動物保護主題社群持續參與意圖之研究

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Title:	動物保護主題社群持續參與意圖之研究
Other Titles:	The Study of Community Continuing Participation and Intention on Animal Protection Topic
Authors:	田雅媄 TIEN, YA-MEI
Contributors:	企業管理學系非營利事業管理碩士班郭東昇 KUO, TUNG-SHENG
Keywords:	動物保護;Facebook虛擬社群;社群品質;社群意識;忠誠度;持續參與意圖 Animal Protection;Facebook Virtual Community;Community Quality;Community Awareness;Ongoing Engagement Intentions;Loyalty
Date:	2019
Issue Date:	2022-02-22 13:58:28 (UTC+8)
Abstract:	在全球資訊化的影響之下，社群網站已經成為全球化的趨勢，虛擬社群(Virtual Communities)概念興起，網路的應用也在這樣的趨勢下更為普及。2013年11月上映的一部以台灣流浪動物收容所為主題的電影「十二夜」，成功的在網路引發了話題效應，帶動了整個台灣社會對流浪動物的重視。隨著台灣動物保護意識抬頭，在一波運用虛擬社群的熱潮中，網站間異質化優勢的維持不易，動物保護主題式虛擬社群，因此，在眾多社群中，動保虛擬社群如何維持社群的活躍並獲得忠誠度，勢必成為社群管理者的重要課題。　　本研究將以Facebook虛擬社群「嘉義地區流浪毛孩關懷中心」社團作為研究對象，共蒐集620份樣本，探討社群之社群品質、社群體驗及社群意識等三種社群特性與忠誠度及持續參與意圖之關係。　　回收之資料以敘述統計分析、T檢定、單因子變異數分析與迴歸分析等方法進行分析，研究結果顯示，社群特性與忠誠度及持續參與意圖均有顯著相關。　　Under the influence of global informationization, social networking sites have become a trend of globalization, the concept of virtual community (Virtual Communities) has arisen, and the application of the Internet has become more popular under such a trend. The film Twelve Nights featuring Taiwans stray animal shelters, which was released in November 2013, has successfully triggered the topical effect on the Internet and has driven the attention of the entire Taiwanese society to stray animals. With the rise of awareness of animal protection in Taiwan, in the wave of the use of virtual communities, the heterogeneous advantages of websites are not easy to maintain, and animal protection is a virtual community of themes. Therefore, in many communities, how to protect virtual communities Maintaining community activity and gaining loyalty is bound to become an important issue for community managers.　　This study will use the Facebook virtual community Chiayi Area Wandering Baby Care Center as a research object, collecting 620 samples to explore the communitys community quality, community experience and community awareness and other three community characteristics and loyalty. And continue to participate in the relationship of intentions.　　The data collected were analyzed by narrative statistical analysis, T-test, single factor analysis and regression analysis. The results showed that community characteristics were significantly correlated with loyalty and continued participation intention.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(M. A. Program in Nonprofit Organization Management)

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