小說網站收費服務接受度之研究—以台灣地區小説網站為例

在Web 2.0朝流的引領下，幾乎所有的網站都不斷改版，強調網站與使用者的互動。而小說網站可說是Web 2.0始祖之ㄧ，早在BBS時代的小說討論區，就不斷的有使用者貼文、文章接力等型態的互動與建構網站內容。本研究討論關於小說網站的使用動機、使用行為，與網路使用行為對網路成癮之間的關係，再探討網路成癮與付費意願之間的關連性與付款行為之間的關係。本研究採取發放網路問券方式，進行量化的研究。問卷是透過問卷網站，並且在幾個主要繁體中文小說網站的討論區發放問卷填答邀約，為期一個月，共回收184份，有效問卷181份。透過SPSS進行次數分配與迴歸分析，進行統計分析。就受測樣本而言，研究發現 1. 小說網站的使用者，以男性使用者居多，其中大部分是學生。使用者年齡大部分為15-28歲之間。 2. 網路成癮受到網路使用行為與小說網站使用行為影響，但小說網站使用動機則不會影響網路成癮。 3. 網路成癮程度並不會影響付費意願的有無，但有付費意願會影響付費行為，且可支配零用金越高，實質付費行為越低，本研究推論應是高所得者，對品質的要求較高所導致。在管理意涵上，筆者提出以下四點 1. 分眾市場與小眾經營，針對不同特質使用者，強化虛擬社群功能，提升網站互動性，增加點數(虛擬貨幣)的流通與價值，藉此提升付費意願。 2. 開發不同平台介面之網頁與服務，藉此吸引重度使用者，來增加網頁流量與內容充實。 3. 提供客製化網頁服務，提升服務品質，藉此提高要求高品質用戶的付費意願與行為。 4. 出版更多的電子出版品供下載，結合便利的付費機制，改變計費方式與機制，提升付費意願。

關鍵字

小說網站使用動機；小說網站使用行為；網路使用行為；網路成癮；購買意願

並列摘要

As the trend of Web 2.0, almost all the websites are upgrade for Web 2.0; emphasize website and the user's interaction. And novel websites can as the innovator of Web 2.0, novel zone of discussion at early BBS age, the contents of website are built by users paste some essays or relay of article. This research’s contents are discussing with motivation of internet usage and the use behavior of novel website, and the relation about the use behavior of network and Internet addiction disorder, (IAD) , then discussing with the relation Internet addiction disorder, and the will to paying, and the relation with the behavior of paying. This research dispatches the questionnaires in the network, then proceed with quantize research. The questionnaire is through questionnaire website, and dispatches the invitations of fill the questionnaire in some main Traditional Chinese novel zone of discussion of website, in one month period, then get 184 questionnaires, there are 181 valid questionnaires. They are analyzed by SPSS, proceed with FREQ and ANOVA. As the analysis we can discover, 1. Most of the users of novel websites are male user, and there are many students among them. User's age is between 15-28 years old mostly. 2. Internet addiction disorder, (IAD) is influenced by the use behavior of network and the use behavior of novel website, but it is not influenced by the motivation of Internet usages. 3. Internet addiction disorder degree is not influence there is will to paying or not, but the will to paying will influence the behavior of paying. As can control petty money higher, then essence the behavior of paying will be lower, this research infer that should high income persons request higher quality. - II - In managing meaning, I put forward the following four points, 1. Assign all markets and focus on specific users, strengthen the fictitious community's function, improve the interaction of websites, increase points (virtual currency) circulation and value, then improve the will to paying. 2. Develop webpage and service of the interface of different platforms; then attract the heavy user, to increase the flow of webpage and enrich the content. 3. Offer the webpage service of customization, improve service quality, and then improve that request high-quality users’ will to paying and behaviors of paying. 4. Publish more electronic publications for download, combine the system of paying, change charging way and system, and then improve the will to paying.