第七章 討論與建議
第三節 實務建議
二、 英文部分
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二、 英文部分
Ahuja, M. K., & Galvin, J. E. (2003). Socialization in Virtual Groups. Journal of 94 Management, 29(2), 161-185.
Anders, G. (1998). Some big companies long to embrace web but settle for flirtation. Wall Street Journal.
Babbie, E. (2015). The practice of social research. Nelson Education.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of interactive marketing, 16(2), 2-21.
Bauer, R. A. (1964). The obstinate audience: The influence process from the point of view of social communication. American Psychologist, 19(5), 319.
Berelson, B.(1949). What missing the newspaper means. In P.F. Lazarsfeld and F.N.
Stanton (eds.), Communications Research, 1948-1949 (pp.111-129). New York:
Harper.
Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. MIS quarterly, 351-370.
Blumler, J. G. (1979). The Role Theory in Uses and Gratifications Studies.
Communication Research, 6(1), 9-36.
Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty. Online Information Review, 31(6), 775-792.
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155.
Cortese, J., & Rubin, A. M. (2010). Uses and gratifications of television home shopping. Atlantic Journal of Communication, 18(2), 89-109.
Costa P. T., Jr. & McCrae, R. R. (1985). The NEO Personality Inventory Manual.
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DeSanctis, G. (1983). Expectancy theory as an explanation of a decision support system.
Psychological Reports, 52(1), 247-260.
Edge, N. (2013). Evolution of the gaming experience: live video streaming and the emergence of a new web community. Elon Journal of Undergraduate Research in Communications, 4(2), 33-39.
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expectancy theory approach. Journal of Business Ethics, 18, 295-305.Hagel III, J. & Armstrong, A. G., (1996). The Real Value of On-Line Communities.
Harvard Business Review, 74(3), 134-141.
Hamilton, W. A., Garretson, O., & Kerne, A. (2014, April). Streaming on twitch:
fostering participatory communities of play within live mixed media.
In Proceedings of the 32nd annual ACM conference on Human factors in computing systems (pp. 1315-1324). ACM.
Hanson, G., & Haridakis, P. (2008). YouTube users watching and sharing the news: A uses and gratifications approach. Journal of Electronic Publishing, 11(3).
Hassan Zadeh, A., & Sharda, R. (2014). Modeling brand post popularity dynamics in online social networks. Decision Support Systems, 65, 59-68.
Hausman, A. V., & Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5-13.
Hiser, J., Nayga, R. M., & Capps, O., Jr. (1999). An exploratory analysis of familiarity and willingness to use online food shopping services in a local area of Texas.
Journal of Food Distribution Research, 30(1), 78-90.
Holzner, Steven (2009). Facebook Marketing: Leverage Social Media to Grow Your Business. Indianapolis, IN: Que Publishing.
Katz, E. (1959). Mass communication research and the study of popular culture: An editorial note on a possible future for this journal. Studies in Public Communication, 2, 1-6.
Katz, E., Blumer, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Ed.), The uses of mass communications: Current perspectives on gratifications research (pp. 19-32).
Beverly Hills, CA: Sage.
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media.
Business Horizons, 54(3), 241-251.
Koh, J., & Kim, Y. G. (2003). Knowledge Sharing in Virtual Communities: an E-Business Perspective. Expert Systems with Applications, 26(2), pp.155-166.
Korgaonkar, P. K., & Wolin, L. D. (1999). A multivariate analysis of web usage. Journal of advertising research, 39, 53-68.
Kotler, P. (2003). Marketing Management: Analysis, Planning, Implementation, and Control (11th ed.). NJ: Prentice-Hall.
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Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.
Lim, W. M., & Ting, D. H. (2012). E-shopping: An analysis of the uses and gratifications theory. Modern Applied Science, 6(5), 48-63.
McAlexander, James H., John W. Schouten, & Harold F. Koenig (2002). Building Brand Community. Journal of Marketing, 66(1), 38-54.
McCrae, R. R. (1992). The five-factor model: Issues and applications. Journal of Personality, 60(2),175-215.
McLeod, J. M., & Becker, L. B. (1981). The uses and gratifications approach. Handbook of political communication, 67-99.
McQuail, D. (1994). The rise of media of mass communication. In D. McQuail (Eds.).
Mass Communication Theory: An introduction (pp. 1–29). London: Sage McQuail, D., & Windahl, S. (eds.) (1993). Communication models for the study of mass
communication. New York: Longman.
Morganosky, M. A., & Cude, B. J. (2000). Consumer response to online grocery shopping. International Journal of Retail & Distribution Management, 28(1), 17-26.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York:
McGraw-Hill.
Oliver, R. L., (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17, 460-469.
Palmgreen, P., Wemner, L. A., & Rosengren, K. E. (1985). Uses and gratifications research: The past ten years. In K.E. Rodengren, P. Palmgreen & Wemner L.
A.(eds.) Media Gratofications Research (pp.11-37). Beverly Hills: Sage.
Pliskin, N. & Romm, C. T. (1997). The impact of e-mail on the volution of a virtual community during a strike. Information & Management, 32, 245-254.
Preece, J., Nonnecke, B., & Andrews, D. (2004). The top five reasons for lurking:
improving community experiences for everyone. Computers in Human Behavior, 20(2), 201-223.
