電影資訊社群網站中成員滿意度、口碑傳播對使用行為影響之研究

Abstract

網際網路蓬勃的發展吸引大量資訊的匯集，其中虛擬社群成為資訊流通與人際互動的中心地帶。根據Armstrong& Hagel (1997)的觀點：虛擬社群將會成為網路上最富競爭力的商業活動型態。然而以電影為例，更具有快速變遷、生命週期短且不確定性高的特性，消費者在親自觀賞之前很難評估一部電影的品質為何。所以消費者常藉由搜集大量的資訊來幫助其做選擇，因此網路口碑就顯得格外重要，因此本研究旨在探討在電影資訊虛擬社群中，成員的滿意度對使用行為的影響，並試圖加入口碑傳播的因素，分析成員的使用行為的差異。本研究使用問卷調查法，研擬出滿意度、口碑傳播及使用行為問卷。研究對象為356位電影資訊社群網站使用者。問卷分析方法使用敘述性統計、相關分析、迴歸分析、T檢定及變異數分析，以驗證三個變項之間的關係。研究結果顯示（1）滿意度與持續使用意圖、影評回應及觀影決策有相關性；（2）口碑傳播會顯著影響影評回應程度；（3）成員每次在社群中停留時間越長，觀影決策程度越低。總結而言，本研究深入討論滿意度與使用行為的關聯，並解釋社群成員在虛擬社群中的文章類型及使用習慣，藉此對社群內成員類型與使用行為有更深入的瞭解。本研究成果提供給虛擬社群研究者，並對社群網站經營者、管理者與行銷者提出具體實務建議。Marketing is one of the most important parts of film industry, because the audiences would never know how a film is without any announce. In digital era, the movie distribution companies have to develop their, marketing strategies in new media to contact more potential audiences. But there are just a few empirical researches for estimating their benefits. The purpose of this study was to discuss the relationships between satisfaction and using behaviors in cinema information communities. The factor of opinion word of mouth traits was used to analyze the differences in using behaviors by virtual communities’ members. This research involved a survey comprised of questionnaires of satisfaction, word of mouth traits and using behaviors. 356 users in virtual communities participated in the study. The quantitative analysis of the questionnaires demonstrated the direction and relationships between the three sets of variables. The results showed: (1) There was relevance between satisfaction and critical feedback; (2) a striking effect of word-of-mouth was found on intention of cinema of critical feedback; (3) The contrary of cinema decision as members stayed longer in community. For a better understanding of members’ type and using behaviors, this study explored the relation between satisfaction and using behaviors and explained members’ type of article and using habits in virtual communities. These conclusions can apply to academic field, management and marketing of virtual communities.