题名

以媒介豐富與社會臨場感理論探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響

并列篇名

Investigate the Impacts of LINE Sticker Values, Fashion Involvement, and Network Externality on Sense of Virtual Community and Stickiness-the Viewpoints of Media Richness and Social Presence Theory

作者

張玉琳(Yu-Ling Chang)；李秋滿(Chiou-Ma Lee)

关键词

媒介豐富 ； 社會臨場感 ； 虛擬社群意識 ； 流行涉入 ； 網路外部性 ； 黏著度 ； media richness ； social presence ； sense of virtual community ； fashion involvement ； network externality ； stickiness

期刊名称

Electronic Commerce Studies

卷期/出版年月

12卷4期（2014 / 12 / 31）

页次

419 - 449

内容语文

繁體中文
中文摘要

本研究以媒介豐富與社會臨場感理論描述即時通訊軟體之非語言溝通行為，探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響，並自行發展LINE貼圖價值量表，檢測虛擬社群意識之完全中介效果。本研究採問卷調查法，依序進行探索性因素分析、驗證性因素分析、複核效度、結構方程式檢定。主要理論貢獻為：(1)萃取出互動性、趣味性、主題性、實用性四個LINE貼圖價值的組成因素。(2)LINE貼圖價值、流行涉入、網路外部性三者皆對虛擬社群意識有顯著正向影響。(3)虛擬社群意識具備完全中介效果。(4)累積樣本對研究架構的因果關係產生動態性的加乘或者稀釋效果。最後，提供企業經營虛擬社群之實務建議。
英文摘要

