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題名 校園社群網站滿意度之研究
Online social network on campus: a satisfaction survey
作者 黃健維
Huang, Chien Wei
貢獻者 裘錦天
黃健維
Huang, Chien Wei
關鍵詞 虛擬社群
校園社群
社群網站
Web2.0
virtual community
campus community
social network
web2.0
日期 2009
上傳時間 4-Sep-2013 16:55:26 (UTC+8)
摘要 大學校園資訊服務一般是以教學、行政、服務等公務性為主，較缺乏針對學生校園生活之互動性功能，如社團訊息溝通、相簿共享等學生較喜愛之功能。本論文是以某大學所建置學生校園社群網站(http://dono.tw)進行個案研究並線上問卷調查，來評量校園社群網站的使用者滿意度、分析使用者滿意度與各構面關係、以及分析使用者滿意度與使用者基本資料關係。在本論文的滿意度分析中，本研究所提出的五個假設，有三個假設成立，分別為「會員間互動對於滿意度有正相關」、「網路結構對於滿意度有正相關」、「網路科技對於滿意度有正相關」。針對所研究之網站，本論文有下列管理性建議：要改變學生於網路的使用習慣及行為，是相當不容易。建議學校可由整合社群網站功能於學校的學術及行政運作體系或增加使用社群網站之誘因，來提升網站使用率。
The information services of university campus are usually focused on public affairs such as teaching, administration, and services. And there is lack of interactive functions for student campus life such as the messages communication of campus clubs, the photos sharing, etc., those are the favorite functions of students.

Based on the campus student community networks created by an university, this paper conducts a case study and making an online survey. It assesses the user’s satisfaction of the community networks, analyze the relationship between user’s satisfaction and each dimension, and analyze the relationship between the user’s satisfaction and user’s background data.

In the satisfaction analysis, we proposed five hypotheses. There are three hypotheses are valid. They are ：”It is positive correlation to satisfaction among the members’ interaction”, “It is positive correlation to satisfaction for web structure”, and “It is positive correlation to satisfaction for web technology”.

For the research web, we have the following managerial suggestions: It is not easy to change the custom and behavior of students on network. To improve the utilization rate, we suggest that the university can integrate the community network functions into the academic and administrative affairs system, or to make some incentives to use the community network.

Keywords:

Virtual Community, Campus Community, Community Web, Web 2.0
參考文獻 中文部份
1. 王怡舜、湯宗益，（2002），數位產品網路行銷之顧客滿意度量表建構模式。中華管理學報，3（2），頁47-63。
2. 吳統雄，(1990)，電話調查：理論與方法，聯經出版社。
3. 李郁菁，(2000)，影響虛擬社群成員忠誠度產生之因素探討，國立中山大學資訊管理研究所碩士論文。
4. 林怡君，(2006)，Weblog使用者介面之個人化設計探討，國立台灣科技大學設計研究所碩士論文。
5. 林致立，（2001），虛擬社群機制的商業性應用：本質、分類、與關鍵議題。東吳大學企業管理研究所碩士論文。
6. 商業週刊，(2009)，1127期，頁80~88。
7. 曾則翔，(2008)，Web2.0社群網站滿意度之研究。國立台灣大學資訊管理研究所碩士論文。
8. 楊惠貞、廖文忠、曹文瑜、董俊良，(2001)，虛擬社群系統建置—以網路同學會為例，勤益學報第19 期，頁229-240。
9. 經濟部技術處，(2006)，WEB2.0網路上有錢-創意在裡面，經濟部技術處出版。
10. 蕭健興，(2007)，探討Web 2.0環境下的使用者介面設計－以個人化入口網頁介面的設計開發為例，國立臺灣科技大學設計研究所碩士論文。
11. 蘇芬媛，(1996)，網路虛擬社區的形成：MUD之初探性研究，國立交通大學傳播研究所碩士論文。















