後續研究建議

本研究之研究對象是以整體的虛擬社群成員為主，但虛擬社群可以 細分為四類：興趣型、幻想型、人際關係型、交易型虛擬社群。建議未 來的研究可針對一個或是多個類型的虛擬社群進行研究。

利用行為意圖來探討電子口碑的研究中，大多以量化的方式進行，

建議未來可以用使用質性研究或是三角檢定的方法來討探電子口碑的影 響因素。

本研究的再回流意願會受正面與負面的電子口碑而影響，但卻不會 因信任與網站服務品質的中介效果而改變，未來可以討論其他的中介變 數如何影響再回流意願。

在問卷發放的方式可以使用獎勵的方式，並在台灣各地進行發放，

以增加問卷發放和回收率，增加樣本數，以降低統計的錯誤率。

參考文獻

林彣珊、唐嘉鴻 (2010)。 網路口碑說服效果之研究。 行銷評論， 7(2)， 187-208。

Electronic Commerce Studies， 9(3)， 269-293。

游佳萍、郭峰淵 (2007)。 虛擬群組信任動態發展歷程之研究。 電子商務學報， 9(4)，

二、 英文部分

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior:

Prentice-Hall.

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior.

NY:Springer-verlag.

Alavi, M., & Leidner, D. E. (2001). Review: Knowledge management and knowledge management systems: Conceptual foundations and research issues. MIS Quarterly, 25(1), 107-136.

Babin, B. J., Yong-Ki, L., Eun-Ju, K., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in korea. The Journal of Services Marketing, 19(3), 133-139.

Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.

Journal of personality and social psychology, 51(6), 1173.

Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370.

Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments.

Journal of Business Research, 32(3), 213-223.

Bougie, R., Pieters, R., & Zeelenberg, M. (2003). Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services. Academy of Marketing Science. Journal, 31(4), 377-393..

Burson-Marsteller. (2010). Fortune global 100 social media study. (accessed February 19, 2012), [available at

http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/B M_Blog/Lists/Posts/Post.aspx?ID=2160]

Chatterjee, P. (2001). Online reviews: Do consumers use them? Advances in Consumer Research, 28(1), 129-133.

Churchill Jr., G. A., & Surprenant, C. (1982). An investigation into the determinant of consumer satisfaction. Journal of Marketing Research, 19(4), 491-504.

Crowley, A. E., & Hoyer, W. D. (1994). An integrative framework for understanding two-side persuasion. Journal of Consumer Research, 20(4), 561-574.

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35.

Dye, R. (2012). The buzz on buzz. Harvard Business Review, 7, 112-122.

Eisend, M. (2006). Two sided advertising: A meta-analysis. International journal of Ressarch in Marketing, 23(2), 187-198.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research: Addison-Wesley.

Garvin, D. A. (1984). What does "product quality" really mean. Sloan Management Review, 26(1), 25-43.

Gefen, D. (2000). E-commerce: The role of familiarity and trust Omega 28(6), 725-737 Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online

consumers. Database for Advances in Information Systems, 33(3), 38-53.

Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of Management Information Systems, 18(1), 185-214.

Golden, L. L., & Alpert, M. I. (1987). Comparative analysis of the relative

effectiveness of one-and two sided communication for contrasting products. Journal of Advertising Research, 16(1), 18-25.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-wom scale: Word-of-mouth measurement scale for e-services context*. Canadian Journal of Administrative Sciences, 27(1), 5-23.

Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality.

Journal of Service Research : JSR, 4(3), 230.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-38.

Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.

Ho Lai, Y., & Cindy, M. Y. C. (2007). The effects of single-message single-source mixed word-of-mouth on product attitude and purchase intention. Asia Pacific Journal of Marketing and Logistics, 19(1), 75-86.

Holloway, B. B., Wang, S., & Parish, J. T. (2005). The role of cumulative online purchasing experience in service recovery management. Journal of Interactive

Marketing, 19(3), 54-66.

James, L. R., Mulaik, S. A., & Brett, J. M. (2006). A tale of two methods. Organizational Research Methods, 9(2), 233-244.

Jarvenpaa, S. L., Shaw, T. R., & Staples, D. S. (2004). Toward contextualized theories of trust: The role of trust in global virtual teams. Information Systems Research, 15(3), 250-264.

Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 52(2), 71-82.

