1
3
E10007
3
018
旅遊部落格之社會臨場感對社會資本與使用者關係績效之影響:關係資訊流程之中介角色與資訊交換類型之干擾效果
Effects of Travel Blog's Social Presence on Social Capital and User Relational Performance: Mediating Role of Relational Information Process and Intervention Effect of Informational Exchange
1.李淑芳
1.Su-fang Lee
1.僑光科技大學
1.Overseas Chinese University
001,002,003,004
1.僑光科技大學
1.Overseas Chinese University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2011-08-01
A.14 計畫執行期間(訖):2012-07-31
2011-12-012012-01-31
A.16 收到日期:2012-10-15
2
瀏覽本研究建置旅遊部落格之使用者

1
430

430
007
01
C.2 聯絡日期:2012-11-06
2
1.僑光科技大學
1.Overseas Chinese University
1
C.7 資料公開日期:2013-08-01
2
008
1
1
1
1
2
3
3
001
1,2
1.社會臨場感
2.社會資本
3.關係資訊流程
4.智慧資本
1.Social Presence
2.Social Capital
3.Relational Information Process
4.Intellectual capital
部落格擁有網路媒介無遠弗屆的訊息傳播與互動的特性,可以透過網路表達言論與想法,即時把訊息傳送給全球閱聽大眾,同時以使用者為中心整合各種網路媒體 功能的優點,有助於企業與顧客之間的溝通,因此企業紛紛投入建置部落格做為傳播企業資訊與顧客回應之溝通平台。當使用者透過部落格而感受到網路溝通如同面 對面一般之親切,將能產生較高的社會臨場感,有助於建立網路人與人的良好溝通管道,成為良好的關係網絡而形成社會資本;同時部落格在此關係網絡,透過關係 資訊流程有助於彼此分享並交換資訊,以形成新智慧資本,亦有助於提高使用者關係績效。本研究使用AMOS 20 軟體以線性結構模式來驗證理論模式,同時檢定不同資訊交換類型在理論模式的差異,抽樣旅遊部落格430 位使用者,實証結果發現社會臨場感無法直接影響使用者關係績效,社會臨場感必須透過關係資訊流程才能間接影響使用者關係績效,因此關係資訊流程為重要中介 變數。社會臨場感亦可透過社會資本形成智慧資本的交換與合併,進而產生新智慧資本正向影響使用者關係績效。同時亦發現不同資訊交換類型之使用者在社會臨場 感對關係資訊流程有不同的影響。最後根據研究發現提出管理意涵與建議做為網路旅遊資訊搜尋行為研究的參考。

Blogs are inherited with the distance-free characteristics of internet, users can express their words of thought in no time and transmit to worldwide audience, and meanwhile it is equipped with the advantage of integrating various internet functions for users, which encourages the communication between business and customers, therefore companies tend to establish blogs as the communication platform to broadcast companies’ information and respond customers’ enquires nowadays. While users perceive the similar friendliness between internet and faceto- face communication through blogs, it will generate higher social presence, help to establish decent network communication, become a good relational network, and formulate social capital; at the same time, blogs engage the relational network to exchange information through relational information process to constitute new intellectual capital. This study adopts Structural Equation Modeling (SEM) using AMOS 20 software to verify theoretical model and examine the differences caused by modes of information exchange. A total number of 430 travel blog users were sampled and analyzed, the empirical results show that social presence can not directly affect user relational performance, and social presence can only indirectly affect user relational performance through relational information process; it illustrates that relational information process is a crucial mediating factor. Social presence can also enable exchange and combination of intellectual capital via social capital, and further generate new social capital to positively affect user relational performance. It is also found that social presence affect relational information process diversely according to users’ information exchange modes. Finally, managerial issues and suggestions are proposed for further research on the behaviors of internet information searching.

D.16 完成檢誤日期:2013-01-28
D.17 預定釋出日期:2013-08-01
D.18 初次釋出日期:2013-08-01
D.19_1 最新版釋出日期:2013-08-01
1
1
1
2
1,1,3
10.6141/TW-SRDA-E10007-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10007
追蹤清單
下載(0)
申請(0)
遠距(0)