- 學位論文
知覺價值、社會影響與慾望關係之研究–以行動社群App為例
Relationship of Perceived Value, Social Influence and Desires– a case of mobile communities App
摘要
隨著電腦的普及和網際網路的興起，造就許多以消費者為主的虛擬社群。這些社群所提供的資訊內容不似企業提供給消費者的資訊內容，是透過消費者自發性的提供，因此較能受消費者們所信服。但近期無線網路的興起及行動設備的普及，虛擬社群提供的服務開始無法滿足消費者。此時開始出現一種與行動設備與無線網路相結合的社群，稱作行動社群，由於其常以App的形式出現，又被稱為行動社群App。本研究針對消費者使用行動社群App的行為進行調查，探討影響消費者使用行動社群App的背後因素。 本研究探討知覺價值、社會影響對慾望的影響關係，經結構方程模式分析之發現：人際互動的維持、社交的強化及娛樂價值對群體規範具有顯著正向影響。目的性價值、自我探索、社交的強化及娛樂價值對社會認同具有顯著正向影響。群體規範對社會認同具有顯著正向影響。群體規範對慾望具有顯著正向影響。社會認同對慾望具有顯著正向影響。根據修飾模式分析發現：人際互動的維持與社交的強化對慾望具有顯著正向影響。根據上述之研究發現，本研究提出管理意涵與具體實務建議，並提供業者決策運用與後續研究之參考。
並列摘要
By the popularization of the computer and the developing of the internet, to contribute many consumer-oriented virtual communities. The content of information provided by these communities do not like the content of corporate information which is provided for consumers. These content of information which is provided from consumers were spontaneous, so consumers are better able to convince the information content. However, recently the popularization of wireless network and mobile device, the service provided by virtual communities can’t satisfy consumers.At this time combining wireless network and mobile devices with virtual communities were began, called mobile communities, because it is often appeared in the form of App, also known as the mobile Communities App. This study investigate of mobile communities App ,and explore the underlying factors that influence consumer behavior of mobile communities App. This study investigated the impact of perceived value, social influence on the relationship between desire. Through structural equation modeling analysis ,the study found the following point：maintaining interpersonal connectivity, social enhancement ,and entertainment value were also found positive effects on. Purposive Value, self-discovery, social enhancement ,and entertainment value were also found positive effects on social identity. Group norms on social identity showed a significant positive impact. Group norms on desires showed a significant positive impact. Social identity on desires showed a significant positive impact. In addition, through modification patterns found the impact of maintaining interpersonal connectivity, social enhancement on desires showed a significant positive impact. We conclude with a consideration of managerial and research implications of the findings and provide decision-making reference to the use of industry and future research.