Punj, G. (2011). Effect of consumer beliefs on online purchase behavior: The influence of demographic characteristics and consumption values. Journal of Interactive Marketing, 25, 134-144.
Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of Science, Technology
& Society, 30(5), 350-361.
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Rayburn, J. D., & Palmgreen, P. (1984). Merging uses and gratifications and expectancy-value theory. Communication Research, 11, 537-562.
Rheingold, H. (1993). Virtual Community: Homesteading on the Electronic Frontier.
Addison-Wesley.
Rosengren, K. E. (1974) . Uses and gratification: A paradigm outlined. In J. G. Blumler and E. Katz (Eds.), The Uses of Mass Communications: Current Perspectives on Gratifications Research (pp.269-286). Beverly Hills: Sage.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3-37.
Ruggiero, T. E. (2000). Uses and Gratifications Theory in the 21st century. Mass Communication & Society, 3(1), 3-37.
Safko, L. (2010). The social media bible: tactics, tools, and strategies for business success. New York: John Wiley & Sons.
Seock, Y.-K., & Bailey, L. R. (2008). The influence of college students’ shopping orientations and gender differences on online information searches and purchase behaviours. International Journal of Consumer Studies, 32, 113-121.
Smith, T., Obrist, M., & Wright, P. (2013, June). Live-streaming changes the (video) game. In Proceedings of the 11th european conference on Interactive TV and video (pp. 131-138). ACM.
Stephens, D. L., Hill, R. P., & Bergman, K. (1996). Enhancing the consumer-product relationship: Lessons from the QVC Home Shopping Channel. Journal of Business Research, 37, 193-200.
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Tang, J. C., Venolia, G., & Inkpen, K. M. (2016, May). Meerkat and periscope: I stream, you stream, apps stream for live streams. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 4770-4780). ACM.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.
Thorburn, E. D. (2014). Social media, subjectivity, and surveillance: moving on from occupy, the rise of live streaming video. Communication and Critical/Cultural Studies, 11(1), 52-63.
Vroom, V. C. (1964). Work and motivation. New York: John Wiley & Sons.
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Wellman, B., & Gulia, M. (1997). Net surfers don't ride alone: Virtual community as community. In P. Kollock & M. Smith, Communities in cyberspace. Berkeley University of California Press.
Wellman, B., & Gulia, M. (1999). Net surfers don't ride alone: Virtual communities as communities. Networks in the global village, 331-366.
Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16(4), 362-369.
Windahl, S. (1981). Uses and gratifications at the crossroads. Mass communication review yearbook, 2(2), 174-185.
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附錄、問卷
注：正式問卷以簡體字呈現。
1.請問您是否曾經使用過中國大陸的電商直播平台？
（如：淘寶直播、京東直播、蘑菇街直播等）
☐是☐否（結束問卷，感謝您的參與）
第一部分：電商直播的使用行為
請您回憶您最常觀看的電商直播，並根據以往使用經驗回答以下問題。
2.請問您在過去的一年年內，使用電商直播的頻率為何？
☐每天一次(或一次以上)☐每週兩、三次☐每週一次
☐每月一到兩次☐兩到三個月一次☐半年一次☐一年一次
3.請問您平均每天使用電商直播的時間為多久？
☐少於 1 小時☐1~2 小時☐2~3 小時☐3 小時以上
4.請問您常在什麼時段使用電商直播？（可多選）
☐晚上 9 點~凌晨 12 點☐凌晨 12 點~上午 8 點☐上午 8 點~中午 12 點
☐中午 12 點~下午 5 點☐下午 5 點~晚上 9 點
5.請問您經常觀看的電商直播影片類型為何？
題項 經常 有時 很少 從來沒有過
服飾穿搭類 4 3 2 1
美妝類 4 3 2 1
珠寶首飾類 4 3 2 1
食物類 4 3 2 1
全球代購類 4 3 2 1
數碼 3C 類 4 3 2 1
玩具類 4 3 2 1
親子類 4 3 2 1
家居生活類 4 3 2 1
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立 政 治 大 學
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l C h engchi U ni ve rs it y
我是具有好奇心的人。 1 2 3 4 5
我的興趣非常廣泛。 1 2 3 4 5
我是具有創造性的人。 1 2 3 4 5 我是富有想像力的人。 1 2 3 4 5
以下題目請填答您的個人基本資料 10.請問您的性別為？
☐男☐女
11.請問您的年齡為？
☐20 歲以下☐20~25 歲☐26~30 歲☐31~35 歲☐36~40 歲☐40 歲以上
12.請問您的職業為？
☐自由業☐學生☐公務員及事業單位工作☐教師、研究人員☐軍警
☐服務業☐資訊科技產業☐金融業☐傳播媒體產業☐其他
13.請問您每個月的可支配金額為？
☐1000 元及以下☐1000 元~3000 元☐3000 元~5000 元☐5000 元~7000 元
☐7000 元~9000 元☐9000 元~11000 元☐11000 元以上
14.目前居住地
（請選擇）
15.請問您的教育程度為？
☐初中及以下☐高中及高職☐大學本科及專科☐碩士研究生及以上
16.請留留下您的聯絡方式，方便便告知您中獎的結果。
（請填寫）____