Title

探討虛擬社群成員於社群網站購買因素之研究

Translated Titles

A Study to members of virtual community purchase in the website factors

DOI

10.6840/CYCU.2011.00252

Authors

張雅婷

Key Words

承諾信任理論 ; 購買意圖 ; 社群網站 ; 信任建立模型 ; Commitment-trust theory and Purchase intention. ; Trust-building model ; Community website

PublicationName

中原大學資訊管理研究所學位論文

Volume or Term/Year and Month of Publication

2011年

Academic Degree Category

碩士

Advisor

吳肇銘

Content Language

繁體中文

Chinese Abstract

隨著網際網路的快速發展,社群網站已成為網路使用者最常拜訪的網路媒體之一,而社 群網站的規模也隨著環境的改變下,提供更多元的服務,以滿足使用者的需求,增加社群網 站獲利的管道。本研究將以資訊分享平台的虛擬社群,並具有線上購物功能為研究標的,整 合「信任建立模型」(Trust-Building Model)與「承諾-信任理論」(Commitment-Trust Theory)作 為研究架構,對社群成員於社群網站的購買意圖進行驗證。本研究共回收422 份問卷,經分 析之後,其研究結果如下:(一)「關係利益」、「共享價值」、「信任」皆會正向影響使用者對 社群網站的「承諾」;(二)「共享價值」、「網站聲譽」、「網站品質」皆正向影響使用者對社群 網站的「信任」,「感知風險」會負向影響使用者對社群網站的「信任」;(三)使用者對社群網 站的「承諾」、「信任」會正向影響使用者「依循網站提供的意見」;(四)「信任」、「依循網站 提供的意見」會正向影響使用者「在社群網站中的購買意圖」。期望該研究結果能提供社群網 站未來經營時的參考依據。

English Abstract

With the rapid development of Internet, virtual community have become Internet users one of the most frequently visited Internet media. As the environment changes, community sites provide more diverse services to meet the needs of the users and these services will increase the profit of community website. This study use Trust-building Model and combines with Commitment-trust theory as a research framework to explore what factors affect internet user’s purchase in the community sites. The study adopts information sharing of virtual community as experiment platform, and collects 422 Taiwanese samples from internet. After the analysis of structural equation model, main results are the followings: (1)Users’ relationship benefits, shared values and trust will significantly and positively affect users’ commitment to community site; (2)Users’ shared values, reputation of website, quality of website will significantly and positively affect their trust toward the community site, and users’ perceived risk will negatively affect users’ trust; (3) Users’ commitment and trust will positively affect the user follow the advice of site; (4) Users’ trust and they follow the advice of site will positive affect user purchase in the community site intention. The study results can be expected to provide the community site when the reference for future operations.

Topic Category 商學院 > 資訊管理研究所
社會科學 > 管理學
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Times Cited
  1. 李佳家(2013)。以網站信任為基礎探討網站體驗價值對成員使用社群網站之購買意願-以Facebook背包客棧粉絲團為例。樹德科技大學經營管理研究所學位論文。2013。1-89。