Please use this identifier to cite or link to this item:
標題: Using Experience Design to Investigate Emotion and Behavior Intention of Social Website Users
作者: 陳定宗
Chen, Ting-Tsung
關鍵字: social website
experience design
behavior intention
出版社: 科技管理研究所
引用: 中文部分 邱皓政 (2003). "結構方程模式: LISREL 的理論, 技術與應用." 台北: 雙葉. 西文部分 Ajzen, I. and M. Fishbein (1980). Understanding attitudes and predicting social behavior, Prentice-Hall. Amichai-Hamburger, Y. and G. Vinitzky (2010). "Social network use and personality." Computers in Human Behavior 26(6): 1289-1295. Armstrong, A. and J. Hagel III (1996). "The real value of online communities." Harvard Business Review 74(3): 134-141. Arnould, E. and L. Price (1993). "River magic: Extraordinary experience and the extended service encounter." Journal of Consumer Research 20(1): 24-45. Babin, B. J., W. R. Darden and M. Griffin (1994). (1994). "Work and/or fun: measuring hedonic and utilitarian shopping value." Journal of Consumer Research 20(4): 644-656. Babin, B. J. and W. R. Darden (1995). "Consumer self-regulation in a retail environment." Journal of Retailing 71(1): 47-70. Babin, B. and M. Griffin (1998). "The nature of satisfaction: an updated examination and analysis." Journal of Business Research 41(2): 127-136. Backman, S. and J. Crompton (1991). "The usefulness of selected variables for predicting activity loyalty." Leisure Sciences 13(3): 205-220. Baek, K., A. Holton, D. Harp and C. Yaschur (2011). (2011). "The links that bind: Uncovering novel motivations for linking on Facebook." Computers in Human Behavior 27(6): 2243-2248. Bagozzi, R. P., M. Gopinath and P. U. Nyer (1999). "The role of emotions in marketing." Journal of the Academy of Marketing Science 27(2): 184-206. Barlow, J. and Maul, D. (2000), Emotional Value: Creating Strong Bonds with Your Customers, Berrett-Koehler,San Francisco, CA Battarbee, K. and I. Koskinen (2005). "Co-experience: user experience as interaction." CoDesign 1(1): 5-18 Berthon, P., L. Pitt and R. T. Watson (1996). "Marketing communication and the world wide web." Business Horizons 39(5): 24-32. Blanchard, A. L. (2008). "Testing a model of sense of virtual community." Computers in Human Behavior 24(5): 2107-2123. Bollen, K. (1989). Structural equations with latent variables, Wiley New York. Bollen, K. A. and J. S. Long (1993). Testing structural equation models, Sage Publications, Inc. Boyer, K. K., R. Hallowell and A. V. Roth (2002). "E-services: operating strategy--a case study and a method for analyzing operational benefits." Journal of Operations Management 20(2): 175-188. Bressler, S. E. and C. Grantham (2000). Communities of commerce: Building internet business communities to accelerate growth, minimize risk, and increase customer loyalty, McGraw-Hill Professional. Carbone, L. and S. Haeckel (1994). "Engineering customer experiences." Marketing Management 3(3): 8-19. Caru, A. and B. Cova (2003). "Revisiting consumption experience: a more humble but complete view of the concept." Marketing Theory 3(2): 267. Castañeda, J. A., F. Muñoz-Leiva and T. Luque (2007). "Web Acceptance Model (WAM): Moderating effects of user experience." Information & Management 44(4): 384-396. Casteleyn, J., A. Mottart and K. Rutten (2009). "How to use Facebook in your market research." International Journal of Market Research 49(6): 439-447. Chaudhuri, A. (1998). "Product class effects on perceived risk: The role of emotion." International Journal of Research in Marketing 15(2): 157-168. Chaudhuri, A. (2002). "A study of emotion and reason in products and services." Journal of Consumer Behaviour 1(3): 267-279. Chaudhuri, A. and M. B. Holbrook (2001). "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty." The Journal of Marketing 65(2): 81-93. Chaudhuri, Arjun (2006), Emotion and Reason in Consumer Behavior. Oxford: Elsevier/Butterworth-Heinemann Chen, L. (2008). "A model of consumer acceptance of mobile payment." International Journal of Mobile Communications 6(1): 32-52. Cheung, C. M. K. and M. K. O. Lee (2010). "A theoretical model of intentional social action in online social networks." Decision support systems 49(1): 24-30. Cheung, C. M. K., P. Y. Chiu and M. K. O. Lee (2011). "Online social networks: Why do students use facebook?" Computers in Human Behavior 27(4): 1337-1343. Chitturi, R., R. Raghunathan and V. Mahajan (2008). "Delight by design: The role of hedonic versus utilitarian benefits." Journal of Marketing 72(3): 48-63. Christian, J., R. Bagozzi, D. Abrams and H. Rosenthal (2011). "Social influence in newly formed groups: The roles of personal and social intentions, group norms, and social identity." Personality