近幾年來，社群網路因為使用者的參與已逐漸熱門熱門，成為我們生活中不可或缺的一部分。例如Facebook、Youtube以及Flicker都是目前使用者經常使用的社群媒體平台，我們可以在平台上發表任何任何想法，並且透過平台與其他使用者溝通。社群網路已經逐漸改變傳統人們的溝通方式，許多使用者再平台上發表內容以及訊息，當訊息被許多使用者廣為討論以及分享，因此在平台上有著所謂口碑的出現，也就是所謂的共鳴效應。本篇研究想了解使用者使用社群媒體並是如何透過社群網路達到共鳴效應。
本研究目的在於調查再社群網路上，何種因素會導致消費者去討論以及分享訊息，也就是使用者間的共鳴，之後更進一步探討，當使用者間的共鳴發生時，是否會影響到使用者的購買意願。本研究共蒐集了410份樣本並使用結構方程模型分析其樣本顯著與否。本研究結果發現其內容滿足、社會關係滿足與自我形象滿足都對共鳴有顯著影響，且共鳴對購買意願也有顯著影響。此外，本研究也執行分群分析將共鳴結果分為高共鳴與低共鳴兩族，分別探討其顯著指標與背後意義。 / In recent years, social network have become incredibly popular. Online communication platform such as Facebook, YouTube, and Flicker offer freely available user-generated content that enabled individuals to express their ideas and communicate their opinions to many people. People can create, modify, discuss, and share on social networks. Therefore, social networks have gradually become interpersonal communication platforms. Message resonated when information is shared among individuals. We want to have a better understanding of the use and gratification that users obtain from social networks when topic resonated among them.
We collected the 410 sample and used the structural equation model analyzed our proposed model by using SPSS 21.0 and SmartPLS. Besides, we also used K-means to partition our sample into two clustering and obtained the managerial implications. In our research, we observed that content gratification, social relation gratification and self-presentation gratification have impact on resonance and resonance also has influence on purchase intention.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0101356030 |
| Creators | 謝依臻, Sie, Yi Jhen |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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