網路虛擬社群消費者瀏覽行為和資訊中介商的功能對消費者行為意向之關聯性研究

The Relationship between Consumers' Browsing Behavior, Informediary Function, and Consumers' Behavior Intention in Web-based Virtual Communities

林惠君(Hwey-Chun Lin)

指導教授 ： 王馮永亢

共同指導教授 ： 陳孟修

長榮大學/資訊暨工程學院/資訊管理研究所/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00038

摘要

隨著全球使用網際網路的人口數量持續增多，網路活動逐漸取代人類的傳統行為模式，透過網際網路人與人之間的互動更加頻繁，網路上虛擬社群的形成提供了一個有利的環境供大家討論。本文係探討虛擬社群之經營模式、知識分享、參與程度、消費者瀏覽行為、資訊中介商的功能及消費者行為意向等因素之間的關聯性，並進一步探討前述各項因素是否會影響消費者行為意向。
本研究採用網路問卷調查法，以網路族為研究對象，透過便利抽樣方式寄發電子郵件，請人上網填答，共回收有效問卷568份。經由使用LISREL等統計方法做實驗分析後，綜合研究所得結論如下：
1.不同人口統計特徵變項（虛擬社群類別、職業、年齡、教育程度）的成員，其對虛擬社群經營模式、知識分享、參與程度、消費者瀏覽行為、科技接受程度達到消費者行為意向之認知有部分顯著差異。
2.虛擬社群經營模式、知識分享、參與程度、消費者瀏覽行為、資訊中介商的功能、科技接受程度與消費者行為意向各變項間存在顯著相關性。
3.虛擬社群經營模式、知識分享、參與程度、消費者瀏覽行為、資訊中介商的功能、科技接受程度對消費者行為意向有顯著影響。
4.不同集群的成員對虛擬社群經營模式、知識分享、參與程度、消費者瀏覽行為、資訊中介商的功能與消費者行為意向之認知有顯著差異。

關鍵字

虛擬社群 ； 消費者瀏覽行為 ； 資訊中介商的功能 ； 消費者行為意向

並列摘要

As time goes by, the Internet-users around the globe is expanding rapidly and the Internet becomes a part of human life. People communicate with one another more and more through Internet. The Virtual Community accrued is giving a good environment for discussing various issues. This study explored the correlation between the factors including the operating model, the knowledge sharing, and the participation extent of virtual community, the browsing behavior of the consumer, the function of the information service agents and the consumers’ behavior intention. Furthermore it was expected to find whether those former factors would affect consumers’ behavior intention or not.
This study adopted SPSS FOR WINDOWS and LISREL for statistical analysis. The research mainly conducted web-based (on-line) survey method and convenience sampling through e-mail. There were 568 valid questionnaires in total with was 35.97 %.
The major conclusions of this study are as follows:
1.Different demographic characteristics variables of the virtual community members (category of the virtual community, job, age and educational background) have significant difference while some othere do not.
2.The operating model, the knowledge sharing and the participation extent of the virtual community, the browing behavior of the consumer, the informediary function, and the consumers’ behavior intention are related obviously.
3.The operating model, the knowledge sharing and the participation extent of the virtual community, the browing behavior of the consumer, the informediary function will affect the consumers’ behavior intention.
4.There are significant differences between different clustering of virtual community members.

並列關鍵字

Virtual Community ； Function of Informediary

參考文獻

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