| 摘要: | 線上社群是為一具有行銷影響力之重要媒介，本研究以跨學科觀點，引用環境心理學、經驗設計與組織公民行為之概念，提出一整合性之研究架構以利於了解社群的互動經驗。主張社群環境線索因子(支援互動溝通、生動性與成員公民行為)會影響線上社群經驗(功利經驗、易用經驗、友好經驗與享樂經驗)，進而影響社群成員行為意圖。 本研究以問卷調查方式，共回收670份有效樣本，並採用線性結構方程式(Partial Least Squares)進行分析。主要研究發現歸納如下： (1) 支援互動溝通對於四種成員之線上社群經驗 (功利經驗、易用經驗、友好經驗與享樂經驗)皆有顯著的正向影響效果。(2) 生動性對於成員之線上社群經驗 (功利經驗、易用經驗與享樂經驗)有顯著的正向影響效果。(3) 成員公民行為對於成員之線上社群經驗 (功利經驗、友好經驗與享樂經驗)有顯著的正向影響效果。(4) 成員之線上社群經驗對其行為意圖有正向的預測力。此外，本研究透過事後分析法發現成員的參與社群的時間長短具有調節效果。本末提供後續相關研究方向與實務建議。 An online community, and particularly an online community of consumption (OCC), has become an influential medium with enormous marketing power. To understand the interaction experiences in OCCs, this study presents an integrated theoretical framework based on an interdisciplinary review of extant literature from information systems (online community), service management (experience design), psychology (online community experience and environmental psychology), and organizational behavior (member citizenship behaviors). This study proposes that three environmental clues (support for interactive communication, vividness, and member citizenship behaviors) positively affect the four types of online community experience (pragmatic experience, usability experience, sociability experience, and hedonic experience), which, in turn, affect behavioral intentions regarding the OCC. The data collected from 670 respondents provide support for the proposed model using partial least squares (PLS). The results confirm that (1) support for interactive communication (the functional clue) significantly predicts pragmatic experience, usability experience, sociability experience, and hedonic experience; (2) vividness (the mechanic clue) has significant and positive associations with pragmatic experience, usability experience, and hedonic experience; (3) member citizenship behaviors (the humanic clue) positively affect pragmatic experience, sociability experience, and hedonic experience; and (4) pragmatic experience, usability experience, sociability experience, and hedonic experience significantly affect behavioral intentions regarding the OCC. In addition, post-hoc analyses revealed that the duration of membership length moderates some aspects of the online community experience. Detailed theoretical and managerial implications of these findings are presented. |
