線上社群體驗對使用者滿意度及忠誠度之影響

The Effect of Online Community Experience on User Satisfaction and Loyalty

王妙君(Myao-Chun Wang)

指導教授 ： 賴子珍

元智大學/管理學院/國際企業學系/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00277

摘要

由於線上社群潛在的經濟利益，網站服務的提供者對於線上社群的何種因素和如何影響網站的經營績效等議題非常感興趣。當顧客於參與線上社群中獲得好的體驗，他們將會對該網站感到滿意並產生忠誠行為。本研究的目的在於探討線上社群體驗與使用者的滿意度和忠誠意願之間的影響關係，並藉由使用與滿足理論來瞭解使用者參與社群的動機和目的，檢視使用者的動機和目的對線上社群體驗的影響。
經由網路問卷調查與結構方程式的分析，獲得以下三項研究結果：首先，使用者的動機和目的與線上社群體驗的感受存在顯著的正向影響關係；其次，良好的線上社群體驗對使用者滿意度和忠誠意願亦具有顯著的正向影響關係；最後，除了社交性的體驗之外，在線上社群體驗和忠誠意願的影響關係中，使用者的滿意度扮演重要的中介角色。

關鍵字

忠誠度 ； 滿意度 ； 線上社群體驗 ； 使用與滿足理論 ； 虛擬社群

並列摘要

Due to the economic potential of online communities, website service providers are very concerned about how and what factors will determine the online community influence on website performance. When customers express compelling experiences through participating in online communities, they will satisfy and increase their intention to revisit the website. The uses and gratifications approach is adopted to explore user goals that motivate users to participate in online communities, and the resulting online community experiences are examined to investigate their effect on customer satisfaction and loyalty.
By conducting an online survey and utilize the analysis of structural equation modeling, we obtain three suggestions from this study. Firstly, user goals are positively associated with online community experience. Next, online community experience has a great impact on user satisfaction and loyalty intentions. Finally, user satisfaction plays a critical mediator between online community experience, except sociability experience, and loyalty intentions.

並列關鍵字

Loyalty ； Satisfaction ； Online Community Experience ； Uses and Gratifications ； Virtual Community ； OCE ； U&G

參考文獻

Algesheimer, R., Dholakia, U., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69, 19–34.

Anderson, R. E. & Srinivasan, S. S. (2003). E-Satisfaction and e-Loyalty: A contingency framework. Psychology and Marketing, 20, 123–138.

Armstrong, A., & Hagel, J. (1996). The real value of online communities. Harvard Business Review, 134-141.

Babin, B.J., Darden, W.R., & Griffin M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644–656.

Bachrach, K., & Zautra A. (1985). Coping with a community stressor: The threat of hazardous waste facility. Journal of Health and Social Behavior, 26(2), 127-141.