- 學位論文
共依附對虛擬社群成員之影響
Codependence Behavior of the Virtual Community Members
摘要
虛擬社群成員時常在社群內瀏覽、更新個人資訊、分享知識，或是苦心經營自己的部落格(Blog)或是遊戲中的角色，成為生活中不可或缺的一部份，很類似Cermak (1986, 1991)在心理學領域中的共依附(Codependence)。本研究藉由共依附的概念，透過心理安全、識別匿名性、外在自我覺察、群體規範以及社群涉入等五個構面組成「虛擬社群共依附」的潛在變數。該變數用於解釋社群成員互相依附的情形，其目的有：1.能透過虛擬社群相關文獻並運用共依附理論，探討「虛擬社群共依附」之潛在變數；2.探討虛擬社群成員的互動過程中，透過「虛擬社群共依附」與「成員忠誠度」、「繼續分享知識意圖」及「社群成癮」建構相關變數之推論模式；3.檢驗「成員忠誠度」、「繼續分享知識意圖」在「虛擬社群共依附」與「社群成癮」間之中介影響效果，以探討社群成員間的互動關係；4.透過「虛擬社群共依附」及相關變數，探討虛擬社群經營之管理意涵。 在過去研究中Dholakia et al.(2004)研究發現虛擬社群成員(使用者)加入社群是為滿足需求；Lin (2008)以DeLone & McLean (2003)之資訊系統成功模式(IS success model)為基礎，轉換為虛擬社群成功(Virtual community success)，並以虛擬社群的成員為研究對象，探討虛擬社群之成功模式；Zhang et al.(2010)以大學的虛擬社群成員為研究對象，探討社群成員之繼續分享知識意圖(Intention to continue sharing knowledge)的影響因素；在社群成癮議題方面Andreassen et al.(2012)卻發現虛擬社群成癮傾向與責任心呈現負相關，換言之以責任心為動機卻不易成癮。這些研究中都有提出心理層次的因素，作為虛擬社群得以維繫使用者的前因或動機。因此本研究除提出「虛擬社群共依附」的變數並建立模式，再運用驗證性因素分析、複迴歸及效果分析等方法，亦發現虛擬社群共依附可作為成員忠誠度、繼續分享意圖的前因。另共依附效果，可使虛擬社群成癮的傾向獲得降低，此外成員忠誠度及繼續分享知識意圖對於虛擬社群共依附與虛擬社群成癮的關係同時具有部分中介的效果，得出具有共依附傾向的使用者，其社群成員的忠誠度及繼續分享知識意圖會獲得加強。唯虛擬社群成癮的傾向反而會降低，其原因可能為虛擬社群共依附中社群涉入及外在自我覺察這兩個因素，均產生類似於照顧他人的責任心，而有抑制成癮的效果。因此具共依附傾向者反而不易發生社群成癮的傾向，而社群經營者反而可透過使用者共依附傾向的加強，使得社群成員樂於進行知識分享及提升成員忠誠度，進而獲得社群經營的成功。
並列摘要
Virtual community members frequently browse within the community, updating personal information, sharing knowledge, painstakingly operating their own blogs, playing roles in games, and, essentially, making them into a necessary part of their lives. This situation is very much like Cermak’s (1986, 1991) codependence in the field of psychology. This study will explain the situation of community members' mutual codependence by use of five underlying variables comprising "virtual community codependency", namely, by means of the concept of codependency, via psychological safety, as well as identity anonymity, external self perception, and group norms of community involvement. The study's objectives being: (1) to investigate the underlying variables of “virtual social group codependence" by use of the relevant literature on virtual social communities and utilization of codependence theory; (2) to investigate the process of interactivity between group members via the formulation of relevant inference model variables based on “virtual social codependence”, “member loyalty”, “continuity of the intent to share knowledge”, and “social group addiction”; (3) to test the intermediary impact effects of “member loyalty” and “intentions for continued knowledge sharing” on “virtual community codependence” and “community addiction”, and investigate interactive relationships between community members; and, (4) to investigate implications for managing the operation of virtual communities through means of “virtual social group codependence” and relevant variables. The past research of Dholokia et al. (2003) found in their studies that virtual community members (users) joined communities to satisfy needs; Lin (2008) utilized the Information Systems (IS) success model of DeLone & McLean (2003) as a foundation for virtual community success conversion, then used virtual community members as study targets to investigate successful models of virtual communities; Zhang et al. (2010) used university virtual community members as research targets to investigate impact factors to community member intentions for continued sharing of knowledge; in relation to the aspects of the community addiction topic Andreeassen et al. (2012) discovered, moreover, the tendency of virtual community addictions to reveal a negative correlation with sense of responsibility, i.e., using the sense of responsibility as a motivator does not facilitate addiction. These studies all mention elements of psychological phases taking user antecedents and motivations as enablers of virtual community maintenance, thus, the research other than pointing out variables and constructive models of “virtual community codependence”, in the use of authenticity factor analysis, multiple regression analysis and such other effective methods of analysis also found that virtual community codependence could act upon member loyalty, the intention to continue sharing knowledge, as well as the codependence effect causing virtual community addiction to trend downward. Additionally member loyalty and intentions to share knowledge, at the same time, had on the virtual community codependence and virtual community addiction relationship a partial intermediary effect, arriving at the result of a strengthening of membership loyalty and the intentions to share knowledge for codependence trending users, but for the virtual community addictive trend to trend on the contrary downward for which the cause could have been the 2 factors of codependence community involvement and external self perceptions both producing a similar sense of responsibility to care for others suppressing the addictive effect and causing those trending codependent to, on the contrary, not easily trend addictive, and operators of the community contrarily could experience a strengthening of the user codependence trend, inciting in community members a willingness to undertake information sharing and a higher degree of member loyalty, thus, resulting in the attainment of a successfully run community. Keywords: Virtual community Codependence; Member loyalty; Intention to continue sharing knowledge; Virtual community addiction; Virtual community.