影響虛擬社群成員知識交流因素之探討

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梁永昌(Liang Yungchang) 查詢紙本館藏

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論文名稱

影響虛擬社群成員知識交流因素之探討.

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摘要(中)

過去許多探討參與虛擬社群互動的研究，大多是從慎思行動理論(Theory of Reasoned Action, TRA) 與科技接受模型 (Technology Acceptance Model, TAM) 來討論。本研究不同上述研究觀點，而以社會學中的社群及團體動力學的角度，指出社群成員參與虛擬社群知識交流影響因素，是由相似性為基礎；此外，本研究也提出社群參與者的個人的動機，也對社群成員何以交流知識有所影響。故本研究由相似 – 吸引典範為基礎，與因相似性而生的內團體認同，並加入 McClelland 的成就需求理論的觀點，來探討影響虛擬社群中社群成員進行知識交流的因素。並試圖解釋 (1)瞭解虛擬社群成員參與知識交流的動機、(2)討論何以人們願意加入社群中討論並參與互動以及(3)瞭解影響在知識交流的活動中，哪些因素將影響知識的貢獻，哪些因素影響知識的欲求。
研究結果發現，社群成員參與社群知識交流的因素，除了在虛擬社群是為了延展個人對與他人親和的需求之外，也為了發展個人的自尊與權力需要。另一方面，本研究也發現影響虛擬社群成員的「知識欲求」及「知識貢獻」的因素不同；社群成員願意於社群詢問，討論及提出問題的因素，在於個體與其他社群成員的相似性；而社群中的成員，如果對社群有更高的認同感，則社群成員成員也更願意在虛擬社群中貢獻自己的知識以予其他社群成員。

關鍵字(中)

★ 知識欲求與貢獻
★ 相似性
★ 內團體認同
★ 成就需求理論
★ 虛擬社群
★ 知識交流

關鍵字(英)

★ Knowledge Acquisition
★ Knowledge Exchange
★ Virtual Community

論文目次

論文摘要 iv
圖目錄 x
表目錄 xi
第壹章、緒論 1
第一節、研究背景 1
第二節、研究動機 4
第三節、研究目的 5
第四節、研究流程 6
第貳章、文獻探討 7
第一節、社會學觀點下的社群 (Community) 7
第二節、團體動力 (Group Dynamics) 14
第三節、虛擬社群 (Virtual Community) 20
第四節、知識交流 (Knowledge Exchange) 27
第五節、相似性 (Similarity) 33
第六節、內團體 (In Group) 35
第七節、激勵理論 (Motivation Theorys) 40
第參章、研究方法 47
第一節、研究架構與假說 47
第二節、變項的定義與操作化 58
第三節、研究設計 64
第肆章、資料分析 72
第一節、研究樣本資料分析 72
第二節、量表品質檢測 77
第三節、研究假說檢定 82
第四節、研究假說檢定結果彙整 92
第五節、對知識交流影響的不同因素 94
第伍章、探索性研究 96
第一節、人口特質社群 96
第二節、專業社群 99
第三節、興趣社群 101
第四節、幻想社群 103
第五節、綜合討論 105
第陸章、結論與建議 106
第一節、研究發現 106
第二節、管理實務建議 109
第三節、研究限制 112
第四節、未來研究方向 115
參考文獻 117
附錄 - 研究問卷 126

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指導教授

范錚強、許通安
(Cheng-Kiang Farn、Tong-An Hsu)

審核日期

2004-7-18

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