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題名 虛擬社群與網路口碑訊息之研究—以香水社群為例
A study of online Word-of-Mouth in the perfume virtual community
作者 朱映燕
Chu, Ying Yen
貢獻者 陳建維
朱映燕
Chu, Ying Yen
關鍵詞 虛擬社群
香水
網路口碑
訊息訴求
訊息框架
口碑傳播意願
virtual community
perfume
online word-of-mouth
message appeals
message framing
intention of word-of-mouth transmission
日期 2010
上傳時間 29-九月-2011 16:37:05 (UTC+8)
摘要 網路技術的發展與進步，改變了人們日常生活中的溝通習慣，也讓網路成為人際溝通與獲取資訊的主要來源。對於尋求日常生活不論食、衣、住、行各類資訊的民眾而言，網路無疑是一種既快速又便利的取得資訊來源。透過彼此使用、購買經驗分享與傳授，網友們相互提供的口碑資訊得以在網路的虛擬空間裡不斷地累積擴散。其中，香水虛擬社群成員間的互動與口碑訊息交流，為本研究所感興趣欲進一步研究的議題。
     本研究以虛擬社群台大PTT Perfume 板的成員為調查對象，以社會資本理論歸結出的成員特性: 相似性、認同感及信任感三構念，來探討影響社群使用者知識分享交流的動機與其對網路口碑訊息傳遞的影響；另以訊息訴求與訊息框架二構念來研究其對社群使用者溝通效果及後續口碑傳播意願的關聯。本研究以「問卷調查法」進行資料的蒐集，共蒐集有效樣本問卷227 份，使用SPSS 18.0 來進行資料分析，以檢驗本研究模型和相關假說。
     研究結果發現: (一)、社群成員的「相似性」不論對成員間的「知識貢獻」、「知識欲求」與「口碑傳播意願」，均有顯著正向的影響。社群成員的「認同感」對成員間的「知識貢獻」與「口碑傳播意願」，有顯著正向的影響；但對成員的「知識欲求」則無顯著影響。社群成員的「信任感」對成員間的「知識欲求」有顯著正向的影響；但對成員的「知識貢獻」與「口碑傳播意願」則無顯著影響。(二)、「正面框架」的訊息表達方式，以及不論「理性」、「感性」、或「自我象徵」的訊息訴求，對於社群使用者均能帶來正向顯著的「溝通效果」；另外，訊息的「溝通效果」，會對社群成員網路口碑傳播的意願帶來顯著正向的影響。(三)、最後，Perfume 板虛擬社群成員間的「知識交流」程度，亦會對社群內的「口碑傳播意願」帶來顯著正向的影響。
The development and progress of Internet technology has changed human communication, especially interpersonal communication and information searching. Moreover, the Internet has become a convenient communication channel in our daily life for gathering product-related information. Product users can share their purchase and usage experience with one another over the virtual network and the impact of online word-of-mouth is escalating. Accordingly, this study is to discuss the sharing and transmission of the online word-of-mouth about perfume among the virtual community members.
     Data were collected by an online questionnaire survey from 227 members of PTT_Perfume, which is one of the most famous virtual communities in the area of BBS. The study incorporates similarity, identification, and trust from the perspective of the social capital theory to discuss the knowledge sharing intention and their influences on the word-of-mouth transmission；Besides, it investigates how the message appeals and message framing affect the communication effect and how online word-of-mouth spreads among the virtual community. The data analysis was conducted using SPSS 18.0.
     The findings of this research reveals that community similarity is positively associated with the knowledge sharing and the intention of online word-of-mouth transmitting；Identification is positively associated with the knowledge contribution and the intention of online word-of-mouth transmitting；Trust is only positively associated with the knowledge acquisition. Second, positive framing, rational, emotional and self-expressive appeals all have positive influences on communication effect. Finally, the communication effect of messages and the degree of knowledge sharing both have positive impacts on the intention of online word-of-mouth transmission.
