為什麼願意在遊戲內知識分享？—— 探討MMORPG玩家遊戲內知識分享之意圖

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論文名稱

為什麼願意在遊戲內知識分享？—— 探討MMORPG玩家遊戲內知識分享之意圖
(What makes players Share Knowledge within games? – A study on Knowledge Sharing intentions among MMORPG game players)

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摘要(中)

在大型多人角色扮演遊戲 (massively multiplayer online role-playing
game, MMORPG) 中，為什麼有人願意知識分享呢？本研究以計畫行為理論為基礎，探討玩家在遊戲中知識分享的動機，包含利他主義、成就需求、期望報酬、期望貢獻、期望關係。計畫行為理論之主觀規範以行為規範表示，兼容描述性規範與命令性規範；而知覺行為控制以自我效能為主。最後，玩家的自我效能與社會價值傾向是否對知識分享態度影響知識分享意圖具有調節效果。
本研究以網路問卷方式執行，共回收 273 樣本，其中 235 個有效樣本。統計結果分三個部分顯示如下：第一，關於知識分享之動機與知識分享態度之關係，如利他主義與期望關係呈正向顯著；成就需求呈負向顯著；期望報酬與期望貢獻皆不顯著。第二，行為規範對於知識分享態度與意圖皆有正向顯著關係。知識分享態度、自我效能與社會價值傾向對於知識分享意圖有正向顯著關係。第三，關於知識分享態度對知識分享意圖的協調效果。自我效能之調節效果呈負向顯著；而社會價值傾向之調節效果則不顯著。

摘要(英)

This study investigates the reasons why players are willing or unwilling to share knowledge in massively multiplayer online role-playing game, MMORPG? Based on the Theory of Planned Behavior, TPB, this study explores the motivation of knowledge sharing intentions among players in games. Self-efficacy and social value orientation are identified as moderators. The motivation of knowledge sharing includes altruism, need for achievement, expected rewards, expected contributions, and expected relationship. The subjective norm of TPB is instead of the behavioral norm which is combined with the injunctive norm and the descriptive norm. Self-efficacy is substituted for the perceived behavioral control in TPB.
This study carried out a web-based questionnaire, and collected valid data from 235 respondents, out of a total of 273 samples. Results analyzed with PLS reveal three findings as follows. First, on motivation of knowledge sharing, altruism and expected relationship have positive effects on attitude of knowledge sharing, while need for achievement has significant but negative effect on attitude of knowledge sharing. Second, behavioral norm have positive effects on both attitude and intention of knowledge sharing. Attitude of knowledge sharing, social value orientation and self-efficacy have positive effects on intention of knowledge sharing. Third, on moderating effects, self-efficacy is found to moderate the relationship between attitude of knowledge sharing and intention of knowledge sharing.

關鍵字(中)

★ 知識分享
★ MMORPG
★ 計畫行為理論
★ 成就需求
★ 社會價值傾向

關鍵字(英)

★ Knowledge sharing
★ MMORPG
★ TPB
★ Achievement Need Theory
★ SVO

論文目次

摘要 i
Abstract ii
致謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章緒論 1
第一節研究背景 1
第二節研究動機 2
第三節研究目的 3
第四節研究流程 3
第二章文獻探討 4
第一節知識分享 4
第二節線上遊戲與知識分享 8
第三節交換理論與知識分享之動機 11
第四節利他主義 13
第五節成就需求理論 16
第六節社會價值傾向 17
第七節計畫行為理論 20
第三章研究模型與方法 23
第一節研究架構 23
第二節研究假說 24
第三節變數定義與操作化 28
第四節研究設計 35
第四章資料分析 37
第一節樣本回收 37
第二節樣本人口敘述統計分析 38
第三節問卷量表之信度、效度檢定 41
第四節研究假說的實質關係檢定 46
第五章結論與討論 49
第一節研究結果 49
第二節管理意涵 54
第三節研究限制 55
第四節未來研究建議 56
參考文獻 57
附錄一問卷 66
附錄二統計軟體之圖 74

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指導教授

范錚強(C.K. Farn)

審核日期

2018-7-10

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