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題名 虛擬社群特性、意識及成員忠誠度關係之研究
The Relationship of Virtual Community`s Character, Sense and Member`s Loyalty
作者 薛紹安
Hsueh, Shau-An
貢獻者 賴士葆<br>林震岩
<br>
薛紹安
Hsueh, Shau-An
關鍵詞 虛擬社群
虛擬社群特性
虛擬社群意識
虛擬社群成員忠誠度
virtual community
characteristics of virtual community
sense of virtual community
member`s loyalty to virtual community
日期 2004
上傳時間 11-Sep-2009 16:57:14 (UTC+8)
摘要 虛擬社群已成為社會的新興溝通平台，隨著網際網路的發展而日益茁壯。所謂虛擬社群意識，是指成員對於與虛擬社群之間關係的感覺，或是個人感覺到屬於某個包含其他人的虛擬團體。虛擬社群意識由數個構面組成，會受到某些虛擬社群本身俱有的特性所影響；此外，虛擬社群成員對社群的忠誠度是使虛擬社群擴大發展的必要條件，若虛擬社群成員擁有強烈的社群意識，對社群的忠誠度是否會增加?
     
      本研究欲探討虛擬社群意識所包含的構面，再者欲證實虛擬社群特性、意識與成員忠誠度三構念之間的影響關係。研究對象為擁有參與虛擬社群經驗的學生以及上班族，採用便利抽樣，共計獲得135份有效問卷，以迴歸分析討論三構念之間的關係。
     
      研究結果顯示，虛擬社群意識的構面可分成會員身份、影響力、沉迷度及意識認同；虛擬社群特性的構面則可分為領導者熱忱、離線活動及娛樂性。兩構念之間具有如下關係:
     1. 離線活動能正向影響會員身份、影響力及意識認同
     2. 娛樂性能正向影響會員身份、沉迷度及意識認同
     
      此外，虛擬社群意識也被證實能夠影響虛擬社群成員忠誠度:
     1. 會員身份能正向影響成員忠誠度
     2. 意識認同能正向影響成員忠誠度
     
      網路虛擬社群的興起為人們的溝通型態帶來重大的轉變，藉由虛擬社群特性、意識與成員忠誠度之間的關係探討，將能夠幫助虛擬社群經營者更加深入了解虛擬社群，懂得如何增強社群意識及成員對社群的忠誠度，掌握在虛擬世界裡成功的契機。
Virtual community, growing with Internet, has become a popular communication platform in recent years. Sense of virtual community (SOVC) means a member’s feeling toward the virtual community where he/she takes part. SOVC is composed of several different dimensions, and it will be affected by some characteristics of virtual community itself. Besides, if a virtual community pursues expanding, members` loyalty to their virtual communities will be a necessary condition. We wonder whether a strong SOVC will affect a member`s loyalty to his/her virtual community.
     
      The study generalizes the dimensions of virtual community first, afterward examining the relationship of virtual community`s characteristics, sense and member`s loyalty.
     20-30 year old members, who have sufficient experiences of participating in virtual communities, are our target samples. In total, we have 135 effective questionnaires, and conduct regressions to do this analysis.
     
      According to the study result, SOVC can be divided into 4 dimensions: membership, influence, immersion and conscious identification. As for characteristics of virtual community, they can be separated into 3 dimensions: leader`s enthusiasm, off-line activity and enjoyability.
     
     There are some relationships between these two constructs:
     1.Off-line activity can affect membership, influence and
      conscious identification positively.
     2.Enjoyability can affect membership, immersion and conscious
      identification positively.
     
     Besides,SOVC can affect member`s loyalty (to his/her virtual community):
     1.Membership can affect member’s loyalty positively.
     2.Conscious identification can affect member’s loyalty
      positively.
     
