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| Title: | 應用計畫行為理論探討虛擬社群使用者之付費行為
Apply TPB to understand virtual commuity members` paying behavior |
| Authors: | 謝依穎
Hsieh,Yi Ying |
| Contributors: | 洪叔民
Horng,Shwu Min
謝依穎
Hsieh,Yi Ying |
| Keywords: | 虛擬社群
付費意願
付費行為
計劃行為理論 |
| Date: | 2009 |
| Issue Date: | 2010-12-08 01:52:01 (UTC+8) |
| Abstract: | 本研究以計劃行為理論為研究架構，從虛擬社群使用者對成為付費會員意願的態度、使用者自身主觀規範與行為控制認知，探討影響虛擬社群使用者成為付費會員意願與實際付費行為強度之要素。本研究於行為信念提出網站名聲、網站服務品質、預期獲得利益等構面，於態度提出網站滿意度與網站忠誠度等構面，並在文獻探討支持下，選擇不於規範信念與控制信念提出任何構面。最後，本研究探討免費心性對行為控制認知與付費意願間關係之影響。
本研究以地圖日記為個案研究對象，針對網站使用者進行焦點訪談、一對一深度訪談，並於該社群網站放置問卷連結以邀請網站使用者進行填答。本研究共回收776份有效問卷，並以結構方程模式進行分析得到以下結論：
1.網站名聲與網站服務品質有正向關係。
2.網站名聲與預期獲得利益有正向關係。
3.網站服務品質與預期獲得利益有正向關係。
4.預期獲得利益與網站滿意度有正向關係。
5.網站滿意度與網站忠誠度有正向關係。
6.網站忠誠度與成為付費會員意願有正向關係。
7.主觀規範對成為付費會員意願有正向關係。
8.行為控制認知對成為付費會員意願有正向關係。
9.成為付費會員意願對實際付費行為強度有正向關係。
10.行為控制認知對實際付費行為強度有正向關係。
11.免費心性會影響行為控制認知與實際付費行為強度間之關係；免費心性意識越高者，行為控制認知與實際付費行為強度間關係越弱。 |
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| Description: | 碩士
國立政治大學
企業管理研究所
97355004
98 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0097355004 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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