虛擬社群意識對虛擬社群知識分享行為之影響─整合社會資本與社會交換觀點

The Impact of Sense of Virtual Community on Knowledge Sharing Behavior in Virtual Communities - An Integrated Perspective of Social Capital and Social Exchange

洪菽婉(Shu-Wan Hung)

指導教授 ： 何政勳

國立臺北大學/商學院/資訊管理研究所/碩士(2015年)

摘要

虛擬社群意識為成員在虛擬社群中感受到會員關係、影響力與投入程度，一種虛擬社群成員與虛擬社群間關係之感覺，反映出成員的情感與行為層面。虛擬社群中成員間知識分享行為是一種社會交換的形式，期望以較小的成本換取最大的利益，然而虛擬社群不同於具強制力的企業組織，本研究旨在藉由成員持續交流互動發展出的網絡關係，探討社會資本與社會交換觀點對知識分享行為之影響，且虛擬社群意識在這之間關係所扮演的調節角色為何？本研究以國內美容相關領域的虛擬社群作為研究對象，最終回收741份有效問卷。研究結果指出，社會資本三個層面包括結構社會資本、認知社會資本與關係社會資本會正向影響知識分享行為，而虛擬社群意識之調節效果未獲得支持。在社會交換部分，知識編撰成本會負向影響知識分享行為，獎勵、知識自我效能與樂於助人會正向影響知識分享行為，而互惠對於知識分享行為之影響在本研究未獲得支持。另外，虛擬社群意識在知識編撰成本、獎勵與知識自我效能對於知識分享行為之關係的具有調節效果。本研究於結論中亦提出之學術價值及管理意涵。

關鍵字

知識分享 ； 社會交換 ； 社會資本 ； 虛擬社群意識 ； 虛擬社群

並列摘要

Sense of virtual community is kind of feeling of relationship between members and virtual community, which can reflect members’ emotional and behavioral dimensions. Knowledge sharing behavior is one forms of social capital. Members in the virtual community expect to cost less for maximum benefit. However, virtual community differs from enterprise or other enforceable organizations. Members in virtual community are continue interaction to develop networks, so this study is based on the integrated perspective of social capital and social exchange to discuss the impact of sense of virtual community on knowledge sharing behavior in virtual communities. We used Taiwan beauty related fields of virtual communities as research subjects, and collected 833 valid questionnaires. We found that structural social capital, cognitive social capital and relational social capital positively impact knowledge sharing behavior. Codification effort negatively impact knowledge sharing behavior. Reward, knowledge self-efficacy and enjoyment in helping others positively impact knowledge sharing behavior. Then, sense of virtual community plays a moderating role in the each relationship between codification effort, reward, knowledge self-efficacy and knowledge sharing behavior. Also the academic and practical contributions are placed in the conclusion.

並列關鍵字

Knowledge sharing ； Social exchange ； Social capital ； Sense of virtual community ； Virtual community

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