Facebook的使用漸漸普及化,而使用者利用Facebook創造非營利社團的行為日益增加。過去的研究之中,對於Facebook社團以及實體社團滿意度以及忠誠度影響方面之相關研究仍然鮮少,因此本研究產生了探討的動機。本研究將計畫行為理論中知覺有用、知覺易用、人際影響、外部影響、自我效能、助益條件、態度、主觀規範、知覺行為等變數,結合關係行銷理論中社會關係、結構關係、關係品質,並加入滿意度、忠誠度結合為本研究之結構模型,探討非營利社團經營導入Facebook對於滿意度及忠誠度之影響。本研究以問卷調查法,將參與Facebook社團並且該社團擁有實體社團的成員作為研究對象,回收290份有效問卷,以結構方程模式(SEM)進行驗證,研究結果如下: 1. 了解社團使用者的「使用態度」、「主觀規範」、「知覺行為控制」是否會影響使用者的「滿意度」及「忠誠度」? 2. 「知覺有用」、「知覺易用」是否影響Facebook社團使用者的「使用態度」? 3. 「人際影響」、「外部影響」是否影響Facebook社團使用者的「主觀規範」? 4. 「自我效能」、「助益條件」是否影響Facebook社團使用者的「知覺行為控制」? 5. 社團成員間的「社會結合」、「結構結合」是否會影響社團中的「關係品質」? 6. 「關係品質」是否可以影響Facebook社團使用者的「滿意度」及「忠誠度」? 7. 在非營利社團成員對於該社團的「滿意度」是否會影響「忠誠度」? 並期望能提出讓使用者持續使用的建議,以提供非營利社團的經營者借鏡。
The increasing popularity of the use of facebook,that users to use Facebook to create the behavior of the non-profit societies increasing. Past the study, facebook societies and the impacts of entity Societies satisfaction and loyalty research is still rarely, therefore , this study investigate the motives. In this study, the factors in the theory of planned behavior, perceived usefulness, perceived ease of use, peer influence, external influence, self-efficacy, facilitating conditions, attitude, subjective norm, perceived behavioral contral, combined with the theory of relationship marketing in social relations, structures relationship, relationship quality, and joined the satisfaction and loyalty, combined with the structural model of this study to explore the affect of non-profit societies operating into Facebook for satisfaction and loyalty.Used in this study a questionnaire survey, participate in the Facebook Societies and a member of the society to have a physical communities as research subjectsA total of 290 valid questionnaires, validated by structural equation modeling (SEM), results were as follows: 1. Understanding Societies users attitude, subjective norms, perceived behavioral control, will affect the user's satisfaction and loyalty? 2. Perceived usefulness and perceived ease of use affect Facebook Societies users and using the attitude? 3. Peer influence and external influences affect the Facebook Societies users subjective norm? 4. Self-efficacy, beneficial conditions affecting Facebook the Societies users perceived behavioral control ? 5. members of the association between the Social bonds and structure bonds will affect the community relationship quality? 6. Relationship quality can affect the users of Facebook Societies satisfaction and loyalty? 7. Members of the non-profit societies for the society satisfaction would affect the loyalty? Allows users to continue using the recommendations and hope to put forward, in order to provide operators of non-profit societies learn.
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