霹靂布袋戲虛擬社群忠誠研究─關係投資模式的驗證

The Study of PiLi Puppet Member’s Loyalty to Their Virtual Community ─ A Test of The Relationship Investment Model

賴尚酬(Shang-Chou Lai)

指導教授 ： 呂佳茹

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2011年)

摘要

霹靂布袋戲的發展從過去延續至今隨著時代不斷演進，縱使人們對於娛樂的需求與習慣逐漸改變，但其發展並未隨著時間而沒落，反而在企業化的組織經營下，做出許多有別以往的重大改變，其中又以創建虛擬社群一事最為關鍵，不僅使其成為了台灣的意象代表，也為其帶來的可觀的經濟收益。
本研究以Rusbult (1980，1983)的「關係投資模式」為理論基礎，來探討社群成員在社群中的關係維持，並加入了滿意度會影響忠誠度的看法來探討霹靂布袋戲的虛擬社群忠誠。本研究以發放線上問卷及實體問卷進行資料的蒐集，並使用SEM線性結構方程式來加以驗證本研究的假說。研究結果發現：

-虛擬社群滿意度對虛擬社群關係承諾有正向的影響
-虛擬社群滿意度對虛擬社群關係忠誠有正向的影響
-虛擬社群替代方案吸引力對虛擬社群關係承諾有正向的影響
-虛擬社群關係投資對虛擬社群關係承諾有正向的影響
-虛擬社群關係承諾對虛擬社群關係忠誠有正向的影響

關鍵字

霹靂布袋戲 ； 關係投資模式 ； 虛擬社群

並列摘要

The development of PILI puppet show has been always in the change as continued from the past to what is today. Despite the fact that the needs and habit of people for entertainment have gradually modified, its development has not faded out alongside with the progress of time. On the contrary, the puppet show has, under the organization management as enterprise, made several major changes different from the pat, while the establishment of virtual community is considered as most crucial because it has not only rendered it to become representative image of Taiwan, but also helped to generate handsome economic income for it.
This study has based on the theoretical foundation of relationship investment model by Rusbult (1980, 1983) to investigate relationship maintenance of community members within the community, and put in the view as satisfaction affects loyalty to explore the loyalty of virtual community of PILI puppet show. This study has released online and physical questionnaire to conduct information collection, and SEM linear structural relationship model to verify the hypothesis of this study. As found in this study,

1. satisfaction of virtual community renders positive impact upon
commitment of virtual community relationship
2. satisfaction of virtual community renders positive impact upon loyalty
to virtual community relationship
3. the attraction of alternative to virtual community renders positive
impact upon commitment of virtual community relationship
4. investment of virtual community relationship renders positive impact
upon commitment of virtual community relationship
5. investment of virtual community relationship renders positive impact
upon loyalty of virtual community relationship

並列關鍵字

PILI Puppet ； The Relationship Investment Model ； Virtual Community

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