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研究生: 郭俊佑
研究生(外文): Jiunn-Yow Kuo
論文名稱: 以廣告倫理為干擾變項探討FaceBook使用者信任因素對訊息涉入與購買意願關係之研究
論文名稱(外文): Study on the Effects of Message Involvement and PurchaseIntention on FaceBook Users Trust Factor by Advertising Ethics as the Interference Variable
指導教授: 黃慶源
學位類別: 碩士
校院名稱: 樹德科技大學
系所名稱: 經營管理研究所
論文出版年: 2011
畢業學年度: 99
語文別: 中文
論文頁數: 171
中文關鍵詞: 虛擬社群信任廣告倫理訊息涉入購買意願
外文關鍵詞: Virtual CommunityTrustAdvertising EthicsMessage InvolvementPurchase Intention
相關次數:
  • 被引用:0
  • 點閱:44
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因網際網路的普及化與超越時間與空間的特性之下,讓人類社會性的互動超越以往的限制藩籬,在此時空限制減少甚至消失殆盡之際,此種互動方式也逐漸興起虛擬社群的形成。而虛擬社群互動中也帶起近來流行社交網絡服務 (Social Network Service, SNS) 的風潮。以全球最大的社交網站FaceBook為例,其會員數已達4.6億。以往的社會科學針對網際網路版圖進行相關研究調查時,大多只鎖定某一群體調查成員或成員與社群之間的關係,而FaceBook的興起提供社會科學研究不同的方式。就電子商務而言,FaceBook的規模、風靡人們日常生活的程度,依其資訊平台特性,可創造無限的商機。然而在龐大商機背後,卻隱藏洩漏個資的安全疑慮,導致使用者恐慌甚至對FaceBook使用意願降低。故引發本研究欲探討影響Facebook使用者對FaceBook網站與FaceBook好友的信任認知下,對於相關訊息的涉入與購買意願之間關係影響為何。本研究參考Yaobin , Ling and Bin (2010)提出影響社群信任的四項前置因素 (熟悉、知覺相似、結構保證、信任傾向)與Reidenbach and Robin (1988)多元倫理量表(multidimensional ethics scale, MES),做為衡量FaceBook使用者對FaceBook網站與FaceBook好友信任的影響因素。根據Zaichkowsky (1985)涉入概念模型、Schiffman and Kanuk (2008)的訊息來源可信度定義與Hausman and Siekpe (2009)對購買意願的定義加以結合,形成本研究之研究架構。藉由信任前置因素、廣告倫理建構影響社群信任模式,推導出社群信任對於使用者訊息涉入與購買意願的影響效果。

Due to the popularity and characteristic that is not restricted by space or time of internet, the social interaction between humans leaps out of the old limits. At this time, the restrictions are lessen or even eliminated. This way of interaction causes the rise of virtual communities. And virtual communities brings the popular Social Network Service, SNS trend. Take the largest social network Facebook as example. Its member number has just reached 460,000,000. In the past, when social scientists conducted research on internet domain, they mostly focused on specific research member or the relationship between members and community. The rise of Facebook provided a different research for social science. Speaking of electronic business, the magnitude of Facebook, its degree of influence on people’s daily lives, and the characteristic of information platform, create unlimited business opportunities. However, behind the vast business opportunities, there lies the safety concen of personal information leak. It causes user panic and lower the willingness to use Facebook. Therefore, this research probed into the trust perception of Facebook users on Facebook website and Facebook friends and the relationship between related information and purchase willingness. This research referenced the four predisposing factors (familiarity, perception similarity, structure guarantee, trust tendency) proposed by Yaobin, Ling and Bin (2010) and multidimensional ethics scale, MES by Reidenback and Robin (1988) as measure for the influential factors for Facebook users on Facebook website and Facebook friends. According to the trust construct proposed by Mayer, Davis and Schoorman (1995) and referenced conceptual model of involvement by Zaichkowsky (1985), the definition of creditability of source of information by Schiffman and Kanuk (2008) combined with the definition of purchase by Hausman and Siekpe (2009) formed the research structure of this research. With disposing trust factors, commercial moral to structure the trust model of social network, we deduce the influence of community trust on user information involvement and purchase willingness.