英文部份
12. Bagozzi, R. P & Dholakia, (2002),”Intentional social action in virtual communities.”Journal of Interactive Marketing, 16(2), 2-21.
13. Bailey, J. E. and Pearson, (1983), S. W.”Development of a tool for measuring and analyzing computer user satisfaction.” Management Sciences, 29(5), pp.530-545.
14. Balasubramanian, Sridhar and Vijay Mahajan, (2001),”The Economic of Leverage of the Virtual Community.” International Journal of Electronic Commerce, 5 (3), pp. 103-138.
15. Bauer, H. H. Grether, M. Leach, M. (2002),”Building customer relations over the Internet. ” Industrial Marketing Management 31(2), pp. 155–164.
16. Bergami, M. & Bagozzi, R. P, (2000) , ”Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. ”British Journal of Social Psychology, 39, pp.555-577.
17. Hagel, J., and Armstrong, (1997),”A Net gain: Expanding markets through virtual communities.” Mass: Harvard Business School Press, Boston.
18. Hoegg, R, Martignoni, R., Meckel, M., Stanoevska-Slabeva, K., (2006),”Overview of business models for Web 2.0 communities.” In:. Proceedings of GeNeMe 2006. GeNeMe 2006, pp. 23-37, http://www.alexandria.unisg.ch/EXPORT/DL/Roman_Hoegg/31412.pdf.
19. Huang, M.-H., (2005), ”Web performance scale.” Information and Management, 42(6), pp. 841–852.
20. Koh, J. & Kim, Y.-G., (2004),”Knowledge sharing in virtual communities: An e-business perspective.” Expert Systems with Applications, 26, pp.155-166.
21. Langerak, F., P. C.Verhoef, P. W.J. Verlegh & K. de Valck (2003), “The Effect of Members` Satisfaction with a virtual community on member participation.” ERIM Report Series Reference No. ERS-2003-004-MKT. http://ssrn.com/abstract=411641
22. Lechner, Ulrike and Johannes Hummel,(2002), “Business models and system architecture of virtual communities: From a Sociological Phenomenon to Peer-to-Peer Architectures.” International Journal of Electronic Commerce, 6 (3), pp. 41-53.
23. Lee, F. S. L., D. Vogel & M. Limayem, (2003),”Virtual community informatics: a review and research agenda.” Journal of Information Technology Theory and Application, 5(1): pp.47-61.Palmer, Jonathan, W., (2002), ”Web site Usability、design and performance metrics. info.” Sys. Research, Vol. 13, No. 2, pp. 151-167.
24. Lin, C. S. Sheng, W. Tsai, R. J. (2005), ”Integrating perceived playfulness into expectation–confirmation model for web portal context. ”Information and Management 42(5), pp. 683–693.
25. Mathwick,C. Malhotra,N. Rigdon,E.,(2001), ”Experiential value: conceptualization, measurement and application in the catalogand Internet shopping environment. ” Journal of Retailing 77(1),pp. 39–56.
26. McAlexander, James H., John W. Schouten and Harold F. Koenig ,(2002), “Building brand community.” Journal of Marketing, 66 (1), pp. 38-54.
27. McKinn ey, V, Yoon, Km and Zahedi, F. M, (2002),”The measurement of web-customer satisfaction: An expectation and disconfirmation approach.” Information Systems Research, 13(3), pp.296-315.
28. Muniz, Albert M. and Thomas C. O’Guinn, (2001), “Brand community.”Journal of Consumer Research, 27 (1), pp. 412-32.
29. Muylle, S. Moenaert, R. Despontin, M. ,(2004), ”The conceptualization and empirical validation of web site user satisfaction.” Information and Management 41(5), pp. 543–560.
30. Palmer, Jonathan, W., (2002),”Web site usability、design and performance metrics. info.”Sys. Research, Vol. 13,No. 2,pp.151.167.
31. Park, C.H. Kim, Y. G., (2003), ”Identifying key factors affecting consumer, purchase behavior in an online shopping context.”International Journal of Retail and Distribution Management 31(1), pp.16–39.
32. Chaney, P, (2009),” The digital handshake. ” John Wiley & Sons, INC.
pp. 83-90.

