Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/20577
標題: 虛擬社群體驗之研究
A Study of Virtual Community Experience
作者: 蘇湘君
Su, Shiang-Jiun
關鍵字: virtual community
虛擬社群
flow experience
experiential value
community identification
loyal behavior
心流體驗
體驗價值
社群認同
忠誠行為
出版社: 企業管理學系所
引用: 一、 中文 (一) 圖書 王育英、梁曉鶯譯(2000),「體驗行銷」譯自Experiential Marketing , Schmitt, B.(1999),經典傳訊 朱道凱譯(1998),「網路商機:如何經營虛擬社群」譯自NET GAIN:Expanding Markets Through Virtual Communities, Hagel III, J. & A.G. Armstrong(1997),臉譜 呂長民著(民國91年),「行銷研究-研究方法與實例應用」,前程企業 邱皓政著(民國93年),「結構方程模式-LISREL的理論、技術與應用」雙葉書廊 張紹勳著(民國89年),「研究方法-LISREL AMOS」,滄海書局 夏業良、魯煒譯(2003),「體驗經濟時代」譯自The Experience Economy:work is theatre & every business a stage , Pine II, B. J., J. H. Gilmore(1999),經濟新潮社 黃芳銘著(民國92年),「結構方程模式-理論與應用」,五南 (二) 期刊論文 王瓊慧(民國92年),「組織與品牌認定、認同及員工效能之關係-以國內休閒服飾零售業賣場人員為對象」,中山大學人力資源管理研究所碩士論文 江素貞(民國92年),「體驗價值對顧客滿意及行為意向關係之研究」,義守大學管理科學研究所碩士論文 施沛廷(民國93年),「社群信任、社群認同與購買行為的關係之研討─以RV休旅車社群為例」,東華大學企業管理學系碩士論文 袁薏樺(民國91年),「體驗行銷、體驗價值與顧客滿意關係之研究」,台北科技大學商業自動化與管理研究所碩士論文 彭彥群(民國95年),「體驗價值與顧客承諾的探討-體驗行銷的觀點」,中興大學企業管理研究所,2006企業學理學術論壇暨研討會論文 劉智華(民國90年),「網站體驗與上站忠誠度之關係研究」,中原大學管理學系碩士論文 (三) 網路資源 財團法人台灣網路資訊中心「九十五年度台灣寬頻網路使用狀況調查」,http://www.twnic.net.tw/download/200307/0308a.doc 二、 英文 (一) 圖書 Assael, H.(1992).Consumer behavior and marketing action, Boston, MA:PWS-KENT Publishing Company. Bagozzi, R. P.(1986).Principles of marketing management,Chicago:Science Research Associates, Inc. Csikszentmihalyi, M.(1975).Beyond Boredom and Anxiety, San Francisco:Jossey-Bass. Csikszentmihalyi, M.(1997).Finding Flow:The Psychology of Engagement with Everyday Life, Basic Books, New York, NY. Csikszentmihalyi, M.(1982). Towards a Psychology of Optimal Experience. In L. Wheeler(Ed.). Annual Review of Personality and Social Psychology(Vol.3, pp.13-36). Beverly Hills, CA:Sage. Csikszentmihalyi, M.(1990).Flow:The psychology of optimal experience.New York:Harper & Row. Day, G.(1990).Market-Driven Strategy:Processes for Creating Value, The Free Press, New York, NY. Engel, J. F., R. D. Blackwell, P. W. Miniard(1993).Consumer Behavior(8th ed.).Fort Worth:Dryden Press. Gale, B. Y.(1994). Managing Customer Value. Creating Quality and Service that Customer Can See, The Free Press, New York, NY. Gr
摘要: This study uses the flow theory to understand the virtual community experience. It attempts to explore whether the flow experience in the virtual community will be produced through the members' interaction and communication, in order to obtain the experiential value in mind, and further enhance the identity of the community. It also seeks to find out if the experiential value and identification will help the member to emerge the loyal behavior to the virtual community. The research is proceeded by using questionnaires through the internet, and convenience samples collected from the virtual communities in the portal websites(e.g. Yahoo!, PChome, MSN, Yam, Sina)and BBS(e.g. PTT, wretch, BBS in the universities or colleges). We received 448 questionnaires, excluded 49 unusable questionnaires, 399 questionnaires remained as final samples. We work on these samples by applying the methods of factor analysis, regression analysis and structural equation modeling. All findings have been used to examine the hypothesis in our study.In the regression analysis, we find that the flow experience in the virtual community has been accounted for experiential value, and the experiential value has affected the loyal behavior in a positive way, as well as affecting community identification partially. Interestingly, the community identification does in turn affect loyal behavior to a certain degree. In addition to this, the experiential value appears to moderate the flow experience among the community, community identification, and loyal behavior; and the community identification happens to moderate the experiential value and loyal behavior. From the findings of the structural equation modeling, the flow experience in the virtual community shows positive influence on experiential value, and the experiential value has an effect on community identification and loyal behavior positively. Nevertheless, the community identification does not affect loyal behavior.
本研究從心流理論探討虛擬社群之體驗,包括虛擬社群心流體驗能否由外而內-藉由與社群成員的互動、交流體驗,內心產生體驗價值,進而對社群產生認同;此外,消費者由內而外,所擁有的體驗價值,經由對社群產生內心的認同後,能否體現於外,產生對社群有利的忠誠行為。 在實證調查方面,本研究利用網路問卷,採用便利抽樣,針對入口網站之虛擬社群(Yahoo、PChome、MSN、蕃薯藤、新浪網......)、BBS (批踢踢實業坊、無名小站、各大專院校的BBS......)進行抽樣,總共回收樣本448份,刪除49份無效問卷後,最後總樣本為399份。本文採用因素分析、迴歸分析與結構方程模型驗證研究假設。 迴歸分析結果顯示,虛擬社群心流體驗的確會產生體驗價值,而體驗價值亦會正向影響忠誠行為,且部分影響社群認同,最後社群認同會部分影響忠誠行為。此外,體驗價值為虛擬社群心流體驗與社群認同及忠誠行為之中介變數,而社群認同則為體驗價值與忠誠行為之中介變數。在結構方程模型方面,虛擬社群心流體驗會正向影響體驗價值,而體驗價值亦會正向影響社群認同及忠誠行為,但社群認同對忠誠行為之影響不顯著。
URI: http://hdl.handle.net/11455/20577
其他識別: U0005-0507200616514000
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0507200616514000
Appears in Collections:企業管理學系所

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