認知專注與社會臨場感對於虛擬社群持續使用意圖之影響

The effects of cognitive absorption and virtual social presence on the continuance intention of virtual community

鄒珮甄(Pei-Chen Tsou)

指導教授 ： 王淑玲

共同指導教授 ： 黃天麒

國立臺中科技大學/資訊與流通學院/資訊管理系碩士班/碩士(2012年)

摘要

隨著網際網路技術的蓬勃發展，使得網路能夠提供一個豐富的資訊與虛擬空間資源允許個別使用者藉由產生虛擬社群進行資訊分享與協作討論。因此，更多研究者關注到如何持續留住使用者對於虛擬社群的使用意圖之研究。無論如何，本研究旨在運用認知注與社會臨場感理論為基礎來達到以下研究目標：(1)探討影響使用者持續使用虛擬社群之影響因素。(2)並且探討相關構面之間的關聯性。並且透過線上問卷回收有效問卷715份，本研究進一步採用結構方程式進行模式驗證與分析。
研究結果發現無論以Facebook或巴哈姆特，其結構模型分析結果顯示，「虛擬社會臨場感」對於「時間專注」與「內容專注」具有正向顯著之影響，「內容專注」對於持續使用意圖有正向顯著之影響，唯「時間專注」對於持續使用意圖則無顯著之影響效果。此外，以PTT為實證對象，其結構模型分析結果顯示，「虛擬社會臨場感」對於「內容專注」具有正向顯著影響，但對於「時間專注」則無顯著影響，而「時間專注」與「內容專注」兩者對於「持續使用意圖」皆有正向顯著影響。

關鍵字

虛擬社群 ； 認知專注 ； 沉浸理論 ； 社會臨場感 ； 持續使用意圖

並列摘要

Accompanied by rapid growth of internet technology, the internet really provides abundant information and virtual spaces that create a virtual community allowing individuals to congregate and form a community for activities such as information sharing and collaboration. Therefore, it attracts quite a lot attention to study the antecedents influencing intention to participate continually in virtual community. However, this study integrates two relevant theories (cognitive absorption and Virtual Social Presence) to explore: (1) factors influencing users ' intention of continual participation in virtual community; (2) the underlying relationships among two factors. This research uses online survey questionnaires to examine this issue, with responses from 715 users of virtual communities; this study applies a structural equation modeling approach to investigate the research model.
The results of the data analysis are: either Facebook group and Bahamut group, the structural equation modeling analysis showed that the "virtual social presence" has a positive effect on relationship between "cognitive absorption of time " and "cognitive absorption of content", "cognitive absorption of content" has a positive effect on "intention to use", but there were insignificant for "cognitive absorption of time " toward "intention to use". In addition to, in the PTT BBS group, "virtual social presence" has a positive effect on relationship of "cognitive absorption of time ", but there were also insignificant for ""virtual social presence" toward "cognitive absorption of content". However, not only "cognitive absorption of time" but also "cognitive absorption of content" has a positive effect on "intention to use".

並列關鍵字

Virtual Community ； Cognitive absorption ； Virtual Social Presence ； Intention to use

參考文獻

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