人際互動下虛擬經驗類型之研究-以手機王虛擬社群為例

The Research of the Virtual Experience Types of Person Interactivity – An Example of Sogi Virtual Community

陳盈秀(Yin-Hsiu Chen)

指導教授 ： 耿慶瑞

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2005年)

摘要

電腦中介傳播下的互動型態可分為兩種：機器互動與人際互動。目前有關虛擬經驗的研究多是在探討消費者與3D產品在電腦中介環境下互動時，所產生的虛擬經驗。因此本研究嘗試發展人際互動下之虛擬經驗類型。而這些虛擬經驗的類型對於行為意圖及上站忠誠度之影響為何。虛擬經驗是由消費者本身的體驗而來，而體驗又是透過不同的互動型態而來。虛擬社群更是人際互動下之虛擬經驗形成的重要形式，所以在探討虛擬經驗的類型之前，首先必須先了解虛擬社群成員的角色有哪些？互動的類型可分為哪幾類？本研究之主要研究結論如下：
1、虛擬社群成員之角色類別可以分為熱衷者、潛伏者、抒發情感者、意見領袖者、建設者五類
2、虛擬社群成員間之互動模式可以分為資訊交流模式、認同模式、資訊強化模式、關係維持模式、抱怨及宣洩模式五類
3、人際互動下之虛擬經驗類型可以分為思考性經驗、娛樂性經驗、教育性經驗、社群性經驗四類
4、思考性、娛樂性、教育性及社群性經驗對於行為意圖有正向之影響
5、思考性、娛樂性、教育性經驗對於上站忠誠度有正向之影響

關鍵字

虛擬社群 ； 虛擬經驗 ； 行為意圖 ； 上站忠誠度 ； 口碑動機

並列摘要

The interaction type of computer - mediated communication can be divided two kinds：machine interactivity and person interactivity. Recently, relevant research of virtual experience mostly is inquiring the interaction of the consumer and the 3D product in the computer mediated environment. So this research tries to development the virtual experience types of person interactivity. And these virtual experience types how to influence the behavior intention and the web user’s loyalty？Virtual experience is produced by consumer’s experience and the experience is produced by the different interactive types. Virtual community is also the important forms in the person interactivity. Before inquiring the virtual experience types, we have to understand what roles do the member have？And what interactive types can be divided？The summary and the results are listed briefly as follows：
1. The roles of the virtual community can be divided into self-centrality、lurk、express emotion opinion leader、constructor.
2. The member’s interactive mode of virtual community can be dividend into information exchanges mode、approbation mode、information enhance mode、maintenance relation mode、complain mode.
3. The virtual experience of person interaction types can be divided into thinking experience、entertainment experience、educational experience、community-ship experience.
4. Thinking experience、entertainment experience、educational experience、community-ship experience have positive effect to behavior intention.
5. Thinking experience、entertainment experience、educational experience have positive effect to loyalty.

並列關鍵字

virtual community ； virtual experience ； behavior intention ； loyalty ； word of mouth motive

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