個性使然抑或耳濡目染：虛擬社群公民行為的多層次研究

Personality or Environment: A Multilevel Study of Virtual Community Citizenship Behavior

林潔玟(Lin, Jeiwen)

指導教授 ： 嚴秀茹

國立清華大學/科技管理學院/服務科學研究所/碩士(2014年)

https://doi.org/10.6843/NTHU.2014.00615

摘要

隨著虛擬消費社群發展日漸蓬勃，如何妥善經營社群，並誘導成員們產生有利社群的公民行為逐漸發展成一個非常重要的議題。本研究主旨在於了解不同人格特質的社群成員是否會因環境因素影響而對社群有不同的滿意感受，而這滿意度是否又會因環境因素影響而產生不同的公民行為。本研究有525名來自42個社群之參與者，採用階層線型模型進行分析，研究結果發現社群成員的滿意度會正向影響成員產生社群公民行為，這個效果也受到社群內成員對於公民行為的共識調節。高親和人格的成員相較於低親和人格的成員比較容易有較高的滿意度，這其中也受到社群中的回饋機制所調節。然而，交換意識並不會影響人們對於社群的滿意度，除非在社群回饋機制的誘發下，在高回饋的社群中，交換意識越強的人的人越不滿意，而在回饋越少的社群中，交換意識越強的人會越滿意。本研究之應用與未來建議將於文中進一步討論。

關鍵字

虛擬消費社群 ； 公民行為 ； 親和性 ； 交換意識 ； 參與回饋 ； 滿意度

並列摘要

The research motivated by situational strength theory and multilevel theory, proposing a cross-level model to examine whether virtual community citizenship behaviors (VCCBs) are affected by community members’ satisfaction, and if the effect moderated by other members’ citizenship behaviors or not. Also examining that if members’ personality of agreeableness and exchange ideology would have an effect on satisfaction, which moderated by reward for participation. This study utilizes a sample of 525 consumers collected from the 42 virtual communities of consumptions (VCCs) to test the research model. This research uses the Hierarchical Linear Model to analyze the data because of the members are embedded in communities. Resulting that satisfaction has a positive effects on VCCBs, which is positive moderated by community-level consensus on MCBs. Agreeableness has a positive relationship with satisfaction, which is positive moderated by reward for participation. The exchange ideology has no effect on satisfaction, but has an interaction effect with reward for participation on satisfaction. There are some implications, limitations and future research would be discussed in the essay.

並列關鍵字

Virtual communities of consumptions ； Citizenship behaviors ； Agreeableness ； Exchange ideology ； Reward for Participation ； Satisfaction

參考文獻

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