33. Preece, J, (2001),”Sociability and usability in online communities: determining and measuring success.” Behaviour and Information Technology, 20(5), pp. 347–365.
34. Preece, J, (2002),” Social considerations in online communities: usability, sociability, and success factors. Cognition in the digital world.” Lawrence Erlbaum Associates Inc. Publishers. Mahwah: NJ.
35. Preece, J, Diane Maloney-Krichmar, (2003),”Online communities: focusing on sociability and usability.” pp. 596-620.
36. Ranganathan, C. and Ganapathy, S., (2002),”Key Dimensions of business-to-consumer web sites.” Information & Management Vol.39 No.6 pp. 457-465.
37. Reibstein, David J., (2002), "What attracts customers to online stores, and what keeps them coming back?" Journal of the Academy of Marketing Science, 30 (4), pp. 465-473.
38. Rheingold, H., (1993),”The virtual vommunity: homesteading on the electronic frontier.” HarperPerennial Paperback, also Secker and Warburg (UK), Addison Wesley (German and French Translations).
39. Room, C., Pliskin, N. and Clarke, R., (1997),”Virtual communities and society: Toward and integrative three phase model.” International Journal of Information Management, Vol. 17, No.4, pp. 261-270.
40. Sangwan, S , (2005), ”Virtual community success : a uses and gratifications perspective. ”Proceeding of the annual Hawaii international conference on system sciences, No. Conf 38,193.
41. Thomas F. Stafford and Marla Royne Stafford, Lawrence L. Schkade, (2004),”Determining uses and gratifications for internet.” Decision Sciences, v.35 i2.pp. 259-288
42. Turner, Jeanine W., Jean A. Grube and Jennifer Meyers., (2001), “Developing and optimal match within online communities: An exploration of CMC support communities and traditional support.” Journal of Communication, 51 (2), pp. 231-251.
43. Whitten, D., (2004),”User information satisfaction scale reduction: application in an IT out-sourcing environment.” Journal of Computer Information Systems, 45(2), pp.17-26.
44. Wikipedia, http://zh.wikipedia.org/zh-tw/
45. Wulf, K. D., Schillewaert, N., & Muylle, S., (2006),”The role of pleasure in web site success.” Information and Management, 43 (4), pp. 434–446.
描述 碩士
國立政治大學
資訊管理研究所
95356005
98
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095356005
資料類型 thesis
dc.contributor.advisor 裘錦天zh_TW
dc.contributor.author (Authors) 黃健維zh_TW
dc.contributor.author (Authors) Huang, Chien Weien_US
dc.creator (作者) 黃健維zh_TW
dc.creator (作者) Huang, Chien Weien_US
dc.date (日期) 2009en_US
dc.date.accessioned 4-Sep-2013 16:55:26 (UTC+8)-
dc.date.available 4-Sep-2013 16:55:26 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2013 16:55:26 (UTC+8)-
dc.identifier (Other Identifiers) G0095356005en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60197-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 95356005zh_TW
dc.description (描述) 98zh_TW
dc.description.abstract (摘要) 大學校園資訊服務一般是以教學、行政、服務等公務性為主，較缺乏針對學生校園生活之互動性功能，如社團訊息溝通、相簿共享等學生較喜愛之功能。本論文是以某大學所建置學生校園社群網站(http://dono.tw)進行個案研究並線上問卷調查，來評量校園社群網站的使用者滿意度、分析使用者滿意度與各構面關係、以及分析使用者滿意度與使用者基本資料關係。在本論文的滿意度分析中，本研究所提出的五個假設，有三個假設成立，分別為「會員間互動對於滿意度有正相關」、「網路結構對於滿意度有正相關」、「網路科技對於滿意度有正相關」。針對所研究之網站，本論文有下列管理性建議：要改變學生於網路的使用習慣及行為，是相當不容易。建議學校可由整合社群網站功能於學校的學術及行政運作體系或增加使用社群網站之誘因，來提升網站使用率。zh_TW
dc.description.abstract (摘要) The information services of university campus are usually focused on public affairs such as teaching, administration, and services. And there is lack of interactive functions for student campus life such as the messages communication of campus clubs, the photos sharing, etc., those are the favorite functions of students.

Based on the campus student community networks created by an university, this paper conducts a case study and making an online survey. It assesses the user’s satisfaction of the community networks, analyze the relationship between user’s satisfaction and each dimension, and analyze the relationship between the user’s satisfaction and user’s background data.

In the satisfaction analysis, we proposed five hypotheses. There are three hypotheses are valid. They are ：”It is positive correlation to satisfaction among the members’ interaction”, “It is positive correlation to satisfaction for web structure”, and “It is positive correlation to satisfaction for web technology”.

For the research web, we have the following managerial suggestions: It is not easy to change the custom and behavior of students on network. To improve the utilization rate, we suggest that the university can integrate the community network functions into the academic and administrative affairs system, or to make some incentives to use the community network.

