虛擬社群之社會支持對持續使用影響之研究－以某全國知名婦幼入口網站為例

• Main Authors: Duh Horngyih, 杜泓毅
• Other Authors: 阮金聲
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/66030079676201852780

碩士 === 國立中正大學 === 資訊管理學系 === 99 === Virtual communities, psychology and sociology suggest that the Internet offers opportunities to exchange information and emotion and therefore many people go online to seek information and emotional supports. Using Mombaby.com.tw as an example, this study examined the effect of belief in social support on the intention of the virtual community members to continuously use virtual communities. Based on the two-stage cognition change model proposed by Bhattacherjee and Premkumar(2004), a field survey was conducted and 568 valid responses were returned. The data was analyzed with the Structural Equation Modeling (SEM) to validate the hypotheses. The research findings are as followings: 1.New members’ pre-usage social support belief affected pre-usage attitude, and after-usage confirmation and satisfaction. 2.After-usage confirmation affected after-usage social support belief and satisfaction. 3.Both after-usage social support belief and satisfaction affected after-usage attitude. 4.Both after-usage social support belief and attitude affected virtual community continuance usage intention. 5.Both pre-usage social support belief and attitude were different from those at the after-usage stage.