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題名:虛擬社群之社會資本對網路口碑之影響
作者:何延平
作者(外文):Yen-ping Ho
校院名稱:國立高雄第一科技大學
系所名稱:管理研究所
指導教授:關復勇
學位類別:博士
出版日期:2013
主題關鍵詞:資訊網絡社會資本理論虛擬社群網路口碑Electronic Word-of-Mouth (eWOM)Informational NetworksSocial Capital TheoryVirtual Communities
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鑑於近年來網際網路和虛擬社區的速度增長,在現實世界和網絡活動中,已對眾多消費者的行為產生了相當的影響,特別是在網路口碑(eWOM)或是所謂的虛擬社群中的經驗分享。隨著電子商務的蓬勃發展,這種知識分享或網路口碑現象,已引起學術研究和業界的注意。然而,以往的研究,專注於虛擬社群中的口碑認同或環境促進因素相對較少。什麼樣虛擬社群的社會資本和社會網絡環境,將會促進虛擬社群中成員,認同其他成員的口碑,是一個有趣的議題。驗證此一虛擬社群中口碑行為的動機和相關因素,將可有助學者和從業人員,深入了解如何刺激虛擬社群口碑認同,進而達到行銷的目的。本研究以社會資本理論和社交網絡為理論基礎,調查社會資本理論的三個構面,對於虛擬社群中網路口碑認同的影響,以及資訊網絡在其間的干擾效果。研究樣本之有效問卷來自時下最流行的全球性虛擬社群-Facebook中來自台灣地區的516名成員,進而對所提出的研究模型假說提供支持。理論、實務、以及未來研究方向和限制,在文內也進行了相關的討論。
Given the rapid pace of internet and the growth of virtual communities in the recent decade, many consumers behavior have been affected both in the real world and online activities, especially by the eWOM or called experience sharing in the virtual communities. With the explosive growth of e-commerce, this kind of knowledge sharing or eWOM phenomenon has attracted the attention of both researchers and practitioners. However, research that focuses on the antecedents or fostering environment of eWOM identification in virtual communities remains scant. What kind of social capital and social network circumstance in virtual communities will foster the willingness of virtual community members to identify the eWOM from other members is an interest issue. Verifying the motivations and circumstances underlying eWOM behavior in virtual communities would help both academics and practitioners to gain insights of how to stimulate eWOM in virtual communities for marketing purposes. The study drawn on both the social capital theory and social networks framework to investigate the impact by the three dimensions of social capital theory and informational network’s interference effects on the identification of eWOM in virtual communities. Data were collected from 516 Taiwan region members of the most popular virtual community, Facebook, to provide support for the proposed model. The implications for theory and practice, as well as future research directions and limitations are discussed.
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