網際網路與各形式虛擬社群平台的蓬勃發展與演進，提供了人們一個良好的互動溝通場所。本研究試圖回答「虛擬社群關係資本與個體需求動機如何對自我揭露行為產生影響」，並根據過去相關文獻，建構出以社會資本理論中的關係資本與需求動機影響自我揭露的跨層次模型。研究假設虛擬社群關係資本程度將正向影響成員的自我揭露行為；另一方面，關係資本將透過需求動機之中介機制來影響揭露程度，而良善關係資本之情境下，更可強化需求動機與自我揭露間的關係。由於影響自我揭露的因素可能同時來自組織層次及個體層次，因此本研究採用能同時將不同層次影響納入考量的階層線性模型 (Hierarchical Linear Modeling, HLM) 進行驗證。結果顯示組織層次的關係資本會正向影響個體層次的自我揭露；此外，組織層次的關係資本會透過個體層次之人氣、追求流行兩項需求動機影響自我揭露，具有部分中介之效果，而關係資本會正向干擾需求動機與自我揭露間的關係。本研究貢獻分為四個部分；首先本研究聚焦於虛擬社群建立之關係資本，來瞭解對使用者揭露行為可能產生的影響。接著，以整體研究架構而言，本研究有別於過往研究，以中介變數為切入角度探討關係資本與自我揭露間如何受到需求動機之中介機制影響；同時，本研究亦探討社群關係資本在需求動機與自我揭露間之干擾效果，以期更精確地了解其間的關係。最後，本研究在方法論上考量虛擬社群差異性，以階層線性模型進行驗證，使組織層次解釋變數對個體層次依變數間的解釋能力能夠更精確。 As the advancement of internet technology and the vigorous growth in virtual community, people can interact with others more easily through the online socializing platform. The current study intends to answer the question “how does the relational capital and motivation influence self-disclosure behavior?” Drawing on the social capital theory and motivation, we develop the multi-level research framework to discuss the relationships. The study assumes that relational capital will have positive impact on self-disclosure. Besides, the relational capital will influence self-disclosure through the mediating mechanism, motivation, and the relational capital will also reinforce the positive effect of the motivation on member disclosure behavior. Considering that the factors influencing self-disclosure may result from the factors in organizational-level and individual-level, the present study applied hierarchical linear modeling to examine the effect from different level. The result shows that the relational capital in organizational-level is positively related to self-disclosure, and the relational capital will affect self-disclosure through the partial mediating mechanism, motivation. Furthermore, the relational capital strengthens the positive influence of the need for fashion on individual self-disclosure behavior. This research makes four contributions as a whole. First of all, the study focuses on the relational capital built up in a virtual community to explore how it may affect the users. Secondly, the research probes into the mediating mechanism of motivation to realize how relational capital influences self-disclosure with this mechanism. In the meanwhile, the present study investigates multilevel relationship in moderating process of relational capital between motivations and self-disclosure behavior. Finally, in terms of the methodology, the current study uses hierarchical linear modeling to verify the effect of our research model so that we can accurately understand the impact of the variability of self-disclosure which is resulted from the organizational-level and individual-level.
