- 學位論文
跨文化虛擬社群知識分享行為研究
Understand Cross-Cultural Knowledge Sharing Behavior in Virtual Community
摘要
本研究目的為補足「虛擬社群知識分享行為」在跨文化研究領域文獻的不足，針對「開放性虛擬社群」做調查分析，並提出一了解國家文化如何影響知識分享行為的研究模式。「開放性虛擬社群」中，成員彼此見不到面，因此知識分享建立在一定程度的人際信任基礎上。本研究以文獻推論整合文化與人際信任維度，以探討國家文化與人際信任對知識分享行為的影響為主軸，並比較不同國家文化下影響人際信任與知識分享行為的差異。 本研究採用問卷調查法，資料蒐集來自網路與書面問卷。運用Hofstede的國家文化差異理論，首先探討文化是否影響人際信任與知識分享行為，並透過比較台灣與不同國家文化使用者文化影響人際信任、知識分享行為的關係，了解不同國家的差異。 研究結果發現，整體Hofstede國家文化維度中僅個人/集體主義對知識分享行為具有顯著性正向影響；短程/長程取向對人際信任具有顯著性正向影響。比較不同國家差異部分，台灣受訪者的個人/集體主義與短程/長程取向對人際信任具有顯著影響；外籍受訪者部分則無顯著影響效果。另外根據本研究額外發現外籍受訪者的男性/女性文化對知識分享行為具有顯著正向影響；台灣受訪者的不確定性的規避對知識分享行為具有顯著性正向影響。 整體而言，本研究的結果與先前相關文化研究結論有所差異，但本研究的進行與發現亦補足過去研究的不足點。根據本研究發現男性/女性文化與不確定性的規避對知識分享行為的顯著影響可做為未來研究推論的依據。
並列摘要
The purpose of our research is to complement the literatures on Cross-Cultural research areas for Knowledge Sharing Behavior in a Virtual Community. Since we aimed the survey and analysis at open virtual communities, we propose a research model for understanding a nation’s cultural affect knowledge-sharing behavior. In open virtual communities, knowledge sharing is based on the degree of interpersonal trust, because the members cannot see each other in the virtual community. Our research on the literature aims to integrate cultural and interpersonal trust. We investigate the effect of national cultural and interpersonal trust on knowledge sharing, and compare the effects of different national cultures. Survey research is employed in this study, and the data collection is obtained from the web and written questionnaires. We apply Hofstede’s cross-cultural theory. First, we investigate the effects of national culture on interpersonal trust and knowledge sharing. Second, we compare the effects on the members in Taiwan and other countries of national cultures on interpersonal and knowledge sharing behavior to understand the differences. The research results point out that Hofstede’s cross-cultural theory: Individualism/Collectivism has a significant positive effect on knowledge sharing behavior. Short-Term Orientation/Long-Term Orientation also has a significant positive effect on interpersonal trust. The comparison of different national cultures, the Taiwan respondents’ Individualism/Collectivism and Short-Term Orientation/ Long-Term Orientation shows that they have a significant positive effect on interpersonal trust. It exhibits no significant differences to the responses of other respondents. Furthermore, the additional findings of our research include the following: Taiwan respondents’ Uncertainty Avoidance has a significant positive effect on knowledge sharing behaviors, and the other respondents’ Masculinity/ Femininity has a significant positive effect on knowledge-sharing behaviors. Overall, the results of our research differ to the conclusions of previous studies. This study complements the deficiencies in past researches. Based on our findings, Masculinity/Femininity and Uncertainty Avoidance can be used as future research foundations.