虛擬社群成員間合購行為與關係承諾-信任相關因素之研究

The Relationship Commitment-Trust Factor Influence on the Buyer Behavior of Virtual Community

何元正(HO Yuan-cheng)

指導教授 ： 吳武明

亞洲大學/資訊學院/資訊工程學系碩士班/碩士(2009年)

摘要

本研究發展一個模型探討網路使用者合購行為與關係承諾-信任相關因素之研究，試圖將關係承諾－信任理論應用在網路合購網站。研究結果為此合購虛擬社群與成員之(1). 關係利益、關係終止成本、共同價值觀和信任顯著的正向影響關係承諾；(2). 共同價值觀、溝通顯著的正向影響信任；(3). 關係承諾分別顯著的正向影響默許和合作有顯著的相關；(4).信任分別顯著的影響和合作、功能衝突、不確定性有顯著的相關，其中不確定性是反向。除了投機行為影響信任和關係承諾影響離去傾向不顯著外，其餘皆顯著。本研究成功地關係承諾－信任模型應用在網路合購虛擬社群，可以強化關係承諾－信任模型在虛擬社群的研究，來解釋營利虛擬社群與其成員關係承諾與信任影響默許、合作、功能衝突和不確定性，以提昇關係承諾－信任模型在實務上的應用，並提出網站工作者的建議與學術界後續研究方向的參考。

關鍵字

關係承諾－信任模型 ； 網路合購虛擬社群

並列摘要

This study develops a model to predict internet users behavior and the factors of commitment and trust in web_ group buying. The main purpose is to investigate the relationship commitment-trust factor influence on the buyer behavior of virtual community,and try to use relationship commitment-trust theory application in group buying web site. The conclusions of this study were as follows: (1). relationship benefits, relationship termination costs, shared value and trust positive impact on relationship commitment; (2). shared value and communication positive impact on trust; (3). relationship commitment positive impact on acquiescence and cooperation; (4). trust impact on cooperation, functional conflict and uncertainty, the direction of uncertainty is negtive. The relationship commitment has not significantly affected on the propensity to leave. The model of commitment and trust model was successfully applied in super virtual community. The implications for academics and practical application were also discussed in this paper. The model of relationship commitment-trust was successfully applied in group buying web site.

並列關鍵字

relationship commitment-trust model ； group buying virtual community

參考文獻

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