臺灣博碩士論文加值系統

Social networking has recently become fundamentally popular within society because of the diffusion of the Internet. One such site is Couchsurfing (CS), a popular travel-oriented social network where members offer one another free accommodation, company, and a wide range of activities and gatherings, all while traveling. The objective of this study is to identify the motivational factors for intentions to stay in the network as members and continue its use. Because this objective has been widely investigated, a concept about ‘job embeddedness’ used in the field of human resource management was applied. This concept was adopted into the network level to contribute to existing studies. A quantitative approach was employed through the online distribution of the survey questionnaire to obtain the primary data. The population in this study comprised of Couchsurfing members worldwide, with a sample of 233 culturally diverse respondents aged 18 years and older. Statistical methods such as descriptive analysis, analysis of variance, Cronbach’s alpha, factor analysis, correlation analysis, and multiple regression were applied. The findings showed that learning goal orientation and network embeddedness are both positively associated with membership intention, making them the key factors for membership intention. Higher learning-oriented people and being embedded results in members having the intention to continue use the service and remain as members. Because learning goal orientation is positively associated with membership intention, network embeddedness played only a partial mediating role. Lastly, network satisfaction was not a moderator. However, this shows that satisfaction on its own leads to membership intention.

Social networking has recently become fundamentally popular within society because of the diffusion of the Internet. One such site is Couchsurfing (CS), a popular travel-oriented social network where members offer one another free accommodation, company, and a wide range of activities and gatherings, all while traveling. The objective of this study is to identify the motivational factors for intentions to stay in the network as members and continue its use. Because this objective has been widely investigated, a concept about ‘job embeddedness’ used in the field of human resource management was applied. This concept was adopted into the network level to contribute to existing studies. A quantitative approach was employed through the online distribution of the survey questionnaire to obtain the primary data. The population in this study comprised of Couchsurfing members worldwide, with a sample of 233 culturally diverse respondents aged 18 years and older. Statistical methods such as descriptive analysis, analysis of variance, Cronbach’s alpha, factor analysis, correlation analysis, and multiple regression were applied. The findings showed that learning goal orientation and network embeddedness are both positively associated with membership intention, making them the key factors for membership intention. Higher learning-oriented people and being embedded results in members having the intention to continue use the service and remain as members. Because learning goal orientation is positively associated with membership intention, network embeddedness played only a partial mediating role. Lastly, network satisfaction was not a moderator. However, this shows that satisfaction on its own leads to membership intention.

Table of Contents
Acknowledgments iii
Abstract iv
List of Tables viii
List of Figures ix
Chapter 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Couchsurfing 2
1.3 Research Questions and Objectives 5
1.4 Significance of the Study 6
1.5 Research Scope 7
1.6 Thesis Structure 7
1.7 Key Terms 8
Chapter 2 LITERATURE REVIEW 10
2.1 Social Networking 11
2.6.2 Business Model 11
2.2 Goal Orientation 12
2.3 Network Embeddedness 13
2.4 Membership Intention 14
2.5 Network Satisfaction 15
2.6 Case Review 16
2.6.1 History 16
2.6.3 Trust 17
2.6.4 Demographics 18
2.7 Conceptual Framework and Hypotheses 20
2.7.1 Learning Goal Orientation and Membership Intention 20
2.7.2 Learning Goal Orientation and Network Embeddedness 21
2.7.3 Network Embeddedness and Membership Intention 21
2.7.4 The Mediating Effect of Network Embeddedness 22
2.7.5 The Enhancing Effect of Network Satisfaction 22
Chapter 3 METHODOLOGY 25
3.1 Method 25
3.2 Population and Sampling 25
3.3 Data Collection 26
3.4 Measures 26
3.5 Procedures for Data Analysis 27
Chapter 4 DATA ANALYSIS AND FINDINGS 31
4.1 Data Analysis 31
4.1.1 Survey Participants 31
4.1.2 Demographic Analysis of Respondents 32
4.1.3 ANOVA Testing 37
4.2 Reliability Analysis and Model Testing 39
4.2.1 Reliability Analysis 39
4.2.2 Model Testing 40
4.3 Correlation Analysis 43
4.4 Hypotheses Testing 45
4.4.1 Hypotheses 1 and 3 45
4.4.2 Hypotheses 2, 4, and 5 47
Chapter 5 CONCLUSION AND SUGGESTIONS 52
5.1 Conclusion 52
5.2 Practical Implications 55
5.3 Research Limitations 56
5.4 Further Research Suggestions 56
REFERENCES 58
Appendix A: Survey Sample 64
Appendix B: Descriptive Analysis for All Items 67
Appendix C: List of Acronyms 70

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