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題名:獨立音樂平臺使用者虛擬經驗對關係品質與顧客忠誠度之影響:以MySpace為例
書刊名:資訊傳播研究
作者:陸敬互曾國軒謝朝和
作者(外文):Lu, Ching-huTseng, Kou-hsuanHsieh, Chaur-heh
出版日期:2013
卷期:4:1
頁次:頁109-129
主題關鍵詞:虛擬經驗獨立音樂平臺關係品質顧客忠誠度Virtual experienceIndependent music social networkRelationship qualityCustomer loyalty
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(1) 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:1
  • 共同引用共同引用:18
  • 點閱點閱:9
近年來網路平臺發展迅速,連音樂也出現了自己的平臺,不僅讓音樂人有了網路創作的空間,並且也改變了現代人對於音樂消費的模式。本研究的目的為:(一)探討虛擬經驗對於關係品質之影響;(二)探討虛擬經驗對忠誠度之影響;(三)探討不同使用者人口變項對虛擬經驗、關係品質與顧客忠誠度之差異性。本研究依照文獻所定義的構面進行網路問卷施測,回收有效樣本250份。本研究發現在探討虛擬經驗與關係品質、虛擬經驗與顧客忠誠度之影響時,使用者會較重視逃避現實的經驗,使用者傾向於沉浸在平臺上,長時間的聆聽音樂或搜尋喜愛的音樂人。研究結果顯示,對於使用者在使用MySpace平臺時,會對平臺所提供音樂的豐富性較為重視;對於經營者而言,MySpace平臺的會員制度較為類似一般部落格形式;對於平常來MySpace上聆聽音樂的人,並不需要加入會員就可以達成,所以建議經營者應該多對MySpace會員有更多的權限及福利,以維護平臺會員的制度。
In recent years, social network has developed quickly. This trend provides music with the opportunity to have its own network platform. This kind of platform not only enables musicians to compose and to share music via network but also changes the modern way of music consumption. The purpose of this study is threefold: (1) to investigate the impact of virtual experience on the relationship quality (between a customer and a music platform); (2) to explore the impact of the virtual experience on the customer loyalty (to a platform); (3) to analyze the effects of participants' demographic variations manifested themselves in the aforementioned factors (i.e., virtual experience, relationship quality, and customer loyalty). This study was based on an Internet survey with 250 valid samples. The result shows that when it comes to the impact of virtual experience and relationship quality, a user will put more emphasis on escapism experience. The user tends to be immersed in the virtual space, prolonged listening to music or searching for their favorite music. The result also shows that the user attach importance to get richer music selections on MySpace. The members of the MySpace music platform system is more like a general form of blogs. If the user wants to listen to free music on MySpace, he/she can reach it without joining the membership. In these regards, an operator running an independent music platform should put more emphasis on providing privileges and benefits to the members to maintain the member's system.
期刊論文
1.Griffith, D. A.、Chen, Q.(2004)。The Influence of Virtual Direct Experience (VDE) on On-Line Advertising Message Effectiveness。Journal of Advertising,33(1),55-68。  new window
2.O'Reilly, Tim(2007)。What is Web 2.0: Design patterns and business models for the next generation of software。Communications & Strategies,65(1),17-37。  new window
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7.Keating, B.、Rugimbana, Robert、Quazi, A.(2003)。Differentiating Between Service Quality and Relationship Quality in Cyberspace。Managing Service Quality,13(3),217-232。  new window
8.Keller, Kevin Lane(2001)。Building customer-based brand equity。Marketing Management,10(2),14-19。  new window
9.Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing,63(2),70-87。  new window
10.Fournier, Susan(1998)。Consumers and their brands: Developing relationship theory in consumer research。Journal of Consumer Research,24(4),343-373。  new window
11.Klein, Lisa R.(1998)。Evaluating the Potential of Interactive Media Through a New Lens: Search versus Experience Goods。Journal of Business Research,41(3),195-203。  new window
12.林耀南(20100900)。服務品質、體驗價值、關係品質與顧客忠誠度關係之研究。復興崗學報,99,103-123。new window  延伸查詢new window
13.Smith, J. Brock(1998)。Buyer-seller relationships: Similarity, relationship management, and quality。Psychology & Marketing,15(1),3-21。  new window
14.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing,60(2),31-46。  new window
15.Fečiková, Ingrid(2004)。An index method for measurement of customer satisfaction。The TQM Magazine,16(1),57-66。  new window
16.Dimitriades, Zoe S.(2006)。Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece。Management Research News,29(12),782-800。  new window
17.Jones, Thomas O.、Sasser, W. Earl Jr.(1995)。Why Satisfied Customers Defect?。Harvard Business Review,73(6),88-99。  new window
18.Roberts, Keith、Varki, Sajeev、Brodie, Rod(2003)。Measuring the Quality of Relationships in Consumer Service: An Empirical Study。European Journal of Marketing,37(1/2),169-196。  new window
19.Steuer, Jonathan S.(1992)。Defining Virtual Reality: Dimensions Determining Telepresence。Journal of Communication,42(4),73-93。  new window
會議論文
1.洪維聯、梁朝雲(201211)。音樂平臺使用者參與動機與虛擬經驗對其忠誠度之預測模型。2012資訊傳播暨創意創作國際研討會。臺南。  延伸查詢new window
圖書
1.Pine, B. J. II、Gilmore, J. H.(1999)。The experience economy: Work is theatre and every business a state。Harvard Business School Press。  new window
其他
1.吳柏蒼(2011)。登陸研究的領域--iNDIEVOX智慧電台參上,http://www.indievox.com/fukuball/post/79198, 2012/10/09。  延伸查詢new window
2.Mayfield, R.(20040928)。The web as a platform,http://ross.typepad.com/blog/2004/09/the_web_as_a_pl.html, 2012/10/12。  new window
 
 
 
 
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