Keywords:

Virtual Community, Campus Community, Community Web, Web 2.0		en_US
dc.description.tableofcontents 摘要 1
第一章、 緒論 3

第一節、 研究動機及背景 3

第二節、 研究目的 6

第三節、 研究流程 6

第二章、 文獻探討 8

第一節、 社群網站的歷史與沿革 8
第二節、 社群網站的定義 9
第三節、 校園社群網站的特性 12
第四節、 社群網站滿意度的相關研究 12
第五節、 社群網站的滿意度評估 17

第三章、研究設計 23

第一節、 研究方法 23
第二節、 研究對象與範圍 23
第三節、 滿意度互動結構 23
第四節、 變項定義及衡量 25
第五節、 研究架構 29
第六節、 研究假設 31
第七節、 問卷設計 32
第八節、 研究對象與問卷進行方式 32
第九節、 資料分析方法 33

第四章、資料分析 33

第一節、 問卷信度與效度分析 33
第二節、 基本資料分析 35
第三節、 假設檢定 38

第五章、結論與建議 47

第一節、 結論 47
第二節、 後續研究 49

參考文獻 50
中文部份 50
英文部份 51

附錄一 問卷內文 54

附錄二 Y1~Y6分項滿意度迴歸分析報表 58		zh_TW
dc.format.extent 537020 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095356005en_US
dc.subject (關鍵詞) 虛擬社群zh_TW
dc.subject (關鍵詞) 校園社群zh_TW
dc.subject (關鍵詞) 社群網站zh_TW
dc.subject (關鍵詞) Web2.0zh_TW
dc.subject (關鍵詞) virtual communityen_US
dc.subject (關鍵詞) campus communityen_US
dc.subject (關鍵詞) social networken_US
dc.subject (關鍵詞) web2.0en_US
dc.title (題名) 校園社群網站滿意度之研究zh_TW
dc.title (題名) Online social network on campus: a satisfaction surveyen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部份
1. 王怡舜、湯宗益，（2002），數位產品網路行銷之顧客滿意度量表建構模式。中華管理學報，3（2），頁47-63。
2. 吳統雄，(1990)，電話調查：理論與方法，聯經出版社。
3. 李郁菁，(2000)，影響虛擬社群成員忠誠度產生之因素探討，國立中山大學資訊管理研究所碩士論文。
4. 林怡君，(2006)，Weblog使用者介面之個人化設計探討，國立台灣科技大學設計研究所碩士論文。
5. 林致立，（2001），虛擬社群機制的商業性應用：本質、分類、與關鍵議題。東吳大學企業管理研究所碩士論文。
6. 商業週刊，(2009)，1127期，頁80~88。
7. 曾則翔，(2008)，Web2.0社群網站滿意度之研究。國立台灣大學資訊管理研究所碩士論文。
8. 楊惠貞、廖文忠、曹文瑜、董俊良，(2001)，虛擬社群系統建置—以網路同學會為例，勤益學報第19 期，頁229-240。
9. 經濟部技術處，(2006)，WEB2.0網路上有錢-創意在裡面，經濟部技術處出版。
10. 蕭健興，(2007)，探討Web 2.0環境下的使用者介面設計－以個人化入口網頁介面的設計開發為例，國立臺灣科技大學設計研究所碩士論文。
11. 蘇芬媛，(1996)，網路虛擬社區的形成：MUD之初探性研究，國立交通大學傳播研究所碩士論文。















