網站品質與虛擬社群特性對黏性、共同生產與口碑傳播之影響：以信任為中介變數

Tunghai University Institutional Repository > 管理學院 > 國際經營與貿易學系所 > 碩士論文 > Item 310901/20188

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/20188

Title:	網站品質與虛擬社群特性對黏性、共同生產與口碑傳播之影響：以信任為中介變數
Other Titles:	The Impacts of Website Quality and Virtual Community Characteristics on Stickiness, Co-production, and Word of Mouth: The Mediating Role of Trust
Authors:	李雅琳 Li, Yaling
Contributors:	吳立偉 Wu, Liwei 東海大學國際貿易學系
Keywords:	互動品質;認同;信任;黏性;共同生產 interaction quality;identification;trust;stickiness;co-production
Date:	2012
Issue Date:	2013-01-02T03:44:52Z (UTC)
Abstract:	隨著Web2.0網路互動時代的發展，虛擬社群網站的使用率不斷攀升，在虛擬社群使用人口的成長下，對人際互動與資訊流動形式等造成重大影響。近年虛擬社群網站對社會脈動影響急劇，興起甚多相關之學術論述，本研究整合其相關文獻探討，發展以使用者對社群網站的信任為中介變數，推導前置因素為虛擬社群網站的網站品質與虛擬社群特性，探討其是否能建立網站與使用者之間的信任，並在信任下產生對社群網站的黏性、共同生產與正向口碑傳播的影響。本研究以虛擬社群網站的使用者為調查研究對象，透過虛擬社群網站和紙本問卷作為發放與回收問卷之管道，共回收391份有效問卷，並利用統計工具PASW與AMOS進行資料分析，其研究結果顯示: 虛擬社群網站的品質特性如資訊品質與系統品質，對使用者在社群網站的信任態度建立具有顯著正向影響；社群網站使用者的社群特性如社會網絡與認同，亦正向顯著影響其使用者對社群網站的信任態度。此外，在使用者與虛擬社群網站建立信任關係下，其信任態度對使用者行為反應如黏性、共同生產與口碑傳播亦具有正向顯著關係。最後，本研究針對其研究結果提出虛擬社群網站之經營實務的管理意涵與建議。關鍵字：互動品質、認同、信任、黏性、共同生產 With the development of the Web 2.0 and the Internet interaction, the usage ratios of virtual community websites have increased sharply. The growing usage popularity of virtual communities has a significant impact on human interaction and forms of information flow. Recently, virtual community websites have affected dynamics of society deeply, and many academic studies have investigated the virtual community. Thus, the purpose of this study is to integrate the relative literature and demonstrate the mediating effects of users’ trust of virtual websites. The study also develops the antecedents as website quality and community characteristics of virtual community websites how to influence the trust between the users and virtual community websites. In addition, this study analyzes the effects of users’ trust on stickiness, co-production, and positive word of mouth of particular websites. This research adopts the virtual community websites and paper as channels for a questionnaire survey focusing on users who have visited virtual community websites. With 391 valid samples of questionnaires returned, the data analysis was conducted by using the PASW and AMOS statistical programs. The empirical results indicate that the website quality of virtual community websites such as information quality and system quality have positive and significant influences on trust. Thus, virtual community characteristics such as social networks and identification also have positive and significant influences on trust. Furthermore, this study examines the positive and significant effects of trust of websites on users’ behaviors such as stickiness, co-production, and word of mouth. Finally, the findings not only provide implicit businesses managerial guidance for virtual community websites, but also suggest ways for them to develop their virtual community marketing strategies.Key Word：interaction quality, identification, trust, stickiness, co-production
Appears in Collections:	[國際經營與貿易學系所] 碩士論文

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