隨著網際網路的崛起和興盛，間接地改變了人們的社交型態，而網路交友服務便開始大量地投入市場。由於網路交友服務之技術進入障礙較低，因此各種琳瑯滿目的交友網站如雨後春筍般的出現。有鑒於此，交友網站如何受到使用者的青睞與長期造訪，忠誠度便顯得格外重要。然而，詐騙與情色等犯罪事件開始層出不窮，使得網站品質備受質疑。造成對交友網站信任以及心流經驗降低，間接地影響使用者對於交友網站之忠誠度。因此，本研究主要目的將探討資訊系統品質、信任、心流對於交友網站忠誠度之影響性。

　　本研究以問卷調查法為研究工具，針對國內各交友網站之使用者為本研究之對象，共計發放444份問卷。實證結果發現，資訊系統品質、信任、以及心流等變項皆對忠誠度具有顯著的正向影響。另外，信任與心流對於資訊系統品質與忠誠度也皆具有部分中介效果。彙整以上研究分析之結果，得以歸納下列研究結論：
一、實證資訊系統品質確實影響使用者對於交友網站之忠誠度。
二、心流經驗特性探究網站使用者行為具有可靠性。
三、實證信任、心流為資訊系統品質與忠誠度具有中介關係之可信度。

　　最後，又根據研究結果提出交友網站經營者須考量交友網站是否能準確、及時、正確提供使用者所需資訊與功能。加強使用者之身分審查機制等功能，降低使用者的不信任感，以及設立鼓勵活動等機制，以便增加使用者的網站停留時間和使用率等實務貢獻。

Along with the rise and prosperity of the Internet, it changed and influenced social patterns of people and online dating services also began to enter into the market. Because the online dating services is easy to approach, a variety of dating websites spring up like mushrooms. In view of this, how to make users favor the website and often visit here becomes particularly important. However, crimes such as fraud and erotic emerges endlessly, it makes quality of the site be highly questioned and causes people not to trust dating websites and indirectly affects loyalty of users. Therefore, the purpose of this research is to examine the quality of information system, trust, and flow to loyalty of the dating website.

The study is based on questionnaire as research tool to test domestic users of dating website and there are 444 users in this experiment. According to research results show, Information system quality, trust, and flow all have a significant positive effect on loyalty. Additionally, trust and flow are effective in the quality of information systems. The findings of the study are summarized as the following：
1.The quality of empirical information system does affect users’ loyalty to the dating websites.
2.Flow experiences have reliability to users’ behavior.
3.Empirical trust and flow are credibility between quality of information system and loyalty. 

At last, according to the research results, dating website operators have to think about whether dating websites can provide users with accurate, timely and correct information and function. To encourage users to stay the website longer and increase usage rate, strengthening the review of the user's identity, reducing distrust of users, and establishing activities are required.

第壹章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的與問題	5
第四節 研究流程	5
第貳章 文獻探討	7
第一節 交友網站	7
第二節 忠誠度	11
第三節 資訊系統品質	16
第四節 信任	24
第五節 心流	35
第參章 研究方法	48
第一節 研究架構圖	48
第二節 研究假說	48
第三節 變項之操作型定義	50
第四節 研究設計	55
第五節 資料分析方法	56
第肆章 資料分析	58
第一節 使用者特性之描述統計分析	58
第二節 交友網站使用狀況分析	60
第三節 量表描述性分析	63
第四節 信度分析	66
第五節 相關分析	68
第六節 獨立樣本T檢定	69
第七節 單因子變異數分析	70
第八節 迴歸分析	81
第伍章 研究分析與討論	92
第一節 研究發現	92
第二節 研究討論	92
第陸章 結論與建議	95
第一節 理論貢獻	95
第二節 實務貢獻	97
第三節 研究限制	98
第四節 未來研究建議	98
參考文獻	100
附錄一 本研究構面問項	120
附錄二 本研究前測問卷	124
附錄三 本研究正式問卷	131

