This study described the nonverbal communication of instant message software by media richness theory and social presence theory to investigate the impacts of LINE sticker values, fashion involvement and network externality on sense of virtual community and stickiness. Modifications to former questionnaires were made to meet the purposes of this study. A quantitative survey was conducted and 466 questionnaires were collected. EFA, CFA, SEM, multi-groups analysis methods were used to examine the model stability and validity. Research findings suggested the following: (1) Values of LINE sticker scale was developed and included interactive, playful, theme, and practical components. (2) LINE sticker values, fashion involvement and network externality all had significant positive impacts on sense of virtual community. (3) Sense of virtual community had a full mediating effect in this framework. (4) The cumulative samples had a dynamic multiplier or dilution impact on the causal relationships in this framework. In summary, the virtual community marketing practices were recommended.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
参考文献
  1. 江義平,林佳蓁,王凱生(2011).Sense of virtual community: Antecedents and consequences.電子商務學報,13(1),1-25.
    連結：
  2. 江義平、陳思潔(2012)。虛擬品牌社群意識形成因素與影響效果。Electronic Commerce Studies，10(3)，297-323。
    連結：
  3. 池文海、許立群(2013)。會員制網站成員黏著度之決定因素研究：以華人第一時尚美容網站Fashion Guide 為例。電子商務學報，15(2)，265-294。
    連結：
  4. 余朝權、盧瑞陽、陳映儒(2012)。社群網站特性與使用者忠誠度、持續參與意圖之關係。企業管理學報，95，71-100。
    連結：
  5. 尚榮安、陳禹辰、周季穎(2007)。電腦中介傳播對消費者口碑行為的影響。電子商務學報，9(1)，27-48。
    連結：
  6. 侯正裕、陳靜枝、陳鴻基(2010)。為何人們使用社交網站？認知專注的觀點。資訊管理學報，17(1)，97-116。
    連結：
  7. 徐淑如、林家琪(2010)。線上品牌社群知覺關鍵多數、知覺價值與忠誠度之研究。資訊管理學報，17(2)，175-200。
    連結：
  8. 張錦特、蘇姵芹、何蕙萍、蘇百勝(2009)。以修正科技接受模式探討語音留言板互動功能之使用意願。電子商務學報，11(3)，469-487。
    連結：
  9. 郭冠樟、葉乘豪(2012)。以沉浸理論、網路外部性、計畫行為理論探討體感遊戲機購買意圖之研究。Electronic Commerce Studies，10(2)，199-216。
    連結：
  10. 陳勁甫、陳威亞(2005)。大學生遊學產品意象、知覺價值、滿意度及購後行爲意圖關係之研究。戶外遊憩研究，18(1)，23-46。
    連結：
  11. 曾淑美、陳玉芬(2011)。知覺風險、信任與資訊豐富度對再合購意願之影響。Electronic Commerce Studies，9(3)，269-293。
    連結：
  12. 蔡明達、劉宇傑(2013)。網路品牌社群認同與投入對消費者行為之影響。電子商務學報，15(2)，97-117。
    連結：
  13. 蔡顯童、邱雅鈴(2011)。虛擬社群行為研究：中介效果與干擾效果之探討。管理評論，30(4)，295-317。
    連結：
  14. LINE 官方部落格 (2014)。LINE 全球註冊用戶數突破四億 感謝支持！，2014 年3月23 日，取自LINE 官方網站：http://lineblog.tw/。
  15. 資策會 FIND (2014)。服務創新體驗設計系統研究與推動計畫(2/4)，2014 年10 月17 日，取自財團法人資訊工業策進會網站：http://www.iii.org.tw/。
  16. Abfalter, D.,Zaglia, M. E,Mueller, J.(2012).Sense of virtual community: A follow up on its measurement.Computers in Human Behavior,28(2),400-404.
  17. Algesheimer, R.,Dholakia, U. M.,Herrmann, A.(2005).The social influence of brand community: Evidence from European car clubs.Journal of Marketing,69(3),19-34.
  18. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
  19. Biocca, F.,Harms, C.,Burgoon, J. K.(2003).Toward a more robust theory and measure of social presence: Review and suggested criteria.Presence: Teleoperators & Virtual Environments,12(5),456-480.
  20. Blanchard, A. L.(2007).Developing a sense of virtual community measure.CyberPsychology & Behavior,10(6),827-830.
  21. Blanchard, A. L.,Markus, M. L.(2004).The experienced sense of a virtual community: Characteristics and processes.Database for Advances in Information Systems,35(1),65-79.
  22. Chen, Y. C.,Shang, R. A.,Lin, A. K.(2008).The intention to download music files in a P2P environment: Consumption value, fashion, and ethical decision perspectives.Electronic Commerce Research and Applications,7(4),411-422.
  23. Chen, Y. H.,Chien, S. H.,Wu, J. J.,Tsai, P. Y.(2010).Impact of signals and experience on trust and trusting behavior.Cyberpsychology, Behavior and Social Networking,13(5),539-546.
  24. Christopher, M.,Payne, A.,Ballantyne, D.(1991).Relationship Marketing Brining Quality, Customer Service and Marketing Together.Oxford:Butterworth-Heinemann.
  25. Daft, R. L.,Lengel, R. H.(1984).Information Richness: A New Approach to Managerial Behavior and Organizational Design.Research in Organizational Behavior,Homewood, IL:
  26. Daft, R. L.,Lengel, R. H.(1986).Organizational information requirements, media richness and structural design.Management Science,32(5),554-571.
  27. Davis, F. D.,Bagozzi, R. P.,Warshaw, P. R.(1992).Extrinsic and intrinsic motivation to use computers in the workplace.Journal of Applied Social Psychology,22(14),1111-1132.
  28. Dubelaar, C.Leong, M.,Alpert, F.(2003).Impact of interactivity on the stickiness of online gift stores.Journal of Asia Pacific Marketing,2(2),22-41.
