虛擬社群持續參與因素之探討

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劉昌輝(Chang-Huei Liou) 查詢紙本館藏

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資訊管理學系

論文名稱

虛擬社群持續參與因素之探討
(Exploring Continuance Intention of Participation in Virtual Communities)

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摘要(中)

隨這網際網路的發展，到現在虛擬社群力量的崛起，從《數位時代》的「2010年台灣Web 100」網站榜單就可以看得出來，前100名社群網站高達25個，強勢問鼎第一大類型網站。虛擬社群要成功，持續參與是非常關鍵的原因。此篇論文想研究虛擬社群的使用者參與虛擬社群原因有哪些? 從資訊系統持續使用模型、社會認定理論和使用與滿足理論來研究使用者的持續參與意圖。現在的虛擬社群提供了很多的功能，不同類型的虛擬社群使用者需求也不太相同，本研究也試圖找出不同類型的虛擬社群使用者他們的參與考量。
本研究對象有來自4個不同虛擬社群使用者，分別是Facebook、Plurk、Ptt和巴哈姆特，在《數位時代》的「2010年台灣Web 100」網站榜單裡，從流量、停留時間、不重複人數排名得知，這4個虛擬社群是具有代表性的虛擬社群，這4個虛擬社群不但全部一起做分析，也會分成兩種類型來做分析，分別是維持人際關係類 (Facebook和Plurk) 與興趣類 (Ptt和巴哈姆特)。本研究以「問卷調查法」進行資料的蒐集，共蒐集627份樣本，使用Amos與SPSS來進行SEM資料分析，以檢驗本研究模型和相關假說。研究結果發現「滿意度」和「社會認定」對「持續參與意圖」有正向的影響，而「資訊」、「社交」和「娛樂」對「社會認定」也是正向的影響，「資訊」、「社交」和「娛樂」對「滿意度」方面，只有「社交」對「滿意度」的結果會依據不同類型的虛擬社群而不同，在興趣類型中為負向的關係，在維持人際關係類社群中為正向關係，以4個社群來做分析也是負向的關係。

摘要(英)

With the advance of the Internet, now the virtual communities rise sharply. According to the “Top 100 Websites in 2010” published by the “Business Next” magazine, virtual community is the leading category of websites, which accounts for 25 slots in the list. There are many reasons why virtual community can be so successful, and sustained participation is a key reason. In this study, we would like to explore continuance intention of participation in virtual communities. The research model borrows the key concepts from the IS continuance model, social identity theory, and the uses and gratifications paradigm to explain user intention to continue using a virtual community. Now virtual communities offer many features, different types of virtual community are not somehow similar with their user needs. This study also tries to find different types of virtual community user consideration of their participation.
Data was collected from four different virtual communities, which are Facebook, Plurk, Ptt, and Bahamut. From “Top 100 Websites in 2010” published by the “Business Next” magazine, we can know the four virtual communities are representative. These four virtual communities were analyzed not only for putting together but also for separating into two types. The two types are “Interest community” and “Maintaining relationship community.” This study used questionnaire to collect data and 627 samples data were collected. Amos and SPSS were used for analyzing the data. The results revealed that satisfaction and social identity are positive associated with continuance intention. Information, social behavior and Entertainment are positive associated with social identity. Information, social behavior and Entertainment are found to have significant impacts on satisfaction but only impact of social behavior on satisfaction is according to different types of virtual communities. In “Interest community” is negative. In “Maintaining relationship community” is positive. Analyzing “the all communities” together is also negative.

關鍵字(中)

★ 使用與滿足理論
★ 虛擬社群
★ 資訊系統持續使用模式
★ 社會認定理論

關鍵字(英)

★ virtual community
★ uses and gratifications
★ IS continuance model
★ social identity theory

論文目次

中文摘要 I
Abstract II
目錄 III
圖目錄 IV
表目錄 V
第一章緒論 1
第一節研究背景 1
第二節研究動機 3
第三節研究目的 4
第四節研究流程 4
第二章文獻探討 6
第一節虛擬社群 6
第二節滿意度與持續意圖 10
第三節社會認定 14
第四節使用與滿足理論 15
第三章研究方法 19
第一節研究架構與假說 19
第二節構念定義與操作化 21
第三節研究設計 25
第四章資料分析 31
第一節樣本基本資料分析 31
第二節問卷量表之信度與效度檢驗 34
第三節假說檢定 37
第五章結論與建議 43
第一節研究結果與討論 43
第二節管理意涵 45
第三節未來研究建議 47
參考文獻 49
附錄: 正式問卷 56

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指導教授

范懿文(Yi-Wen Fan)

審核日期

2010-6-21

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