- 學位論文
社群網站成功模式 : 社群網站服務品質、關鍵多數與國家文化之探討
Social Network Site Success Model: Discussion about Social Network Site Service Quality, Critical Mass and National Culture
摘要
隨著web 2.0的應用逐漸發展成熟，社群網站(Social Network Sites, SNSs)已成為目前最受歡迎的應用媒體。SNSs以人際互動為基礎，將許多實際生活中的各種功能性活動帶入網路之中，讓人際之間的互動藉由網路獲得延伸。然而隨著SNSs的擴張，同業間的競爭也日益增加；此外隨著SNSs應用服務的演變，眾多議題也因應而生，諸如隱私問題頻傳、服務效能不佳等，每每都造成使用者的抱怨。 另一方面，根據國外知名網站流量調查網站Alexa (2013)的流量統計資料顯示，除了SNSs龍頭Facebook仍占據全球首位外，各個國家所擁簇的SNSs則各有差異，因此如何在這股SNSs全球化的情形下，確保本土SNSs服務業者如何獲得致勝的成功關鍵要素，乃形成本研究之研究背景與動機，亦彰顯發展SNSs服務品質與成功經營SNSs的重要性與必要性。 透過相關文獻的蒐集與探討，本研究初步擬定出研究架構，並建構一個具有穩固性、系統化、全面性之SNSs服務品質評估量表，進而檢驗並揭露社群網站服務品質評估量表內容之因素結構，再結合關鍵多數作為兩大主要構面，輔以國家文化為調節變數，並以修正後資訊成功模式為理論基礎，跨國調查並探討SNSs使用者的使用意願與滿意度。 其結果顯示，社群網站服務品質六大構面分別為：補償/回應性、隱私性、娛樂/美觀性、效率性、履行性與系統可用性，而在研究假設模型驗證方面，服務品質影響使用者滿意度，進而影響其使用意願的連鎖效應再一次於三個國家的使用者數據上得到證實，而國家文化特性在其調節變項的角色方面，僅在服務品質影響實際使用行為上完全得到三個國家數據上的支持，其餘之調節效果則僅於部分國家成立；而國家文化調節使用者感知關鍵多數到使用意願的影響則無法在此三個國家得到實證。 本研究透過此一嚴謹並包含跨國之調查結果，提供SNSs服務業者評估SNSs服務品質的參考依據，並針對未來的SNSs服務的發展，提供服務業者研擬全球化實務經營之方向。
並列摘要
With the gradually development of the web 2.0 applications, social network sites (SNSs) have become the most popular application of communication media. SNSs based on the social interaction, and implement many features that can be used to improve real-life activities, and extend human interactions into networks. However, with the growth of SNSs competition among peers is also increasing; moreover, with the evolvement of SNSs applications, some new problems and issues are arising, such as privacy issues, poor service performance, etc., which have caused users to complain. On the other hand , according to the survey data of Alexa (2013), the Internet traffic statistics show that although the Facebook still occupy the first place in worldwide, but there are still some users uphold their local SNSs in each country. In such competitive situation, how to acquire the key factors that lead to success for local SNS service providers is the motivation and purpose of this study, which also highlights the necessity of developing SNSs service quality scales and the way to running a successful SNS. Therefore, through the aggregation and discussion of relevant literature, this study has preliminary developed a research framework, and then constructed a robust, systematic and comprehensive SNSs service quality assessment scale, and also examine and reveal the key factors of SNSs service quality. After that, we based on the revised information system (IS) success model as our research theoretical foundation, and took SNSs service quality and critical mass as the two main dimensions, supplemented by national culture as moderators, , in order to investigate and explore the user's intention to use SNSs and their satisfaction. According to the multinational investigation (Taiwan, USA, and Japan) of this research, the results showed that the SNSs service quality dimensions were as follows: compensation / responsiveness, privacy, enjoyment / aesthetics, efficiency, fulfillment and system availability, and in the hypothetical model validation, service quality will affects user’s satisfaction, thereby affecting their willingness to use and the usage of SNSs, this knock-on effect has once again been confirmed across these three countries. In another aspect, the national cultural characteristics as the moderation effect in this model has only moderate the effect between SNSs service quality to user’s usage, and the rest of the moderating effects were only supported in part of these countries; otherwise, national culture cannot moderates the effect between perceived critical mass and user’s intention to use SNSs in these three countries. This study implements a multinational investigation, and by the research results, we can provide SNSs service providers a measurement that how to assess their SNS’s service quality, and suggest them the practical implementation and the direction of globalization for further operation and development.