虛擬社群參與行為之探討

A Study of Member Participation Behaviors in Virtual Communities

邱雅鈴(Ya-Ling Chiu)

指導教授 ： 蔡顯童

元智大學/管理學院/管理學院博士班/博士(2011年)

摘要

虛擬社群行為是近年來備受重視的主題之一；然而，在過去的研究中，對於成員的社群行為了解相對有限。本研究主要從社會心理學及關係管理的觀點，探討影響社群行為形成的「前置因素」、「中介機制」、與「行為決策的干擾效果」。具體而言，本研究探討「社會影響因素」、「個人心理層次因素」、及「虛擬社群特質」對其他成員參與行為之影響。在實證部分，本研究針對一個虛擬社群網站（Web 2.0社群）進行網路問卷調查；資料收集也將分成兩部分，包含「成員問卷填答資料（共分成兩期）」及「真實行為資料（成員主動參與行為）」。本研究進行兩個實證來探討虛擬社群成員的參與行為，茲分述如下。實證一：此份研究主要探討影響社群行為形成的「前置因素」、「中介機制」與「干擾效果」。本研究發現：成員的社群行為會受到心理層面及社會層面的中介機制影響。其次，本研究發現社群聲望、幹部投入程度、與娛樂性會透過此中介機制所影響成員社群行為。最後，本研究亦發現「知覺角色重要性」會干擾社群行為的形成。實證二：本研究主要延伸計畫行為理論的模型，探討影響虛擬社群成員主動參與行為的影響過程；包含主動參與行為的前因探討，行為意向對主動參與行為的干擾因素探討，以及參與態度形成的前因。本研究結果發現：第一，「成員的參與態度」、「知覺行為控制」、「群體規範」、與「社群認同」會透過「參與意向」，進而影響成員的社群參與行為。第二，「社群接受性」、「社群熱絡性」、與「社群相似性」會影響社群成員的參與態度。第三，本研究也發現「獎勵」會強化意向對真實行為的影響效果。整體而言，本研究提出一個適用於虛擬社群情境的參與行為模型，相關研究發現可進一步提供社群經營者在管理社群上之參考。

關鍵字

社群參與行為 ； 社群認同 ； 社群滿意 ； 群體規範 ； 社群接受性 ； 社群熱絡性 ； 社群相似性

並列摘要

Virtual communities are an important marketing tool for enhancing customer loyalty, offering valuable insights into product innovation, facilitating transactions, and so forth. Despite its importance, however, the topic has received little attention from researchers. This study proposes and tests a model of participation behavior in virtual community settings. The authors test this model using both self-reported data at two periods and objective behavioral data.
Study1: This study proposes and tests a model in which prestige, perceived leader involvement, and entertainment affect member participation and loyalty through both community identification and satisfaction. This study also analyzes the moderating effects of perceived role importance in the proposed framework to enhance our understanding of membership behaviors in a virtual community.
Study2: This study pursues a better understanding of member proactive behavior in virtual communities. To extend prior research, the results indicate that participation attitude, perceived behavior control, community identification and group norms affect member proactive participation behavior through participation intention. The results also show that group receptivity, group involvement, and group similarity affect member participation attitude. In addition, this study clarifies some issues in existing literature by showing that recognition for contribution positively moderates the relationship between participation intentions and proactive participation behavior. The authors conclude with some managerial and research implications of the study’s findings.

並列關鍵字

Community satisfaction ； Subjective norms ； Group receptivity ； Group involvement ； Group similarity ； Participation Behavior ； Community identification

參考文獻

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