- 學位論文
網路社群行為意向之影響因素研究
Exploring the Factors Affecting the Intention to Use Virtual Communities
摘要
資訊科技的快速進步，造就了網際網路成為21世紀人類生活的重要環節。2009年行政院研考會公佈之台灣地區上網人口已突破1580萬，網路使用情況相當普及。進入Web 2.0時代後，「網路社群」成為了網路服務成功的關鍵，隨著網路的普及以及科技的進步，網路社群也發展出創新的商業模式，因此成為了電子商務的核心競爭力。有鑑於此，了解影響使用者使用網路社群的因素，成為了探討網路社群的重要議題；本研究將以科技接受模型為理論基礎，並將相關的重要因素納入其中，建構一整合性之關係架構，藉以探討影響網路社群使用態度與行為意向之前因因子，及其對網路社群使用態度與行為意向之影響。 本研究於2009年數位時代雜誌之「台灣Web 100網站排行」調查當中，排名前十大之台灣網路社群進行網路問卷發放；抽樣方法是以配額抽樣於前十大網路社群各蒐集10%之樣本，共計採用370份有效問卷。本研究以線性結構方程模式驗證各項研究假設，分析結果發現：(1) 科技接受因子對網路社群使用態度有正向影響、(2) 知識分享因子對網路社群使用態度有正向影響、(3) 便利條件對知覺行為控制有正向影響、(4) 網路社群自我效能對知覺行為控制有正向影響、(5) 網路社群使用態度對網路社群行為意向有正向影響、(6) 知覺行為控制對網路社群行為意向有正向影響、(7) 社會影響因子對網路社群行為意向有正向影響。
並列摘要
The rapid progress of information technology has lead Internet to become an important part of human’s life. In 2009, the RDEC published that the number of Internet user was over 15.8 million. In the Web 2.0 era, the “virtual community” has become a key to the success of Internet services. With the popularity of the Internet and innovative technology, virtual communities have developed innovative business models as the core competitiveness of e-commerce. Thus, a need to understand the determinants of member’s intentions to use virtual communities is emerged. In order to explore the factors affecting the intention to use virtual communities, this study based on technology acceptance model and added in other critical factors to construct a model that explains the usage of virtual communities. The samples of this study are drawn from the top 10 virtual communities of the “Top 100 Websites of Taiwan in 2009” published by the “Business Next” magazine. This study use quota sampling to collect 10% from each top 10 virtual communities to a total of 370 valid online questionnaires. Afterward, LISREL is used as the major statistical method, and the conclusions include as followings: (1) The factor of technology acceptance has a positive effect on attitude toward use virtual communities. (2) The factor of knowledge sharing has a positive effect on attitude toward using virtual communities. (3) Facilitating conditions has a positive effect on perceived behavioral control. (4) Self-efficacy of virtual communities has a positive effect on perceived behavioral control. (5) Attitude toward using virtual communities has a positive effect on the intention to use virtual communities. (6) Perceived behavioral control has a positive effect on the intention to use virtual communities. (7) The factor of social influence has a positive effect on the intention to use virtual communities.