第五章 結論與建議
第五節 後續研究建議
第五節 後續研究建議
一、 本研究因為經費與成本之限制，僅針對台灣之使用者進行調查，然而，社群網 站目前風糜全球，若能針對不同國家文化的使用者進行調查，則可更深入的了解 不同文化差異的使用者對滿意度以及持續使用意圖的影響，以瞭解不同文化及國 家的使用者在社群網站持續使用意圖的影響因素上有何不同，在學術上，可建構 出一個因應不同地區之適用模型，在實務上，則可針對不同背景的使用者提供不 同的社群網站服務。
二、 未來研究應鎖定特定對象，以縱斷式研究方法研究影響社群網站使用者持續使 用之意圖的影響因素，藉由縱向研究，可觀察出影響因子隨著時間長短之變化，
亦可更深入探討使用者對於接受以及持續使用之差異。
三、 本研究由於可能存在著樣本誤差之關係，而導致認知社群互動性對滿意度之影 響並不顯著，未來應加強樣本對象之收集，並可針對經常使用社群互動之社群網 站使用者進行此議題之研究。此外，未來的研究可嘗詴將認知社群互動性細分為
「會員與會員的互動」、「會員與管理者的互動」及「管理者與社群的互動」三個 層面，進一步探討其與滿意度的因果關係，並可更深入了解使用者所在意之社群 互動環節。
59
參考文獻
中文部分
1. 曾則翔. (2008). Web 2.0 社群網站滿意度之研究. 國立台灣大學資訊管理所未出版 碩士論文.
2. 黃文楷. (2007). 探討 Blog 使用者持續採用行為之研究—以期望確認理論為基礎.
國立高雄第一科技大學資訊管理研究所未出版碩士論文.
3. 蕭文龍. (2010). 部落客持續使用部落格之研究: 以整合期望確認、科技接受模式和 個人因素觀點探討. 電子商務學報, 12(2), 221-249.
4. 鄭緯筌. (2010). 虛擬大國誕生，第三波淘金潮在 Facabook. 數位時代第 188 期.
5. 何宛芳. (2010). 輕度互動，重塑人際生活圈. 數位時代第 190 期.
6. 創市際市場研究顧問電子報. (2010). ARO 觀察: 2009 年社群網站使用狀況.
http://news.ixresearch.com/?p=1211 . (瀏覽日期: 2010/12/16)
7. 創市際市場研究顧問電子報. (2010). ARO 觀察: 從社群經營到口碑行銷: 品牌經營 者如何操作 Facebook. http://news.ixresearch.com/?p=2664 . (瀏覽日期: 2010/12/16)
英文部分
1. Ahuja, M. K., & Galvin, J. E. (2003). Socialization in Virtual Groups. Journal of Management, 29(2), 161-185.
2. Anderson, James C. & David W. Gerbing. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103, 411-423.
3. Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community : Evidence from European Car Clubs. Journal of Marketing, 69(July), 19-34.
60
4. Ariely, D. (2003). Controlling the Information Flow: Effects on Consumers’ Decision Making and Preferences. The Journal of Consumer Research, 27(2), 233-248.
5. Bagozzi, R. P., & Yi, Y. (1988). On the Evaluation of Structural Equation Models.
Journal of the Academy of Marketing Science, 16(1), 74-79.
6. Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional Social Action in Virtual Communities. Journal of Interactive Marketing, 16(2), 2-21.
7. Balasubramanian, S., & Mahajan, V. (2001). The Economic Leverage of the Virtual Community. International Journal of Electronic Commerce, 5(3), 103-138.
8. Barua, A., Chellappa, R., & Whinston, A. (1995). Creating a collaboratory in cyberspace:
Theoretical foundation and an implementation. Journal of Organizational Computing and Electronic Commerce, 5(4), 417-442.
9. Bem, D. J. (1972). Self-Perception Theory. Advances in Experimental Social Psychology, (pp. 1-62).
10. Bhattacherjee, A. (2001). Understanding Information Systems Continuance: An Expection-Confirmation Model. MIS Quarterly, 25(3), 351-370.
