| dc.contributor | 資管系 | |
| dc.creator (作者) | 尚孝純 | |
| dc.date (日期) | 2016-09 | |
| dc.date.accessioned | 9-Jun-2026 13:15:24 (UTC+8) | - |
| dc.date.available | 9-Jun-2026 13:15:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 9-Jun-2026 13:15:24 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=182846 | - |
| dc.description.abstract (摘要) | 近年來，社群網路因為使用者的大量參與已逐漸成為生活中不可或缺的一部分。Facebook、Youtube 以及中文的MOBILE01 都是使用者經常使用的社群媒體平台，這些社群網路逐漸改變人們的溝通方式，使用者可以在平台上發表任何想法，並且透過平台與其他使用者溝通。因應社群平台的巨大影響力，許多企業在平台上發表內容以及訊息，期望訊息被許多使用者廣為回應以及分享，在平台上製造社群共鳴效應。本篇研究期望了解社群媒體上的內容如何在社群網路產生共鳴效應，以及如何影響消費者購買意願。應用使用與滿足理論，本研究提出四大假說，分別是內容滿足、社會關係滿足與自我形象滿足可能影響社群共鳴，而社群共鳴較可能影響購買傾向。我們設計准實驗室研究方法，計畫蒐集400 份准實驗使用樣本，執行假說驗證，並分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意涵。期望研究發現提供學術研究一個基石，可以以新的思維分析瞭解社群共鳴發生原因，以及使用者行為滿足指標與管理考量。 | |
| dc.description.abstract (摘要) | Businesses post messages, stories, and experiences on social network sites (SNS) to create a desired impression of their products. This impression is articulated to stimulate social resonance through an open and positive response and create a reality in a customer’s perceived view of the products. However, if a user does not identify with this perceived articulation, his or her intention to purchase the products would be less likely. Accordingly, product messages articulated on the SNS must be designed with proper content and delivered through proper channels. Meanwhile, social resonance is powerful in affecting a user’s image of products and as this resonance expands with iterative enforcement, the user’s buying intention can be strongly altered. To understand the effect of social resonance, this study tries to answers the following questions: (1) what creates user resonance on product articulation on social network sites, and (2) does high product resonance drive increased purchase intention? Using use and gratification theory we build a model to explain user behavior of product articulation resonance in dimensions of content gratification, social relation gratification, and self-presentation gratification. The model is to be tested using a quasi-experimental method. We plan to collect 400 samples and use a structural equation model to analyze the data by using SPSS 21.0 and Smart PLS. Furthermore, we plan to use K-means to partition the sample into two clusters and develop managerial implications by comparing the two sets of samples. It is hoped that the research findings could enhance our understanding of user resonance behavior and provide insights into appealing to social participants for further purchase. | |
| dc.format.extent | 116 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 科技部, MOST104-2410-H004-111, 104.08-105.07 | |
| dc.subject (關鍵詞) | 社群網路; 消費者行為; 使用與滿足; 自我呈現; 共鳴; 購買意願 | |
| dc.subject (關鍵詞) | Social networks; customer behaviors; use and gratification theory; self-presentation; resonance; purchase intention | |
| dc.title (題名) | 社群共鳴對消費意圖影響之研究 | |
| dc.title (題名) | Understanding the Impact of Social Resonance on Purchasing Intention | |
| dc.type (資料類型) | report | |
