調節焦點理論對於虛擬社群忠誠度影響之研究-以聊天室為例

The Effect of Regulatory Focus on Loyalty in Virtual Community - Chat room as example

丁尚銘(Shang-Ming Ting)

指導教授 ： 沈永正

元智大學/管理學院/經營管理碩士班(企業管理與服務科學學程)/碩士(2011年)

摘要

虛擬社群為一群人透過網際網路互相溝通與資訊分享的社會現象。其存在價值不僅僅在於所匯集的資訊和資源，更重要的是它把人們聚集在一起、共同分享目標、甚至產生並吸收所創造的知識。一個成功的虛擬社群要能讓社群裡的人們持續地互動，並從互動中創造出一種互相信賴與相互協助的夥伴關係。
本研究將虛擬社群限定在網路聊天室，由於網路聊天室擁有獨特的交流環境，就像在現實世界裡一個聚會的地點。但是由於虛擬社群是匿名情境，可能會降低使用者對虛擬社群的信賴與安全感，甚至不願意留置社群中。本研究將以調節焦點理論為基準點，將進入虛擬社群的使用者動機做一個區分，再來找出虛擬社群中，有哪些因素會有效的影響到社群裡互相的忠誠度。
本研究目的在於探討: 不同調節焦點的使用者，在虛擬社群中會不會對社群或是社群成員的信任感與凝聚力造成影響。再來探討虛擬社群中信任感與凝聚力與忠誠度表現的關係。
研究結果顯現出，不同調節焦點的使用者會對社群內的信任感和凝聚力造成不同的影響，而信任感和凝聚力也會對忠誠度表現造成正向的影響。在此提供虛擬社群經營者吸引新成員，鞏固舊成員，及從事分群目標社群經營之參考。

關鍵字

虛擬社群 ； 調節焦點理論 ； 信任感 ； 凝聚力 ； 忠誠度

並列摘要

Virtual community is a social phenomenon that many people through internet to communicate with each other and share information. The value of virtual community not just collect information, the more important thing is people can get together, share goals, produce and absorb the new knowledge. Successful virtual communities should be able to let people interact with each other continuously, and create a partner relationship which is mutually supportive and helpful.
In this thesis, we choose internet chat room to represent virtual community. Because the internet chat room have special and unique interactive environment, just like a meeting place in real world. This research use regulatory focus theory to differentiate between users in the virtual community, then we find out what factors can affect loyalty in the virtual community.
Propose of this research is that can users in different regulatory focus affect trust and cohesion that between community and members or between members? Then we confer the relationship between trust and cohesion to loyalty in the community.
According to result, user in different regulatory focus has the different affect to trust and cohesion in virtual community, then trust and cohesion has the positive effect to loyalty. This thesis provides managers in virtual community ideas that can be used to attract new members, keep old members, and to do the group target manage.

並列關鍵字

Loyalty ； Virtual Community ； Regulatory Focus ； Trust ； Cohesion

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