11. Blanchard, A. L., & Markus, M. L. (2007). Technology and Community Behavior in Online Environments. Proceedings of the Third Communities and Technologies Conference (pp. 323-350).
12. Boyd, D. M., & Ellison, N. B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
13. Boyd, Danah, & Heer, J. (2006). Profiles as Conversation: Networked identity
performance on Friendster. Proceedings of the 39th Hawaii International Conference on System Sciences.
14. Browne, M.W., & Cudeck, R. (1993). Alternative Ways of Assessing Model Fit. In K. A.
Bollen & J. S. Long (Eds.), Testing Structural Equation Models, 136–162. Newbury Park, CA: Sage.
61
15. Carver, C. (1999). Building a Virtual Community for a Tele-Learning Environment.
IEEE Communications Magazine, 37(3), 114-118.
16. Chen, I. Y. L. (2007). The Factors Influencing Members’ Continuance Intentions in Professional Virtual Communities — A Longitudinal Study. Journal of Information Science, 33(4), 451-467.
17. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and Utilitarian Motivations for Online Retail Shopping Behavior. Journal of Retailing, 77(July), 511-535.
18. Cyle, J. R., & Thorson, E. (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, 30(3), 65-77.
19. Crego, E. T., Jr., & Schiffrin, P. D. (1995). Customer-Centered Reengineering:
Remapping for Total Customer Value, Irwin, Burr Ridge, IL.
20. Davis, F. D., Bagozzi, Richard P., & Warshaw, P. R. (1989). User Acceptance of
Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35(8), 982-1003.
21. Dholakia, U. M., Bagozzi, Richatd P., & Pearo, L. K. (2004). A Social Influence Model of Consumer Participation in Network- and Small-Group-Based Virtual Communities.
International Journal of Research in Marketing, 21(3), 241-263.
22. Doll, W. J., Xia, W., & Torkzadeh, G. (1994). A Confirmatory Factor Analysis of The End-User Computing Satisfaction Instrument. MIS Quarterly, 18(4), 453-461.
23. Donath, J., & Boyd, D. (2004). Public Displays of Connection. BT Technology Journal, 22(4), 71-82.
24. Edvardsson, B., Larson, G., & Setterlind, S. (1997). Internal Service Quality and the Psychosocial Work Environment: An Empirical Analysis of Conceptual Interrelatedness.
The Service Industries Journal, 17(2), 252-263.
62
25. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook "Friends:"
Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168.
26. Fernback, J., & Thompson, B. (1995). Virtual Communities: Abort, Retry, Failure?
Computer Mediated Communication and the American Collectivity. Retrieved from
http://www.well.com/user/hlr/texts/VCcivil.html in 2010/12/03
27. Festinger, L. A. (1957). A Theory of Cognitive Dissonance. Row and Peterson, Evanston, IL.
28. Fornell, C., & Larcker, D. (1981). Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
29. Froehle, C. M. (2006). Service Personnel , Technology , and Their Interaction in Influencing Customer Satisfaction. Decision Sciences Institute, 37(1), 5-38.
30. Gefen, D., Straub, D. W., & Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guideline for Research Practice, Communications of the Association for Information Systems, 4, 1-70.
31. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate Data Analysis (3rd ed.). New York: Macmillan.
32. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Boston, MA: Pearson Education Inc.
33. Hair Jr., J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006).
Multivariate Data Analysis 6th . Prentice-Hall.
34. Hayduk, L. A. (1987). Structural Equation Modeling with LISREL: Essentials and Advances, Baltimore:Johns Hopkins.
35. Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
63
36. Hong, S.-J., Thong, J. Y. L., & Tam, K. Y. (2006). Understanding Continued
Information Technology Usage Behavior: A Comparison of Three Models in the Context of Mobile Internet. Decision Support Systems, 42(3), 1819-1834.
