| dc.contributor.advisor | 洪叔民 | zh_TW |
| dc.contributor.author (Authors) | 李威瑤 | zh_TW |
| dc.creator (作者) | 李威瑤 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:52:32 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:52:32 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:52:32 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0096355027 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29925 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 96355027 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 本研究以運用理性行為模式，由知識分享與網站服務品質的角度切入，整合使用者個人心理層面與外在的網站品質兩部分，探討在虛擬社群環境中，影響使用者提供網站內容意願以及行為強度之要素。研究利用問卷調查方式衡量網站服務品質、利他、獎賞、人際關係、名聲、樂趣等構面，並探討前述構面對於網站滿意度、網站忠誠度、提供網站內容意願以及實際提供網站內容行為強度之影響。同時本研究也探討干擾變數在提供內容意願以及實際提供行為間之影響。 本研究以FunP社群網站中之使用者為研究對象，針對網站使用者進行焦點訪談與一對一深度訪談後，設計本研究架構，並且將研究問卷發放給網站使用者。抽樣方式為便利抽樣，共計回收390分有效問卷，所有樣本以線性結構模式進行分析(LISREL)後，實證結果證明如下述： 1. 網站服務品質對於網站滿意度有正向影響。 2. 網站滿意度對網站忠誠度有正向影響。 3. 網站忠誠度對提供網站內容意願有正向影響。 4. 利他、名聲、獎賞對於提供網站內容意願有正向影響。 5. 提供網站內容意願對於實際提供網站內容行為強度有正向影響。 6. 社群意識越高者，則提供網站內容意願與實際行為強度間關係越強；提供獎賞越豐富，則提供網站內容意願與實際行為強度間關係越強。 7. 會員於利他與獎賞與提供網站內容意願間有正向關係；非會員於名聲、獎賞與樂趣與提供網站內容意願間有正向關係 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1 第一節 研究動機 1 第二節 研究問題與目的 2 第三節 研究範圍 4 第四節 研究流程 5 第二章 文獻探討 7 第一節 理性行為理論(Theory of Reasoned Action，TRA) 7 第二節 社群與虛擬社群 8 第三節 傳統服務品質與網站服務品質 12 第四節 網站滿意度 26 第五節 網站忠誠度 27 第六節 知識分享 28 第七節 社群意識 34 第三章 研究方法 36 第一節 研究架構 36 第二節 個案公司簡介 37 第三節 研究變數與假說 41 第四節 變數衡量與問卷設計 46 第四章 研究發現 57 第一節 樣本資料分析 57 第二節 提供網站內容行為強度與人口統計變數之關連 59 第三節 信度與效度分析 62 第四節 驗證性因素分析 63 第五節 結構方程式模式分析 69 第六節 會員與非會員模型比較與動機探討 76 第五章 結論與建議 78 第一節 研究結論 78 第二節 實務意涵 79 第三節 研究貢獻 81 第四節 研究限制與後續研究建議 82 附錄一 研究問卷 94 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0096355027 | en_US |
| dc.subject (關鍵詞) | 理性行為理論 | zh_TW |
| dc.subject (關鍵詞) | 知識分享 | zh_TW |
| dc.subject (關鍵詞) | 網站服務品質 | zh_TW |
| dc.title (題名) | 虛擬社群中影響使用者提供網站內容意願與行為強度之要素分析 | zh_TW |
| dc.type (資料類型) | thesis | en |
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