博碩士論文 etd-0828110-132416 詳細資訊


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姓名 何宜庭(Yi-Ting Ho) 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 98學年第2學期
論文名稱(中) 微網誌中社會支持對社群商務及持續使用意願之研究  
論文名稱(英) Effect of Social Support in the Intention to Continuous Use and Social Commerce in Microblog
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    摘要(中) 隨著資訊科技以及網路服務不斷的創新,資訊傳播及人際之間的互動也不斷在改變,微網誌這個字數限制在一百四十個字、快速且及時的新網路服務在台灣掀起一股熱潮,他不僅只是社群功能,更有越來越多的企業、組織用微網誌來作為行銷宣傳管道;此外隨著社群服務發展越趨成熟,也產生了「社群商務」的新概念,這是結合社群網路及線上購物的新型態商業模式。
      本研究探討微網誌上的使用行為以瞭解使用者的持續使用意向以及社群商務意向,並以Plurk為對象進行網路上的調查研究。結果發現:(1)微網誌的書寫動機、社會支持以及網站品質會顯著影響使用者與Plurk的關係品質。使用者感受到Plurk裡的社會支持越高、網站的品質越好,都會對關係品質產生正向的影響。 (2)微網誌書寫的動機以及社會支持會對自我揭露有正向的影響,書寫的動機越高,以及在微網誌裡獲得的社會支持越多,則會加強使用者的自我揭露行為。(3)微網誌理的社會支持以及網站品質對社群商務意向會有顯著的影響,此外持續使用意向也會對社群商務意向有正向影響。(4)微網誌的書寫動機、網站品質、關係品質以及自我揭露行為皆會影響使用者的持續使用意向。
    摘要(英) With the rapid innovation of information technology and online service, the Internet as a new media has drastically changed the online behavior of human interaction. Microblogging that limits the number of characters allowed in a post to 140 words has emerged as a new and frequent communication via web postings. Microblogging has been used not only for social interaction but also for marketing and product promotion by companies and organizations. As the development of social community services become more mature, the new concept called “social commerce,” that combines social networking and online shopping appears to be a promising new business model.
    The purpose of this study is to examine the usage behavior of microblogging by investigating the effect of social support and other factors on the intention to continue use a microblog and the intention to accept social commerce. An online survey was conducted on Plurk users. The results indicate that: (1) the motivations for writing blogs, social support and website quality have significant influences on the relationship quality between users and Plurk. Higher perceived social support and higher website quality result in a higher level of relationship quality; (2) The motivations for writing blogs and the perceived social support increase the self-disclosre behavior; (3) The perceived social support and website quality have positive impact on social commerce intention; and (4) The motivations for writing blogs, website quality, relationsip quality and self-disclosure have positive impacts on the intention to continue use the microblog.
    關鍵字(中)
  • 持續使用
  • 網站品質
  • 關係品質
  • 微網誌
  • 社群商務
  • 社會支持
  • 關鍵字(英)
  • Continuous Use
  • Social Commerce
  • Relationship Quality
  • Social Support
  • Website Quality
  • Microblogging
  • 論文目次 第一章、緒論 1
    第一節、研究背景與動機 1
    第二節、研究問題與目的 3
    第三節、研究流程 5
    第四節、論文架構 7
    第二章、文獻探討 8
    第一節、微網誌與Plurk 8
    第二節、動機 13
    第三節、社會支持理論 15
    第四節、網站品質 17
    第五節、關係品質 21
    第六節、自我揭露行為 24
    第七節、社群商務 26
    第三章、研究架構與方法 28
    第一節、研究架構 28
    第二節、研究假說 29
    第三節、變數操作型定義 30
    第四節、研究對象與資料分析方法 41
    第四章、資料分析 43
    第一節、樣本基本資料檢定分析與描述 43
    第二節、探索性因素分析與效度 47
    第三節、驗證性因素分析與效度 56
    第四節、同源偏誤 59
    第五節、模型關係假說檢定 59
    第六節、研究結果彙整 61
    第五章、結論與建議 64
    第一節、研究結論 64
    第二節、研究貢獻 67
    第三節、研究限制 68
    第四節、未來研究方向 69
    參考文獻 70
    附錄一、問卷內容 79
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    口試委員
  • 賴香菊 - 召集委員
  • 何淑君 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2010-07-13 繳交日期 2010-08-28

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