跨文化的幸福感是一個重要的社交網路服務發展，因為這種網路服務幫助使用者在世界各地建立社交技巧。本研究目的是探討幸福感的前因及其台灣和瑞典學生在社交網路之間對忠誠度跨文化差異的影響。在研究模型中，幸福感分為兩個反應性二階構面：社會幸福感為與他人的正向關係(Positive relations with others)和環境控制(Environmental mastery)。而個人幸福感為自我接受(Self-acceptance)、自主性(Autonomy)、生活目的(Purple in life)和自我成長(Personal growth)。在Facebook的跨文化統計調查有效數據來自台灣的大學生558份及瑞典的大學生336份所填寫的問卷。從偏最小平方法Partial Least Square (PLS) 分析結果支持研究模型，並表示國家之間的文化差異顯著影響忠誠度。這項研究的見解可能實施在有效的行銷策略，有利於賣家培育品牌的忠誠度。

Cross-cultural well-being is more critical to a social network service (SNS) development, since this kind of services need to help their users to builds social skills throughout the world. The purpose of this study is to investigate the antecedents of well-being and its effects on loyalty cross-culture differences between Sweden and Taiwan students on SNS. In the model, the well-being is divided into two formative second-order constructs: personal well-being and social well-being. Personal well-being is driven by self-acceptance, autonomy, purpose in life, and personal growth, and social well-being is driven by positive relationships with others and environmental mastery. A cross-cultural survey is conducted and valid data from Sweden and Taiwan are separately 336 and 558 undergraduate students on Facebook. The results from partial least squares (PLS) analysis provide strong support for the research model, and show that between-country cultural differences are significant effects on loyalty. The insights from this study could benefit social sellers in implementing more effective marketing strategies to foster brand loyalty.

目錄
 第一章　緒論	1
1.1	研究背景及動機	1
1.2	研究目的	3
1.3	研究論文架構	4
 第二章　文獻探討	5
2.1	文化因素：個人主義和集體主義	5
2.2	刺激有機體反應模型(Stimulus-Organism-Response，SOR)	6
2.3	感知互動性(Perceived Interactivity)	7
2.4	幸福感(Well-being)	8
2.5	忠誠度(Loyalty)	9
 第三章　研究方法	11
3.1	研究模型	12
3.2	研究假說	13
3.2.1	文化差異的調節影響	13
3.2.2	感知互動性對幸福感的關係	14
3.2.3	幸福感對忠誠度的關係	19
3.3	研究流程	21
3.4	研究問卷設計	23
3.5	研究構面定義與問項	23
3.6	資料分析方法	29
 第四章　資料分析與結果	30
4.1	測量方法(Measurement development)	30
4.2	比較台灣及瑞典文化傾向(Cultural Tendency)	30
4.3	統計調查(Survey administration)	32
4.4	資料分析(Data analysis)	36
4.4.1	測量模型(Measurement model)	36
4.4.2	構面模型(Structural model)	42
4.4.3	調節因素結果	45
 第五章　結論	47
5.1	研究討論	47
5.1.1	雙向溝通與幸福感關係	50
5.1.2	主動控制與幸福感關係	51
5.1.3	內容豐富度與幸福感關係	52
5.1.4	同步性與幸福感關係	53
5.1.5	連通性與幸福感關係	54
5.1.6	社會幸福感與忠誠度關係	55
5.1.7	個人幸福感與忠誠度關係	56
5.1.8	控制變數與忠誠度的關係	57
5.2	研究限制與未來發展	57
參考文獻	58
附錄	69
附錄(一)：台灣網路問卷	69
附錄(二)：瑞典紙本問卷	75
 
圖目錄
圖 1 1：本研究流程	4
圖 2 1：架構模型概念(conceptual model)	7
圖 3 1：研究架構圖	12
圖 4 1：台灣PLS研究模型分析	43
圖 4 2：瑞典PLS研究模型分析	44

 
表目錄
表 3 1：研究流程	22
表 3 2：文化傾向衡量問項	25
表 3 3：感知互動性構面衡量問項	26
表 3 4：社會幸福感構面衡量問項	27
表 3 5：個人幸福感構面衡量問項	28
表 3 6：忠誠度構面的衡量問項	29
表 4 1：文化的描述性統計	31
表 4 2：受測者的人口統計	35
表 4 3：構面的描述性統計	38
表 4 4：台灣的驗證性因素分析和交叉負荷	39
表 4 5：瑞典的驗證性因素分析和交叉負荷	40
表 4 6：各構面和AVE平方根之間的關聯性	41
表 4 7：模型係數的關係結果	45
表 4 8：模型係數的關係結果(文化比較)	46
表 5 1：研究結果及彙整	48
表 5 2：研究結果及彙整(續)	49

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