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題名:從情感與認知評價之雙面觀點探討網路影音平臺使用者行為
書刊名:管理學報
作者:池文海 引用關係吳鈺萍謝郁萍
作者(外文):Chih, Wen-haiWu, Yu-pingHsieh, Yu-ping
出版日期:2016
卷期:33:3
頁次:頁443-471
主題關鍵詞:顧客社會化內在動機外在動機情感評價認知評價Customer socializationIntrinsic motivationExtrinsic motivationAffective appraisalCognitive appraisal
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:506
  • 點閱點閱:241
本研究依據刺激-有機體-反應理論與使用與滿足理論,分別藉由內在因子及外在因子,探討線上影音分享平台使用者的評價與意圖的前因與結果變數,研究對象為曾經使用過 YouTube 之線上影音分享平台使用者,共取得 1753 份有效樣本,並採用結構方程模式進行模型檢驗,研究結果顯示:(1) 透過顧客社會化、控制、顧客協同等變數進行集群分析,可將使用者分成「影音狂熱型」、「走馬看花型」及「網路阿宅型」等三種網路使用者;(2) 多群組分析探討不同類型的網路使用者,在線上影音分享平台中的動機與評價的關係模式有顯著差異;(3) 情感評價與認知評價為意圖的驅動力;(4) 部份的動機須透過評價的中介效果才足以影響同類型的線上影音分享平台成員之使用意圖。
Based on the Stimulus-Organism-Response Theory and Uses and Gratifications Theory and through internal and external factors, this study probes into the antecedent and outcome variables of online video platform users’ evaluation and intention. The subjects were online video platform users who have used YouTube. A total of 1753 valid samples were obtained, and the model was tested by structural equation modeling. According to research findings, (1) this study conducted cluster analysis to classify users into “Video Fanaticism”, “Video Cruiser” and “Internet Nerd” by customer socialization, control and customer collaboration. (2) There are significant differences of the relationship model of motivation and appraisal for different types of online video platform users by multiple group analysis.(3) Both affective appraisal and cognitive appraisal are the driving forces of intention. (4) Some motivation must rely on the moderating effects of appraisal in order to influence use intention of the same type of online video platform users.
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