軟體品牌社群中成員參與之研究
—以微軟品牌社群為例

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史百誠(Pai-Cheng Shih) 查詢紙本館藏

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論文名稱

軟體品牌社群中成員參與之研究 —以微軟品牌社群為例
(Study of User Participation in Software Brand Community: The Case of Microsoft Brand Community )

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摘要(中)

本研究主要為針對軟體產品品牌社群中志願參與的使用者及領先使用者的持續參與意圖與持續參與行為之研究。軟體產品品牌中著名的微軟公司透過建立了志願參與的領先使用者社群¬：微軟最有價值專家(Microsoft Most Valuable Professionals, MVP)參與旗下的兩大品牌社群- TechNet及MSDN來協助解決對於日漸增多的微軟產品使用者技術問題，這些MVP們積極地在微軟的品牌社群中實體及線上各項活動中熱心參與並分享他們的專業解決各項技術問題及展現他們的熱情來鼓勵更多的使用者參與。因此本研究根據計畫行為理論(TPB)加上品牌認同理論為基礎來探討三個認知的理論(品牌知識、社群規範壓力及社群承諾)對社群中成員的持續參與意圖的影響進行研究，另外針對MVP再加上考量上領先使用者(Lead User)理論等提出一個研究架構並使用MVP的真實行為資料來進行品牌社群中領先使用者成員的參與意圖與行為研究，而非僅止於持續參與意圖之研究。
研究中針對173份台灣及大陸地區的MVP收集實體問卷及135份台灣地區一般性的會員作線上問卷加以作分析。問卷結果分析指出一般成員的成員參與意圖受品牌知識、社群規範壓力及社群約束等的正向影響，而這三項因素又受品牌認同的正項因素影響。研究中進一步發現，社群中特殊的領先使用者成員- MVP的參與行為另外受到參與意圖及工作創新程度的調節效果影響。本研究證實品牌認同、品牌知識、社群規範壓力及社群約束對其參與意圖及行為的影響重要性。本研究結果可以做為企業建立社群品牌社群的基礎參考。

摘要(英)

This study investigates the antecedents and the behavior of voluntary user and Lead Users in the software brand community—Microsoft brand community (MBC). Lead users in the MBC are called Microsoft Most Valuable Professionals (MVP). MVP is a voluntary program established by Microsoft to help user get technical answer from two Microsoft major brand community—TechNet and MSDN. MVPs are active in the company’s brand online community entities, and actively participate in the activities and share their expertise to solve technical problems and demonstrate their passion to encourage more participation from fellow members.
A model is proposed based on the Theory of Planned Behavior, incorporating social intentions and three aspects of cognition (brand knowledge, normative community pressure, and community engagement) and beliefs (brand identification). This research attempts to look into behavior, instead of stopping at the level of behavioral intention.
Data was collected from 173 Microsoft MVPs through a questionnaire survey administered during Taiwan and Greater China MVP Summit. 135 online survey answers were also collected from general community members. Analysis reveals that community participation intention is influenced by brand knowledge, normative community pressure and community engagement, which are influenced by their sense of identification towards the brand. Furthermore, participation intention, and in turn, affects MVPs’ behavior, which is moderated by their creativity relative level. This study confirms the importance of brand identity, brand knowledge, normative community pressure, and community engagement on their intention and behavior. The results can be a basis for companies to pay attention in building sound brand communities.

關鍵字(中)

★ 品牌社群
★ 領先使用者
★ 計畫行為理論
★ 品牌認同

關鍵字(英)

★ TPB
★ Brand Idendification.
★ Brand community
★ Lead User

論文目次

目錄
一、緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 5
1.4 研究流程 6
1.5 論文結構 7
二、文獻探討 8
2.1 社群、虛擬社群、品牌社群 8
2.1.1 社群的定義 8
2.1.2 虛擬社群的定義與類型 9
2.1.3 品牌社群的起源及定義 13
2.1.4 線上品牌社群的類別 17
2.1.5 微軟公司的品牌社群：MSDN 及 TechNET社群 18
2.2 品牌社群中成員間影響參與因素的探討 21
2.2.1 社群中成員關係之研究 21
2.2.2 社群成員參與之理論根據-計劃行為理論 23
2.2.3 「社會認同」與「品牌社群認同」 26
2.2.4 社會影響定義與類型 28
2.2.5 社會衝擊理論 30
2.2.6 社群規範壓力(Normative community pressure) 32
2.2.7 社會承諾(Social Engagement)與社群承諾(Community Engagement) 33
2.2.8 品牌知識(Brand Knowledge) 35
2.3 領先使用者與創造力的研究 37
2.3.1 領先使用者(Lead User) 38
2.3.2 創造力定義 42
2.3.3 創造力的評量 44
2.3.4 微軟MVP (Microsoft Most Valuable Professional) 48
三、研究方法 52
3.1 研究架構 52
3.2 研究假說 54
3.2.1 由公司啟始的品牌社群中成員的品牌認同假說 54
3.2.2 社群承諾、社群規範及品牌知識對社群持續參與意圖之影響 57
3.2.3 品牌社群成員的參與意圖與行為之影響 58
3.2.4 創造力對品牌社群成員參與行為的影響 60
3.3 研究變數之操作性定義 61
3.4 問卷設計 62
3.5 研究設計 64
3.5.1 研究對象 64
3.5.2 問卷蒐集方式與結果 65
四、研究架構一資料分析 67
4.1 樣本特徵(所有回收樣本) 67
4.2 信效度分析 68
4.2.1 信度分析 68
4.2.2 效度分析 69
4.3 研究假說檢測 72
4.3.1 主效果分析 72
五、研究架構二資料分析 76
5.1 MVP樣本分析 76
5.2 台灣地區MVP資料分析 78
5.2.1 主效果分析 80
5.2.2 調節效果分析 81
5.3 大陸地區MVP資料分析 84
5.3.1 主效果分析 85
5.3.2 調節效果分析 86
5.4 MVP對微軟的回應 88
六、進一步的研究與討論 90
6.1 中國大陸與微軟MVP 之間的關係 90
6.2 MVP在大陸的進一步分析 91
6.2.1 資深大陸MVP資料分析 91
6.2.2 資淺大陸MVP資料分析 93
6.3 大陸MVP研究小結 94
七、結論與建議 96
7.1 研究發現 96
7.2 研究結果說明與討論 96
7.3 研究貢獻 99
7.4 研究限制 101
7.5 未來研究方向 102
附錄一 0

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指導教授

范錚強(C.K. Farn)

審核日期

2011-6-23

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