| 摘要: | 線上社群論壇(Online community forum, OCF)長期以來是滿足使用者資訊搜尋需求與社交互動需求的重要平台，然而，近年迅速普及的生成式人工智慧(Generative AI, GAI)工具(如ChatGPT)同樣能即時回應資訊需求與模擬社交互動，導致OCF的參與度日漸降低。儘管過去已有研究探討如何促進使用者對OCF的參與，但多數著重於探討平台內部的系統設計或社群互動機制，對於平台外部環境中如GAI工具等新興科技普及後所帶來的影響仍理解有限。學術上，目前文獻尚不清楚當GAI工具成為可替代選擇時，使用者對其所感知的潛在風險(如AI幻覺)與優勢(如效能期望)，將如何重塑OCF賦能對使用者參與行為的影響。實務上，此一議題更對OCF平台經營者提出挑戰，促使其重新思考在數位生態轉變下的經營策略以維持使用者參與。本研究以使用與滿足理論(Uses and Gratifications Theory, UGT)為基礎，探討OCF賦能對使用者參與線上社群論壇的影響，並進一步分析使用者對AI的感知幻覺與效能期望在上述關係中所扮演的調節角色。本研究採雙波段網路問卷設計，共回收 549 份有效樣本，並以結構方程模型進行資料分析。研究結果顯示，OCF賦能對OCF參與有正向影響，然而AI矛盾性幻覺會削弱社交互動對論壇參與的正向影響；而AI 虛構性幻覺一方面會削弱資訊搜尋對參與的正向影響，另一方面則會增強社交互動對參與的正向影響。本研究有助於深化對使用者參與行為背後心理機制的理解，並為論壇經營者在GAI 工具日益滲透的數位環境中，提供優化論壇設計與提升參與度的實務建議。;Online community forum (OCF) has long served as key platform for fulfilling users’ informational and social interaction needs. However, the rapid proliferation of Generative AI (GAI) tools (e.g., ChatGPT) in recent years, which can instantly respond to information queries and simulate social interactions, has led to a noticeable decline in OCF engagement. Although prior studies have explored how to promote user participation in OCF, most of them focus on the system design or community interaction mechanism within the platform. There is still limited understanding of the impact of the popularization of emerging technologies such as GAI tools in the platform’s external environment. Academically, it is unclear in the current literature how users’ perceived potential risks (e.g., AI hallucinations) and advantages (e.g., performance expectancy) of GAI tools, when these tools become an alternative option, will reshape the impact of OCF enablement on user engagement behavior. Practically, this issue poses a challenge for OCF platform operators, prompting them to reconsider their operational strategies in a shifting digital ecosystem to maintain user engagement. Based on the Uses and Gratifications Theory (UGT), this study explored the influence of OCF enablement on users’ engagement in OCF and further analyzed the moderating roles of users’ perceived AI hallucination and performance expectancy in this relationship. We adopted a two-wave online survey design, collecting a total of 549 valid responses, and employed structural equation modeling for data analysis. The results show that OCF enablement has a positive effect on OCF engagement. However, AI contradiction hallucination weakens the positive effect of social interaction on forum engagement, while AI fabrication hallucinations both weaken the positive effect of information seeking on engagement and strengthen the positive effect of social interaction on engagement. This study contributes to a deeper understanding of the psychological mechanisms underlying user engagement behavior, and offers practical recommendations for forum operators to optimize forum design and enhance participation in the digital environment where GAI tools are increasingly permeating. |
