虛擬社群行為研究：中介效果與干擾效果之探討

Membership Behaviors in Virtual Communities: An Investigation of Moderating and Mediating Effects

蔡顯童(Hsien-Tung Tsai) ； 邱雅鈴(Ya-Ling Chiu)

《管理評論》 30卷4期 (2011/10) Pp. 97-117

https://doi.org/10.6656/MR.2011.30.4.CHI.97

摘要

虛擬社群行為是近年來備受重視的主題之一；然而，在過去的研究中，對於成員的社群行為了解相對有限。本研究主要從社會心理學的角度，探討影響社群行為形成的「前置因素」、「中介機制」、與「干擾效果」。在模型實證部分，本研究係針對國內一網路社群平台之成員進行問卷調查，佐以成員參與社群活動之真實行為資料，接著再以LISREL進行量化分析。本研究發現：成員的社群行為會受到心理層面及社會層面的中介機制影響。其次，本研究發現社群聲望、幹部投入程度、與娛樂性會透過此中介機制所影響成員社群行為。最後，本研究亦發現「知覺角色重要性」會干擾社群行為的形成。本研究發現對於社群管理者而言，具有深遠且重要的成員關係管理意涵。

關鍵字

社群行為 ； 社群認同 ； 社群滿意度 ； 社會影響

並列摘要

Relatively little research has examined moderating and mediating effects involved in the member participation process. This study thus proposes and tests a model in which prestige, perceived leader involvement, and entertainment affect member participation and loyalty through both community identification and satisfaction. Using multiple measurement sources, this study shows that three proposed antecedents can trigger member participation through community identification. In addition, satisfaction influences participation behavior through community identification. The results also show that perceived role importance positively moderates the relationships between mediators (i.e., identification and satisfaction) and participation behavior. The authors conclude with a consideration of the key managerial and research implications of these findings.

並列關鍵字

Satisfaction ； Social Identification ； Virtual Communities

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