虛擬社群參與價值認知對組織公民行為影響之研究

Value perception from participating in virtual communities and the impact on organizational citizenship behavior

周菡苹(Han-Ping Chou)

指導教授 ： 李培齊 ； 婁國仁

淡江大學/商管學院/管理科學學系博士班/博士(2014年)

https://doi.org/10.6846/TKU.2014.01027

摘要

本研究主要目的是藉由網際網路參與者在網際網路的參與過程中所認知的激勵價值建構出網際網路組織公民行為的架構。我們藉由激勵理論、組織公民行為來觀察網際網路參與者的行為，並進一步了解團隊凝聚力對於不同參與者所認知的激勵價值，是否會影響其網際網路參與及組織公民行為。本研究透過212位維基人(Wikipedian)作為問卷對象，除透過因素分析、結構方程模式証明本研究架構之外，此研究架構亦進一步利用模糊化聚集法強化驗證結果。研究結果証實: (1) 本研究提出之衡量網際網路參與者的認知激勵價值所建構出網際網路組織公民行為之模式具有實際可行性，且網際網路參與者的參與度對網際網路組織公民行為具有正向的影響。(2) 對於功利價值認知(utilitarian-value perception)的參與者，團隊凝聚力並不影響其網際網路參與行為；然而，對於享樂價值認知(hedonic-value perception)的參與者而言，團隊凝聚力對其網際網路參與行為則具有相當的影響性，當團隊凝聚力愈高，則其對於網際網路參與程度愈高，並顯著協助提升參與者的組織公民行為；一旦團隊凝聚力低，則會減低其對於網際網路的參與程度。

關鍵字

虛擬社群 ； 組織公民行為 ； 維基人

並列摘要

For this study, we constructed a framework to examine organizational citizenship behaviors (OCBs) from the individual motives (utilitarian value perception / hedonic value perception) of participating in virtual communities through virtual community participation. We collected data from 212 Wikipedians by using structural equation modeling (SEM) and fuzzy clustering, and demonstrated that group cohesiveness has a moderating influence on the relationships among participants with the hedonic value perception and virtual community participation towards virtual community OCB. Although group cohesiveness did not moderate the relationship between the utilitarian value perception and virtual community participation towards virtual community OCB, the relationship between utilitarian value perception participants and virtual community participation towards OCB was notably strong, regardless of the level of group cohesiveness. Group cohesiveness is more crucial for hedonic value perception participants than utilitarian value perception participants in influencing participation on virtual community OCB.
By considering the influence of group cohesiveness in virtual community participants, we incorporated group-level motivation, which has received little attention in the virtual community literature. Our findings revealed that information regarding group-level motivation is scant, and that understanding it can advance virtual community participation to evoke OCB in virtual communities.

並列關鍵字

Virtual community ； Organizational citizenship behavior ； Wikipedian

參考文獻

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