共依附對虛擬社群成員繼續分享知識意圖之影響

A Study on the Codependence Behavior of the Virtual Community Members

邱光輝(Kuang-Hui Chiu) ； 紀東昀(Tung-Yun Chi)

《輔仁管理評論》 21卷1期 (2014/01) Pp. 1-32

摘要

虛擬社群成員時常在社群內瀏覽、更新個人資訊、分享知識，或是苦心經營自己的部落格（Blog）或是遊戲中的角色，成為生活中不可或缺的一部份，藉由心理學共依附的概念，本研究透過心理安全、識別匿名性、外在自我覺察、群體規範以及社群涉入等五個構面組成「虛擬社群共依附」的潛在變數，用於解釋社群成員互相依附的情形，例如發表者為了滿足其他成員持續付出、奉獻及參與社群活動，希望獲得其他成員的肯定，而其他成員也不斷追蹤發表者的動態，希望能滿足自己，此種類似照顧者與被照顧者間的互相依存關係，可使社群成員忠誠度及繼續分享知識意圖都可獲得提昇，本研究除提出「虛擬社群共依附」的變數外，亦發現成員忠誠度不但是繼續分享意圖的重要前因，也是虛擬社群共依附與繼續分享知識意圖的中介變數，成員忠誠度受到虛擬社群共依附影響，在成員忠誠度提高時，繼續分享知識意圖亦將獲得提高，透過本研究，虛擬社群的經營者對於成員的行為將更為瞭解，透過虛擬社群共依附的掌握，對於虛擬社群經營將更有助益。

關鍵字

虛擬社群 ； 共依附 ； 網際網路

並列摘要

The virtual members of communities often browse in the group, update personal information, share knowledge, or painstakingly operate their Blogs or the actors in e-game, which is an inevitable part in daily lives. With the conception of psychological codependency, this study is consisted of potential variables of the virtual groups, through five perspectives of mental safety, identifiable anonymity, exterior self-awareness, group norm, and community commitment to explain behaviors of the group member who constantly joins the community activity and helps other members. Such an evolution, member's loyalty and the intention to share knowledge can be enhanced; the former is not only an important cause to continuously share intentions, but also an intervening variable of the virtual community codependency to share knowledge and intention. The members' loyalty is influenced by virtual community codependency; the higher the member loyalty, the higher the knowledge-sharing intention. Through this study, operators of the virtual community may have a further understanding onto members' behavior, and a more powerful efficiency in management.

並列關鍵字

Codependence ； Virtual community ； Internet

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