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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/29897
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29897


    Title: 虛擬社群特性對電子口碑傳播行為影響之研究
    Authors: 陳佩吟
    Contributors: 賴士葆
    林宏遠

    陳佩吟
    Keywords: 虛擬社群
    虛擬社群特性
    電子口碑
    Date: 2006
    Issue Date: 2009-09-11 16:49:13 (UTC+8)
    Abstract: 近年來由於虛擬社群的出現,為網路世界帶來社會化的現象,虛擬社群將散佈在世界各地的人類聚集起來,形成他們共同的社群,這其中的變化是一種創新,本研究便是著眼於這個成長而創新的現象-虛擬社群-進行探討。
    本研究欲探討影響虛擬社群意識的前置因素,即虛擬社群特性。綜合虛擬社群相關文獻,本研究將虛擬社群特性的構面分為:社會化臨場感、娛樂性與創新性;虛擬社群意識的構面為:會員身份、影響力與心流體驗。虛擬社群意識會受到意指成員對於社群以及其他成員的感覺,會受到該虛擬社群所俱有的特性所影響;此外,本研究欲探討虛擬社群意識與電子口碑傳播行為間的關係,有強烈社群意識的成員,是否較願意且主動的在線上與其他人分享資訊呢?
      本研究探討虛擬社群特性所包含的構面,以及社群特性與虛擬社群意識間的關係,最後再探討虛擬社群意識與電子口碑傳播行為間的關係。研究對象為參與虛擬社群的成員,有效樣本為238份問卷,以Lisrel線性結構方程模式分析。
      研究結果顯示:
    1.社會化臨場感能正向影響會員身份、影響力與心流體驗
    2.娛樂性能正向影響會員身份
    3.創新性能正向影響心流體驗
    4.影響力能正向影響電子口碑傳播行為
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    Description: 碩士
    國立政治大學
    企業管理研究所
    94355058
    95
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094355058
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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