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題名 社會比較行為與線上參考團體消費影響力之研究--以台大批踢踢實業坊使用者為例
作者 田孟蓉
Tian,Meng-rong
貢獻者 黃葳威
Huang,Wei-wei
田孟蓉
Tian,Meng-rong
關鍵詞 社會比較行為
參考團體
資訊搜尋價值
自我監控價值
Social Comparison
Reference Group
Information Searching Value
Self-monitoring
日期 2004
上傳時間 17-Sep-2009 15:41:05 (UTC+8)
摘要 本研究嘗試從社會比較理論的觀點出發,欲探討線上參考團體(即網友意見)對消費者行為之影響。經由文獻回顧,本研究釐清了社會比較行為與參考團體影響力之基本意涵與兩者間之關係,並引入產品特性、自我監控程度以及資訊搜尋價值等變項,欲探討此三變項於上述關係中之干擾效果是否存在。

本研究以台大批踢踢實業坊作為施測場域,利用網路問卷蒐集使用者資料。調查發現,受訪者之社會比較行為(區分為反射式評估和對照式評估)與線上參考團體之影響力(區分為資訊依賴、來源可信度及購買選擇三構面)之間,確實可能存在顯著關聯性與影響關係。而瀏覽不同產品特性、具有不同自我監控程度或是獲得不同程度資訊搜尋價值之受訪者,他們受到線上參考團體影響之程度亦有所差異。然而,上述三變項在社會比較行為與線上參考團體影響力兩者關係間之干擾效果未被證實。
參考文獻 中文文獻
Babbie, E.著,李美華譯(1998),社會科學研究方法,台北市:時英。
Hagel III, John, & Armstrong, A. G.著,朱道凱譯(1998),網路商機:如何經營虛擬社群(Net gain: Expandingmarkets through virtual community),台北:城邦文化。
Kotler, P.著,方世榮譯(2000),行銷管理學,台北市:東華。
Smelser, N. J.著,陳光中、秦文力、周愫嫻譯(1995),社會學,台北市:桂冠。
Turner, J. H.著,張君玫譯(1996),社會學概念與應用,台北市:麥格羅•希爾出版,巨流發行。
丁振博(2001),國二學生之社會比較類型及其與理化實驗自我效能之相關研究,國立台灣師範大學科學教育學系碩士論文。
方瑞華(2001),虛擬社群網站之使用者評估--以台北市鄰里社區聯網(TaipeiLink)為例,國立台灣大學圖書資訊學研究所碩士論文。
王保進(2002),視窗版SPSS與行為科學研究,台北市:心理。
王家茗(2001),網路書寫動機與意義之探索—以「明日報個人新聞台」為例,世新大學傳播研究所碩士班。
吳丞欣(2000),由消費者角度探討網路購買CD、網路下載音樂對店鋪購買CD之影響─以「利基理論」分析之,國立政治大學廣告學系碩士論文。
吳有順(2000),網路社群知識分享過程之研究─以企業管理教學網站為例,國立政治大學企業管理學系碩士論文。
吳宗祐(2003),工作中的情緒勞動:概念發展、相關變項分析、心理歷程議題探討,國立台灣大學心裡學研究所博士論文。
吳明隆(2003),SPSS統計應用學習實務:問卷分析與應用統計,台北市:知城。
李天任、藍莘(1995),大眾媒體研究,台北市:亞太圖書。
汪志堅(1999),產品知識、搜尋價值對網際網路資訊搜尋量影響之研究,國立中興大學企業管理學系博士班。
邱名弘(2000),網路上虛擬參考群體對消費行為影響之探討,國立台灣科技大學資訊管理學系碩士論文。
徐富珍(1998),社會比較的效果:對個人情感、認知及行為之影響研究,國立政治大學心理學系博士論文。
張一帆(1997),全球資訊網與傳播調查研究--調適性電子問卷系統之設計與發展,國立交通大學傳播研究所碩士論文。
陳世運(2000),網際網路對人類社群生活的影響,資策會FIND 網站,網路脈動專欄,網址:http://www.find.org.tw/。
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劉駿州(1997),電子資訊網路使用與生活品質之關聯性研究,台北市:行政院國科會科資中心。
楊堤雅(1999),網際網路虛擬社群成員之角色與溝通互動之探討,未出版之碩士論文,嘉義:國立中正大學企業管理研究所。
楊小惠(2001),台北地區高中職學生社會比較及其相關因素之研究,國立政治大學教育研究所碩士論文。
潘佳慧(2000),虛擬社群之經營模式—以美國線上公司為例,國立台灣大學商學研究所碩士論文。
羅家德(2001),羅家德,互聯網絡關係行銷,臺北市:聯經。
謝佳凌(2000),電視劇迷在虛擬社群中的交談意義,國立政治大學廣播電視學系碩士論文。
謝高橋(1982),社會學,台北市:巨流。
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Armstrong & Hagel, J. (1996). The real value of on-line communities. Harvard Business Review.