and Individual Differences 52(3): 255-260. Cyr, D., K. Hassanein, M. Head and A. Ivanov (2007). "The role of social presence in establishing loyalty in e-Service environments." Interacting with Computers 19(1): 43-56. Davenport, T. and J. Beck (2001). The attention economy: Understanding the new currency of business, Harvard Business Press. Davis, F. D., R. P. Bagozzi and P. R. Warshaw (1989). "User acceptance of computer technology: a comparison of two theoretical models." Management Science 35(8): 982-1003. Derbaix, C. M. (1995). "The impact of affective reactions on attitudes toward the advertisement and the brand: A step toward ecological validity." Journal of Marketing Research 32(4): 470-479. De Ruyter, K., M. Wetzels, J. Lemmink and J. Mattson (1997). "The dynamics of the service delivery process: a value-based approach." International Journal of Research in Marketing 14(3): 231-243. Dholakia, U. M., R. P. Bagozzi and L. K. Pearo (2004). "A social influence model of consumer participation in network-and small-group-based virtual communities." International Journal of Research in Marketing 21(3): 241-263. Dodds, W. B., K. B. Monroe and D. Grewal (1991). "Effects of price, brand, and store information on buyers'' product evaluations." Journal of Marketing Research 28(3): 307-319. Dube, L. and M. S. Morgan (1998). "Capturing the dynamics of in-process consumption emotions and satisfaction in extended service transactions." International Journal of Research in Marketing 15(4): 309-320. Edell, J. A. and M. C. Burke (1987). "The power of feelings in understanding advertising effects." Journal of Consumer Research 14(3): 421-433. Ekman, P., E. R. Sorenson and W. V. Friesen (1969). " Pan-cultural elements in facial displays of emotion." Science 164(3875): 86-88. Falk, R. F. and N. B. Miller (1992). A primer for soft modeling, University of Akron Press. Fischer, E. and A. R. Reuber (2011). "Social interaction via new social media:(How) can interactions on Twitter affect effectual thinking and behavior?" Journal of Business Venturing 26(1): 1-18. Fishbein, M. and I. Ajzen (1975). Belief, attitude, intention and behaviour: An introduction to theory and research, Addison-Wesley. Flavián, C., M. Guinalíu and R. Gurrea (2006). "The role played by perceived usability, satisfaction and consumer trust on website loyalty." Information & Management 43(1): 1-14. Fogel, J. and E. Nehmad (2009). "Internet social network communities: Risk taking, trust, and privacy concerns." Computers in Human Behavior 25(1): 153-160. Fornell, C. and D. F. Larcker (1981). "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error." Journal of Marketing Research 18(1): 39-50. Fragopanagos, N. and J. Taylor (2005). "Emotion recognition in human-computer interaction." Neural Networks 18(4): 389-405. Frijda, N. (1986). The emotions. Cambridge, England: Cambridge University Press. Gao, Q., Y. Dai, Z. Fan and R. Kang (2010). "Understanding factors affecting perceived sociability of social software." Computers in Human Behavior 26(6): 1846-1861. Gob′e, M., & Zyman, S. (2001). Emotional branding: The new paradigm for connecting brands to people. New York: Allworth Press. Gorsuch, R. L. (1983). Factor analysis. Hillsdale,NJ: Lawrence Erlbaum. Gupta, S. and M. Vajic (2000). "The contextual and dialectical nature of experiences." New service development: creating memorable experiences: 33-51. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate data analysis (Vol. 7). New Jersey: Prentice Hall. Hareli, S. and B. Parkinson (2008). "What''s Social About Social Emotions?" Journal for the Theory of Social Behaviour 38(2): 131-156. Harris, G. E. and J. E. Cameron (2005). "Multiple Dimensions of Organizational Identification and Commitment as Predictors of Turnover Intentions and Psychological Well-Being." Canadian Journal of Behavioural Science/Revue canadienne des sciences du comportement 37(3): 159. Hassenzahl, M. (2004). "The interplay of beauty, goodness, and usability in interactive products." Human-Computer Interaction 19(4): 319-349. Hassenzahl, M., S. Diefenbach and A. Göritz (2010). "Needs, affect, and interactive products–Facets of user experience." Interacting with Computers 22(5): 353-362. Holbrook, M. B. and R. Batra (1987). "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising." Journal of Consumer Research: An Interdisciplinary Quarterly 14(3): 404-420. Hornik, J. (1992). "Tactile Stimulation and Consumer Response." Journal of Consumer Research: An Interdisciplinary Quarterly 19(3): 449-458. Hsu, C. L. and J. C. C. Lin (2008). "Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation." Information & Management 45(1): 65-74. Hui, M. K. and J. E. G. Bateson (1991). "Perceived control and the effects of crowding and consumer choice on the service experience." Journal of Consumer Research 18(2): 174-184. Jang, S. C. S. and Y. Namkung (2009). "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants." Journal of Business Research 62(4): 451-460. Johnson, G. J., G. C. Bruner II and A. Kumar (2006). "Interactivity and its facets revisited: Theory and empirical test." Journal of Advertising 35(4): 35-52. Jöreskog,K.G.,and Sorbom,D.