Kenny, D. A., Kashy, D. A., & Bolger, N. (1998). Data analysis in social psychology. The handbook of social psychology, 1, 233-265.

Lee, J., Park, D.-H., & Han, I. (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications, 7(3), 341-352.

Lee, Y., & Kwon, O. (2011). Intimacy, familiarity and continuance intention: An extended expectation–confirmation model in web-based services. Electronic Commerce Research & Applications, 10(3), 342-357.

Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to c2c e-commerce buyers: Trust in virtual communities and its effect on consumers’ purchase intention.

Electronic Commerce Research & Applications, 9(4), 346-360.

Man Yee, C., Chuan, L., Choon Ling, S., & Huaping, C. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.

McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35.

McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334-359.

Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.

Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on amazon.Com. MIS Quarterly, 34(1), 185-200..

Nielsen. (2009). Personal recommendations and consumer opinions posted online are the most trusted forms of advertising globally. 3 (accessed February 21, 2012),

[available at http://tw.en.acnielsen.com/site/news20090716e.shtml]

Okazaki, S. (2009). Social influence model and electronic word of mouth. International Journal of Advertising, 28(3), 439-472.

Palvia, P. (2009). The role of trust in e-commerce relational exchange: A unified model.

Information & Management, 46, 213-220.

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168.

Parayitam, S., Desai, K. J., & Desai, M. J. (2008). E-commerce policies, customer privacy and customer confidence. Vilakshan: The XIMB Journal of Management, 5(2), 45-58..

PQMedia. (2009). Exclusive pq media research: Despite worst recession in decades, brands increased spending on word-of-mouth marketing 14.2% to $1.54 billion in 2008 (accessed February 22, 2012), [available at

http://www.Pqmedia.Com/about-press-20090729-wommf.Html]

Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study.

Journal of Marketing, 47(1), 68-78.

Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(3–4), 271-295.

Sánchez-García, I., & Currás-Pérez, R. (2011). Effects of dissatisfaction in tourist services:

The role of anger and regret. Tourism Management, 32(6), 1397-1406.

Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. Academy of Management Review, 32(2), 344-354.

Sun-Jae, D., & Jang-Sun, H. (2009). How consumers evaluate ewom (electronic word-of-mouth) messages. CyberPsychology & Behavior, 12(2), 193-197.

Sussman, M. (2009). Who are the bloggers? . (accessed February 22, 2012), [available at http://technorati.com/social-media/article/day-1-who-are-the-bloggers1/]

Tanimoto, J., & Fujii, H. (2003). A study on diffusion characteristics of information on a human network analyzed by a multi-agent simulator. The Social Science Journal 40(3), 479-458.

Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention. International Journal of Information

Management, 30(6), 481-492.

Wang, J.-C., & Chiang, M.-J. (2009). Social interaction and continuance intention in online auctions: A social capital perspective. Decision Support Systems, 47(4), 466-476.

Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets. Journal of Retailing, 57(3), 68.

Wolfinbarger, M., & Gilly, M. C. (2001). Shopping online for freedom, control, and fun.

California Management Review, 43(2), 34-55.

Won Jae, S., Green, B. C., Yong Jae, K., Seunghwan, L., & Schenewark, J. (2007). The effect of web cohesion, web commitment, and attitude toward the website on intentions to use nfl teams' websites. Sport Management Review (Sport Management Association of Australia & New Zealand), 10(3), 231-252.

Yang, Z., Peterson, R. T., & Huang, L. (2001). Taking the pulse of internet pharmacies.

Marketing Health Services, 21(2), 4-10.

Ying, H. L., & Chung, C. M. Y. (2007). The effects of single-message single-source

mixed word-of-mouth on product attitude and purchase intention. Asia Pacific Journal of Marketing and Logistics, 19(1), 75-86.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-31.

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.

Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter?

A study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341.

附錄 一

7 每月所得 □(1)15,000 元(含)以下 □(2)15,001-20,000 元 PD 7

□(3)20,001-25,000 元 □(4)25,001-30,000 元

□(5)30,001-35,000 元 □(6)35,001-40,000 元

□(7)40,001 元(含)以上

□(12)Mobile01 網路論壇 □(13)其他(請說明_________________)

2 請問您平均每週造訪 A 社群幾次？ VC 2

13 我的朋友大部分是告訴別人 A 社群正面的事 1 2 3 4 5 6 7 13

人 ___________________________________

E-mail ____________________________________