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    政大機構典藏 > 商學院 > 資訊管理學系 > 學位論文 >  Item 140.119/67596
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/67596

    Title: 消費者間共鳴對購買意願之影響
    An empirical study of the effects of customer resonance on purchase intention
    Authors: 謝依臻
    Sie, Yi Jhen
    Contributors: 尚孝純
    Shang, Shari S. C.
    Sie, Yi Jhen
    Keywords: 社群網路
    Social networks
    Customer behaviors
    Use and gratification
    Purchase intention
    Date: 2013
    Issue Date: 2014-07-21 15:37:56 (UTC+8)
    Abstract: 近幾年來,社群網路因為使用者的參與已逐漸熱門熱門,成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台,我們可以在平台上發表任何任何想法,並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式,許多使用者再平台上發表內容以及訊息,當訊息被許多使用者廣為討論以及分享,因此在平台上有著所謂口碑的出現,也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。
    In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them.
    We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101356030
    Data Type: thesis
    Appears in Collections:[資訊管理學系] 學位論文

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