什麼因素讓使用者參與並推廣專業虛擬社群

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姓名

陳映璇(Ying-Hsuan Chen) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

什麼因素讓使用者參與並推廣專業虛擬社群
(What Factors Keep Users Participating in and Promoting a Professional Virtual Community)

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摘要(中)

近年，越來越多人樂於參與在專業虛擬社群中。然而，社群中缺乏回饋機制是非常難促使使用者投資他們寶貴的時間和成本。要創造成功的社群，有兩項非常重要的因素。其中一項，是什麼樣的因素吸引使用者投入並持續地參與在社群中。另外一項因素則是，什麼樣的原因使他們想要推廣社群。本研究專注於探討哪些內外部誘因使個人感到滿意並願意持續參與社群中的開源專案。本研究模型主要在探討，提高名聲、互惠規範以及技術知識的因素影響參與者的滿意度，和滿意度對持續參與意圖及社群推廣的影響。透過本研究的研究方法是線上問卷的收集與分析來驗證本研究的實徵模型，本研究選擇兩種方式收集樣本來源。一種是從GitHub網站。另一種則是由台灣人所組成並參與在Facebook的技術議題討論群組中的成員。本研究總共收集116份樣本並使用SmartPLS做資料分析。研究結果顯示，互惠規範、技術知識品質、技術知識使用會正向影響滿意度，且滿意度會正向影響持續意圖及社群推廣。

摘要(英)

In recent years, more and more people enjoy participating in a professional virtual community (PVC). However, without any compensation is hard to facilitate individuals to invest their treasure time and effort in the PVC. The benefits are the key point to motivate individuals’ participation intention but not forced. To make a successful community, it is important to aim at two factors. One factor is that what incentives attract individuals to engage and continue participating in the PVC. The other is that what factors make them promote the PVC. This study focused on intrinsic, extrinsic and technical knowledge incentives, which effect individuals’ satisfaction and continuance intention participating in open source projects of the PVC. The model discussed reputation enhancement, norm of reciprocity and technical knowledge factors to effect participants’ satisfaction, and satisfaction effects the continuance intention and community promotion. The hypotheses of this model were empirically validated by using an online survey. We chose two sources to collect our sample. One is “GitHub” (https://github.com/). The other source is groups on Facebook that discuss technical issues and consists of Taiwanese. This research collects empirical data of the 116 respondents in total and analyzes the data with SmartPLS. The result shows that norm of reciprocity, technical knowledge quality and technical knowledge utilization have positive impact on satisfaction, and satisfaction is positively associated with continuance intention and community promotion.

關鍵字(中)

★ 專業虛擬社群
★ 滿意度
★ 持續意圖
★ 技術知識品質
★ 技術知識使用

關鍵字(英)

★ professional virtual community
★ satisfaction
★ continuance intention
★ technical knowledge quality
★ technical knowledge utilization

論文目次

中文摘要 i
Abstract ii
致謝 iii
Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Questions 3
Chapter 2 Literature Review 4
2.1 Professional Virtual Communities 4
2.2 Knowledge Sharing and Influence Factors 5
2.3 Continued Participation in Professional Virtual Communities 6
Chapter 3 Research Model and Hypotheses 8
3.1 Research Model 8
3.2 Reputation Enhancement 10
3.3 Norm of Reciprocity 11
3.4 Technical Knowledge Quality 12
3.5 Technical Knowledge Utilization 13
3.6 Knowledge-sharing Activity 14
3.6.1 Continuance Intention 14
3.6.2 Community Promotion 15
Chapter 4 Research Methodology 16
4.1 Sample Selection and Data Collection 16
4.2 Measurement 17
4.2.1 Reputation Enhancement 17
4.2.2 Norm of Reciprocity 18
4.2.3 Technical Knowledge Quality 19
4.2.4 Technical Knowledge Utilization 19
4.2.5 Satisfaction 20
4.2.6 Continuance Intention 21
4.2.7 Community Promotion 22
Chapter 5 Data Analysis and Results 23
5.1 Sample Characteristics 24
5.2 Measurement Model 27
5.2.1 Item Reliability 27
5.2.2 Convergent Validity 28
5.2.3 Discriminant Validity 28
5.3 Structural Model 32
Chapter 6 Conclusion 35
6.1 Findings and Discussion 35
6.1.1 Effect of Reputation Enhancement on Satisfaction 35
6.1.2 Effect of Norm of Reciprocity on Satisfaction 36
6.1.3 Effect of Technical Knowledge Factors on Satisfaction 36
6.1.4 Effect of Technical Knowledge Quality on Technical Knowledge Utilization 37
6.1.5 Effect of Satisfaction on Continuance Intention 37
6.1.6 Effect of Satisfaction on Community Promotion 37
6.2 Implications 38
6.3 Limitations 40
Reference 41
Appendix 46
Questionnaire A 46
Questionnaire B 51

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指導教授

王存國

審核日期

2017-7-10

推文