      Virtual community has brought a huge change in ways of communication. The study discusses the relationship of virtual community`s characteristics, sense and member`s loyalty. Through understanding the study result, knowing the tips to increase SOVC and member`s loyalty, organizers of virtual communities are able to handle community better. In the end, they can reach great success in the virtual world.
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描述 碩士
國立政治大學
企業管理研究所
92355008
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923550081
資料類型 thesis
dc.contributor.advisor 賴士葆<br>林震岩zh_TW
dc.contributor.advisor <br>en_US
dc.contributor.author (Authors) 薛紹安zh_TW
dc.contributor.author (Authors) Hsueh, Shau-Anen_US
dc.creator (作者) 薛紹安zh_TW
dc.creator (作者) Hsueh, Shau-Anen_US
dc.date (日期) 2004en_US
dc.date.accessioned 11-Sep-2009 16:57:14 (UTC+8)-
dc.date.available 11-Sep-2009 16:57:14 (UTC+8)-
dc.date.issued (上傳時間) 11-Sep-2009 16:57:14 (UTC+8)-
dc.identifier (Other Identifiers) G0923550081en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/29962-
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) 92355008zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 虛擬社群已成為社會的新興溝通平台，隨著網際網路的發展而日益茁壯。所謂虛擬社群意識，是指成員對於與虛擬社群之間關係的感覺，或是個人感覺到屬於某個包含其他人的虛擬團體。虛擬社群意識由數個構面組成，會受到某些虛擬社群本身俱有的特性所影響；此外，虛擬社群成員對社群的忠誠度是使虛擬社群擴大發展的必要條件，若虛擬社群成員擁有強烈的社群意識，對社群的忠誠度是否會增加?
     
      本研究欲探討虛擬社群意識所包含的構面，再者欲證實虛擬社群特性、意識與成員忠誠度三構念之間的影響關係。研究對象為擁有參與虛擬社群經驗的學生以及上班族，採用便利抽樣，共計獲得135份有效問卷，以迴歸分析討論三構念之間的關係。
     
      研究結果顯示，虛擬社群意識的構面可分成會員身份、影響力、沉迷度及意識認同；虛擬社群特性的構面則可分為領導者熱忱、離線活動及娛樂性。兩構念之間具有如下關係:
     1. 離線活動能正向影響會員身份、影響力及意識認同
     2. 娛樂性能正向影響會員身份、沉迷度及意識認同
     
      此外，虛擬社群意識也被證實能夠影響虛擬社群成員忠誠度:
     1. 會員身份能正向影響成員忠誠度
     2. 意識認同能正向影響成員忠誠度
     
      網路虛擬社群的興起為人們的溝通型態帶來重大的轉變，藉由虛擬社群特性、意識與成員忠誠度之間的關係探討，將能夠幫助虛擬社群經營者更加深入了解虛擬社群，懂得如何增強社群意識及成員對社群的忠誠度，掌握在虛擬世界裡成功的契機。		zh_TW
dc.description.abstract (摘要) Virtual community, growing with Internet, has become a popular communication platform in recent years. Sense of virtual community (SOVC) means a member’s feeling toward the virtual community where he/she takes part. SOVC is composed of several different dimensions, and it will be affected by some characteristics of virtual community itself. Besides, if a virtual community pursues expanding, members` loyalty to their virtual communities will be a necessary condition. We wonder whether a strong SOVC will affect a member`s loyalty to his/her virtual community.
     
      The study generalizes the dimensions of virtual community first, afterward examining the relationship of virtual community`s characteristics, sense and member`s loyalty.
     20-30 year old members, who have sufficient experiences of participating in virtual communities, are our target samples. In total, we have 135 effective questionnaires, and conduct regressions to do this analysis.
     
      According to the study result, SOVC can be divided into 4 dimensions: membership, influence, immersion and conscious identification. As for characteristics of virtual community, they can be separated into 3 dimensions: leader`s enthusiasm, off-line activity and enjoyability.
     
     There are some relationships between these two constructs:
     1.Off-line activity can affect membership, influence and
      conscious identification positively.
     2.Enjoyability can affect membership, immersion and conscious
      identification positively.
     
     Besides,SOVC can affect member`s loyalty (to his/her virtual community):
     1.Membership can affect member’s loyalty positively.
     2.Conscious identification can affect member’s loyalty
      positively.
     
