رسالة جامعية
行動社交軟體持續使用之分析 ; An analysis for continuous use of the mobile social software
| العنوان: | 行動社交軟體持續使用之分析 ; An analysis for continuous use of the mobile social software |
|---|---|
| المؤلفون: | 徐享銘, Hsu, Hsiang-Ming |
| المساهمون: | 王育民, 管理學院:資訊管理學系 |
| سنة النشر: | 2016 |
| المجموعة: | National Chi Nan University (NCNU) Repository |
| مصطلحات موضوعية: | LINE官方帳號, 資訊系統成功模式, 期望確認理論, LINE official accounts, Information systems success, Expectation-Confirmation Theory |
| الوصف: | 愈來愈多消費者透過社交訊軟體進行商品資訊搜尋與購物活動。因此，店家在行動社交軟體(LINE)建立官方帳號，做為行銷工具已逐漸成為趨勢，並日益普遍。然而，許多人是因店家在行動社交軟體上之短期誘因(例如免費貼圖、贈品活動等)，加入店家官方帳號，待活動結束後，則不再瀏覽與連繫該官方帳號。本研究主要以LINE官方帳號為分析標的，來瞭解消費者持續使用LINE官方帳號的原因。 本研究以「資訊系統成功模式」與「期望確認理論」為主要的基礎架構，提出一個消費者使用行動社交軟體持續使用之分析，其構面包含有「資訊品質」、「系統品質」、「服務品質」、「確認」、「滿意度」、「消費者涉入」、「瀏覽意願」、「購買意願」、「口碑意願」，結合以上變數來探討LINE官方帳號對於消費者之影響。研究結果發現服務品質對確認有顯著影響，確認對滿意度有顯著影響，滿意度和消費者涉入都對瀏覽意願、購買意願、口碑意願具有顯著影響。 ; More and more customers search and purchase goods through mobile social softwares. Therefore, it becomes a trend that shops create official accounts on the mobile social software (e.g. Line) to be marketing tools. The phenomenon is more popular. However, lots of people add official accounts because of short-term incentives (free stickers and free gift activities, etc) on the mobile social software. They wouldn’t browse and interact with these official accounts after the incentive activities finish. This research selects the Line software as research target and aims to realize why customers continuously use Line official accounts. This research is based on the Information Systems Success Model and the Expectation Confirmation Theory, and conducts an analysis that a customers continuously use mobile social softwares. The research model contains Information Quality, Systems Quality, Service Quality, Confirmation, Consumer Involvement, Satisfaction, Browsing Intention, Purchase Intention and Word of Mouth Intention variables. By analyzing the relationships among these variable, this study finds the perspectives from customers who continuously use Line official accounts. The research finding show that (1) Service Quality has a significant influence on Confirmation, (2) Confirmation affects Satisfaction, (3) Satisfaction has a influences on Browsing Intention, Purchase Intention and Word of Mouth Intention. ; 碩士 |
| نوع الوثيقة: | thesis |
| وصف الملف: | 149 bytes; text/html |
| اللغة: | Chinese |
| العلاقة: | http://ir.ncnu.edu.tw:8080/handle/310010000/10399Test; http://ir.ncnu.edu.tw:8080/bitstream/310010000/10399/1/index.htmlTest |
| الإتاحة: | http://ir.ncnu.edu.tw:8080/handle/310010000/10399Test http://ir.ncnu.edu.tw:8080/bitstream/310010000/10399/1/index.htmlTest |
| رقم الانضمام: | edsbas.FE1E762A |
| قاعدة البيانات: | BASE |
| الوصف غير متاح. |