| 研究生: |
黃珮婕 Huang, Pei-Jei |
|---|---|
| 論文名稱: |
虛擬社群成員互動過程與知識分享意圖之因素分析 Analysis of the Factors in the Interaction Process of Virtual Community Members and the Intention of Knowledge Sharing |
| 指導教授: |
陳淑惠
Chen, Shu-Hui |
| 學位類別: |
碩士 Master |
| 系所名稱: |
管理學院 - 企業管理學系 Department of Business Administration |
| 論文出版年: | 2019 |
| 畢業學年度: | 107 |
| 語文別: | 中文 |
| 論文頁數: | 67 |
| 中文關鍵詞: | 虛擬社群 、互動過程 、知識分享意圖 |
| 外文關鍵詞: | Virtual Community, Interactive Process, Intention of Knowledge Sharing |
| 相關次數: | 點閱:104 下載:7 |
| 分享至: |
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2018年第四季,全球使用網路的人口將近42億,也就是說全球有超過一半以上的人都是網路使用者。其中,在網路社群媒體的活躍用戶總數也來到34億之多,且這成長沒有趨緩的跡象。而全球共有超過51億人口在使用行動裝置,且大多是使用智慧型手機,這也會使未來網路人口持續增加,虛擬社群的使用者數量也會持續看漲,一個人甚至會擁有不只一個虛擬社群帳號。在此趨勢下,如何讓虛擬社群內知識有效流通並永續經營社群,是許多社群經營者關注的議題。
過去的研究在社群知識分享意圖上有許多貢獻,但結合成員間互動過程影響的部分較少受到學者關注。因此本研究試圖探討虛擬社群內成員的加入動機、互動過程和知識分享意圖以及社群滿意度之間會如何相互影響?
本研究建立虛擬社群互動過程量表,進行網路問卷發放,共回收226份有效樣本,以結構方程式來檢驗各研究變數間的相互關係。研究主要結果如下:
一、虛擬社群成員間的互動過程之溝通與社會支持、虛擬社群涉入,會受到信任的正面影響。
二、知識分享意圖和社群滿意度會受到溝通與社會支持的正面影響,但卻都不一定會受到虛擬社群涉入的影響。
三、社群滿意度會受到知識分享意圖的正面影響。
四、虛擬社群互動過程對交流和知識分享意圖無中介效果;而溝通與社會支持對信任和知識分享意圖有顯著中介效果。
In the fourth quarter of 2018, nearly 4.2 billion people used the Internet, which means that more than half of the world's population were Internet users. Among them, the total number of active users in online social media also reached 3.4 billion, and the growth is not slowing down. However, there are more than 5.1 billion people using mobile devices worldwide, most of whom use smart phones. This will continue to increase the online population in the future, and the number of users in the virtual community will continue to rise. One person may even have more than one virtual community account. In this trend, how to make the virtual community knowledge effectively spread and sustainable management of the community, is the focus of many community operators
The past research has made many contributions to the intention of community knowledge sharing, but the interaction between members has attracted less attention from scholars. Therefore, this study attempts to explore how the participation motivation, interaction process, knowledge sharing intention and community satisfaction of members in virtual communities interact with each other.
In this study, a virtual community interaction process scale was established, and a total of 226 valid samples were collected from the network questionnaires. The main results are as follows:
1. The interaction process between virtual community members including communication and social support and involvement of virtual community will be positively affected by trust.
2. Knowledge sharing intention and community satisfaction are positively affected by communication and social support, but not significantly by virtual community involvement.
3. Community satisfaction will be positively affected by the intention of knowledge sharing.
4. Virtual community interaction process has no mediating effect on exchange and knowledge sharing intention; Communication and social support have significant mediating effect on trust and knowledge sharing intention.
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