37. Hu, T., & Kettinger, W. J. (2008). Why People Continue to Use Social Networking Services : Developing a Comprehensive Model. International Conference on Information Systems.
38. Jacks, T., & Salam, A. F. (2009). Computer-Mediated Friendship Networks.
International Conference on Information Systems.
39. Jin, X.-L., Lee, M. K. O., & Cheung, C. M. K. (2009). Predicting Continuance in Online Communities: Model Development and Empirical Test. Behaviour & Information Technology, 29(4), 383-394.
40. Jones, Q. (1997). Virtual Communities, Virtual Settlements and Cyber-Archaeology: A Theoretical Outline. Journal of Computer-Mediated Communication, 3(3).
41. Karahanna, E., Straub, D. W., & Chervany, N. L. (1999). Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs. MIS Quarterly, 23(2), 183-213.
42. Kaye, B. K., & Johnson, T. J. (2004). A Web for All Reasons: Uses and Gratifications of Internet Components for Political Information. Telematics and Informatics, 21(3), 197-223.
43. Kettles, D., & David, J. S. (2008). The Business Value of Social Network Technologies : A Framework for Identifying Opportunities for Business Value and an Emerging
Research Program. Proceedings of the Fourteenth Americas Conference on Information System (pp. 1-9).
44. Ko, H., Cho, C.-H., & Roberts, M. S. (2005). Internet Uses and Gratifications: A Structural Equation Model of Interactive Advertising. Journal of Advertising, 34(2), 57-70.
64
45. Koh, J., & Kim, Y. G. (2004). Knowledge Sharing in Virtual Communities: An E-Business Perspective. Expert Systems with Applications, 26(2), 155-166. Retrieved from http://linkinghub.elsevier.com/retrieve/pii/S0957417403001167 in 2010/12/16 46. Koh, J., & Kim, Y.-G. (2003). Sense of Virtual Community : Conceptual Framework and
Empirical Validation. International Journal of Electronic Commerce, 8(2), 75-93.
47. Lee, F. S. L., Vogel, D., & Limayem, M. (2003). Virtual Community Informatics: A Review and Research Agenda. Journal of Information Technology Theory and Application, 5(1), 47-61.
48. Lin, C. S., Wu, S., & Tsai, R. J. (2005). Integrating Perceived Playfulness into
Expectation-Confirmation Model for Web Portal Context. Information & Management, 42(5), 683-693.
49. Liu, H. (2008). Social Network Profiles as Taste Performances. Journal of Computer-Mediated Communication, 13(1), 252-275.
50. Liu, Y. (2003). Developing a Scale to Measure the Interactivity of Websites. Journal of Advertising Research, 43(3), 207-16.
51. Marsh, H.W. & D. Hocevar. (1985). Application of Confirmatory Factor Analysis to the Study of Self-concept: First and Higher Order Factor Models and Their Invariance Across Groups, Psychological Bulletin, 97(3), 562-582.
52. Massey, B. L., & Levy, M. R. (1999). `Interactive’ Online Journalism at English-Language Web Newspapers in Asia: A Dependency Theory Analysis.
International Communication Gazette, 61(6), 523-538.
53. McMillan, S. J. (2000). Interactivity Is in the Eye of the Beholder: Function, Perception, Involvement, and Attitude Toward Web Site. Proceeding of the 2000 Conference of the American Academy of Advertisting (pp. 71-78).
54. McMillan, S. J., & Downes, E. J. (2000). Defining Interactivity: A Qualitative Identification of Key Dimensions. New Media & Society, 2(2), 157-179.
65
55. McMillan, S. J., & Hwang, J.-S. (2002). Measure of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity. Journal of Advertising, 31(3), 29-41.
56. Mislove, A., Marcon, M., Gummadi, K. P., & Bhattacharjee, B. (2007). Measurement and Analysis of Online Social Networks.
