近年來,由於網際網路快速成長,網路已經無遠弗屆,加上行動網路的發展,虛擬社群的使用率也越來越普及化,虛擬社群的功能,方便讓使用者有了即時與便利性,過去使用者由單方面的蒐集資料慢慢轉變為與社群內的成員互動。 過去的虛擬社群研究中,大多數研究著重於成員之間的影響關係,鮮少探討社群層級與成員層級的相互關係。本研究想要了解網友對於虛擬社群中的持續參與行為以及忠誠度劃分為兩個層級進行研究,以階層線性模式(Hierarchical Linear Modeling;HLM)來分析群體層級與個體層級。本研究以2013「數位時代」中的網站前兩百排名選出「社群類別」前三十個虛擬社群,每一個社群最少收回10份,共計收回364份資料,有效問卷回收率為91.00%。本研究分析結果顯示如下: 一、 在炫耀性心理、關鍵多數、認同感對持續參與行為有顯著的影響。 二、 在社會比較、關鍵多數、認同感對忠誠度的因素是有顯著的關係。 三、 支持氣候在跨層次有影響到持續參與行為得到顯著關係。 四、 社群聲望在跨層次有影響到忠誠度達到調節效果。
In recent years, due to the rapid growth of Internet, it has become endless. In addition, due to the development of mobile Internet, the usage rate of virtual community is becoming more and more common, the function of which is convenient for the users in real-time communication, transforming from the collection of data by one side in the past to the interaction between members in the community. In the past study concerning virtual community, most of them pay attention to the influence and relationship between members, and few of them explore the mutual relationship of community level and member level. This study attempts to understand the behavior of continuous participation and loyalty in virtual community from two hierarchies, based on Hierarchical Linear Modeling, it analyses group hierarchy and single hierarchy. This study selects the top 30 virtual communities of “community category” in the top 200 websites in 2013 “Digital Times”, at least 10 questionnaires should be returned in each community and altogether 364 are returned with a valid response rate of 91%. The analysis results of this study are shown as below: First, in showoff psychology, critical mass and sense of identity have obvious relationship with behavior of continuous participation. Second, in social comparison, critical mass and sense of identity have obvious relationship with factors of loyalty. Third, support atmosphere has influenced behavior of continuous participation to achieve significant relation in cross level. Forth, community prestige has influenced loyalty to achieve the adjusted result in cross level.