在疫情催促下，許多知識需求者都選擇線上教學來獲取知識，尤其是需要同步教學的程式教學平台。與電商平台一樣，消費者會根據程式教學平台中的導師資訊，再進行購買的決策。過去，已經有學者將訊號理論應用在電商平台，研究平台上的訊號如何影響消費者的決策。本研究試圖將訊號理論應用在新的場域，探討在線上程式教學平台上，導師的訊號如何影響消費者的購買決策。由於程式教學看重的是導師所擁有的知識與能力，也就是導師所擁有的文化資本。因此，本研究利用文化資本的三個子構念將導師的訊號進行分類，試圖解釋文化資本對消費者決策的影響力。透過資料科學的研究方法，蒐集Codementor平台上666位導師的所有訊號來進行分析。結果發現內在化與實體化訊號相較於制度化訊號會更容易影響消費者的購買決策。建議Codementor平台上的導師，可以藉由提供過去的專案經歷，以及平台服務經歷等訊號，來吸引未來消費者的購買。

With the epidemic urging, many knowledge seekers are choosing online teaching to acquire knowledge, especially for program teaching platforms that require synchronous teaching. As in the case of e-commerce platforms, consumers will make purchase decisions based on the mentor information in the program teaching platform. In the past, some scholars have applied signal theory to e-commerce platforms to study how the signals on the platforms affect consumers' decisions. This study attempts to apply signaling theory in a new context by examining how the mentor's signals affect consumers' purchase decisions on an online program teaching platform. Since program teaching is based on the knowledge and ability of the mentor, which is the cultural capital that the mentor possesses. Therefore, this study uses three constructs of cultural capital to categorize the mentor's signals in an attempt to explain the influence of cultural capital on consumers' decision making. The signals of 666 mentors on the Codementor platform were collected and analyzed through a data science approach. It was found that embodied and objectified signals were more likely to influence consumers' purchase decisions than institutionalized signals. It is suggested that mentors on Codementor can provide signals such as past project experience and platform service experience to attract consumers to purchase.

論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖次 vii
表次 viii
第一章 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 5
第四節 研究流程 7
第二章 文獻探討 8
第一節 線上導師 8
第二節 訊號理論 9
第三節 文化資本 13
第四節 線上知識平台 17
第三章 研究方法與步驟 22
第一節 研究模型與命題 22
第二節 資料科學研究方法 28
第四章 資料分析 42
第一節 計算導師服務績效公式 42
第二節 數值分布 42
第三節 分析結果 46
第五章 討論 55
第一節 學術貢獻 55
第二節 實務貢獻 57
第三節 研究限制與未來發展 58
參考文獻 60
附錄一 69

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