詞) Information success modelen_US
dc.subject (關鍵詞) Web marketingen_US
dc.subject (關鍵詞) Myhomesen_US
dc.title (題名) 資訊系統成功模式建立網路行銷與虛擬個人品牌之研究zh_TW
dc.title (題名) An Explorative Study on the Information System Success Model to Establish Internet Marketing and Virtual Personal Branden_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU201901308en_US