博碩士論文 etd-0621112-142448 詳細資訊


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姓名 林資傑 (Tzu-Chieh Lin) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 100學年第2學期
論文名稱(中) 以關係承諾觀點探討使用者參與企業微網誌社群之行為   
論文名稱(英) Users' Participation in Business Micro-blogging Community: From Relationship Commitment Perspective
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    摘要(中) Web 2.0概念的興起使得虛擬社群的發展更為重視關係與互動,而限制訊息篇幅、強調即時性與互動性的微網誌,則成為近年廣受歡迎的新興社群服務之一。看準微網誌具備的行銷潛力,許多企業紛紛利用微網誌作為行銷宣傳管道,然而微網誌在平台特性與使用方式的多元性,讓多數企業仍在摸索如何達成有效的關係行銷。
    本研究以Morgan與Hunt (1994) 提出的承諾信任理論,從關係承諾的觀點探討微網誌使用者與企業微網誌社群的承諾信任關係形成,是否影響未來持續參與的忠誠表現。研究以Plurk為對象、採用網路問卷調查法回收300份有效問卷,並利用結構方程模式(SEM)進行分析驗證。
    研究結果發現,承諾與信任會顯著增加使用者對於企業微網誌社群的忠誠度,共享價值觀、溝通及投機行為會顯著影響信任形成,關係利益與信任則會顯著影響承諾形成,然而資訊品質與共享價值觀對於承諾的形成影響並不顯著。使用者的人口特性及社群使用狀況,則會使得各因素對於承諾與信任形成的影響程度,產生顯著的干擾效果。本研究結果顯示信任與承諾的建立在微網誌中亦具有重要影響力,可作為企業擬定微網誌社群行銷策略的實務建議。
    摘要(英) With the rise of Web 2.0 concept, the development of virtual communities focuses more on the factors of relationship and interaction. Micro-blogging, the kind of community platforms that limit the length of a post and emphasize real-time and interactive features, has become popular these years. Seeing the potential of micro-blogging marketing, many businesses start to use micro-blogging as a promotional channel. With the different characteristics and multiple features of micro-blogging services, however, most businesses are still exploring how to make relationship marketing successful.
    This study uses commitment-trust theory by Morgan & Hunt (1994) to investigate the building of trust and commitment between users and communities and their influence on community loyalty from the perspective of relationship commitment. An online-survey was conducted among Plurk users, and 300 valid respondents were used for data analysis by structural equation modeling (SEM).
    The results indicate that commitment and trust have a significantly positive effect on loyalty. Trust is significantly influenced by shared values, communication and opportunistic behavior, and commitment is significantly influenced by relation-ship benefits and trust. Information quality and shared values, however, do not have significant impact on commitment. Furthermore, user characteristics and usage frequency have significant moderating effect on the level of causal influence. The results show the importance of trust and commitment building in micro-blogging and provide useful suggestions for micro-blogging marketing.
    關鍵字(中)
  • 承諾信任理論
  • 忠誠度
  • 關係承諾
  • 微網誌
  • 虛擬社群
  • 關鍵字(英)
  • Commitment-trust theory
  • Relationship commitment
  • Micro-blogging
  • Virtual community
  • Loyalty
  • 論文目次 第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的 2
    第二章 文獻探討 6
    第一節 虛擬社群 6
    第二節 微網誌 9
    第三節 承諾信任理論 15
    第四節 修正後的承諾信任理論模型 22
    一、承諾與信任的形成因素 22
    二、忠誠度 25
    三、社群使用狀況及人口特性 27
    第三章 研究方法 31
    第一節 研究架構 31
    第二節 研究假設 31
    第三節 操作型定義與問卷題項設計 32
    第四節 研究程序 34
    第五節 資料分析方式 35
    第四章 資料分析 37
    第一節 描述性統計分析 37
    第二節 測量模型分析 40
    第三節 結構模型分析 47
    第四節 干擾效果分群驗證 50
    一、社群使用狀況的干擾效果 50
    二、性別的干擾效果 53
    三、年齡的干擾效果 55
    四、教育程度的干擾效果 58
    五、收入的干擾效果 60
    第五章 研究討論 63
    第一節 微網誌Plurk使用者的人口特性及使用情況 63
    第二節 承諾與信任關係對忠誠度的影響 64
    第三節 影響承諾與信任關係形成的因素 65
    第四節 社群使用狀況與人口特性的干擾效果 67
    第六章 結論與建議 71
    第一節 研究結論 71
    第二節 研究貢獻 72
    第三節 研究限制與建議 73
    參考文獻 75
    中文文獻 75
    英文文獻 80
    附錄一 研究問卷 88
    附錄二 各構面題項交叉負荷量表 92
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    口試委員
  • 周軒逸 - 召集委員
  • 林芬慧 - 委員
  • 李雅靖 - 指導教授
  • 口試日期 2012-06-11 繳交日期 2012-06-21

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