影響虛擬社群線上行為因素之研究

Factors Influencing on the Online Behavior in the Virtual Community

余泰魁(Tai-Kuei Yu) ； 鄭時宜(Shih-I Cheng)

《國立金門技術學院學報》 1期 (2005/03) Pp. 91-102

https://doi.org/10.7057/JNKIT.200503.0091

摘要

隨著網路科技的普及，改變了傳統的人際關係溝通模式。社群成員藉著網際網路所提供的技術，不須面對面即可彼此溝通聯繫，也因而形成許多新的虛擬社群。在這群日益龐大的社群中，其線上行為的影響因素值得被關注。本文首先針對虛擬社群的動機與行為做一文獻回顧，藉以了解線上社群的特性。研究為避免線上填答問卷產生一人多重回應情形，故以台南市東區網咖店上網者為樣本，採實地發放問卷方式進行，有效問卷回收516份。因素分析研究結果顯示：影響虛擬社群線上行為的變數，包括「社群價值」、「社群溝通」、「個人心理需求」、「參考群體」、「自我掌控能力」等5個因子，迴歸分析發現「社群價值」、「個人心理需求」對線上行為之影響最大。

關鍵字

虛擬社群 ； 線上行為 ； 社群價值

並列摘要

With the popularity of the internet technology, this changed the traditional communication model of interpersonal relationships. Because these members can communicate with others just by internet, therefore a lot of internet communities formulated. First of all, the research makes a literature view on the motivation and behavior of the virtual community to understand the characteristics of the groups. The research's respondents were from 516 browsers in internet coffee shop in the eastern area of Tainan.Factor analysis showed that the factors influencing the online behavior of the virtual communities could be concluded in 5 factors. They are: the community's value, community's communication, personal psychological demand, reference groups and self efficacy. Regression analysis also found that the community's value and personal psychological demand are highly correlated with the online behavior.

並列關鍵字

virtual community ； online behavior ； community's value