| 摘要: | 隨著資訊科技的進步及網際網路的盛行，專業的虛擬社群(Professional virtual communities, PVCs) 提供會員彼此間進行溝通、資訊交換與知識分享的需求。組織的經營階層應該重視，並將PVCs 視為公司創新來源或知識生態池。然而，很多PVCs 卻因為成員間知識分享的意願低落而導致失敗。因此，我們有需要更進一步去探究、瞭解並促進成員在PVCs 進行知識分享行為的重要決定因素。 本研究發展一整合架構來檢驗並解釋專業虛擬社群會員間之知識分享行為及對社群的忠誠度如何受到環境因素(互惠規範及信任)及個人的認知因素(知識分享的自我效能、認知的相對優勢及認知的相容性)所影響。實證的資料透過線上問卷(online survey) 在三個臺灣有關探討IT相關知識的PVCs 進行蒐集，並利用結構方程模式(Structural Equation Modeling, SEM) 來驗證本研究所提出之整合架構的適切性。 研究結果顯示信任對成員知識分享行為產生顯著的直接影響，並透過知識分享的自我效能、認知的相對優勢及認知的相容性等個人的認知因素對成員間知識分享行為產生間接的影響。除此之外，研究結果也發現互惠規範對成員知識分享行為並沒有顯著的直接影響，而是透過信任來影響個人的認知因素並進而影響成員間知識分享行為。藉由探討環境因素、個人認知因素及知識分享行為的研究，本整合性架構比其他的研究有更好的解釋能力，研究結果也能夠有效來確認並運用影響專業虛擬社群會員間知識分享行為之重要促進因素。 本研究有助於虛擬社群或組織的經營階層管理並促進知識分享重要決定因素的進行，以激勵社群成員間知識分享的意願與行為並進而對社群產生忠誠度。本實證研究對於虛擬社群及知識分享等有關領域之研究，也做出進一步的貢獻。 Professional virtual communities (PVCs), which are formed on the Internet, are expected to serve the needs of members for communication, information, and knowledge sharing. The executives of organizations should consider PVCs as a new innovation or knowledge pool since members share knowledge. However, many PVCs have failed due to members’ low willingness to share knowledge with other members. Thus, there is a need to understand and foster the determinants of members’ knowledge sharing behavior in PVCs. This study develops an integrated model designed to investigate and explain the relationships between contextual factors, personal perceptions of knowledge sharing, knowledge sharing behavior, and community loyalty. Empirical data was collected from three PVCs and tested using structural equation modeling (SEM) to verify the fit of the hypothetical model. The results show that trust significantly influences knowledge sharing self-efficacy, perceived relative advantage and perceived compatibility, which in turn positively affect knowledge sharing behavior. Furthermore, the study finds that the norm of reciprocity does not significantly affect knowledge sharing behavior. The results of the study can be used to identify the motivation underlying individuals' knowledge sharing behavior in PVCs. By investigating the impacts of contextual factors and personal perceptions on knowledge sharing behavior, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote these determinants of knowledge sharing to stimulate members’ willingness to share knowledge and enhance their virtual community loyalty. As only little empirical research has been conducted on the impact of knowledge sharing self-efficacy, perceived relative advantage, and perceived compatibility on the individual’s knowledge sharing behavior in PVCs, the empirical evidence reported here makes a valuable contribution in this highly important area. |
