以理性行動理論觀點探討社群網站成員知識分享行為之研究—以Facebook社團為例

隨著各式各樣不同主題社群網站的出現，網路使用者會依照自己所需要的資訊、知識而主動加入。社群網站本身豐富的資訊及知識來源皆是由社群成員主動分享知識所累積，也是吸引更多網路使用者加入的主要原因。但是，如何才能促使社群網站成員不斷地主動分享知識，使社群累積知識的豐富性，是社群網站經營者所需要關切的議題。過去已有許多研究證實在社群網站裡，個人的因素確實會影響社群成員知識分享的行為，但是知識分享行為很有可能不只會受到個人因素的影響，也有可能受到所處環境文化的影響。因此，本研究將以理性行動理論為基礎，整合個人因素以及環境文化因素，共同探討社群網站成員的知識分享行為，並依據社群網站的情境以及相關文獻，修改並增加相關影響變數，最後提出理論架構。以Facebook知識類型社團成員為本研究對象，共收回327份有效問卷，使用SPSS 19.0軟體進行樣本敘述性統計分析以及SmartPLS 2.0.M3軟體來進行部分最小平方法(Partial Least Squares, PLS)分析驗證本研究相關假說。研究結果發現，在Facebook社團裡，聲譽、自我價值感將會有助於增加社團成員的知識分享態度以及主觀規範；公平性、認同感、開放性也皆被證實可以良好形成社群分享文化的相關變數；也證實知識分享態度、主觀規範、社群分享文化會影響Facebook社團成員知識分享意圖，其中以社群分享文化影響最為顯著，最後本研究將提出在學術上的貢獻以及實務上的建議。

關鍵字

社群網站；知識分享意圖；理性行動理論；社群分享文化

並列摘要

In recent, many different types of social network sites (SNSs) increased continuously. Network users in accordance with the needful information and knowledge join SNSs. Therefore prolific of information and knowledge of SNSs from the uses shared knowledge continuously, which can be attracts many network users to join the SNSs. However, how can promote SNSs users sharing information and knowledge is SNSs manager needs interested in issue. Many past study proved personal factors had effect upon knowledge sharing act of SNSs users. Therefore, knowledge sharing act of SNSs users not only affected by personal factors but also affected by environmental culture factors. In this thesis, we used theory of reasoned action (TRA), personal factors, and environmental culture factors to investigate into knowledge sharing behavior of SNSs users, and according to SNSs situational and related research modify and add related effect variables to proposed theoretical framework. Therefore we researched users of knowledge type groups’ in Facebook and recycling 327 valid questionnaires, and used SPSS19.0 software has been adopted for the descriptive statistical analysis while the SmartPLS 2.0.M3 software has been adopted for the partial least squares (PLS) analysis in order to verify the test hypotheses. In results of this study apparently reputation and sense of self-worth can be increases knowledge sharing attitude and subjective norm of groups’ users in Facebook. Therefore proved fairness, identification, and openness are related variables of sharing culture formation. Moreover proved knowledge sharing attitude, subjective norm, and sharing culture had effect upon knowledge sharing intention of groups’ users in Facebook. In addition sharing culture had a great upon knowledge sharing intention of groups’ users in Facebook. Finally, in this thesis proposed academic contribution and actual situation suggestion.

並列關鍵字

knowledge sharing intention ； Sharing culture ； Theory of reasoned action ； Social network sites

參考文獻

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3. Alavi, M., & Leidner, D. E. (2001). Review: Knowledge management and knowledge management systems: conceptual foundations and research issues. MIS Quarterly, 25(1), 107-136.

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7. Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210.230.

8. Bock, G.-W., Zmud, R.W., Kim, Y.-G., & Lee, J.-N. (2005). Behavioral intention formulation in knowledge sharing: Examining the roles of extrinsic motivators, social–psychological forces, and organizational climate. MIS Quarterly 29(1), 87–111.

國際替代計量

以理性行動理論觀點探討社群網站成員知識分享行為之研究—以Facebook社團為例

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