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Baym, N. K. (1995). The emergency of Community. In S. G. Jones, (Ed.). Cybersociety: Computer-mediated Communication and Community (pp,136-165). London: Sage.
Bearden, W. O. & Etzel, M. J. (1982). Reference Group Influence on Product and Brand Purchase Decisions. Journal of Consumer Research, 9: 2, 183-195.
Becherer, R. C., Morgan, F. W. & Richard, L. M. (1982). Informal Group Influence among Situationally/ Dispositionally-Oriented Consumers. Academy of Marketing Science, 10, 269-280.
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Chidambaram, L. (1996). Relational Development in Computer-supported Groups. MIS Quarterly, 20, 143-163.
Childers, T. L. & Rao, A. R. (1992). The Influence of Familial Peer-based Reference Groups on Consumer Decisions. Journal of Consumer Research, 19, 198-211.
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Festinger,L. (1954). A Theory of Social Comparison Processes. Human Relations, 7, 117-140.
Gibbons, F. X. (1986).Social Comparison and Depression: Company’s Effect on Misery. Journal of Personality and Social Psychology, 51,140-148.
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Hyman, H. H. (1942). Reflections on Reference Groups. Public Opinion Quarterly, 383-396.
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Kelley, H. H. (1952). Two Functions of Reference Groups. In Swanson, G. E., Newcomb, T. M. & Hartley, E. L., Readings in Social Psychology, 410-414. New York: Holt.
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描述 碩士
國立政治大學
廣播電視學研究所
91453007
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0914530071
資料類型 thesis
dc.contributor.advisor 黃葳威zh_TW
dc.contributor.advisor Huang,Wei-weien_US
dc.contributor.author (Authors) 田孟蓉zh_TW
dc.contributor.author (Authors) Tian,Meng-rongen_US
dc.creator (作者) 田孟蓉zh_TW
dc.creator (作者) Tian,Meng-rongen_US
dc.date (日期) 2004en_US
dc.date.accessioned 17-Sep-2009 15:41:05 (UTC+8)-
dc.date.available 17-Sep-2009 15:41:05 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 15:41:05 (UTC+8)-
dc.identifier (Other Identifiers) G0914530071en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33172-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣播電視學研究所zh_TW
dc.description (描述) 91453007zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 本研究嘗試從社會比較理論的觀點出發,欲探討線上參考團體(即網友意見)對消費者行為之影響。經由文獻回顧,本研究釐清了社會比較行為與參考團體影響力之基本意涵與兩者間之關係,並引入產品特性、自我監控程度以及資訊搜尋價值等變項,欲探討此三變項於上述關係中之干擾效果是否存在。

本研究以台大批踢踢實業坊作為施測場域,利用網路問卷蒐集使用者資料。調查發現,受訪者之社會比較行為(區分為反射式評估和對照式評估)與線上參考團體之影響力(區分為資訊依賴、來源可信度及購買選擇三構面)之間,確實可能存在顯著關聯性與影響關係。而瀏覽不同產品特性、具有不同自我監控程度或是獲得不同程度資訊搜尋價值之受訪者,他們受到線上參考團體影響之程度亦有所差異。然而,上述三變項在社會比較行為與線上參考團體影響力兩者關係間之干擾效果未被證實。
zh_TW
dc.description.tableofcontents 中文摘要…………………………………………………………………I
英文摘要…………………………………………………………………II
