社群成員公民行為對線上社群經營績效影響之研究

Examing the Influence of Visitors Citizenship Behaviors on the Effectiveness of Online Community

林蕙雯(Huei-wen Lin)

指導教授 ： 嚴秀茹

國立中央大學/管理學院/資訊管理學系/碩士(2008年)

摘要

現今無論是官方或非官方網站，社群成員的參與是這些線上社群存活與持續發展之主要關鍵。因此，本研究主要探討「社群成員公民行為」與「社群經營績效」之關係，並研究此兩者之關係是否受到「人際情感面」與「社群管理效能」之中介影響。本研究採用二階段之縱剖面研究（Longitudinal study）的方法來評估。第一階段，針對個別的線上休閒社群，採問卷調查法，總計共回收442份有效樣本。第二階段，則採用內容分析法，由三位研究成員進行社群內容之獨立編碼。研究結果顯示：「社群成員公民行為」對部份「社群經營績效」，呈現顯著正向影響關係；且「人際情感面」與「社群管理效能」，為社群成員公民行為影響社群經營績效的重要中介變數。本研究主要貢獻在於：嘗試驗證社群成員公民行為與社群經營績效間之中介效果，並部分獲得支持；以及提出旅遊與美食線上社群中之成員公民行為是否正向影響線上社群之經營成效，以期對線上社群提出管理與理論實務應用之建議。

關鍵字

線上社群經營 ； 線上社群 ； 組織公民行為

並列摘要

Despite of the characteristics of online communities, participation from visitors is the key that these on-line communities survive and develop continuously. This study aims to investigate the relationship between citizenship behaviors of online community visitors (CBOCV) and the effectiveness of online community. Furthermore, this study examined whether the relationship is mediated by socio-emotional and efficiency of management function. This study adopts a longitudinal research desing and collects data at two phases. A survey was distributed to various leisure and food communities during the first phase, resulting in 442 valid subjects collected from 45 communities. During the second stage, website content of the 45 communities were coded and analyzed by 3 independent researchers. The results show that CBOCV is partially associated with effectiveness of online community. This relationship is also mediated by socio-emotional factor and efficiency of management function. This study has two important contributions. First, this study found that citizenship behavior from visitors of online community can improve the effectiveness of the communities. Second, this study discovers that such relationship happens via the mediations of social-emotional and work-related factors. Finally, theoretical and practical implications are discussed.

並列關鍵字

online community ； organizational citizenship behaviors ； online community management

參考文獻

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