社群價值和人際吸引力對虛擬社群意識與黏著度之影響：兼論虛擬社群意識完全中介與社群類行調節效果

Investigate the Impacts of Community Values, Interpersonal Attraction on Sense of Virtual Community and Stickiness: Mediation of Sense of Virtual Community and Moderation of Community Type

張玉琳(Yu-Ling Chang) ； 吳惠萍(Hui-Pin Wu)

《行銷評論》 12卷3期 (2015/09) Pp. 323-357

摘要

本研究以內外動機、使用與滿足和社會資本理論，探討社群價值和人際吸引力對虛擬社群意識與黏著度之影響，參酌學者觀點並自行發展量表，分別以資訊交換型（PTT）和社會互助型（LINE）兩組社群樣本，檢測虛擬社群意識完全中介效果，以及社群類型調節效果。本研究採問卷調查法，依序進行探索性因素分析、驗證性因素分析、複核效度、結構方程式檢定。主要理論貢獻為：（1）社群價值和人際吸引力對虛擬社群意識皆具顯著正向影響。（2）虛擬社群意識具備完全中介效果。（3）社群類型對研究架構直接與間接效果皆具顯著調節作用。（4）累積樣本對研究架構的因果關係產生動態性的加乘或者稀釋效果。最後，提供企業經營虛擬社群之實務建議。

關鍵字

虛擬社群意識 ； 人際吸引力 ； 社群價值 ； 黏著度 ； 中介與調節

並列摘要

This study investigated the impacts of community values and interpersonal attraction on sense of virtual community and stickiness by extrinsic and intrinsic motivation theory, uses and gratifications approach and social capital theory. Modifications to former questionnaires were made to meet the purposes of this study. A quantitative survey was conducted and totally 638 questionnaires were collected to measure the mediation of sense of virtual community and the moderation of community type. EFA, CFA, SEM, multi-groups analysis methods were used to examine the model stability and validity. Research findings suggested the following: (1) Community values and interpersonal attraction both had significant positive impacts on sense of virtual community. (2) Sense of virtual community had a full mediating effect in this framework. (3) Community type moderated significantly both on direct and indirect paths in this framework. (4) The cumulative samples had a dynamic multiplier or dilution impact on the causal relationships in this framework. In summary, the virtual community marketing practices were recommended.

並列關鍵字

sense of virtual community ； interpersonal attraction ； community values ； stickiness ； mediation and moderation

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