目錄………………………………………………………………………III
表次………………………………………………………………………V
圖次………………………………………………………………………VII
第一章 緒論………………………………………………………………1
第一節 研究背景…………………………………………………………1
第二節 研究動機與目的…………………………………………………2
第三節 研究範圍與流程…………………………………………………5
第二章 文獻探討…………………………………………………………7
第一節 參考團體理論……………………………………………………7
第二節 社會比較理論……………………………………………………13
第三節 網路上的人際互動行為…………………………………………21
第四節 社會比較行為與線上參考團體影響力…………………………25
第五節 研究假設…………………………………………………………27
第三節 研究方法…………………………………………………………32
第一節 研究架構…………………………………………………………32
第二節 研究設計…………………………………………………………34
第三節 問卷信度檢驗……………………………………………………40
第四節 資料分析方法……………………………………………………61
第四章 研究分析與討論…………………………………………………62
第一節 樣本資料分析……………………………………………………62
第二節 社會比較行為與參考團體影響力………………………………64
第三節 不同產品特質、自我監控程度及資訊搜尋價值在參考團體影響力上之差異………………………………………………………………… 67
第四節 產品特性、自我監控程度及資訊搜尋價值之干擾效果分析與探討
…………………………………………………………………………… 71
第五節 其他分析…………………………………………………………77
第六節 本章小節…………………………………………………………79
第五章 研究結論及建議…………………………………………………83
第一節 研究結論…………………………………………………………83
第二節 研究貢獻及實務建議……………………………………………87
第三節 研究限制及對未來研究之建議..........................90
參考書目………………………………………………………………… 92
附錄 網路問卷……………………………………………………………96
zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0914530071en_US
dc.subject (關鍵詞) 社會比較行為zh_TW
dc.subject (關鍵詞) 參考團體zh_TW
dc.subject (關鍵詞) 資訊搜尋價值zh_TW
dc.subject (關鍵詞) 自我監控價值zh_TW
dc.subject (關鍵詞) Social Comparisonen_US
dc.subject (關鍵詞) Reference Groupen_US
dc.subject (關鍵詞) Information Searching Valueen_US
dc.subject (關鍵詞) Self-monitoringen_US
dc.title (題名) 社會比較行為與線上參考團體消費影響力之研究--以台大批踢踢實業坊使用者為例zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻zh_TW
dc.relation.reference (參考文獻) Babbie, E.著,李美華譯(1998),社會科學研究方法,台北市:時英。zh_TW
dc.relation.reference (參考文獻) Hagel III, John, & Armstrong, A. G.著,朱道凱譯(1998),網路商機:如何經營虛擬社群(Net gain: Expandingmarkets through virtual community),台北:城邦文化。zh_TW
dc.relation.reference (參考文獻) Kotler, P.著,方世榮譯(2000),行銷管理學,台北市:東華。zh_TW
dc.relation.reference (參考文獻) Smelser, N. J.著,陳光中、秦文力、周愫嫻譯(1995),社會學,台北市:桂冠。zh_TW
dc.relation.reference (參考文獻) Turner, J. H.著,張君玫譯(1996),社會學概念與應用,台北市:麥格羅•希爾出版,巨流發行。zh_TW
dc.relation.reference (參考文獻) 丁振博(2001),國二學生之社會比較類型及其與理化實驗自我效能之相關研究,國立台灣師範大學科學教育學系碩士論文。zh_TW
dc.relation.reference (參考文獻) 方瑞華(2001),虛擬社群網站之使用者評估--以台北市鄰里社區聯網(TaipeiLink)為例,國立台灣大學圖書資訊學研究所碩士論文。zh_TW
dc.relation.reference (參考文獻) 王保進(2002),視窗版SPSS與行為科學研究,台北市:心理。zh_TW
dc.relation.reference (參考文獻) 王家茗(2001),網路書寫動機與意義之探索—以「明日報個人新聞台」為例,世新大學傳播研究所碩士班。zh_TW
dc.relation.reference (參考文獻) 吳丞欣(2000),由消費者角度探討網路購買CD、網路下載音樂對店鋪購買CD之影響─以「利基理論」分析之,國立政治大學廣告學系碩士論文。zh_TW
dc.relation.reference (參考文獻) 吳有順(2000),網路社群知識分享過程之研究─以企業管理教學網站為例,國立政治大學企業管理學系碩士論文。zh_TW
dc.relation.reference (參考文獻) 吳宗祐(2003),工作中的情緒勞動:概念發展、相關變項分析、心理歷程議題探討,國立台灣大學心裡學研究所博士論文。zh_TW
dc.relation.reference (參考文獻) 吳明隆(2003),SPSS統計應用學習實務:問卷分析與應用統計,台北市:知城。zh_TW
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