  29. Elliot, S.,Choi, C.,Li, G.(2009).An application of a model of online travel community behavior: Beliefs, attitudes and behaviors in C-Trip, a Chinese Online Travel Community.TTRA Annual Conference Proceedings
  30. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  31. Gillespie, A.,Krishna, M.,Oliver, C.,Olsen, K.,Thiel, M.(1999).Owen Graduate School of Management, Students' ProjectOwen Graduate School of Management, Students' Project,未出版
  32. Hair, J. F.,Black, W. C.,Babin, B. J.,Anderson, R. E.(2010).Multivariate Data Analysis: A Global Perspective.Upper Sadder River, NJ:Prentice-Hall.
  33. Holland, J.,Baker, S. M.(2001).Customer participation in creating site brand loyalty.Journal of Interactive Marketing,15(4),34-45.
  34. Hsu, C. P.,Chiang, Y. F.,Huang, H. C.(2012).How experience-driven community identification generates trust and engagement.Online Information Review,36(1),72-88.
  35. Hu, L.,Bentler, P. M.(1999).Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.Structural Equation Modeling,6(1),1-55.
  36. Katz, M. L.,Shapiro, C.(1985).Network externalities, competition, and compatibility.The American Economic Review,75(3),424-440.
  37. Kelly, K.(1999).Net & Ten-New Rules for the New Economy: 10 Radical Strategies for a Connected World.England:Penguin Books Ltd..
  38. Khare, A.,Mishra, A.,Ceeba, P.(2012).Influence of collective self-esteem on fashion clothing involvement among Indian women.Journal of Fashion Marketing and Management,16(1),42-63.
  39. Kim, H. S.(2005).Consumer profiles of apparel product involvement and values.Journal of Fashion Marketing and Management,9(2),207-220.
  40. Koh, J.,Kim, Y. G.(2003).Sense of virtual community: A conceptual framework and empirical validation.International Journal of Electronic Commerce,8(2),75-93.
  41. Li, D.,Glenn J., B.,James C., W.(2006).Why do internet users stick with a specificcweb site? A relationship perspective.International Journal of Electronic Commerce,10(4),105-141.
  42. Lin, C. P.,Bhattacherjee, A.(2008).Elucidating individual intention to use interactive information technologies: The role of network externalities.International Journal of Electronic Commerce,13(1),85-108.
  43. Lin, J. C. C.(2007).Online stickiness: Its antecedents and effect on purchasing intention.Behaviour and Information Technology,26(6),507-516.
  44. Little, T. D.(1997).Mean and covariance structures (MACS) analyses of cross-cultural data: Practical and theoretical issues.Multivariate Behavioral Research,32(1),53-76.
  45. Lou, H.,Luo, W.,Strong, D.(2000).Perceived critical mass effect on groupware acceptance.European Journal of Information System,9(2),91-103.
  46. Lu, H. P.,Lee, M. R.(2010).Demographic differences and the antecedents of Blog stickiness.Online Information Review,34(1),21-38.
  47. Luo, J. T.,McGoldrick, P.,Beatty, S.,Keeling, K. A.(2006).On-screen characters: Their design and influence on consumer trust.Journal of Services Marketing,20(2),112-124.
  48. Luo, X.,Gurung, A.,Shim, J. P.(2010).Understanding the determinants of user acceptance of enterprise instant messaging: An empirical study.Journal of Organizational Computing and Electronic Commerce,20(2),155-181.
  49. Markus, M.(1992).Critical Mass Contingencies for Telecommunication Consumers? in The Economics of Information Networks.Amsterdam:North Holland.
  50. McMillan, D. W.,Chavis, D. M.(1986).Sense of community: A definition and theory.Journal of Community Psychology,14(1),6-23.
  51. Melancon, J. P.(2011).Consumer profiles in reality v.s. fantasy-based virtual worlds: Implications for brand entry.Journal of Research in Interactive Marketing,5(4),298-312.
  52. Moon, J. W.,Kim, Y. G.(2001).Extending the TAM for a World-Wide-Web context.Information and Management,38(4),217-230.
  53. Nardi, B. A.,Whittaker, S.,Bradner, E.(2000).Interaction and outeraction: Instant messaging in action.Proceedings of the 2000 ACM conference on Computer supported cooperative work
  54. O'Cass, A.(2004).Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement.European Journal of Marketing,38(7),869-882.
  55. O'Cass, A.(2000).An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing.Journal of Economic Psychology,21(5),545-576.
  56. O'Cass, A.,Choy, E.(2008).Studying Chinese generation Y Consumers' involvement in fashion clothing and perceived brand status.The Journal of Product and Brand Management,17(5),341-352.
  57. Oliver, R. L.(1999).Whence consumer loyalty?.Journal of Marketing,63(4),33-44.
  58. Podsakoff, P. M.,MacKenzie, S. B.,Lee, J. Y.,Podsakoff, N. P.(2003).Common method biases in behavioral research: A critical review of the literature and recommended remedies.Journal of Applied Psychology,88(5),879-903.
