- 期刊
整合實用性、享樂性與社群認同性建構社群網站態度衡量模型之研究
Scale Development for Attitude toward Community Websites: Integrating Utilitarian, Hedonic, and Community Identification Perspectives
摘要
隨著資訊傳播科技的快速興起，全球資訊網（World Wide Web）逐漸發展為主要的傳播媒體之一，網站應用形式也走向更多元化，特別是社群網站已成為線上資訊交流、交友、或娛樂的互動平台。因此，了解社群網站使用者之網站態度便為一個重要的研究議題。本研究旨在發展一套嚴謹且具實徵意義的網站態度量表，並在專家建議下，以社群網站為主要應用對象。本研究首先透過文獻探討與專家訪談，將網站特性歸納為實用性、享樂性、以及社群認同性，並參考Churchill（1979）與DeVellis（1991）以及相關量表發展文獻的建議，發展社群網站態度的衡量。在量表發展過程中，本研究分別完成初始Pool建立、專家訪談、衡量項目之純化、預試以及正式問卷的信度與效度評估。經收斂與純化的結果，最終建立包含實用性4題、享樂性4題、以及社群認同性8題的社群網站態度衡量模型。透過二階因子模型的分析，也確認各構面對於社群網站態度二階因素的影響。同時，本研究也提出實務意涵以及對後續研究的建議。
並列摘要
With the rapid development of information and communications technologies, World Wide Web has emerged as one of the major communications media over the past few years. With the flourishing application of the Web, community websites have also become an interaction platform for information sharing, friends making, and entertaining, making users' attitudes toward websites an important issue to explore. This research aimed at developing a rigorous empirical measurement scale for attitudes toward websites that specifically applies to community websites, as suggested by expert interviews. Items covering utilitarian, hedonic, and community identity were identified through literature review and expert interviews. Following the suggestion of Churchill (1979), DeVellis (1991), and relevant literature on scale development, this research followed the process of building the initial pool, interviewing the experts, purifying the items, and assessing the reliability and validity through a pilot test and the formal survey. The final model consisted of 4 items for utilitarian, 4 for hedonic, and 8 for community identification dimensions, respectively. A second-order factor analysis was performed and the three-dimension structure was verified. Practical implications and suggestions for future research were also presented.
被引用紀錄
延伸閱讀
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