路跑虛擬社群使用者行為意向研究 – 以馬拉松世界為例

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Title:	路跑虛擬社群使用者行為意向研究 – 以馬拉松世界為例 A Study of Behavior Intention of Runners’ Virtual Community - The Case of Marathon's World Website
Authors:	李季安
Contributors:	資訊管理學系碩士在職專班
Keywords:	路跑虛擬社群整合性科技接受模式社群意識 Road Running Virtual Community UTAUT Sense of Community
Date:	2016
Issue Date:	2016-02-17 14:56:50 (UTC+8)
Abstract:	世界衛生組織(2015)指出自1980年以來，世界肥胖症人數增長了近一倍，並預言憂鬱症將在2020年與癌症、愛滋病並列世界三大疾病。然而定期有規律及適度的從事運動可以強化身體機能，對生理與心理健康方面以及疾病的預防、復健及體重的控都有極大的效果，且慢跑對於生理及心理改善都能有很大的助益，亦能使生活品質有所提升，在政府的推動及企業的支持下，路跑風氣正逐年向上成長中。由於路跑風氣的提升，路跑相關的國內外網站也種類繁多，本研究以國內最大的虛擬運動社群網站「馬拉松世界」中的路跑部份為研究對象，依據Venkatesh et al. (2003)所提出的整合性科技接受模式(UTAUT)為研究架構來探討績效期望、付出期望、社會影響與促成因素等四個構面經由干擾變數作用後對使用意向與使用行為之影響。然而對於行為意向的探討多為以個人生理特徵的影響為主要研究方向，但除了個人生理特徵的影響外尚有認知型態影響，而本研究的對象為路跑虛擬社群網站，以社群意識為認知型態的影響來探討對行為意向的影響，透過問卷調查及資料整理分析，依據結果提出具體建議，提供未來同類型網站使用及推動上有所參考依據，進而提升路跑虛擬社群平台對於增進運動習慣及風氣、增進全民健康的價值。 World Health Organization (2015) indicated that the worldwide population of obe-sity nearly doubled that of 1980 and it also predicted that depression, cancer and AIDS will be three major diseases in the world. However, routine and appropriate exercises can strengthen body functions and they will be extremely helpful for physical and psy-chological health, disease prevention and rehabilitation, and weight control. Moreover, jogging is highly beneficial for both physical and psychological improvement and can advance life quality; with the supports of public and private sectors, the fashion of road running is booming year by year. With the raising trend of road running and various types of domestic and overseas websites related to road running, the researcher of this study used the part of road running in “Marathon’s World” website -the largest exercise virtual community website in Taiwan- as the subject, and then utilized Unified Theory of Acceptance and Use of Technology (UTAUT) to be the framework to investigate the influence of the four dimensions including performance expectancy, effort expectancy, social influence, and facilitating conditions have on using intention and using behavior through the function of moderator. Nevertheless, the influences of personal physical characteristics were investigated for the investigation of behavioral intention in most studies, but there are still influences coming from cognitive style besides personal physical characteristics. Hence, the researcher of this study used the virtual community website of road running as the subject, investigated the influence of sense of community as the cognitive style on behavioral intention, and finally proposed tangible suggestions according to the results of questionnaire survey and data analysis, provided references for using and promoting websites of this type in the future, and further these can improve the value of virtual community platform of road running in promoting people’s exercise habit and wellness.
Appears in Collections:	[Department of Information Management & Graduate Institute of Information Management] Thesis

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