中文摘要  -------------------------------------i
英文摘要  -------------------------------------ii
誌謝  -------------------------------------iv
目錄  -------------------------------------v
表目錄  -------------------------------------xi
圖目錄  -------------------------------------vx

一、  緒論----------------------------------1
1.1  研究背景與動機-------------------------1
1.2  研究目的------------------------------3
1.3  研究流程------------------------------4
二、  文獻探討------------------------------5
2.1  虛擬社群------------------------------5
2.1.1  虛擬社群定義--------------------------5
2.1.2  虛擬社群種類--------------------------9
2.1.3  FaceBook簡介-------------------------15
2.2  信任---------------------------------15
2.2.1  信任的定義----------------------------15
2.2.2  信任的因素----------------------------18
2.2.3  虛擬社群的信任-------------------------21
2.3  廣告倫理------------------------------23
2.3.1  廣告倫理的定義-------------------------23
2.3.2  廣告倫理議題相關研究--------------------26
2.3.3  廣告倫理相關理論------------------------28
2.4  訊息涉入-------------------------------37
2.4.1  涉入的定義-----------------------------37
2.4.2  涉入的分類-----------------------------40
2.4.3  訊息來源可信度-------------------------44
2.4.4  訊息來源可信度構面----------------------46
2.5  購買意願-------------------------------49
三、  研究方法-------------------------------52
3.1  研究架構-------------------------------52
3.2  研究假設-------------------------------53
3.3  問卷設計-------------------------------61
3.4  研究對象與抽樣設計-----------------------66
3.5  資料分析方法----------------------------67
四、  資料分析-------------------------------70
4.1  樣本結構敘述性分析-----------------------70
4.2  信效度與相關分析-------------------------74
4.2.1  效度分析--------------------------------74
4.2.2  信度分析--------------------------------74
4.2.3  Pearson相關分析-------------------------78
4.3  T檢定與單因子變異數分析-------------------79
4.3.1  年齡之ANOVA分析--------------------------80
4.3.2  性別之t檢定分析--------------------------85
4.3.3  教育程度之ANOVA分析----------------------86
4.3.4  參與時間之ANOVA分析----------------------88
4.3.5  職業之之ANOVA分析------------------------91
4.3.6  使用目的(電玩遊戲)t檢定分析---------------94
4.3.7  使用目的(交友)t檢定分析-------------------95
4.3.8  使用目的(個人新聞)t檢定分析----------------97
4.3.9  使用目的(拍賣或團購)t檢定分析--------------  98
4.3.10  使用目的(資訊蒐集)t檢定分析----------------100
4.3.11  使用目的(其他)t檢定分析--------------------102
4.3.12  消費過的商品(衣服鞋類) t檢定分析----------  103
4.3.13  消費過的商品(彩妝飾品) t檢定分析----------  105
4.3.14  消費過的商品(3C產品) t檢定分析------------  107
4.3.15  消費過的商品(食品或保健品) t檢定分析--------108
4.3.16  消費過的商品(電玩遊戲) t檢定分析----------  110
4.3.17  消費過的商品(虛擬貨幣) t檢定分析----------  112
4.3.18  消費過的商品(其他) t檢定分析---------------113
4.3.19  在FaceBook消費經驗t檢定分析-------------  114
4.3.20  在FaceBook最高消費金額之ANOVA分析---------  115
4.4  廣告倫理之干擾效果------------------------118
4.4.1  廣告倫理對信任前因與社群成員正直善意之干擾效果--119
4.4.2  廣告倫理對信任前因與社群成員能力干擾效果-----120
4.4.3廣告倫理對結構保證、信任傾向與社群網站能力的信任之干擾效果122
4.4.4  廣告倫理對結構保證、信任傾向與社群網站正直信任之干擾效果123
4.4.5  廣告倫理對結構保證、信任傾向與社群網站善意信任之干擾效果125
4.5  FaceBook使用者之社群信任對訊息涉入之影響-------126
4.6  FaceBook使用者之社群信任對購買意願之影響------127
4.7  訊息涉入對購買意願之影響---------------------128
五、  結論與建議-----------------------------------129
5.1  研究結論--------------------------------------131
5.1.1  FaceBook使用者之外在變項與各研究變項之研究結果-----131
5.1.2  FaceBook使用者信任前置因素對社群信任之影響---------137
5.1.3  FaceBook使用者在廣告倫理認知干擾下對於信任前置因素對社群
        信任之影響---------------------------------------139
5.1.4  FaceBook使用者的社群信任對訊息涉入與購買意願之影響---140
5.1.5  FaceBook使用者的訊息涉入對購買意願之影響------------141
5.2  研究建議-----------------------------------------141
5.2.1  管理意涵-----------------------------------------141
5.2.2  研究限制與後續研究方向---------------------------  143
參考文獻  ------------------------------------------------144

