文化大學機構典藏 CCUR:Item 987654321/44218
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    Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/44218


    Title: 社群網站之使用者間的互動性對黏著意圖之研究-以國內主流社群網站為例
    The Impact of User Interactivity on User Stickiness Intention: Takes a Taiwan Main Social Website as Example
    Authors: 王暄翔 (WANG, HSUAN-HSIAING)
    Contributors: 國際企業管理學系
    Keywords: 使用者互動
    使用者黏著
    黏著意圖
    社群網站
    user interactivity
    user stickiness
    stickiness intention
    social media
    Date: 2018
    Issue Date: 2019-05-17 13:54:16 (UTC+8)
    Abstract: 隨著網際網路的發展,接觸網路的人口逐漸增加,網路人口隨著行動網路的高速化與普及化繼續增加,民眾藉由行動裝置隨時隨地瀏覽各種媒體內容、使用社交網路服務的機會有很大的提升。而在眾多網際網路服務中,社群網站成為民眾主要瀏覽、使用的網站類型,而社群網站所帶來的大量數據與商業利益在未來會更加重要。而如何讓使用者黏著在特定社群網站上,成為商業上的重要課題。

    本研究藉蒐集到的學術文獻與技術文件,歸納出影響使用者黏著的因素,並選定使用者互動性為主要因子,以使用者之間的互動性為自變數、使用者與網站的互動性為控制變數、使用者滿意為中介變數,建立「使用者互動性會影響滿意度,進而影響使用者黏著意圖」之假說,並透過問卷蒐集的數據來探討。

    透過網路問卷對台灣地區使用人數較多的社群網站之使用者進行調查,回收問卷三百八十份,排除九份無效問卷,有效問卷三百七十一份,回收率為 97.6%。而結果顯示,使用者的互動性,不論是使用者對於網站,或是使用者之間的互動,都能夠影響滿意度,進而影響使用者的黏著意圖,且使用者的互動性與黏著意圖之間呈現正相關。最後依據研究結果,提出使用者互動的重要性與影響力,並給予經營社群網路服務經營者意見。

    Due to the developed at top speed of Internet, more and more people can contact Internet. The mobile telecommunications system become speedup and popularize, let people using mobile device to browsing media content and social network service anywhere and anytime. In numerous Internet services, social network service likes social website become the main target that people using and browsing, the mass of data and business benefits brought by social network service become.

    In many Internet services, social networking sites have become the type of websites that people use to browse and use, and the massive amount of data and business benefits brought by social networking sites will become more important in the future.How to let users stay in specially websitesbecome an important commercial issue.

    This study uses the collected academic literature and technical documents,generalize a conclusion that factor can affecting user stickiness. Taking interactivity between users as an independent variable, taking interactivity between users and website as a control variable, taking user satisfaction as an intermediary variable. Create a hypothesis that “ Interactivity between users will affect satisfaction, and then affect the stickiness ”, then testing Hypothesis by using the data collecting from questionnaire.

    Using online questionnaires services, subjects is users from Taiwan main social website. Numbers of questionnaires retrieved is three hundred and eighty, nine invalid questionnaires were eliminated, three hundred seventy-one valid questionnaires, the re- covery rate was 97.6%.

    The results show that the users interactivity, whether it is between users or between.
    Appears in Collections:[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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