查詢結果分析
來源資料
頁籤選單縮合
| 題 名 | 社群潛水者之認同及參與行為影響社群聲譽之研究:信任與承諾觀點=The Impact of Community Lurkers' Identification and Engagement on Community Reputation: Perspectives of Trust and Commitment |
|---|---|
| 作 者 | 江志卿; 邱凰資; | 書刊名 | 行銷評論 |
| 卷 期 | 21:1 2024.06[民113.06] |
| 頁 次 | 頁55-93 |
| 分類號 | 541.8 |
| 關鍵詞 | 虛擬社群; 社群潛水者; 社群認同; 社群信任; 社群聲譽; Virtual community; Community lurker; Community identification; Community trust; Community word-of-mouth; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 過去關於虛擬社群的相關文獻多著重於探討具有高內在動機並積極參與社群 的使用者行為,而較少關注於大多數沉默使用者對虛擬社群的影響。這種現象也觸 發了本研究動機,即探索社群潛水者是否能如主動參與的使用者一樣,為虛擬社群 帶來潛在效益。本研究旨在探討虛擬社群中的潛水者,其社群認同及社群參與是否 影響其對社群的信任與承諾,進而影響社群忠誠及社群聲譽,促使其主動做出有利 於社群社團或粉絲專頁的行為。本研究針對使用虛擬社群的潛水者進行網路問卷 調查,共獲得150份有效問卷。問卷經由結構方程模式分析、結果顯示潛水者的社 群認同及社群參與顯著影響其對社群的信任與承諾,進而影響其對社群的忠誠度 及口碑推薦行為,亦即社群信任與承諾的提昇會增強使用者的忠誠行為及推薦意 願。相關研究建議與貢獻亦於文內詳述與探討。 |
| 英文摘要 | Previous research on virtual communities has predominantly focused on the behaviors of users with high intrinsic motivation who actively participate in the community, while largely neglecting the impact of the majority of silent lurkers. This oversight has prompted the motivation for this study, which aims to explore whether lurkers can provide potential benefits to virtual communities similar to those brought by active participants. This study investigates whether the identification and engagement of lurkers in virtual communities influence their trust and commitment to the community, subsequently affecting their loyalty and word-of-mouth, encouraging them to engage in behaviors that benefit community groups or fan pages. An online survey was conducted lurkers of virtual communities, yielding 150 valid responses. The survey data was analyzed using Structural Equation Modeling. The results indicate that users’ community identification and engagement significantly affect their trust and commitment to the community, which in turn influence their loyalty and word-of-mouth behaviors. In other words, increased community trust and commitment enhance users’ loyal behaviors and their willingness to recommend the community. Relevant research suggestions and contributions are also detailed and discussed in the paper. |
本系統中英文摘要資訊取自各篇刊載內容。