表目錄
表1.  虛擬社群的定義-----------------------------------7
表2  虛擬社群的種類-----------------------------------12
表3  信任的定義-----------------------------------------16
表4.  信任的構面-----------------------------------------19
表5.  廣告倫理的定義----------------------------------24
表6.  廣告倫理議題相關研究---------------------------26
表7.  多元倫理量表(MES)衡量項目-------------------35
表8.  涉入的定義---------------------------------------38
表9.  訊息來源可信度定義------------------------------45
表10.  訊息來源可信度構面------------------------------47
表11.  購買意願的定義-----------------------------------50
表12.  問卷問項-----------------------------------------62
表13  樣本基本特徵-------------------------------------71
表14  信任前因信度分析---------------------------------  75
表15.  社群信任信度分析---------------------------------  76
表16.  廣告倫理信度分析---------------------------------  77
表17.  行為意圖信度析---------------------------77
表18.  變項間之相關分析-------------------------78
表19.  年齡與各項變數ANOVA分析------------------80
表20.  性別之t檢定分析--------------------------85
表21.  教育程度與各項變數ANOVA分析------------86
表22.  參與時間之ANOVA分析----------------------89
表23.  職業之ANOVA分析--------------------------91
表24.  使用目的(電玩遊戲)t檢定分析----------------94
表25.  使用目的(交友) t檢定分析------------------96
表26.  使用目的(個人新聞台) t檢定分析-------------  97
表27.  使用目的(拍賣或團購) t檢定分析-------------  99
表28.  使用目的(資訊收集) t檢定分析-------------101
表29.  使用目的(其他) t檢定分析-----------------102
表30.  消費過的商品(衣服鞋類) t檢定分析----------104
表31.  消費過的商品(彩妝飾品) t檢定分析----------106
表32.  消費過的商品(3C產品) t檢定分析------------107
表33.  消費過的商品(食品或保健品) t檢定分析----109
表34.  消費過的商品(電玩遊戲) t檢定分析----------110
表35.  消費過的商品(虛擬貨幣) t檢定分析----------112
表36.  消費過的商品(其他) t檢定分析----------------113
表37.  在FaceBook消費經驗t檢定分析-------------114
表38.  在FaceBook最高消費金額之ANOVA分析---115
表39.  廣告倫理對信任前因與社群成員正直善意之干擾效果-----120
表40.  廣告倫理對信任前因與社群成員能力之干擾效果---------121
表41.  廣告倫理對結構保證、任傾向與社群網站能力之擾效果----123
表42.  廣告倫理對結構保證信任傾向與社群網站正直之干擾效果---124
表43.  廣告倫理對結構保證、任傾向與社群網站善意之干擾效果---125
表44.  社群信任對訊息涉入之迴歸分析--------------  126
表45.  社群信任對購買意願之迴歸分析--------------  127
表46.  訊息涉入對購買意願之迴歸分析--------------  128
表47.  本研究假設之檢定結果彙整表-----------------  129
圖目錄
圖1.研究流程圖-------------------4
圖2.信任整合模型----------------21
圖3.信任因素影響淘寶網社群信任之研究架構---22
圖4.倫理決策議題權變模型---------------------------29
圖5.使用性訴求廣告對於廣告態度、品牌態度與購買意圖影響--------31
圖6.廣告倫理決策行為意向模式---------------------32
圖7.廣告倫理為干擾變項探討廣告代言人對廣告效果影響研究------33
圖8.Houston and Rothchild (1978) 涉入概念模型---41
圖9.Zaichkowsky (1985) 涉入概念模型------------44
圖10.本研究架構圖-------------------------------53


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