(1986), LISREL VI:Analysis of Linear Structural Relationships by Maximum Likelihood, Instrumental Variables, and Least Squares Methods, 4th ed., Mooresville, I.N.: Scientific Software. Kaiser, H. F. (1974). "An index of factorial simplicity." Psychometrika 39(1): 31-36. Kannan, P., A. M. Chang and A. B. Whinston (2000). "Electronic communities in e-business: their role and issues." Information Systems Frontiers 1(4): 415-426. Kemper, T. D. (1978). A social interactional theory of emotions, Wiley New York. Kerlinger, F. N., & H. B. Lee (2000). Foundations of behavioral research. (4th ed.).Orlando: Harcourt Inc. Kietzmann, J. H., K. Hermkens, I. P. McCarthy and B. S. Silvestre (2011). "Social media? Get serious! Understanding the functional building blocks of social media." Business Horizons 54(3): 241-251. Kim, H. W., S. Gupta and J. Koh (2011). "Investigating the intention to purchase digital items in social networking communities: A customer value perspective." Information and Management 48(6): 228-234. Kim, W., O. R. Jeong and S. W. Lee (2010). "On social Web sites." Information Systems 35(2): 215-236. Kim, Y., D. Sohn and S. M. Choi (2011). "Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students." Computers in Human Behavior 27(1): 365-372. Kline, R. B. (2010). Principles and practice of structural equation modeling. New York: The Guilford Press Kourouthanassis, P. E., G. M. Giaglis and A. P. Vrechopoulos (2007). "Enhancing user experience through pervasive information systems: The case of pervasive retailing." International Journal of Information Management 27(5): 319-335. Kuniavsky, M. (2003). Observing the user experience: a practitioner''s guide to user research, Morgan Kaufmann. Kwon, O. and Y. Wen (2010). "An empirical study of the factors affecting social network service use." Computers in Human Behavior 26(2): 254-263. Lam, S. Y., V. Shankar, M. K. Erramilli and B. Murthy (2004). "Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context." Journal of the Academy of Marketing Science 32(3): 293. Laros, F. J. M. and J. B. E. M. Steenkamp (2005). "Emotions in consumer behavior: A hierarchical approach." Journal of Business Research 58(10): 1437-1445. Lee, M. K. O., C. M. K. Cheung and Z. Chen (2005). "Acceptance of Internet-based learning medium: the role of extrinsic and intrinsic motivation." Information & Management 42(8): 1095-1104. Lin, H. F. (2008). "Determinants of successful virtual communities: Contributions from system characteristics and social factors." Information & Management 45(8): 522-527. Lin, K. Y. and H. P. Lu (2011). "Why people use social networking sites: An empirical study integrating network externalities and motivation theory." Computers in Human Behavior 27(3): 1152-1161. Llinares, C. and A. F. Page (2011). "Kano''s model in Kansei Engineering to evaluate subjective real estate consumer preferences." International Journal of Industrial Ergonomics 41(3): 233-246. Mano, H. (1991). "The structure and intensity of emotional experiences: Method and context convergence." Multivariate Behavioral Research 26(3): 389-411. Mano, H. and R. Oliver (1993). "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction." Journal of Consumer Research 20(3): 451-466. Maruyama, G. (1997).Basics of structural equation modeling, Sage Publications, Inc. Maslow, A. and V. Religions (1964). Peak-Experiences, Columbus, Ohio State University Press. Mathwick, C., N. Malhotra and E. Rigdon (2001). "Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment1." Journal of Retailing 77(1): 39-56. McCabe, S. (2002). "The tourist experience and everyday life." The tourist as a metaphor of the social world: 61-77. McLellan, H. (2000). "Experience design." CyberPsychology and Behavior 3(1): 59-69. Michaelidou, N., N. T. Siamagka and G. Christodoulides (2011). "Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands." Industrial Marketing Management 40(7): 1153-1159. Moon, J., J. Li, S. Jo and G. L. Sanders (2006). "Improving quality of life via blogs and development of a virtual social identity." Journal of Information Technology Management 