      Virtual community has brought a huge change in ways of communication. The study discusses the relationship of virtual community`s characteristics, sense and member`s loyalty. Through understanding the study result, knowing the tips to increase SOVC and member`s loyalty, organizers of virtual communities are able to handle community better. In the end, they can reach great success in the virtual world.		en_US
dc.description.tableofcontents 本文目錄
     
     第一章 緒論 1
      第一節 研究背景 1
      第二節 研究動機 3
      第三節 研究目的 5
      第四節 研究限制 6
     第二章 文獻探討 8
      第一節 社群與虛擬社群 9
      第二節 社群意識與虛擬社群意識 24
      第三節 虛擬社群特性 35
      第四節 虛擬社群成員忠誠度 39
     第三章 研究方法 47
      第一節 研究架構 47
      第二節 研究假說 49
      第三節 問卷設計 54
      第四節 資料收集 59
      第五節 資料分析方法 60
      第六節 信度與效度檢定 62
     第四章 資料分析 64
      第一節 樣本描述與一般敘述統計分析 64
      第二節 相關分析 72
      第三節 虛擬社群特性對虛擬社群意識影響之分析 74
      第四節 虛擬社群意識對虛擬社群成員忠誠度影響之分析 86
      第五節 殘差分析與共線性分析 88
     第五章 結論與建議 91
      第一節 研究結論 91
      第二節 理論與實務的意涵 93
      第三節 後續研究建議 97
      第四節 總結 99
     
     
     圖目錄
     
     圖1- 1 研究流程圖 7
     圖2- 1 文獻探討架構圖 8
     圖2- 2 虛擬社群意識的發展過程 34
     圖2- 3 虛擬社群成員忠誠度之動態循環 44
     圖3- 1 研究架構圖 48
     圖5- 1 研究結果 91
     
     表目錄
     
     表2- 1 虛擬社群的定義 14
     表2- 2 不同學者對虛擬社群的分類 22
     表2- 3 影響虛擬社群成員參與社群並產生忠誠度之原因 45
     表3- 1 虛擬社群特性問項摘要 55
     表3- 2 虛擬社群意識問項摘要 56
     表3- 3 虛擬社群成員忠誠度問項摘要 57
     表3- 4 問卷設計與參考資料 58
     表3- 5 問卷信度檢測 62
     表4- 1 樣本描述 65
     表4- 2 虛擬社群特性、意識、忠誠度表現之敘述統計 67
     表4- 3 虛擬社群特性表現之敘述統計 68
     表4- 4 虛擬社群意識表現之敘述統計 70
     表4- 5 虛擬社群成員忠誠度表現之敘述統計 72
     表4- 6 變數相關係數表 73
     表4- 7 複迴歸分析(會員身份)之模式摘要 75
     表4- 8 複迴歸分析(會員身份)之變異數 75
     表4- 9 複迴歸分析(會員身份)之係數 76
     表4- 10 簡單迴歸分析(影響力)之模式摘要 77
     表4- 11 簡單迴歸分析(影響力)之變異數 78
     表4- 12 簡單迴歸分析(影響力)之係數 79
     表4- 13 簡單迴歸分析(沉迷度)之模式摘要 80
     表4- 14 簡單迴歸分析(沉迷度)之變異數 81
     表4- 15 簡單迴歸分析(沉迷度)之係數 81
     表4- 16 複迴歸分析(意識認同)之模式摘要 83
     表4- 17 複迴歸分析(意識認同)之變異數 83
     表4- 18 複迴歸分析(意識認同)之係數 84
     表4- 19 複迴歸分析(忠誠度)之模式摘要 86
     表4- 20 複迴歸分析(忠誠度)之變異數 86
     表4- 21 複迴歸分析(忠誠度)之係數 87
     表5- 1 假說檢驗結果整理 92		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923550081en_US
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 虛擬社群特性zh_TW
dc.subject (關鍵詞) 虛擬社群意識zh_TW
dc.subject (關鍵詞) 虛擬社群成員忠誠度zh_TW
dc.subject (關鍵詞) virtual communityen_US
dc.subject (關鍵詞) characteristics of virtual communityen_US
dc.subject (關鍵詞) sense of virtual communityen_US
dc.subject (關鍵詞) member`s loyalty to virtual communityen_US
dc.title (題名) 虛擬社群特性、意識及成員忠誠度關係之研究zh_TW
dc.title (題名) The Relationship of Virtual Community`s Character, Sense and Member`s Loyaltyen_US
dc.type (資料類型) thesisen
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