線上休閒社群成員之公民行為探討

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盤律妏(Lu-wen Pan) 查詢紙本館藏

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資訊管理學系

論文名稱

線上休閒社群成員之公民行為探討
(The study of consumer citizenship behaviors in the On-line leisure communities)

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摘要(中)

線上消費者社群為聚集人們分享共同的興趣以及與其他人互動的一個虛擬空間，現今已經成為企業行銷的另一種重要溝通媒介，社群之運作與發展也極度依賴成員之參與和貢獻。因此，本研究參考組織公民行為以及組織－個人適配理論，探討社群成員之參與行為，以及參與行為之前置因素。依據過去文獻，本論文將消費者在線上社群之公民行為區分為「幫助行為」、「回饋行為」、「口碑推薦行為」，並主張社群氣候以及社群中其他消費者所展現之公民行為會激發個人展現對社群的公民行為；此外，當個人與社群特性適配度越高時，越可能展現公民行為。本研究採用問卷調查法，針對國內53個線上休閒社群發放電子問卷，共回收有效問卷500份。統計分析結果顯示，親和、創新、獎勵的社群氣候，以及親和的個人與社群特質間適配度對「幫助行為」有正向顯著影響；親和、創新、獎勵的社群氣候，親和個人與社群特質間適配度，以及交換意識型態之調節作用皆對「回饋行為」有顯著影響；他人之公民行為以及親和的社群氣候對「推薦行為」有正向顯著影響。最後本研究針對研究結果，提出誘發社群成員的幫助行為、回饋行為、推薦行為的預測變數的管理意涵與實務建議。

摘要(英)

Online community of consumption is the cyberspace in which people share common interest and interact without actual physical contact. It also becomes one major marketing channel through which consumers communicate with the firms and other consumers. The operation and development of online communities of consumption, however, rely heavily on the participation of the participants. Drawing on organizational citizenship behaviors and organization-person fit theory, this study conceptualized consumer citizenship behaviors into helping, providing feedback, and recommending to others. It is also predicted that citizenship behaviors of other consumers in the same community, the climate of the community, and the fit between consumers and the community climate will positively affect the exhibition of consume citizenship behaviors. A survey was distributed in various leisure and recreation online communities and the final sample consists of 500 participants. The results indicate that the perceived climate of the affiliation, innovativeness and rewarding as well as the fit between individual agreeableness and the climate of affiliation have increased customers’ tendency to help and to provide feedback. Individuals’ exchange ideology moderates the relationship between others’ citizenship behavior and customers’ tendency to provide feedback. Additionally, others’ citizenship behavior and community climate of the affiliation increases the customers’ tendency to recommend the community. Finally, discussion and implications are provided based on the research findings.

關鍵字(中)

★ 線上社群
★ 社群氣候
★ 顧客公民行為

關鍵字(英)

★ climate of the community
★ customer citizenship behavior
★ on-line community

論文目次

第一章緒論 1
第一節研究背景與動機 1
第二節研究目的 3
第二章理論背景與研究架構發展 4
第一節公民行為 4
一、顧客公民行為 4
二、線上社群的公民行為 5
第二節他人之公民行為 7
一、社會學習理論 7
二、社會資訊理論 7
三、社會支持與社會交換理論 8
第三節交換意識型態的調節效果 10
第四節社群氣候 12
一、組織氣候與社群氣候 12
二、社群氣候與顧客公民行為間的關係 12
第五節人格特質的調節效果 15
一、創新、親和之人格特質 15
二、個人與線上社群間適配度 15
三、人格特質對社群氣候與顧客公民行為間之調節效果 18
第六節研究架構 19
第三章研究方法 20
第一節研究樣本與資料蒐集 20
第二節變項操作型定義與衡量 22
一、控制變項 22
二、依變項：顧客公民行為 22
三、自變項：他人之公民行為、社群氣候 23
四、調節變項 24
五、基本資料 25
第四章研究結果 26
第一節因素分析 26
一、顧客公民行為 27
二、他人之公民行為 28
三、社群氣候 29
四、交換意識型態 30
五、親和性人格特質 30
六、創新性人格特質 31
第二節信度分析 32
第三節相關分析 34
一、他人之公民行為與顧客公民行為之相關性 34
二、社群氣候與顧客公民行為之相關性 34
三、交換意識型態、親和性人格特質、創新性人格特質與顧客公民行為之相關性 34
第四節迴歸分析 36
第五章結論與建議 45
第一節研究結論 45
一、他人之公民行為對及推薦行為有正向關係存在 45
二、社群氣候對顧客公民行為之影響 46
四、社群與個人間適配度對顧客公民行為的影響 48
第二節管理意涵與實務建議 50
一、營造具親和的社群氣候 50
二、提供完善的獎勵制度 50
三、社群成員的選擇 51
第三節研究限制 52
第四節未來研究方向 52
參考文獻 53
附錄 59

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指導教授

嚴秀茹(HsiuJu Rebecca Yen)

審核日期

2007-7-18

推文