臺灣博碩士論文加值系統

隨著網際網路的發展，消費者對於產品的相關訊息容易且方便取得，虛擬社群成立越趨普遍，其種類非常多元，社群成員們因某種興趣而集結在一起，成員間透過彼此資訊交換與討論，進而影響其交易行為。本研究主要目的在於探討虛擬社群意識造成訊息追隨的從眾行為對於線上美妝品購買意願的影響為何。因此，本研究以美妝虛擬社群使用者為主要研究對象，探討社群參與動機對於美妝品購買意願之影響，及透過社群成員資訊分享與交流後形成之規範性影響從眾行為分別進行探討社群認同、社群歸屬與社群信賴對於美妝品購買之意願，本研究最後再提出性別與上網頻率當作干擾變數，探討其干擾效果與影響購買意願之程度差異。本研究利用網路及紙本問卷方式來收集樣本，並使用SEM來進行實證結果分析與驗證，其研究結果顯示，假設全部成立，且變數之間關係呈現正向顯著。

The vast development and use of the Internet has made it possible for consumers to get easy access to news regarding products. The hypothesized social group establishment has hastened universally, its type is extremely multi­dimensional. The social group members build up because of intense interest in corresponding website which results in information exchanges and the discussions between the members. Then affects its transaction behavior. This research main purpose in the discussion virtual sense of community is to create an understanding of the herd behavior which the news follows regarding the influence on­line beauty products purchase and their intention. Therefore, this research take the beauty products hypothesized social group user as the main object of study. The discussion social group participation motive influence regarding the beauty products purchase intention, and after the penetration social group member information share and the exchange forms the regulated influence following the herd behavior to carry on the discussion social group identification, belongings and trust separately intention of regarding the beauty products purchase, the final of this research proposed the sex and the surfer frequency regard intervening variable, discusses its interference effect and degree of the influence purchase intention. This research interrogates the volume way using the network and the paper to collect the sample, and uses SEM to carry on the real diagnosis result analysis and the confirmation, its findings showed, the supposition establishes completely, and between the variable relates are also presents forward remarkable.

目錄
摘要 I
Abstract II
致謝 III
目錄 IV
表目錄 VI
圖目錄 VIII
第一章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 3
第三節、研究流程 4
第二章、文獻探討 5
第一節、虛擬社群 5
第二節、社群意識 12
第三節、參與動機 21
第四節、購買意願 23
第三章、研究方法 24
第一節、研究架構 24
第二節、研究假設 25
第三節、問卷設計 26
第四節、抽樣設計 33
第五節、資料分析方法 34
第四章、實證資料分析 40
第一節、樣本資料分析 40
第二節、信度分析 45
第三節、驗證性因素分析 48
第四節、購買意願之潛在均數模式檢定 54
第五章、結論與建議 68
第一節、研究假說驗證與結論 68
第二節、研究貢獻 72
第三節、研究限制與未來研究建議 73
參考文獻 74
附錄 81
 
表目錄
表2-1- 1、虛擬社群定義 6
表2-2- 1、社群歸屬定義 16
表3-3- 1美妝社群參與動機衡量問項 27
表3-3- 2從眾行為之衡量問項 27
表3-3- 3購買意願之衡量問項 28
表3-3- 4前測問卷發放狀況彙整表 29
表3-3- 5美妝虛擬社群參與動機題項之信度分析（前測） 30
表3-3- 6從眾行為變項之信度分析（前測） 31
表3-3- 7購買意願變項之信度分析（前測） 32
表4-1- 1問卷回收統計表 40
表4-1- 2個人背景變項資料分析表 41
表4-1- 3虛擬社群使用經驗統計分析表 43
表4-1- 4虛擬社群參與動機統計分析表 44
表4-2- 1信度分析表 45
表4-3- 1參與動機的KMO與Bartlett檢定 48
表4-3- 2參與動機因素負荷量與解說變異量表 49
表4-3- 3購買意願的KMO與Bartlett檢定 50
表4-3- 4購買意願因素負荷量與解說變異量表 50
表4-3- 5從眾行為的KMO與Bartlett檢定 51
表4-3- 6因素負荷量與解說變異量表 52
表4-4- 1購買意願衡量模式參數估計結果 58
表4-4- 2性別之多群體參數限制潛在均數檢定表 60
表4-4- 3上網頻率之多群體參數限制潛在均數檢定表 61
表4-4- 4男生購買意願參數估計結果 62
表4-4- 5女生購買意願參數估計結果 63
表4-4- 6男生結構參數估計結果 64
表4-4- 7女生結構參數估計結果 64
表4-4- 8每天上網之購買意願參數估計結果 65
表4-4- 9不是每天上網之購買意願參數估計結果 66
表4-4- 10每天上網結構參數估計結果 67
表4-4- 11不是每天上網結構參數估計結果 67
 
圖目錄
圖1-3- 1、研究流程圖 4
圖3-1- 1研究架構圖 24
圖4-4- 1整體模型架構路徑分析圖 54
圖4-4- 2 Baseline Model 56

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網站部分
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