參與動機與知覺風險對使用者參與社群網站忠誠度之影響-以Facebook為例

A study on the Effects of Participant Motivation, Perceived Risk for Users’Loyalty to Participating in Community Websites-A Case Study on Facebook

劉柏延(Bo-Yen Liu)

指導教授 ： 周韻采

元智大學/資訊學院/資訊社會學碩士學位學程/碩士(2011年)

摘要

本研究旨在探討使用者參與動機、知覺風險認知與參與社群網站忠誠度之關係。並針對研究結果之主要發現做成結論，並依據結論對社群網站提出建議，與未來研究方向之參考。
藉由文獻回顧與討論，本研究認為個人特質、參與動機與知覺風險認知會對使用者參與社群網站產生影響。本研究採用網路問卷調查的方式，探討使用者對社群網站之參與行為，有效樣本數為470份，得出研究結論如下：
一、個人特質對社群忠誠度有顯著影響。
二、參與動機對社群忠誠度有顯著正向影響。
三、知覺風險對社群忠誠度呈現顯著負向影響。
根據以上結論，提出以下三點建議：
一、針對不同使用者，設計不同的使用情境。
二、加強使用者參與動機較強部份以增強其對Facebook之忠誠度。
三、改進使用者在知覺風險較在意部份以增加其對Facebook之忠誠度。

關鍵字

參與動機 ； 知覺風險 ； 社群網站 ； 忠誠度

並列摘要

This research is for the purpose of discussing the user to participate in the motive, perceived risk cognition and relations of the participation community website loyalty. And aims at the findings the main discovery to make the conclusion, and puts forward the proposal based on the conclusion to the community website, reference of with the futurology direction.
Because of the literature review and the discussion, this research thought that personal trait, the participation motive and perceived risk cognition will participate in the community website to the user having the influence. This research uses the network questionnaire survey the way, discusses the user to participation of behavior the community website, the valid samples is 470, draws the research conclusion to be as follows:
1. There were significant effects of the personal trait on the users’ loyalty to participating in community websites
2. There were significantly and positively related effects of participant motivation on the users’ loyalty to participating in community websites
3. There were significantly and negatively related effects of perceived risk on the users’ loyalty to participating in community websites
According to the result of research can afford below suggestions :
1. In view of the different user, designs the different use situation.
2. To strengthen the user to participate in the motive strong part strengthening it to loyalty of the Facebook
3. To improve the user to care about the part in perceived risk to increase it to loyalty of the Facebook

並列關鍵字

Participant Motivation ； Perceived Risk ； Community Websites ； Loyalty

參考文獻

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