近年來，社交網路服務平台 (Social Network Service, SNS) 的崛起讓其他虛擬社群相形失色。有別於其他社群，SNS大膽採用「實名制」的方式讓會員進行註冊和登入使用，與過往的虛擬社群大多以「匿名」的方式，讓成員可以更自由地去發表文章和討論的特性大相逕庭。本研究以「社會影響因素」為基礎，並且以兩個不同的社群做為對照樣本 (Facebook與PTT實業坊) ，期望能了解「匿名性」對「持續發佈文章之意圖」是否有調節效果，進一步加入目標導向行為模型 (Model of Goal-directed Behavior, MGB) 中「渴望」的動機因素當作「社會影響因素」和「持續發佈文章之意願」的中介因子，對不同層次的「動機」和「意圖」進行探討。 本研究以問卷調查法分別在「Facebook社群」以及台灣BBS大站「PTT實業坊」進行資料蒐集，共蒐集到有效樣本為785份。研究結果發現，在不匿名的情境下，「社會互動連結」與「規範」都會影響社群成員「渴望發佈文章的動機」；而在匿名的情境下，只有「社會認同」會影響成員「渴望發佈文章的動機」。雖然，匿名或不匿名在虛擬社群中會造成發佈文章因果關係的改變，但最後都不會影響成員「發佈文章的意圖」，也就是匿名性不再是影響社群成員發佈文章的主要關鍵因素。 In recent years, Social Network Services (SNS) have developed rapidly and let many virtual communities faded into insignificance. Past virtual communities almost always let members post their writing or article anonymously. However, SNS works differently: it let members register and login by real-name. This research attempts to understand whether “anonymity” has moderating effects on “intention to continue posting article”. It is based on social influence factors and selected two different types of virtual communities for comparison (Facebook and BBS). Further, this study also takes “desire” of the Model of Goal-directed Behavior (MGB) as a mediator between “social influences” and “intention to continue posting article” to further understand the different levels of motivation and intentions. Data was collected from 785 respondents through self administered questionnaires from Facebook and PTT (a major BBS in Taiwan). Results reveal that desire to post article is influenced by social interaction ties and norms in the non-anonymous scenario; but it is influenced by social identification in the anonymous scenario. Nevertheless, the relationship between cause and effect will be changed by anonymity, but it does not have influence on “intention to continue posting article”. In other words, anonymity is not the key issue influencing members whether to post articles.
