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姓名 吳冠緯(Kuan-wei Wu) 電子郵件信箱 E-mail 資料不公開
畢業系所 企業管理學系研究所(Business Management)
畢業學位 碩士(Master) 畢業時期 97學年第1學期
論文名稱(中) 社交網路服務的顧客價值、滿意度與口碑傳播之關聯探討
論文名稱(英) Relationship among Customer Value, Satisfaction, and Word-of-Mouth of Social Network Service
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    摘要(中) 網際網路的發明影響了人類的生活,帶動很多經營模式的創新和應用,社交網路服務(Social Network Services, SNS)即是近年來一個創新的經營模式和應用,它改變了以往人際網路的發展和溝通方式,匯集了高流量的瀏覽人數,同時也創造許多的商機。然而,社交網路服務提供了用戶哪些價值,吸引用戶至社交網路服務網站使用。本研究藉由實證研究,針對台灣地區社交網路服務網站的使用者進行調查,從實用和享樂的顧客價值觀點,探討對顧客滿意度和口碑傳播的關聯和影響,並建構一個可以解釋的整合性理論模式,再以結構方程模式(Structural Equation Modeling, SEM)來分析和驗證構念之間的關係。
         研究結果顯示:(1)本研究建構之理論模式符合適合度檢定水準,模式中各構念間因果關係皆顯著,建構之理論模式可獲得支持;(2)實用價值構面可由社交性、資訊可得性與便利性因素來衡量,享樂價值構面可由探險性、逃脫感與歸屬感因素來衡量;(3)實用價值、享樂價值正向影響顧客滿意度,顧客滿意度更直接影響口碑傳播;(4)實用價值、享樂價值對口碑傳播亦有正向影響,而透過良好的顧客滿意度將可更強化口碑傳播;(5)對於顧客滿意度、口碑傳播的影響,享樂價值皆大於實用價值的影響,這也透露出以人際關係為訴求的社交網路服務,使用者對於享樂價值有更多的偏好。研究結果,可作為這領域在企業經營和學術研究的参考。
    摘要(英) The invention of Internet affects human life style and also creates many innovations and applications of business models. Social Network Service, SNS, is an innovative application and business model in recently years. It changes the development and communication of current social network and gathers high-traffic viewers to create more business opportunities. However, what’s value attracted users to use SNS. This study focuses the usages of SNS from the users of Taiwan area by empirical research. From the customer point of view, satisfaction and word-of-mouth could be relative to and affected by utilitarian value and hedonic value. Therefore, this study builds an applicable integrated model and uses Structural Equation Modeling, SEM, to analyze and approve the relations of constructs.
        The following is the conclusions of this study. (1) The theory of this study confirms fit indices in SEM, and cause and effect of each construct is very obvious to support it. (2) Utilitarian value can be measured by factors of sociality, convenience, and information availability; hedonic value can be measured by factors of adventure, escapism, and affiliation. (3) Utilitarian value and hedonic value affect customer satisfaction; customer satisfaction affects word-of-mouth. (4) Utilitarian value and hedonic value positively affect word-of-mouth, but providing a good customer satisfaction can enhance word-of-mouth. (5) Influence of hedonic value is higher than that of utilitarian value relative to customer satisfaction and word-of-mouth. It shows that the users prefer hedonic value in SNS. Therefore, this study can be the reference of business administration and academic research.
    關鍵字(中)
  • 享樂價值
  • 實用價值
  • 社交網路服務
  • 滿意度
  • 口碑傳播
  • 關鍵字(英)
  • Social Network Services
  • Satisfaction
  • Hedonic Value
  • Utilitarian Value
  • SNS
  • Word-of-Mouth
  • 論文目次 中文摘要    I
    Abstract II
    誌  謝 III
    目  錄 IV
    圖索引 VI
    表索引 VII
    第一章 緒論              1
    第一節 研究背景 1
    第二節 研究動機 2
    第三節 研究目的 3
    第四節 研究範圍 3
    第五節 研究流程 4
    第六節 研究貢獻 5
    第七節 論文架構 5
    第二章 文獻探討 6
    第一節 社交網路服務 6
    第二節 實用價值與享樂價值相關研究      8
    第三節 實用價值與享樂價值相關構面     11
    第四節 滿意度與實用、享樂價值之關係   14
    第五節 口碑傳播與實用、享樂價值之關係 14
    第六節 滿意度與口碑傳播之關係    15
    第七節 本章結論 15
    第三章 研究設計 17
    第一節 研究假設 17
    第二節 研究架構 18
    第三節 研究變項操作型定義與衡量       19
    第四節 問卷設計 20
    第五節 資料收集方法 22
    第六節 資料分析方法 27
    第四章 研究結果與分析 29
    第一節 敘述性統計分析 29
    第二節 變項資料檢視 32
    第三節 測量模式分析 34
    第四節 結構模式分析 41
    第五章 結論與建議 46
    第一節 結論        46
    第二節 理論意涵 48
    第三節 實務意涵 48
    第四節 研究限制 50
    第五節 未來研究建議 51
    參考文獻                 52
    附錄                     58
    附錄1 預試問卷           59
    附錄2 正式問卷           62
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    口試委員
  • 李清潭 - 召集委員
  • 屠益民 - 委員
  • 吳秀蘭 - 指導教授
  • 梁慧玫 - 指導教授
  • 口試日期 2009-01-05 繳交日期 2009-01-26

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