調節焦點理論對於虛擬社群成員行為表現的影響之研究-以聊天室為例

The Effect of Regulatory Focus on Outcome of Behavior in Virtual Community- Chatroom as example

余珮宜(Pei-I, Yu)

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，其不僅匯集各種資訊與資源，更把人們聚集在一起、共同分享、交換與相互支持。在以尋求資訊為導向的社群中，許多使用者只瀏覽資訊而不分享是因為認為只要瀏覽就足以滿足需求了，然而現在人們使用線上社交網絡，是為了可以與朋友聯繫並分享個人生活紀事、經驗與心情等，人們在虛擬社群中與成員溝通互動、尋求溫暖、親近與驗證經驗這些行為的動機，都是受到情感因素的支持與影響。

本研究以網路聊天室作為驗證環境，由於網路聊天室特有的交流環境類似現實社會中的互動環境，但也因為有互動的不信任與安全上的顧慮，進而會影響使用者的行為表現。本研究將利用調節焦點理論，做虛擬社群使用者的動機區分，藉由情感層面的需求與關係，再進一步探討虛擬社群使用者其行為表現背後之動機與需求將如何影響在行為上。

本研究目的在於探討：不同調節焦點的使用者，在虛擬社群中所呈現的情感層面關係與需求如何，再探討這些動機與需求如何影響其行為表現的差異。而研究結果顯現出，不同調節焦點動機的使用者有不同情感層面的需求與呈現，進而影響其在社群中的行為有所差異。在此提供社群經營者更進步了解其成員對社群的需求與行為原因之參考，亦解釋虛擬社群中一些特有行為背後的動機與需求。

關鍵字

虛擬社群 ； 調節焦點理論 ； 情感 ； 行為表現

並列摘要

Virtual community is a social phenomenon that groups of people communicate and share the information with each other. It not only gathers any kind of information and resources, but also puts people together, shares together, exchanges together and supports each other. In information-seeking orientated communities, the biggest reason for lurking was reported as “just browsing is enough”. Nowadays, human beings use online social network in order to keep contact with friends and narrate their own lives, experience and their life. In short, the interactions that exist in the virtual community are deeply by the factor of emotion.
Being a proven environment, the study focuses on the chatroom. Due to a similarity, both the chatroom and the reality have the same interaction. Moreover, there is also the worrisome stays in the interaction distrust and safety consideration, it will affect the user’s behavior. The study will take good use of Regulatory Focus Theory to distinguish the uses’ motivation. We will discuss how do the motivation influence the behavior through the emotional needs、level of affect and relationships.
　　The purpose of this study is to discuss the users have different regulatory focus that have different need and relationship in emotion, and hot to influence the different behavior by this motivation and end. The results shows significant different shared emotional connection and level of affective intimacy exist between prevention and promotion, and impact users’ outcome of behavior. The result implies that the operator of virtual community to more understand users’ demand and the why they don’t post.

並列關鍵字

Virtual community ； Regulatory Focus Theory ； Intimacy ； Behavior

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