博碩士論文 etd-0801111-165458 詳細資訊


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姓名 謝乙丞(Yi-cheng Hsieh) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 99學年第2學期
論文名稱(中) 虛擬社群中資訊推薦意圖之研究 
論文名稱(英) Intention to Recommend Information in Virtual Community
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    摘要(中) 網路服務與應用發展多元,特別是虛擬社群網站,近年來蓬勃發展,不僅將朋友們串連起來,更透過讓人隨時發表心情、想法以及自由轉載資訊的機制與功能特色,使彼此的互動更加的緊密也擴大了交友圈。此外,這股力量所發揮的功\效與影響力已不容企業小覷,虛擬社群傳播的力量也愈來愈被企業行銷宣傳所看重,透過社群網站與顧客保持緊密、雙向的互動,將商品資訊提供給顧客,讓他們感到興趣並自主地傳播出去,這是企業最理想、成本最低的行銷管道。
    本研究探討虛擬社群上,使用者將接收到之資訊推薦或分享給朋友的意圖,透過不同類型與特質的訊息,探討動機與訊息特性對推薦態度所產生的之影響,並以虛擬社群使用者為對象進行網路上的問卷調查。結果發現:(1)虛擬社群中,使用者推薦時主要考量訊息的品質─可信程度與煩人程度,來決定是否要分享給他的社群朋友,與過去知識分享動機的研究有所不同的是,內在動機對推薦態度的影響較不顯著,使用者主要還是考量訊息本身的價值來決定是否要分享。(2)針對不同類型的訊息,使用者考量的訊息特質會有所差異。多數人對於娛樂的訊息會特別在意內容有不有趣、好不好笑等,才決定是否要推薦給別人,可信與否在意程度較低;但是對於知識相關的訊息時,會特別注意來源值不值得信賴,因為道聽塗說的訊息反而會被認為沒有價值,所以就不會想去分享給朋友;涉及經濟利益的訊息時,會考量來源的正確性,可以相信的訊息才會分享給朋友。
    摘要(英) With the rapid innovation of online services, people come to social communities not only to connect with their friends but also to share their feelings, ideas and information. Hence, these social communities have become a powerful platform for information sharing and product marketing.
    The purpose of this study is to examine the factors that affect the intention of information sharing in social communities. This study investigates the influence of user motivation and the attributes of message. An online survey was conducted. The result indicates: (1) In social communities, the quality of the message (i.e., the degree of credibility and level of irritation) was the major concern for them to decide whether to share the message with their friends. We find that intrinsic motivation has no significant effect on the intention to share. This is different from some previous literature. (2) Different attribute were having effects when the nature of the message differs. Content enjoyment was the most influential factor in recommending entertainment messages. Source creditability was the major factor for knowledge-type messages. When they share economic-type messages, the effect of message-related attributes were similar to that of the knowledge-type message, except that the competence of the intrinsic motivation became significant. This indicates that the subject must feel competent in evaluating the economic message in order for them to share with peers.
    關鍵字(中)
  • 虛擬社群
  • 資訊分享
  • 外在動機
  • 內在動機
  • 理性行為理論
  • 關鍵字(英)
  • Virtual community
  • Message Sharing
  • Extrinsic Motivation
  • Intrinsic Motivation
  • Theory of Reasoned Actions
  • 論文目次 論文審定書  i
    中文摘要  ii
    英文摘要  iii
    第一章、 緒論 1
    第一節、 研究背景與動機 1
    第二節、 研究問題與目的 2
    第三節、 研究流程 3
    第四節、 論文架構 5
    第二章、 文獻探討 7
    第一節、 虛擬社群 7
    第二節、 虛擬社群上的知識分享 9
    第三節、 理性行為理論 10
    第四節、 動機 12
    第五節、 資訊屬性 16
    第三章、 研究架構與方法 19
    第一節、 研究架構 19
    第二節、 研究假說 20
    第三節、 問卷情境設計 21
    第四節、 變數操作型定義 22
    第五節、 研究對象與資料分析方法 26
    第四章、 資料分析 29
    第一節、 樣本基本資料檢定分析與描述 29
    第二節、 信度分析與效度分析 33
    第三節、 模型假說檢定與結果彙整 40
    第五章、 結論與建議 55
    第一節、 研究結論 55
    第二節、 研究貢獻 59
    第三節、 研究限制 60
    第四節、 未來研究方向 60
    參考文獻 63
    附錄一、問卷內容 71
    附錄二、情境內容 80
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    口試委員
  • 賴香菊 - 召集委員
  • 劉致中 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2011-07-22 繳交日期 2011-08-01

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