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描述 碩士
國立政治大學
國際經營與貿易研究所
98351014
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098351014
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (作者) 朱映燕zh_TW
dc.contributor.author (作者) Chu, Ying Yenen_US
dc.creator (作者) 朱映燕zh_TW
dc.creator (作者) Chu, Ying Yenen_US
dc.date (日期) 2010en_US
dc.date.accessioned 29-九月-2011 16:37:05 (UTC+8)-
dc.date.available 29-九月-2011 16:37:05 (UTC+8)-
dc.date.issued (上傳時間) 29-九月-2011 16:37:05 (UTC+8)-
dc.identifier (其他 識別碼) G0098351014en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/50755-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易研究所zh_TW
dc.description (描述) 98351014zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 網路技術的發展與進步，改變了人們日常生活中的溝通習慣，也讓網路成為人際溝通與獲取資訊的主要來源。對於尋求日常生活不論食、衣、住、行各類資訊的民眾而言，網路無疑是一種既快速又便利的取得資訊來源。透過彼此使用、購買經驗分享與傳授，網友們相互提供的口碑資訊得以在網路的虛擬空間裡不斷地累積擴散。其中，香水虛擬社群成員間的互動與口碑訊息交流，為本研究所感興趣欲進一步研究的議題。
     本研究以虛擬社群台大PTT Perfume 板的成員為調查對象，以社會資本理論歸結出的成員特性: 相似性、認同感及信任感三構念，來探討影響社群使用者知識分享交流的動機與其對網路口碑訊息傳遞的影響；另以訊息訴求與訊息框架二構念來研究其對社群使用者溝通效果及後續口碑傳播意願的關聯。本研究以「問卷調查法」進行資料的蒐集，共蒐集有效樣本問卷227 份，使用SPSS 18.0 來進行資料分析，以檢驗本研究模型和相關假說。
     研究結果發現: (一)、社群成員的「相似性」不論對成員間的「知識貢獻」、「知識欲求」與「口碑傳播意願」，均有顯著正向的影響。社群成員的「認同感」對成員間的「知識貢獻」與「口碑傳播意願」，有顯著正向的影響；但對成員的「知識欲求」則無顯著影響。社群成員的「信任感」對成員間的「知識欲求」有顯著正向的影響；但對成員的「知識貢獻」與「口碑傳播意願」則無顯著影響。(二)、「正面框架」的訊息表達方式，以及不論「理性」、「感性」、或「自我象徵」的訊息訴求，對於社群使用者均能帶來正向顯著的「溝通效果」；另外，訊息的「溝通效果」，會對社群成員網路口碑傳播的意願帶來顯著正向的影響。(三)、最後，Perfume 板虛擬社群成員間的「知識交流」程度，亦會對社群內的「口碑傳播意願」帶來顯著正向的影響。		zh_TW
dc.description.abstract (摘要) The development and progress of Internet technology has changed human communication, especially interpersonal communication and information searching. Moreover, the Internet has become a convenient communication channel in our daily life for gathering product-related information. Product users can share their purchase and usage experience with one another over the virtual network and the impact of online word-of-mouth is escalating. Accordingly, this study is to discuss the sharing and transmission of the online word-of-mouth about perfume among the virtual community members.
     Data were collected by an online questionnaire survey from 227 members of PTT_Perfume, which is one of the most famous virtual communities in the area of BBS. The study incorporates similarity, identification, and trust from the perspective of the social capital theory to discuss the knowledge sharing intention and their influences on the word-of-mouth transmission；Besides, it investigates how the message appeals and message framing affect the communication effect and how online word-of-mouth spreads among the virtual community. The data analysis was conducted using SPSS 18.0.
     The findings of this research reveals that community similarity is positively associated with the knowledge sharing and the intention of online word-of-mouth transmitting；Identification is positively associated with the knowledge contribution and the intention of online word-of-mouth transmitting；Trust is only positively associated with the knowledge acquisition. Second, positive framing, rational, emotional and self-expressive appeals all have positive influences on communication effect. Finally, the communication effect of messages and the degree of knowledge sharing both have positive impacts on the intention of online word-of-mouth transmission.		en_US
dc.description.tableofcontents 中文摘要 ............................................ I
     Abstract ........................................... II
     目錄 .............................................. III
     表目錄 .............................................. V
     圖目錄 ....................................... .....VII
     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 ............................................ 6
     第四節 研究流程 ............................................ 7
     第二章、文獻回顧 .................................... 8
     第一節 虛擬社群 ........................................... 8
     第二節 知識交流 ........................................... 12
     第三節 網路口碑 ........................................... 17
     第四節 溝通效果 ........................................... 21
     第五節 訊息框架與訊息訴求 ................................. 26
     第六節 產品類型 ........................................... 34
     第三章、研究方法 ................................... 37
     第一節 研究架構與假說 ..................................... 37
     第二節 變項的定義與操作化 ................................. 45
     第三節 研究設計 ........................................... 56
     第四章、研究結果 ................................... 59
     第一節 研究樣本資料分析 .................................. 59
     第二節 信度與效度分析 ..................................... 64
     第三節 研究假說檢定 ....................................... 73
     第四節 研究假說檢定結果匯整 ............................... 93
     第五章、結論與建議 ................................. 95
     第一節 研究結果與討論 .................................... 95
     第二節 管理意涵 .......................................... 100
     第三節 研究限制 .......................................... 103
     第四節 未來研究方向 ...................................... 104
     參考文獻 .......................................... 106
     一、中文文獻 ............................................ 106
     二、英文文獻 ............................................ 109
     附錄—正式問卷 .................................... 123		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098351014en_US
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 香水zh_TW
dc.subject (關鍵詞) 網路口碑zh_TW
dc.subject (關鍵詞) 訊息訴求zh_TW
dc.subject (關鍵詞) 訊息框架zh_TW
dc.subject (關鍵詞) 口碑傳播意願zh_TW
dc.subject (關鍵詞) virtual communityen_US
dc.subject (關鍵詞) perfumeen_US
dc.subject (關鍵詞) online word-of-mouthen_US
dc.subject (關鍵詞) message appealsen_US
dc.subject (關鍵詞) message framingen_US
dc.subject (關鍵詞) intention of word-of-mouth transmissionen_US
dc.title (題名) 虛擬社群與網路口碑訊息之研究—以香水社群為例zh_TW
dc.title (題名) A study of online Word-of-Mouth in the perfume virtual communityen_US
dc.type (資料類型) thesisen
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