The Impact of Self-Monitoring and Social Community Interaction to Online Conformity Behavior─The Mediated Moderation Role of Internet Usage

• Main Authors: Shih, Ren-Kai, 施仁凱
• Other Authors: Liaw, Shu-Yi
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/33216040280491937814

碩士 === 國立屏東科技大學 === 企業管理系所 === 101 === This research mainly analyzes the effects of self-monitoring and online conformity behaviors by social community interaction. Through the self- transfering by outside environment, we can learn that if we would act in online conformity behavior s by the way of practical interactions between websites and virtual community users. This research are concluded with 390 effective questionnaires by purposive sampling survey of five virtual communities: fabulous restaurants and food, tourism, cultural exhibitions, hot movies and online games. This research is adopted hierarchical regression analysis and path analysis to verify not only the mediating effects by social community interactions towards self-monitoringand online conformity behaviors, but also the moderate effects of the strength by using Internet. It also can gives conferences for all the users as virtual community marketing. This research is presented as following: (1) The online conformity behaviors of hot movies is the most obvious among the five social communities. It reveals the members of this community easily behavior according to the movie marketing messages. (2) Self-monitoring has positive effects to online conformity behaviors. It proves that single person often changes himself to follow the community by internet information. (3) Social Community Interaction is created part of mediating effects on the influences of online conformity behaviors by self-monitoring. It shows the people would have interactions with social members in the social networks and easily adopt their ideas to others to behavior by online conformity. (4) However, the strength of using Internet reveals the passive effects to social community Interaction and online conformity behavior. We can learn that those people who interact more frequently with other internet social users oppositely have less online conformity behaviors; therefore, people rarely interacting with social website users are easily influenced by others to act as online conformity behaviors. According to the analyzes, personal subjective awareness easily have online conformity behaviors through changing self thinking ways by interactions of social members or other internet information; oppositely, it would difficultly has that behaviors with stronger strength of using internet or more frequency interactions with other social members. This research also realizes the spiral of silence. This research can provide tow practical and functional effects on social networks and marketing tragedies by communities and the science researches of online activities.