- 學位論文
整合社會臨場感與網路人際關係觀點下的虛擬社群
A study of virtual community：The integrated perspective of social presence and online social network
摘要
在Web2.0時代下，虛擬社群於近年來快速而蓬勃地發展，依創市際市調公司調查(2009)，虛擬社群已相當普遍，且其使用時間有逐漸增加的趨勢，顯示網路已是最具影響力的媒體之一，相信在此驅勢下，未來虛擬社群將成為各企業網路行銷之重點。目前在虛擬社群相關研究中，多集中於知識分享與成員間的信任關係，另過去研究顯示社會臨場感對虛擬社群具正面作用，故本研究整合社會臨場感與網路人際關係之觀點探討虛擬社群。 研究中以網路問卷取得資料，前測以Yahoo奇摩家族、Facebook社團與ptt實業坊為研究對象，以初步了解因素結構，而正式研究中考量客觀性問題，選定以「遊戲基地Gamebase」為研究對象，並由Amos以結構方程模式(SEM)進行資料分析，共計有效樣本數509位，並依社群類型作出興趣型、人際關係型、幻想型與交易型的分群比較。 經分析後，台灣虛擬社群使用者集中於19-28歲，其使用動機包含「獲取資訊」與「人際互動」，網路人際關係因素為「信任感」與「對等性」，而社會臨場感因素為「有效達意」與「建立關係」，研究發現不同的使用動機會重視不同的社會臨場感因素，而「對等性」是成員間「建立關係」之基礎，另唯有「建立關係」的成員才具有忠誠性，研究中亦作出社群類型的分類討論與後續研究建議。
並列摘要
Virtual community has rapidly develop in recent years under Web 2.0 . According to market research company survey, Virtual community is very popular in Taiwan, and the using time is getting more and more increasing. The internet is one of the mostly influence media in Taiwan now. Overall, we believe that virtual community will be a priority in the marketing. Most research in virtual community focuse on knowledge sharing and the trust between members. Moreover, the research also suggests that social presence is benefit virtual community, so we want to integrate social presence and online social network to survey virtual community . In pretest, Data collected from Yahoo, Facebook, ptt by online survey in order to confirm factor structure first, and data collected from Gamebase in formal study. In total, there are 507 samples in research, All data were used in structure equation modeling（SEM）and make multiple teams comparison. The results show the most virtual community member in Taiwan is 19 to 20 years old, the factors of Using motive include finding information and interpersonal interconnectivity, the factors of Online social network include interpersonal trust and reciprocity, and the factors of Social presence include effective communication and establish relationship. Moreover, The research find that the different Using motive factor is influence different Social presence factor, the reciprocity is the base of establish relationship, and establish relationship can positive influence Member loyalty, multiple teams comparison and suggestion on following research of my study are discussed.