影響虛擬社群使用者信任與黏著度之因素研究

A Study on the Factors Influencing the Trust and Stickiness of Virtual Community Users

田志偉(Chih-Wei Tien)

指導教授 ： 阮金聲

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

近年來虛擬社群成為熱門的社交工具，人們利用網際網路的虛擬社群交流情感與資訊，
目前最受歡迎虛擬社群為facebook，台灣的註冊會員數已數已超過一千一百萬。

本研究主要目的在探討影響虛擬社群成員信任與黏著度的因素，並選定以facebook社群會員作為受測對象。
本研究模型主要參考Morgan and Hunt (1994)所提出的承諾信任模型，並結合Impett, Beals, Peplau (2001)提出的投資模型，
將之組成本研究的研究模型。

本研究共回收了676問卷，扣除掉答錯檢驗是否為facebook成員的檢查題，和重覆填答的問卷，還剩餘609份有效問卷，
資料以偏部份最小平方法(PLS)為檢驗方法，各項成立的研究假說如下：
1.虛擬社群成員的溝通品質正向影響信任。
2.虛擬社群成員的投機行為負向影響信任。
3.虛擬社群的隱私政策正向影響成員信任。
4.虛擬社群成員的信任正向影響承諾。
5.虛擬社群成員的滿意正向影響信任。
6.虛擬社群成員的承諾正向影響黏著度。
7.虛擬社群成員的滿意正向影響黏著度。
8.虛擬社群成員的滿意正向影響承諾。

關鍵字

黏著度 ； 信任 ； 虛擬社群

並列摘要

Virtual community has become a popular social media in recent years.
People exchange emotion and information on the internet virtual communities.
Facebook, with more than eleven millions registered members in Taiwan,
is one of the most popular virtual communities in the country.

Referring to Commitment-Trust Model proposed by Morgan and Hunt (1994) and
The Investment Model proposed by Impett et al. (2001), this study explored the factors influencing
the trust and stickiness of virtual community users. 609 valid questionnaires were collected from
Facebook users in Taiwan and the data was analyzed with Partial Least Squares (PLS).
The valid hypotheses were as follows:

1. Communication quality, privacy policies, and satisfaction had positive impacts on
the trust of virtual community members.
2. Opportunistic behavior had a negative impact on the trust of virtual community
members.
3. Trust and satisfaction had positive impacts on the commitment of virtual
community members.
4. Commitment and satisfaction had positive impacts on the stickiness of virtual
community members.

並列關鍵字

stickiness ； virtual community ； trust

參考文獻

1.黃照貴，顏郁人(2009)。以關係承諾觀點探討虛擬社群不同參與程度成員之行

2.江佳佑 (2005)。衡量虛擬社群使用者滿意度之研究。國立台灣大學資訊管理研究所碩士論文，台北市。

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