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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/21888

    Title: 虛擬社群成員凝聚力影響因素之研究
    Authors: 白滌清;Pai, Ti-Ching
    Contributors: 淡江大學企業管理學系
    Keywords: 虛擬社群;忠誠度;凝聚力
    Date: 2003
    Issue Date: 2013-01-10 09:17:50 (UTC+8)
    Abstract: 虛擬社群的構建與維繫是網路網站經營成功的重要關鍵,而強化社群成員的凝聚力是維繫網站虛擬社群的重要因素。社群凝聚力主要內容可分為三個部份,分別為社群成員本身的動機、社群成員間之互動、以及網站經營者對社群成員的激勵方案等。本研究之主要目的有(1)探討虛擬社群凝聚力中動機類型與特徵;(2)探討虛擬社群凝聚力中成員間互動特徵;(3)探討虛擬社群凝聚力中激勵內容之特徵;(4)探討虛擬社群凝聚力與社群成員忠誠度之關係。研究結果發現,「認同動機因素」、「論譠互動因素」、與「交易互動因素」與忠誠度指標有顯著關聯性。因此提出增強社群成員對於虛擬社群的認同感、重視社群成員間特定議題討論之互動、與協助並促進社群成員交易過程之互動等建議,如此將有助於提升社群成員對網站的忠誠度。
    Relation: 2003第五屆永續發展管理研討會---學習、創新、人際溝通論文集=Proceedings of the Fifth Conference on Sustainable Development for Management 2003,頁239-249
    Appears in Collections:[Graduate Institute & Department of Business Administration] Proceeding

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