57. Morris, M., & Ogan, C. (1996). The Internet as Mass Medium. Journal of Communication, 46(1), 39-50.
58. Newhagen, J. E., Cordes, J. W., & Levy, M. R. (1995). [email protected]: udience Scope and the Perception of Interactivity in Viewer Mail on the Internet. Journal of Communication, 45(3), 164-175.
59. Novak, T. P., Hoffman, D. L., & Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach. Marketing Science, 19(1), 22-42.
60. Nunnally, J. C. (1978). Psychometric theory. NY: McGraw-Hill.
61. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing, 17(4), 460-469.
62. Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Processes in Retail Settings. Journal of Retailing, 57(3), 28-48.
63. Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Response. The Journal of Consumer Research, 20(3), 418-430.
64. Oliver, R. L., & Linda, G. (1981). Effect of Satisfaction and Its Antecedents on Consumer Preference and Intention. Advances in Consumer Research, 8, 88-93.
65. Parasuraman, A., Leonard L. Berry, & Valarie A. Zeithaml. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64, 12-40.
66
66. Peltier, J. W., Drago, W., & Schibrowsky, J. a. (2003). Virtual Communities and the Assessment of Online Marketing Education. Journal of Marketing Education, 25(3), 260-276.
67. Plant, R. (2004). Online Communities. Technology in Society, 26(1), 51-65.
68. Rafaeli, S. (1988). Interactivity: From New Media to Communication. Advertising Communication Science: Merging Mass and Interpersonal Process (pp. 110-134).
Newbury Park, CA: Sage.
69. Rafaeli, S., & Sudweeks, F. (1997). Networked Interactivity. Journal of Computer Mediated Communication, 2(4).
70. Rheigingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier. New York: Addison-Wesley.
71. Rosen, C. (2007). Virtual Friendship and the New Narcissism. The New Atlantis, (2), 15-31.
72. Shrum, L. J., & Liu, Y. (2002). What is Interactivity and is it Always such A Good Thing ? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53-64.
73. Slack, S. (2007). Social Computing: Maximizing the Power of Web 2.
74. Song, J. H., & Zinkhan, G. M. (2008). Determinants of Perceived Web Site Interactivity.
Journal of Marketing, 72(2), 99-113.
75. Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence.
Journal of Communication, 1(1), 73-93.
76. Thelwall, M. (2008). Social Networks, Gender, and Friending: An Analysis of MySpace Member Profiles. Journal of the American Society for Information Science and
Technology, 59(8), 1321-1330.
67
77. Valck, K. D., Langerak, F., Verhoef, P. C., & Verlegh, P. W. J. (2007). Satisfaction with Virtual Communities of Interest: Effect on Members’ Visit Frequency. British Journal of Management, 18(3), 241-256.
78. Vroom, V. C. (1964). Work and motivation. New York: John Wiley & Sons.
79. Walther, J. B. (1992). Interpersonal Effects in Computer-Mediated Interaction: A Relational Perspective. Communication Research, 19(1), 52-90.
80. Walther, J. B. (1996). Computer-Mediated Communication: Impersonal, Interpersonal, and Hyperpersonal Interaction. Communication Research, 23(1), 3-43.
81. Westbrook, R. A., & Reilly, M. D. (1983). Value-Percept Disparity: An Alternative to the Disconfirmation of Expectation Theory of Consumer Satisfaction. Advances in Consumer Research, 10, 256-261.
82. Wu, G. (1999). Perceived Interactivity and Attitude Toward Web Sites. In Charles R.
Taylor (Eds.), Proceeding of the 1999 Conference of the American Academy of Advertising (pp. 254-62).
83. Wu, G. (2006). Conceptualizing and Measuring the Perceived Interactivity of Websites.
Journal of Current Issues and Research in Advertising, 28(1), 87-104.
