網路知識分享行爲之研究－以“Yahoo!奇摩知識＋”爲例

A Study of Knowledge-Sharing Behavior on the Internet-Using "Yahoo! Kimo Knowledge+" as an Example

陳碩珮(Shuo-Pei Chen) ； 黃馨玉(Hsing-Yu Huang)

《國立虎尾科技大學學報》 27卷4期 (2008/12) Pp. 75-87

https://doi.org/10.6425/JNHUST.200812.0075

摘要

由於網際網路的即時性與連結性跨越時空的限制，知識傳播的模式與人們社交的環境受到重大改變，網路上的虛擬社群已成爲重要的知識分享平台，然而於網路上分享自身知識須要耗費自己的時間和精神，甚至可能會喪失自己的個人利益以及競爭力，爲什麼還是有人願意繼續於網路上分享自身知識是值得探討的問題。
「Yahoo!奇摩知識＋」是一個獨特的知識搜尋資料庫，使用者藉由網路互動交流特性於網路上分享其經驗與專長，本研究即是以「Yahoo!奇摩知識+」爲研究對象，採用結構化封閉式的問卷，透過網路進行調查，探討網路知識分享的動機、態度及利他主義對網路知識分享行爲意願的影響。結果顯示知識分享的動機可區分爲實質報酬、名聲回饋及社群認同三項，其中社群認同及名聲回饋對知識分享態度有顯著正向的影響，知識分享態度及利他主義對知識分享行爲意願有顯著正向的影響，至於利他主義的調節效果並不顯著。這個結果將可以提供給Yahoo!奇摩和其他企圖進入此類平台市場的企業制定經營策略時的參考依據。

關鍵字

知識分享動機 ； 知識分享態度 ； 知識分享行爲 ； 利他主義

並列摘要

Because the distinguishing features of the Internet in real-time connection is beyond the limitation of time and space, the pattern of knowledge propagation and the social environment have been dramatically altered. The virtual communities on the Internet have become an important platform for knowledge-sharing. Nevertheless, sharing one's own knowledge with others through the internet will consume a person's time and efforts and, possibly, damage his/her benefits and competitiveness. Even though, why are there still many users willing to share their knowledge?
”Yahoo! Kimo Knowledge +” is a special knowledge-searching database. The present study conducts the closed structural survey of the users of ”Yahoo! Kimo Knowledge +” through the internet to investigate the effects of knowledge-sharing motives, attitude and altruism on knowledge-sharing intention. The factor analysis is used to point out three constructs of motives: including rewards, fame feedback, and group identification. The results of the present study show that group identification and fame feedback have a significant positive effect on knowledge-sharing attitude, which as well as altruism has a significant positive effect in knowledge-sharing intention. The moderating effects of altruism are not obvious. The results can provide ”Yahoo! Kimo Knowledge +” and those who intend to run a similar platform with valuable information regarding motives, attitude and behavior of knowledge-sharing in the internet while making their strategies.

並列關鍵字

Knowledge-sharing motive ； knowledge-sharing attitude ； Knowledge-sharing behavior ； altruism