17(3): 26-37. Nysveen, H., P. E. Pedersen and H. Thorbjørnsen (2005). "Intentions to use mobile services: antecedents and cross-service comparisons." Journal of the Academy of Marketing Science 33(3): 330-346. Oatley, K. and P. Johnson-Laird (1987). "Towards a cognitive theory of emotions." Cognition & Emotion 1(1): 29-50. Oliver, R. (1993). "Cognitive, affective, and attribute bases of the satisfaction response." Journal of Consumer Research 20(3): 418-430. Ong, E. Y. L., R. P. Ang, J. Ho, J. C. Y. Lim, D. H. Goh, C. S. Lee and A. Y. K. Chua (2011). "Narcissism, extraversion and adolescents’ self-presentation on Facebook." Personality and Individual Differences 50(2): 180-185. Ortony, A. and T. Turner (1990). "What’s basic about basic emotions." Psychological Review 97(3): 315-331. Parkinson, B. (1996). "Emotions are social." British Journal of Psychology 87(4): 663-684. Palmer, J. (2003). "Web site usability, design, and performance metrics." Information Systems Research 13(2): 151-167. Pempek, T. A., Y. A. Yermolayeva and S. L. Calvert (2009). "College students'' social networking experiences on Facebook." Journal of Applied Developmental Psychology 30(3): 227-238. Pfeil, U., R. Arjan and P. Zaphiris (2009). "Age differences in online social networking-A study of user profiles and the social capital divide among teenagers and older users in MySpace." Computers in Human Behavior 25(3): 643-654. Phillips, D. M. and H. Baumgartner (2002). "The role of consumption emotions in the satisfaction response." Journal of Consumer Psychology 12(3): 243-252. Picard, R.W., 1997. Affective Computing. The MIT Press, MA, USA Pine, B. and J. Gilmore (1998). "Welcome to the experience economy." Harvard Business Review 76: 97-105. Plutchik, R. (1980). Emotion: A psychoevolutionary analysis. New York, NY: Harper & Row. Porter, C. (2004). "A typology of virtual communities: a multi-disciplinary foundation for future research." Journal of Computer-Mediated Communication 10(1): 00-00. Preece, J. (2001). Online communities: Designing usability, supporting sociability, John Wiley & Sons Chichester, UK. Pullman, M. and M. Gross (2004). "Ability of experience design elements to elicit emotions and loyalty behaviors." Decision Sciences 35(3): 551-578. Qi, M. and D. Edgar-Nevill (2011). "Social networking searching and privacy issues." Information Security Technical Report 16(2): 74-78. Qualman, E. (2010). Socialnomics: How social media transforms the way we live and do business, Wiley. Quan, C. and F. Ren (2010). "A blog emotion corpus for emotional expression analysis in Chinese." Computer Speech & Language 24(4): 726-749. Rheingold, H. (2000). The virtual community: Homesteading on the electronic frontier, The MIT Press. Richard J. Goossen, 2008, "E-PRENEUR", Original English language edition, published by Career Press,3 Tice RD.,Franklin Lakes, NJ 07417 USA Richins, M. L. (1997). "Measuring emotions in the consumption experience." Journal of Consumer Research 24(2): 127-146. Romm, C., N. Pliskin and R. Clarke (1997). "Virtual communities and society: toward an integrative three phase model." International Journal of Information Management 17(4): 261-27 Roseman, I. J. (1996). "Appraisal determinants of emotions: Constructing a more accurate and comprehensive theory." Cognition & Emotion 10(3): 241-278. Ross, C., E. S. Orr, M. Sisic, J. M. Arseneault, M. G. Simmering and R. R. Orr (2009). "Personality and motivations associated with Facebook use." Computers in Human Behavior 25(2): 578-586. Rust, R. and P. Kannan (2002). "The era of e-service." E-service:New directions in theory and practice: 3-21.e phase model." International Journal of Information Management 17(4):261-270. Ryan, T. and S. Xenos (2011). "Who uses Facebook? An investigation into the relationship between the Big Five, shyness, narcissism, loneliness, and Facebook usage." Computers in Human Behavior 27(5): 1658-1664. Sanchez-Franco, M. and F. Rondan-Cataluna (2010). "Virtual travel communities and customer loyalty: Customer purchase involvement and web site design." Electronic Commerce Research and Applications 9(2): 171-182. Schmitt, B. (1999). "Experiential marketing." Journal of Marketing Management 15(1): 53-67. Schubert, P. and M. Ginsburg (2000). "Virtual communities of transaction: The role of personalization in electronic commerce." Electronic Markets 10(1): 45-55. Sears, A. and J. Jacko (2000). "Understanding the relation between network quality of service and the usability of distributed multimedia documents." Human-Computer Interaction 15(1): 43-68. Shaver, P. R., S. Wu and J. C. Schwartz (1992). "Cross-cultural similarities