84. Yi, Y. (1990). A Critical Review of Consumer Satisfaction. Review of Marketing (4), 68-123.
68
附錄一、問卷
探討社群網站使用者持續使用之意圖
這份問卷是給Facebook使用者填答，係指個人在Facebook從事過下列行為，都屬於本研 究所謂的「社群網站使用者」：
1. 有自己專屬的 Facebook 帳號。
2. 在自己的 Facebook 上發表過內容、回應留言、轉貼分享或按讚
3. 在 Facebook 的粉絲專頁或社團發表過內容、回應留言、轉貼分享或按讚
親愛的先生、小姐您好：
感謝您百忙中撥冗填寫這份學術問卷，本研究為「探討社群網站使用者持續使用之 意圖」，其中，將社群網站鎖定於 Facebook，希望透過此問卷，能夠瞭解 Facebook 使 用者的認知與行為。
此議題在學術界與實務界皆屬於較新的探索，您的寶貴意見及經驗對本研究有極重 要之助益，由衷希望得到您善意的協助。本問卷採用匿名方式，所有資料僅供學術之用，
不做其他用途，請您放心填寫，並由衷感謝您的配合。
為了答謝您寶貴的意見，問卷填寫為有效問卷者，本研究將在 4/1 抽獎贈送 8G 隨 身碟(1 名)及 100 元之 7-11 禮券(10 名)作為感謝，並在本網址公告得獎名單，以卷末留 下的 Email 資料聯絡得獎人並寄出。
最後，再次向您致上最深的敬意，感謝您熱心的協助。
敬祝您 健 康 平 安
國立台灣大學資訊管理研究所
指導教授：翁崇雄 博士 研究生：許綾祐 敬上 Email：[email protected]
69
____________________________ (若無特定常去的粉絲專頁或社團，請寫「無」)
[第一部份: 問卷]
以下問卷的所指的「A 專頁」是指您上題所回答的「Facebook 粉絲專頁或社團名稱」，
如「無具體」的專頁名稱，請以使用 Facebook 粉絲專頁或社團的整體感覺填答。
A 專頁裡成員間的互動
(Member-to-Member Interactions)
非 (Organizer-to-Member Interactions)
非
70
A 專頁管理員和社群間的互動 (Organizer-to-Community Interactions)
非
71
72
(Continuance Intention)
非
73
[第二部份: 基本資料]
1. 性別： □男 □女
2. 年齡： □15 歲以下 □16-20 歲 □21-25 歲 □26-30 歲 □31-35 歲 □36-40 歲 □41 歲以上
3. 教育程度： □國中以下 □高中職 □大專院校 □研究所以上 4. 工作狀況： □學生 □上班族 □待業 □退休 □家庭主婦/夫 5. 平均每日上網時間： □未滿 1 小時 □1-3 小時 □3-5 小時
□5-7 小時 □7-9 小時 □9 小時以上
6. 您成為 Facebook 成員的時間?
□ 1 個月內 □1 個月-3 個月 □3 個月-1 年 □1 年-3 年 □3 年以上 7. 您平均每天在 Facebook 活動的時間?
□ 未滿 1 小時 □1-3 小時 □3-5 小時 □5-7 小時 □7-9 小時 □9 小時以上 8. 您平均每天在自己的 Facebook 上發表過內容、回應留言、轉貼分享或按讚的次數?
□1 次以下 □1-3 次 □4-6 次 □7-9 次 □10 次以上
9. 您平均每天 Facebook 的專頁上發表過內容、回應留言、轉貼分享或按讚的次數?
□1 次以下 □1-3 次 □4-6 次 □7-9 次 □10 次以上 10. 請問您主要使用 Facebook 的何種功能？(複選)
□網頁遊戲 □塗鴉牆互動 □上傳/觀賞相片 □粉絲專頁互動 □閱讀/撰寫網誌 □使用轉貼程式/遊戲 □其它___________
11. 電子信箱: _________________________________ (非必填) 12. PTT 帳號: _________________________________ (非必填)
問卷到此結束，再次感謝您填寫問卷，欲參加抽獎活動者，
請留下您的電子信箱或PTT帳號以利當您中獎時，能夠方便與您聯絡與確認