虛擬社群之知識分享動機—以JavaWorld@TW為例

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江麗嬌(Li-jiao Jiang) 查詢紙本館藏

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資訊管理學系

論文名稱

虛擬社群之知識分享動機—以JavaWorld@TW為例
(A Study of Motivation for Knowledge Sharing in Virtual Community—Evidence from JavaWorld@TW)

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摘要(中)

由於網際網路的蓬勃發展，帶動了虛擬社群的快速成長，使用者對於虛擬社群的需求，不再只是侷限於聊天、交友；而是將虛擬社群當作知識分享的平台，與他人進行知識交流，衍生出以知識為主題的專業虛擬社群。
本研究整合個人層級之社會資本理論與個人內在、外在動機，建構出研究模型，檢驗專業虛擬社群成員在何種動機的驅使下，願意將知識分享給他人，了解為什麼有好心陌生人的存在。社會資本構面，包含網絡密度、共同理解、信任及利分享規範；個人外在動機構面，包含名譽、互惠、社群結果預期；個人內在動機構面，包含樂於幫助他人、知識自我效能、承諾。
本研究針對JavaWorld@TW專業虛擬社群蒐集到207份有效問卷(全數樣本)，包含53位分享者、154位潛水者，提供本研究模型、假說之檢驗。研究發現在全數樣本、潛水者模型中，「信任」、「利分享規範」為「共同理解」與「知識分享態度」的中介變數，在專業虛擬社群與成員之間扮演的中介角色。「樂於幫助他人」、「承諾」、「社群結果預期」能顯著地對分享者的知識分享態度造成正面影響；而潛水者則主要受到「互惠」、「社群結果預期」的影響。樣本資料顯示分享者和潛水者之間的內在、外在動機存在差異。

摘要(英)

Due to the rapid development of the Internet, virtual communities are growing at an unprecedented rate. Users’ needs for a virtual community not only limit to chat or make friends, but also regard it as a knowledge exchange platform to communicate with others. Nowadays, there are a variety of knowledge-based professional virtual communities.
This paper proposes an integrated model by intergrating the Social Capital Theory and intrinsic and extrinsic motivations of individuals to investigate motivations behind people’’s knowledge sharing in professional virtual communities, and understanding why the kindness of strangers exist.
Data collected from 207 users of the JavaWorld@TW professional virtual community which include 53 contributors and 154 lurkers provide investigation for the proposed model and hypotheses. Results suggest that trust and pro-sharing norms mediate between shared understanding and knowledge sharing attitude in the model of all samples and lurkers. Besides, results show that enjoyment helping others, commitment, and community-related outcome expectations enhance contributors’ attitudes toward knowledge sharing. Reciprocity and community-related outcome expectations will influence lurkers’ knowledge sharing. It is found from our samples that extrinsic and intrinsic motivations of contributors are different from those of lurkers.

關鍵字(中)

★ 虛擬社群
★ 知識分享
★ 社會資本理論
★ 內在動機
★ 外在動機

關鍵字(英)

★ virtual community
★ knowledge sharing
★ social capital theory
★ intrinsic and extrinsic motivation

論文目次

摘要 i
Abstract ii
第一章緒論 1
第一節研究背景 1
第二節研究動機 2
第三節研究目的與研究問題 3
第四節研究流程 4
第二章文獻探討 6
第一節虛擬社群 6
一、虛擬社群的定義 6
二、虛擬社群類型 8
三、虛擬社群成員 10
第二節知識 13
一、知識的定義 13
二、知識的類型 13
三、知識分享的定義 15
第三節社會資本理論 17
一、社會資本之定義 17
二、社會資本結構 19
第四節社會網絡 22
一、社會網絡定義 22
二、社會資本與社會網絡 23
第五節動機與知識分享 25
一、動機種類與動機機制 25
二、內在與外在動機之交互作用—排擠效應(Crowding effect) 27
第三章研究方法 29
第一節研究架構 29
第二節研究假說 30
第三節研究變數之定義與操作化 36
第四節、研究設計 42
一、研究樣本 42
二、問卷設計 43
三、資料蒐集 44
四、資料分析方法 47
第四章資料分析 48
第一節、研究樣本資料分析 48
第二節、問卷量表之信度與效度檢驗 52
第三節、假說檢定 56
第五章結論與建議 67
第一節、研究結果與討論 67
第二節、管理意涵 72
一、學術上的貢獻 72
二、管理實務上的貢獻 72
第三節、研究限制與未來研究議題 75
參考文獻 77
附錄A 正式問卷 84

參考文獻

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指導教授

范懿文(Yi-Wen Fan)

審核日期

2009-6-25

推文