美容資訊社群網站中成員滿意度、意見領袖特質對使用行為影響之研究

Abstract

網際網路蓬勃的發展吸引大量資訊的匯集，其中虛擬社群成為資訊流通與人際互動的中心地帶。成功的虛擬社群可以增加成員的滿意度，進而形成其忠誠度及增加購買意願。然而在虛擬社群的研究中，對於有顯著影響力的意見領袖相關研究仍相當缺乏，因此本研究旨在探討在美容資訊虛擬社群中，成員的滿意度對使用行為的影響，並試圖加入意見領袖的因素，分析不同成員類型的使用行為的差異。本研究使用問卷調查法，研擬出滿意度、意見領袖特質及使用行為問卷。研究對象為347位美容資訊社群網站使用者。問卷分析方法使用敘述性統計、相關分析、迴歸分析、T檢定及變異數分析，以驗證三個變項之間的關係。研究結果顯示（1）滿意度與持續使用意圖、資訊回饋及購買意向有相關性；（2）意見領袖特質會顯著影響其資訊回饋程度；（3）成員每次在社群中停留時間越長，購買意向越高。總結而言，本研究深入討論滿意度與使用行為的關聯，並解釋社群成員在虛擬社群中的文章類型及使用習慣，藉此對社群內成員類型與使用行為有更深入的瞭解。本研究成果提供給虛擬社群研究者，並對社群網站經營者、管理者與行銷者提出具體實務建議。

In more recent years, the flourishing Internet brings the development of virtual communities. However, within the extensive literature on Virtual Community, comparatively little research has focused on the effect of opinion leaders. The purpose of this study was to discuss the relationships between satisfaction and using behaviors in beauty information communities. The factor of opinion leadership traits was used to analyze the differences in using behaviors by virtual communities’ members. This research involved a survey comprised of questionnaires of satisfaction, opinion leadership traits and using behaviors. 347 users in virtual communities participated in the study. The quantitative analysis of the questionnaires demonstrated the direction and relationships between the three sets of variables. The results showed: (1) There was relevance between satisfaction and using behaviors; (2) a striking effect of opinion leadership traits was found on intention of information feedback; (3) The intention of buying increased as members stayed longer in community. For a better understanding of members’ type and using behaviors, this study explored the relation between satisfaction and using behaviors and explained members’ type of article and using habits in virtual communities. These conclusions can apply to academic field, management and marketing of virtual communities.