| 摘要: | 近年來，虛擬社群的相關研究漸被重視，而虛擬社群之價值在於創造出達到臨界數量之社群成員，並藉由維持其忠誠度來累積社群資產以獲取更大的利益。虛擬社群是商機的代表，在某個社群中的成員往往具有某些相同的特質，使企業更容易接觸到特定的目標市場。本研究係由「消費者」的觀點來看待網路書店虛擬社群的行為表現，並以「體驗行銷」的新世紀行銷觀點，替台灣出版業界提供適合的行銷策略議題。目的在於了解不同型態的網站體驗及網路人口特質對虛擬社群忠誠度的影響，以提供網路書店經營者經營社群及擬定行銷策略之參考。 本研究在策略體驗模組方面以感官、情感、思考、行動及關聯體驗等五個構面，分別探討其與上站、購物及組織忠誠度等三個忠誠度構面之相關性，最後加上人口變項與網路使用型態變數，分析其與策略體驗模組及忠誠度表現是否產生影響。調查方法採用全球資訊網問卷調查法，共計回收580份有效問卷。 本研究之結論摘要如下： 1.虛擬社群網站體驗構面的重視程度愈佳，其網站忠誠度表現愈佳。 2.虛擬社群之上站忠誠度女性高於男性。 3.虛擬社群之組織忠誠度低年齡層高於高年齡層。 4.虛擬社群之上站、購物及組織忠誠度會受教育程度高低的影響。 5.虛擬社群之組織忠誠度會受上網頻率所影響。 6.虛擬社群之網站思考及關聯體驗女性高於男性。 7.虛擬社群之網站感官、情感及關聯體驗會受教育程度高低的影響 8.虛擬社群之網站感官、情感、思考及關聯體驗會受網路使用型態的影響
In these few years, related researches in virtual community are gradually being noticed. The value of virtual community is to create a critical mass of members and gain maximum benefit to accumulate its assets by maintaining their loyalties. Virtual community is a significant portion of business. Due to the similar features among members in one community, it is easier for business to get in touch with specific target market. The perspective of this research is to study the behaviors of on-line bookstores community from consumers’ view. It also provides appropriate marketing strategies to the publishers in Taiwan, based on experiential marketing, a new centurial marketing view. The purpose of this research is to understand different types of on-line experiences and the influences of users’ features to the loyalty of virtual community. In addition, provide references to the owners of on-line bookstores for managing community and making marketing strategies. This research based on five components of strategic experiential modules, including sense, feel, think, act and relate, to investigate the correlations between these on-line experiences and three loyalty components, which are on-line, shopping, and organizational loyalties. Furthermore, other purposes are to realize if demographic variables and types of internet usage variables influence the strategic experiential modules or the performance of loyalties or not. The method used for this research is World-Wide-Web questionnaire. The amount of valid questionnaires is 580. The results of this research are summarized as follow： 1.The higher degree of emphasize on virtual community on-line experiences, the better performance of website loyalty. 2.The on-line loyalty of female is higher than male among virtual community. 3.The organizational loyalty of the younger people is higher than the elder people among the virtual community. 4.The level of education influences on-line, shopping, and organizational loyalties among the virtual community. 5.Organizational loyalty is influenced by on-line frequency among the virtual community. 6.Female’s think and relate experiences on the virtual community are higher than male. 7.The level of education influences sense, feel and relate experiences among the virtual community. 8.Types of internet usage influence sense, feel, think and relate experiences among the virtual community. |