  59. Ramani, G.,Kumar, V.(2008).Interaction orientation and firm performance.Journal of Marketing,72(2),35-51.
  60. Rice, R. E.(1993).Media appropriateness: Using social presence theory to compare traditional and new organizational media.Human Communication Research,19(4),451-484.
  61. Ruebeck, C.,Stafford, S.,Tynan, N.,Alpert,W.,Ball, G.,Butkevich, B.(2003).Network externalities and standardization: A classroom demonstration.Southern Economic Journal,69(4),1000-1008.
  62. Sánchez, J. A.,Hernández, N. P.,Penagos, J. C.,Ostróvskaya, Y.(2006).Conveying mood and emotion in instant messaging by using a two-dimensional model for affective states.Proceedings of VII Brazilian symposium on Human factors in computing systems
  63. Sarason, S. B.(1974).The Pychological Sense of Community: Prospects for a Community Psychology.Jossey-Bass.
  64. Shang, R. A.,Chen, Y. C.,Shen, L.(2005).Extrinsic versus intrinsic motivations for consumers to shop on-line.Information and Management,42(3),401-413.
  65. Shapiro, C.,Varian, H.R.(1998).Information Rules: A Strategic Guide to the Network Economy.Massachusetts:Harvard Business School Press.
  66. Sheth, J. N.,Newman, B. I.,Gross, B. L.(1991).Consumption Values and Market Choices: Theory and applications.South-Western Pub..
  67. Short, J.,Williams, E.,Christie, B.(1976).The Social Psychology of Telecommunications.London:John Wiley.
  68. Song, J.,Walden, E.(2007).How consumer perceptions of network size and social interactions influence the intention to adopt peer-to-peer technologies.Journal of E-Business Research,3(4),49-66.
  69. Sproles , G. B.(1979).Fashion: Consumer Behavior toward Dress.Minneapolis:Burgess.
  70. Tabachnick, B. G.,Fidell, L. S.(2006).Using Multivariate Statistics.New York, NY:Harper & Row.
  71. Tigert, D. J.,Ring, L.,King, C. W.(1976).Fashion involvement and buying behavior: A methodological study.Advances in Consumer Research,3(1),46-52.
  72. Tonteri, L.,Kosonen, M.,Ellonen, H.-K.,Tarkiainen, A.(2011).Antecedents of an experienced sense of virtual community.Computers in Human Behavior,27(6),2215-2223.
  73. Trevino, L. K.,Lengel, R. H.,Daft, R. L.(1987).Media symbolism, media richness, and media choice in organizations a symbolic interactionist perspective.Communication Research,14(5),553-574.
  74. Tsai, M. T.,Cheng, N. C.,Chen, K. S.(2011).Understanding online group buying intention: the roles of sense of virtual community and technology acceptance factors.Total Quality Management and Business Excellence,22(10),1091-1104.
  75. Tu, C. H.,McIsaac, M.(2002).The relationship of social presence and interaction in online classes.The American Journal on E-learning,1(2),34-45.
  76. Walther, J. B.(1992).Interpersonal effects in computer-mediated interaction: A relational perspective.Communication Research,19(1),52-90.
  77. Wang, E. S. T.,Chen, L. S. L.(2012).Forming relationship commitments to online communities: The role of social motivations.Computers in Human Behavior,28(2),570-575.
  78. Wang, W.,Hsieh, J. J. P. A.,Song, B.(2012).Understanding user satisfaction with instant messaging: An empirical survey study.International Journal of Human-Computer Interaction,28(3),153-162.
  79. Wells, William D.(Ed.)(1974).Life style and psychographics.Chicago:American Marketing Association.
  80. Yan, B.-S.,Jing, F.-J.,Yang, Y.,Wang, X.-D.(2014).Network centrality in a virtual brand community: Exploring an antecedent and some consequences.Social Behavior and Personality,42(4),571-582.
  81. Zhang, S.,Fjermestad, J.(2008).Instant messaging: Observations from two small e-commerce businesses.Journal of Enterprise Information Management,21(2),179-197.
  82. Zhou, T.,Lu, Y.(2010).Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience.Computers in Human Behavior,27(2),883-889.
  83. Zott, C.,Amit, R.,Donlevy, J.(2000).Strategies for value creation in e-commerce.best practice in Europe.European Management Journal,18(5),463-475.
  84. 王凱、張震元(2012)。整合實用性、享樂性與社群認同性建構社群網站態度衡量模型之研究。資訊管理學報，19(2)，275-313。
  85. 吳珮雯、楊維漢(2005)。流行創新接受程度及流行涉入程度和衝動購買行為關係之研究。華岡紡織期刊，12(1)，16-22。
  86. 周文賢、林婷鈴、黃鈺惠(2007)。碩士論文(碩士論文)。台北大學企業管理學系。
  87. 張原誠(2012)。虛擬社群意識與社群忠誠度對持續使用行為及推薦傾向影響之研究－以Facebook 為例。創新與管理，9(4)，85-111。
  88. 楊偉文、劉新(2010)。虛擬品牌社群價值對品牌忠誠的影響實證研究。系統工程，28(3)，53-58。
  89. 劉麗真(2007)。碩士論文(碩士論文)。高雄師範大學視覺設計學系。
  90. 鄭沐安、鄒仁淳、許晉龍、林娟娟(2013)。影響MMORPG 玩家持續參與之因素—比較不同收費機制之研究。Electronic Commerce Studies，11(2)，123-146。
被引用次数
  1. 陳國禎(2017)。以腦波量測探討動態與靜態表情貼圖認知之差異。淡江大學資訊管理學系碩士班學位論文。2017。1-44。 
print cancel