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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/51988

    Title: 整合社會臨場感與網路人際關係觀點下的虛擬社群
    Other Titles: A study of virtual community : the integrated perspective of social presence and online social network
    Authors: 李秉軒;Lee, Bin-hsuan
    Contributors: 淡江大學企業管理學系碩士班
    李月華;Lee, Yueh-hua
    Keywords: 虛擬社群;社會臨場感;網路人際關係;結構方程模式(SEM);Virtual Community;social presence;Online social network;Structure equation modeling(SEM)
    Date: 2010
    Issue Date: 2010-09-23 16:23:08 (UTC+8)
    Abstract: 在Web2.0時代下,虛擬社群於近年來快速而蓬勃地發展,依創市際市調公司調查(2009),虛擬社群已相當普遍,且其使用時間有逐漸增加的趨勢,顯示網路已是最具影響力的媒體之一,相信在此驅勢下,未來虛擬社群將成為各企業網路行銷之重點。目前在虛擬社群相關研究中,多集中於知識分享與成員間的信任關係,另過去研究顯示社會臨場感對虛擬社群具正面作用,故本研究整合社會臨場感與網路人際關係之觀點探討虛擬社群。
    Virtual community has rapidly develop in recent years under Web 2.0 . According to market research company survey, Virtual community is very popular in Taiwan, and the using time is getting more and more increasing. The internet is one of the mostly influence media in Taiwan now. Overall, we believe that virtual community will be a priority in the marketing. Most research in virtual community focuse on knowledge sharing and the trust between members. Moreover, the research also suggests that social presence is benefit virtual community, so we want to integrate social presence and online social network to survey virtual community .
    In pretest, Data collected from Yahoo, Facebook, ptt by online survey in order to confirm factor structure first, and data collected from Gamebase in formal study. In total, there are 507 samples in research, All data were used in structure equation modeling(SEM)and make multiple teams comparison.
    The results show the most virtual community member in Taiwan is 19 to 20 years old, the factors of Using motive include finding information and interpersonal interconnectivity, the factors of Online social network include interpersonal trust and reciprocity, and the factors of Social presence include effective communication and establish relationship. Moreover, The research find that the different Using motive factor is influence different Social presence factor, the reciprocity is the base of establish relationship, and establish relationship can positive influence Member loyalty, multiple teams comparison and suggestion on following research of my study are discussed.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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