英文部份
12. Bagozzi, R. P & Dholakia, (2002),”Intentional social action in virtual communities.”Journal of Interactive Marketing, 16(2), 2-21.
13. Bailey, J. E. and Pearson, (1983), S. W.”Development of a tool for measuring and analyzing computer user satisfaction.” Management Sciences, 29(5), pp.530-545.
14. Balasubramanian, Sridhar and Vijay Mahajan, (2001),”The Economic of Leverage of the Virtual Community.” International Journal of Electronic Commerce, 5 (3), pp. 103-138.
15. Bauer, H. H. Grether, M. Leach, M. (2002),”Building customer relations over the Internet. ” Industrial Marketing Management 31(2), pp. 155–164.
16. Bergami, M. & Bagozzi, R. P, (2000) , ”Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. ”British Journal of Social Psychology, 39, pp.555-577.
17. Hagel, J., and Armstrong, (1997),”A Net gain: Expanding markets through virtual communities.” Mass: Harvard Business School Press, Boston.
18. Hoegg, R, Martignoni, R., Meckel, M., Stanoevska-Slabeva, K., (2006),”Overview of business models for Web 2.0 communities.” In:. Proceedings of GeNeMe 2006. GeNeMe 2006, pp. 23-37, http://www.alexandria.unisg.ch/EXPORT/DL/Roman_Hoegg/31412.pdf.
19. Huang, M.-H., (2005), ”Web performance scale.” Information and Management, 42(6), pp. 841–852.
20. Koh, J. & Kim, Y.-G., (2004),”Knowledge sharing in virtual communities: An e-business perspective.” Expert Systems with Applications, 26, pp.155-166.
21. Langerak, F., P. C.Verhoef, P. W.J. Verlegh & K. de Valck (2003), “The Effect of Members` Satisfaction with a virtual community on member participation.” ERIM Report Series Reference No. ERS-2003-004-MKT. http://ssrn.com/abstract=411641
22. Lechner, Ulrike and Johannes Hummel,(2002), “Business models and system architecture of virtual communities: From a Sociological Phenomenon to Peer-to-Peer Architectures.” International Journal of Electronic Commerce, 6 (3), pp. 41-53.
23. Lee, F. S. L., D. Vogel & M. Limayem, (2003),”Virtual community informatics: a review and research agenda.” Journal of Information Technology Theory and Application, 5(1): pp.47-61.Palmer, Jonathan, W., (2002), ”Web site Usability、design and performance metrics. info.” Sys. Research, Vol. 13, No. 2, pp. 151-167.
24. Lin, C. S. Sheng, W. Tsai, R. J. (2005), ”Integrating perceived playfulness into expectation–confirmation model for web portal context. ”Information and Management 42(5), pp. 683–693.
25. Mathwick,C. Malhotra,N. Rigdon,E.,(2001), ”Experiential value: conceptualization, measurement and application in the catalogand Internet shopping environment. ” Journal of Retailing 77(1),pp. 39–56.
26. McAlexander, James H., John W. Schouten and Harold F. Koenig ,(2002), “Building brand community.” Journal of Marketing, 66 (1), pp. 38-54.
27. McKinn ey, V, Yoon, Km and Zahedi, F. M, (2002),”The measurement of web-customer satisfaction: An expectation and disconfirmation approach.” Information Systems Research, 13(3), pp.296-315.
28. Muniz, Albert M. and Thomas C. O’Guinn, (2001), “Brand community.”Journal of Consumer Research, 27 (1), pp. 412-32.
29. Muylle, S. Moenaert, R. Despontin, M. ,(2004), ”The conceptualization and empirical validation of web site user satisfaction.” Information and Management 41(5), pp. 543–560.
30. Palmer, Jonathan, W., (2002),”Web site usability、design and performance metrics. info.”Sys. Research, Vol. 13,No. 2,pp.151.167.
31. Park, C.H. Kim, Y. G., (2003), ”Identifying key factors affecting consumer, purchase behavior in an online shopping context.”International Journal of Retail and Distribution Management 31(1), pp.16–39.
32. Chaney, P, (2009),” The digital handshake. ” John Wiley & Sons, INC.
pp. 83-90.

33. Preece, J, (2001),”Sociability and usability in online communities: determining and measuring success.” Behaviour and Information Technology, 20(5), pp. 347–365.
34. Preece, J, (2002),” Social considerations in online communities: usability, sociability, and success factors. Cognition in the digital world.” Lawrence Erlbaum Associates Inc. Publishers. Mahwah: NJ.
35. Preece, J, Diane Maloney-Krichmar, (2003),”Online communities: focusing on sociability and usability.” pp. 596-620.
36. Ranganathan, C. and Ganapathy, S., (2002),”Key Dimensions of business-to-consumer web sites.” Information & Management Vol.39 No.6 pp. 457-465.
37. Reibstein, David J., (2002), "What attracts customers to online stores, and what keeps them coming back?" Journal of the Academy of Marketing Science, 30 (4), pp. 465-473.
38. Rheingold, H., (1993),”The virtual vommunity: homesteading on the electronic frontier.” HarperPerennial Paperback, also Secker and Warburg (UK), Addison Wesley (German and French Translations).
39. Room, C., Pliskin, N. and Clarke, R., (1997),”Virtual communities and society: Toward and integrative three phase model.” International Journal of Information Management, Vol. 17, No.4, pp. 261-270.
40. Sangwan, S , (2005), ”Virtual community success : a uses and gratifications perspective. ”Proceeding of the annual Hawaii international conference on system sciences, No. Conf 38,193.
41. Thomas F. Stafford and Marla Royne Stafford, Lawrence L. Schkade, (2004),”Determining uses and gratifications for internet.” Decision Sciences, v.35 i2.pp. 259-288
42. Turner, Jeanine W., Jean A. Grube and Jennifer Meyers., (2001), “Developing and optimal match within online communities: An exploration of CMC support communities and traditional support.” Journal of Communication, 51 (2), pp. 231-251.
43. Whitten, D., (2004),”User information satisfaction scale reduction: application in an IT out-sourcing environment.” Journal of Computer Information Systems, 45(2), pp.17-26.
44. Wikipedia, http://zh.wikipedia.org/zh-tw/
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