線上社群之使用者認同感、幸福感及組織公民行為探討

Identity, Well-being and Organizational Citizenship Behavior in the Online Community

黃莉君(Li-Chun Huang) ； 江淑怡(Shu-Yi Chiang)

《Electronic Commerce Studies》 11卷3期 (2013/09) Pp. 289-309

摘要

過去許多研究指出實體組織中，員工的正向情感將會正向影響員工的組織公民行為，而在線上社群的虛擬環境中，因網路及線上社群的特色及功能，是否能和現實社會的組織一樣會對所屬的社群產生組織公民行為，回饋此社群，幫助社群能夠更好？因此本研究希望能探討線上社群之認同感及幸福感對組織公民行為的影響。本研究以婚姻討論為主之社群網路「veryWed」使用者為研究樣本，並採取問卷調查的研究方式，研究結果發現社會認同對幸福感有正向影響，而幸福感對組織公民行為有正向影響。研究結果說明使用者在使用線上社群所產生之幸福感會帶來組織公民行為之回饋效果。本研究結果可供後續研究者進行線上社群及組織公民行為之研究參考，並提供社群網路平台繼續發展及進行維護的參考依據。

關鍵字

線上社群 ； 社會認同 ； 幸福感 ； 組織公民行為

並列摘要

Previous articles investigate the organization citizenship behavior in the real world, but relatively few studies have examined organizational citizenship behavior in online communities. The aim of this study is to investigate identity, well-being and organizational citizenship behavior in the online community. This study adopts the survey approach. The finding shows that social identity positively affected the users' well-being, and well-being positively affected users' organizational citizenship behavior in the online community. This study illustrates that the organizational citizenship behavior not only in the real world, but also in the online community. These results provide recommendations on how online community designers can increase users' well-being and contribute to the online community voluntarily.

並列關鍵字

online community ； social identity ； well-being ； organizational citizenship behavior

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