中文摘要
近來網路互動平台風潮盛行，例如：線上遊戲、電子佈告欄、虛擬社群、社交網站等，讓人可以透過網路科技產生「人際互動」進而形成人際網絡。這樣線上形成的人際網絡，以社會資本的角度是有價值的資源，經由社會資本的文獻發現，網際網路確實改變人的參與活動由線下轉為線上。本文認為對個人知覺的社會資本將有所影響，由文獻理論依據發展出一套結構模型，模型有六個變數：互動行為、共同價值、信任、互惠規範、個人知覺黏著社會資本、個人知覺架接社會資本。研究對象為透過網路互動平台認識其他網路使用者(即網友)的人。資料蒐集方式，為在各大互動平台上蒐集樣本，如：電子布告欄、虛擬社群等數個互動平台。本研究共蒐集960份樣本，有效樣本865份，有效回收率90.1%。本研究隨機抽取350份樣本，經由結構方程式模型實證分析，結果如下：
互惠規範是影響個人知覺架接性與黏著性社會資本的主要因素，互惠規範也是互動行為連帶與共同價值的中介變數，透過中介效果影響個人知覺的社會資本。另外，信任為社會資本的核心，但在本研究發現透過網路互動平台中「人際互動」不足以正向影響信任、信任對個人知覺社會資本也不具正向的影響。由結構模型發現，線上人際發展對個人知覺社會資本需要建立「互惠規範」，「互惠規範」可以產生信任，對個人知覺的社會資本才有正向顯著的影響。人們參與各大互動平台，有著不同的動機與目的，但對於網友的「信任」不易由網路人際互動正向影響，信任也不具有中介的影響效果。
網路成為現代人日常生活的活動之一，在同一互動平台與眾多網路使用者之下，透過網路和其他網路使用者互動交流尋找自己需要的資訊，在這樣的空間裡建立出的互相受惠的規範，是網路互動平台影響現代人社會資本主要因素。
關鍵詞： 架接性社會資本、黏著性社會資本、互惠規範、信任

Abstract
Recently, Interactive networking platform is to be a popular trend in Taiwan such as online games, bulletin board, virtual communities etc. People on the interactive platform can have a "social interaction" with other internet users and get a personal social network. People got online social network is a valuable resource from social capital theory. This paper shows an impact on social capital person perceived from online interactive platform. The development of a structural model based on social capital theory, and the model with six variables: interaction tie, shared values, trust, norms of reciprocity, bonding social capital person perceived, and bridging social capital person perceived. People ever used the Internet to meet or know other Internet users by interactive platform are studied. The study method is by questionnaires. This paper collected samples from several interactive platforms. Finally, this study collected 960 questionnaires, 865 questionnaires were valid, the valid return rate of 90.1%. This paper randomly selected 350 samples for empirical analysis by structural equation model. The findings of study are as follows,
Norms of reciprocity is significantly directly affect bridging and bonding social capital person perceived and is the main affected factor. Norms of reciprocity, has mediating effect between interaction tie and shared values, is a mediate variable affect the individual perceived social capital. In addition, trust is the core of social capital theory, but in this study found "interaction" is not significantly positively to affect the trust. Moreover, trust does not have a positive influence on bridging and bonding social capital person perceived.
By the structural model found online interpersonal development of social capital person perceived need to establish norms of reciprocity, which can positively influenced on trust, is positively influence on social capital. People with different purposes participated interactive networking platform, but trust of users is not easy by the positive impact of online social interaction; hence, trust is not a mediator. Finally, according to result of this article, building up norms of reciprocity, which has mutual benefit, is a main factor for online social capital and affect people perceived.

Key words: bridging social capital, bonding social capital, norms of reciprocity, trust

目錄
中文摘要........................................................................................................................ i
英文摘要....................................................................................................................... ii
誌謝辭.......................................................................................................................... iii
目錄..............................................................................................................................iv
表目錄...........................................................................................................................v
圖目錄...........................................................................................................................vi
第一章 緒論................................................................................................................. 1
第一節 研究背景與動機..............................................................................................1
第二節 研究目的..........................................................................................................2
第三節 研究流程..........................................................................................................3

第二章 文獻探討.........................................................................................................4
第一節 社會資本概述..................................................................................................4
第二節 社會資本三構面…..........................................................................................9
第三節 社會資本功能面............................................................................................16
第四節 社會資本測量................................................................................................18
第五節 社會資本與網際網路....................................................................................20
第六節 網路互動平台…............................................................................................23

第三章 研究方法…...................................................................................................37
第一節 研究架構與假說…........................................................................................37
第二節 研究變數定義與操作化................................................................................42
第三節 分析方法........................................................................................................47
第四節 研究對象與抽樣............................................................................................50

第四章 研究結果.......................................................................................................52
第一節 基本敘述統計分析........................................................................................52
第二節 信度與效度分析…........................................................................................56
第三節 構念效度之驗證性因素分析........................................................................61
第四節 結構模型配適度…........................................................................................70
第五節 假設檢定與路徑分析…................................................................................74

第五章 結論與建議...................................................................................................76
第一節 研究結果討論與貢獻....................................................................................76
第二節 研究限制與建議…........................................................................................77
參考文獻.....................................................................................................................81
附錄..............................................................................................................................99

表目錄
表2-1 社會資本之定義..............................................................................................6
表2-2 社會資本之層級..............................................................................................7
表2-3 線上/線下人際關係的分類………………………………...........................21
表2-4 網路互動平台的分類整理............................................................................35
表3-1 互動行為之操作化………............................................................................42
表3-2 信任之操作化................................................................................................43
表3-3 互惠規範之操作化........................................................................................44
表3-4 共同價值之操作化........................................................................................45
表3-5 黏著性社會資本之操作化............................................................................45
表3-6 架接性社會資本之操作化............................................................................46
表3-7 前測各構面信度分析....................................................................................51
表4-1 樣本性別分布................................................................................................52
表4-2 樣本年齡分布................................................................................................53
表4-3 樣本使用網路互動平台經驗分布................................................................53
表4-4 樣本每周使用網路平台的總時數分布........................................................54
表4-5 樣本最常使用網路互動平台分布................................................................55
表4-6 樣本透過哪一個互動平台認識網友分布....................................................56
表4-7 各構面Cronbach’s α值、組成信度…………………….............................57
表4-8 驗證性因素分析之標準化因素負荷量結果與對應問項............................58
表4-9 兩兩區別效度分析結果................................................................................70
表4-10 結構模型之假設驗證結果............................................................................73
表4-11 結構模型之路徑效果分析............................................................................75
圖目錄
圖1-1 本研究流程圖……………………..……………............................................3
圖2-1 社會資本的維度與價值創造之間的關係……………................................15
圖3-1 本研究架構....................................................................................................37
圖4-1 互動行為一階CFA修正前後構念圖...........................................................62
圖4-2 共同價值一階CFA修正前後構念圖...........................................................63
圖4-3 信任一階CFA修正前後構念圖...................................................................64
圖4-4 互惠規範一階CFA修正前後構念圖...........................................................65
圖4-5 黏著性社會資本一階CFA修正前後構念圖...............................................66
圖4-6 架接性社會資本一階CFA修正前後構念圖...............................................67圖4-7 結構模型路徑圖............................................................................................72

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