線上論壇賦能對使用者持續參與意圖的影響：以期望價值理論為理論視角;Impact of Online Community Affordance on Users’ Continued Participation Intention: A Theoretical Perspective from Expectancy-Value Theory

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題名:	線上論壇賦能對使用者持續參與意圖的影響：以期望價值理論為理論視角;Impact of Online Community Affordance on Users’ Continued Participation Intention: A Theoretical Perspective from Expectancy-Value Theory
作者:	陳冠廷;Chen, Kuan-Ting
貢獻者:	資訊管理學系
關鍵詞:	論壇賦能;持續參與;期望價值理論;需求-賦能-功能;線上論壇;community affordance;continued participation;expectancy-value theory;needs-affordances-features;online community
日期:	2024-07-29
上傳時間:	2024-10-09 17:05:29 (UTC+8)
出版者:	國立中央大學
摘要:	線上論壇作為知識共享與意見交流的平台，吸引了大量使用者的參與。然而，由於使用者流失的問題，論壇的活躍度逐漸下降，使得管理者需要了解如何確保使用者的持續參與。本研究旨在探討線上論壇賦能對於使用者持續參與的影響，並創新地提出了四個面向的論壇賦能：關鍵字比對賦能、圖片查詢賦能、文章標籤推薦賦能和個人知識管理賦能。本研究基於期望價值理論，透過運用該理論的三個核心因素：對成功的期望、主觀任務價值和成就表現，解釋了賦能如何影響使用者的行為和成就表現。本研究使用雙波段問卷設計，最終收集到 659 份有效問卷，並以結構方程模型進行分析與假說檢驗。研究發現，關鍵字比對賦能可以提升知識檢索有效性，而個人知識管理賦能則可以促進知識貢獻輔助性。此外，論壇管理者可以透過提升使用者感知的知識檢索有效性來增強其持續參與意圖，顯示出本研究在實務上的重要性。;Online communities, as platforms for knowledge sharing and opinion exchange, have attracted a large number of users. However, due to the problem of user churn, the activity level of communities gradually declines, making it necessary for managers to understand how to ensure users’ continued participation intention. This study aims to explore the impact of online community affordances on users’ continued participation intention and innovatively proposes four dimensions of community affordance: keyword matching affordance, search by image affordance, hashtag recommendation affordance, and personal knowledge management affordance. Based on the expectancy-value theory, this study explains how affordances affect users’ behavior and achievement behavior by applying the three core factors of the theory: expectancy for success, subjective task value, and achievement behavior. This study uses a two-wave questionnaire design and finally collects 659 valid questionnaires, which are analyzed and hypothesis tested with structural equation modeling. The study finds that relatedness distinguish affordance can enhance knowledge searching effectivity, and personal knowledge management affordance can promote knowledge posting assistance. In addition, community managers can enhance users’ continued participation intention by improving their perceived knowledge searching effectivity, demonstrating the practical importance of this study.
顯示於類別:	[資訊管理研究所] 博碩士論文

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