表目錄

表 1-1 獨立性質交友網站相關資料	2
表 1-2 2013年使用交友網站動機	3
表 1-3 探討網路忠誠度之相關研究	4
表 2-1 社交網站類型	7
表 2-2 忠誠度定義	12
表 2-3 影響忠誠度因素	14
表 2-4 網路忠誠度定義	15
表 2-5 資訊品質定義	17
表 2-6 系統品質定義	18
表 2-7 影響資訊品質因素	19
表 2-8 影響系統品質因素	20
表 2-9 信任定義	25
表 2-10 影響信任因素	29
表 2-11 心流經驗定義	36
表 3-1 資訊系統品質測量題項	51
表 3-2 信任測量題項	52
表 3-3 心流測量題項	53
表 3-4 忠誠度測量題項	55
表 4-1 性別之描述統計分析	58
表 4-2 年齡之描述統計分析	58
表 4-3 教育程度之描述統計分析	59
表 4-4 月收入之描述統計分析	59
表 4-5 感情狀況之描述統計分析	59
表 4-6 職業之描述統計分析	60
表 4-7 使用交友網站的時間之描述統計分析	61
表 4-8 平均停留於交友網站的時間之描述統計分析	61
表 4-9 一週內使用交友網站的頻率之描述統計分析	61
表 4-10 造訪過哪些交友網站之描述統計分析	62
表 4-11 最常造訪哪些交友網站之描述統計分析	63
表 4-12 資訊品質量表之描述統計分析	63
表 4-13 系統品質量表之描述統計分析	64
表 4-14 信任量表之描述統計分析	64
表 4-15 心流量表之描述統計分析	65
表 4-16 忠誠度量表之描述統計分析	66
表 4-17 資訊品質之信度分析	66
表 4-18 系統品質之信度分析	67
表 4-19 信任之信度分析	67
表 4-20 心流之信度分析	67
表 4-21 忠誠度之信度分析	68
表 4-22 變項相關係數分析	69
表 4-23 性別對各變項獨立樣本T檢定表	70
表 4-24 使用時間對各變項單因子變異數分析表	71
表 4-25 使用頻率對各變項單因子變異數分析表	72
表 4-26 停留時間對各變項單因子變異數分析表	73
表 4-27 感情狀況對各變項單因子變異數分析表	74
表 4-28 年齡對各變項單因子變異數分析表	75
表 4-29 教育程度對各變項單因子變異數分析表	76
表 4-30 月收入對各變項單因子變異數分析表	77
表 4-31 職業對各變項單因子變異數分析表	78
表 4-32 資訊品質對忠誠度之迴歸分析	81
表 4-33 資訊品質對信任之迴歸分析	82
表 4-34 信任對忠誠度之迴歸分析	82
表 4-35 信任對資訊品質與忠誠度之迴歸分析	83
表 4-36 資訊品質對忠誠度之迴歸分析	84
表 4-37 資訊品質對心流之迴歸分析	85
表 4-38 心流對忠誠度之迴歸分析	85
表 4-39 心流對資訊品質與忠誠度之迴歸分析	86
表 4-40 系統品質對忠誠度之迴歸分析	87
表 4-41 系統品質對信任之迴歸分析	87
表 4-42 信任對忠誠度之迴歸分析	88
表 4-43 信任對系統品質與忠誠度之迴歸分析	88
表 4-44 系統品質對忠誠度之迴歸分析	89
表 4-45 系統品質對心流之迴歸分析	90
表 4-46 心流對忠誠度之迴歸分析	90
表 4-47 心流對系統品質與忠誠度之迴歸分析	91
表 5-1 本研究假說實證	92
表 5-2 人口控制變項對於各變項差異性分析表	94

















圖目錄

圖 1-1 全體網友使用交友網站之比例	3
圖 1-2 研究流程	6
圖 2-1 愛情公寓網站首頁	8
圖 2-2 愛魅奇(iMatchbox)網站首頁	9
圖 2-3 Date Me Now(跟我約會吧)網站首頁	10
圖 2-4 資訊系統成功模式	22
圖 2-5 更新資訊系統成功模式	23
圖 2-6 關鍵中介變項模型	30
圖 2-7 信任模型	31
圖 2-8 跨學科信任概念模型	32
圖 2-9 信任整合模型	33
圖 2-10 信任建立模型	34
圖 2-11 原始心流模型	41
圖 2-12 四頻道心流模型	42
圖 2-13 八頻道心流模型	44
圖 2-14 八頻道心流模型之二	45
圖 2-15 網路心流模型	46
圖 2-16 修訂後網路心流模型	46
圖 3-1 本研究架構圖	48

中文部分

博碩士論文

1.	吳叔華(2011)。《網路影音檢索之沉浸經驗研究》。國立臺灣師範大學圖書資訊學研究所碩士論文。

2.	吳柏學(2009)。《社交網站服務品質、付費會員信任與付費會員忠誠度關係之探討》。元智大學資訊傳播學系碩士論文。

3.	周育本(2009)。《交友網站品質量表建構及對滿意度影響之驗證》。國立臺北大學資訊管理研究所碩士論文。

4.	徐綉雯(2008)。《虛擬社群成員互動情形與網站品牌忠誠度之關係:以台灣地區交友網站為例》。國立中山大學企業管理學系研究所碩士論文。

5.	陳利澤(2010)。《資訊品質與品牌社群忠誠意向之關係 - 以台北地區有機食品商店社群為例》。國立政治大學企業管理研究所碩士論文。

6.	彭兆綺(2012)。《以心流理論探討網路影音廣告效果之研究－以非營利組織廣告為例》。世新大學廣播電視電影學研究所碩士論文。

7.	楊一娟(2008)。《互相評分功能對交友網站忠誠度之影響-以｢誰是人氣王｣網站為例》。中華大學經營管理研究所碩士論文。

8.	詹蕙華(2010)。《以沉浸理論探討交友網站使用者動機與參與行為關係》。國立臺北科技大學工業工程與管理研究所碩士論文。

9.	劉浩瑋(2008)。《虛擬社群成員忠誠度與購買行為之關聯-以美容保養社群為例》。國立中山大學企業管理學系研究所碩士論文。





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4.	徐欽祥、曾智檉、何篤光(2013)。《以科技接受模式和資訊系統成功模式探討大專運動會官網使用意圖》。休閒運動保健學報，(5)：9-23。

5.	陳煜璋、吳佳純、黃菱鈺(2013)。《社群網站之認知關鍵多數與資訊豐富度於學習滿意度之影響-以 facebook 為例》。Electronic Commerce Studies，11(3)：269-288。

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