- 學位論文
消費者人際傳播類型對虛擬經驗組合之社群感影響
The Impact of Consumer Interpersonal Communication Categories on the Sense of Community of Personal and Machine Virtual Experience Combination
摘要
網際網路的風潮帶領了虛擬體驗的世界，透過電腦網路中介傳播的形態可分為兩種：機器互動與人際互動。然而大多數的研究多著重於消費者和3D產品在電腦中介環境裡互動所產生的虛擬經驗，即機器互動層面。至於人際互動所產生之虛擬經驗以及人際與機械虛擬經驗組合的研究卻甚少著墨，很多年來的文獻證實，人際影響比廣告或其他行銷來源更容易影響消費行為。而虛擬社群提供一個大家可以互動、社交的環境，隨之而產生的「社群性」虛擬經驗將是值得研究的。因此本研究嘗試將人際虛擬經驗與機械虛擬經驗類型作組合，進行虛擬社群感的影響，更進一步探討消費者品牌關係。 本研究加入意見領袖與意見尋求為人際與機械虛擬經驗組合的干擾變數，意見領袖與意見尋求將消費者區分為四種人際傳播類型，目的在於探討消費者在體驗不同人際與機械經驗時是否會受到不同的人格特質影響?最後，本研究發現不同人際溝通類型的消費者，搭配不同的虛擬經驗組合會產生不同效果之虛擬社群感，而藉由虛擬經驗組合產生的虛擬社群感也會對品牌關係造成正向影響。因此針對不同類型消費者設計不同類型網站與討論區組合將可以加強消費者社群感，進而影響品牌關係，亦可以找出特定產品之意見領袖群，擬定個人化行銷策略。
並列摘要
Internet causes the world of virtual experience, because consumers are able to interact with products in 3-D multimedia environments thus simulating a new form of experience – a virtual experience. The interaction type of computer - mediated communication can be divided two kinds：machine interaction and personal interaction. However, most research focus on the interaction of the consumer and the 3D product in the computer mediated environment. There are very little research about the impact of this new type of experience especially in combination with personal and machine experience. Virtual community provides a platform that everyone can interact here. Therefore, Consumers may exposure in a virtual and on line community experience. The research will test the combination of different personal and machine experience on the sense of virtual community. Furthermore, the research found the opinion leadership and opinion seeking will moderate the relationship between different combination types of personal and machine virtual experiences and sense of virtual community. Finally, the reaserch found the positive relation between the sense of virtual community and brand relationships.