and differences in emotion and its representation." Emotion.Review of Personality and Social Psychology 13: 175-212. Sheth, J. N., B. I. Newman and B. L. Gross (1991). "Why we buy what we buy: a theory of consumption values." Journal of Business Research 22(2): 159-170. Shin, D. H. (2010). "The effects of trust, security and privacy in social networking: A security-based approach to understand the pattern of adoption." Interacting with Computers 22(5): 428-438. Smith, E. R. (1993). "Social identity and social emotions: toward new conceptualizations of prejudice." Affect, cognition, and stereotyping: interactive processes in group perception: 297-315 Srinivasan, S. S., R. Anderson and K. Ponnavolu (2002). "Customer loyalty in e-commerce: an exploration of its antecedents and consequences." Journal of Retailing 78(1): 41-50. Steinfield, C., N. B. Ellison and C. Lampe (2008). "Social capital, self-esteem, and use of online social network sites: A longitudinal analysis." Journal of Applied Developmental Psychology 29(6): 434-445. Storm, C. and T. Storm (1987). "A taxonomic study of the vocabulary of emotions." Journal of Personality and Social Psychology 53(4): 805-816. Thelwall, M., D. Wilkinson and S. Uppal (2010). "Data mining emotion in social network communication: Gender differences in MySpace." Journal of the American Society for Information Science and Technology 61(1): 190-199. Tomai, M., V. Rosa, M. E. Mebane, A. D''Acunti, M. Benedetti and D. Francescato (2010). "Virtual communities in schools as tools to promote social capital with high schools students." Computers & Education 54(1): 265-274. Tomkins, S. S. (1962). Affect, imagery, and consciousness: Vol. I. The positive affects. New York: Springer. Tuch, A. N., J. A. Bargas-Avila, K. Opwis and F. H. Wilhelm (2009). "Visual complexity of websites: Effects on users’ experience, physiology, performance, and memory." International Journal of Human-Computer Studies 67(9): 703-715. Udo, G. J., K. K. Bagchi and P. J. Kirs (2010). "An assessment of customers’e-service quality perception, satisfaction and intention." International Journal of Information Management 30(6): 481-492. Uhrich, S. (2011). "Explaining non-linear customer density effects on shoppers'' emotions and behavioral intentions in a retail context: The mediating role of perceived control." Journal of Retailing and Consumer Services 18(5): 405-413. Van Schaik, P. and J. Ling (2008). "Modelling user experience with web sites: Usability, hedonic value, beauty and goodness." Interacting with Computers 20(3): 419-432. Van Schaik, P. and J. Ling (2011). "An integrated model of interaction experience for information retrieval in a Web-based encyclopaedia." Interacting with Computers 23(1): 18-32. Venkatesh, V. and S. A. Brown (2001). "A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges." Mis Quarterly 25(1): 71-102.. Walls, A. R., F. Okumus, Y. R. Wang and D. J. W. Kwun (2011). "An epistemological view of consumer experiences." International Journal of Hospitality Management 30(1): 10-21. Warshaw, P. R. and F. D. Davis (1985). "Disentangling behavioral intention and behavioral expectation." Journal of Experimental Social Psychology 21(3): 213-228. Watson, D., L. A. Clark and A. Tellegen (1988). "Development and validation of brief measures of positive and negative affect: the PANAS scales." Journal of Personality and Social Psychology 54(6): 1063-1070. Westbrook, R. (1987). "Product/consumption-based affective responses and postpurchase processes." Journal of Marketing Research 24(3): 258-270. Westbrook, R. A. and R. L. Oliver (1991). "The dimensionality of consumption emotion patterns and consumer satisfaction." Journal of Consumer Research 18(1): 84-91. Willis, M. and C. Jones (2010). "An Emotion Network: Enabling Emotion Sharing Through Social Networking." The University of the Sunshine Coast 11(6): 19-38. Yu, T. K., L. C. Lu and T. F. Liu (2010). "Exploring factors that influence knowledge sharing behavior via weblogs." Computers in Human Behavior 26(1): 32-41. Yuan, S. and Y. Fei (2010). "A synthesis of semantic social network and attraction theory for innovating community-based e-service." Expert Systems with Applications 37(5):3588-3597. Yuan, Y. H. and C. Wu (2008). "Relationships among experiential marketing, experiential value, and customer satisfaction." Journal of Hospitality & Tourism Research 32(3): 387-410. Zaltman, G. (2003). How customers think: Essential insights into the mind of the market, Harvard Business Press. Zeithaml, V. A. (1988). "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence." The Journal of Marketing 52(3): 2-22.
摘要: With the popularization of Internet in recent years, social website has become more prevalent in the new age, it plays an important role in Taiwan Internet Industry. Nowadays, the most popular social websites in Taiwan are Facebook and Plurk. Surprisingly, both of them are foreign sites, they start dominating the social website market in Taiwan. The social website's vendors in Taiwan face pressure from other competitors all over the world at the same time. How to success from the “Red Ocean” has become an important issue. Experience is a new economy following knowledge economy and service economy, it occurred through interaction with product or service, and a social-based e-service needs highly interaction, if social websites' vendors could provide premium-quality user experience for their users, that will deeply influence the social website to success or not, but there are few studies talked about the issue of experience design and service science. Thus, our research will take Facebook's users as study sample, to investigate positive basic emotion, negative emotion and affective social identity and behavior intention after users used the eight essential service elements. As the experience design is to create experiential value, our research are going to do a survey from user's view to know the value's classification, finally we classified the service elements into utilitarian, hedonic, and social elements, using structural equation modeling to analyze. Our result shows that hedonic value and social value's service elements can influence the emotion. In addition, users' positve basic emotion, negative emotion, and affective social identity can also influence the behavior intention. Thus, we suggest that the vendors of social website should focus on creating hedonic value and social value, and emotion also play an important role in social website. Specifically, we suggest that the positive basic emotion and affective social identity should be emphasized.
近年來由於網路普及化的影響,社群網站逐漸成了新時代的潮流,在台灣網路產業版圖裡面佔了極重的份量。目前台灣最紅的兩個社群網站就屬Facebook和Plurk,但令人意外的是,它們兩個網站都屬於國外的社群網站,面對外來社群網站對於本土社群網站市場的蠶食鯨吞,我國的社群網站面臨了國內及國外的同業競爭壓力,該如何在這片紅海中脫穎而出成為了重要的議題。 體驗是繼知識經濟和服務經濟之後出現的新經濟形態,它是透過與產品或服務互動所產生,而以社群為基礎的電子化服務需要高度的互動性,若是社群網站業者能夠為他們的使用者提供高品質的用戶體驗 (user experience),將深深地影響到社群網站的成功,但是很少有研究探討體驗設計相關的議題。因此,本研究以Facebook的用戶為調查對象,探討用戶使用社群網站的八種特色服務元素之後所產生的正面基本情緒、負面基本情緒、情感性的社會認同及行為意圖。由於體驗設計的目的即為創造體驗價值,研究首先透過問卷調查法從使用者觀點進行價值的分類,將服務元素分類成實用價值導向、享樂價值導向與社會價值導向等三種類型,透過結構方程模式 (Structural Equation Modeling, SEM)進行分析。 研究結果發現,享樂價值與社會價值導向的服務元素對於其情緒反應的影響較為顯著,而使用者的正面基本情緒、負面基本情緒與情感性的社會認同均能對行為意圖產生顯著影響,因此,本研究建議Facebook及本土社群網站業者在體驗設計的過程應著重在創造享樂價值和社會價值,情緒在社群網站上扮演著重要的角色,尤其以正面基本情緒與情感性的社會認同對於使用者的影響應更加重視。在實用價值導向的服務元素上,Facebook業者應重新省思其設計理念。
其他識別: U0005-2001201211412300
Appears in Collections:科技管理研究所



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.