虛擬社群行為成因之初探

A Preliminary Study of Member Proactive Participation　Behaviors in the Virtual Community

蘇怡姍(Yi-Shan Su)

指導教授 ： 蔡顯童

國立臺北大學/商學院/企業管理學系/碩士(2011年)

摘要

成員的主動參與行為是虛擬社群的成功關鍵，因此如何趨動成員自發地參與社群活動，即成為重要的研究議題。然而過去的相關研究，對於成員參與行為的影響機制的探討仍顯不足。本研究旨在以社會影響的角度探討：何以虛擬社群的成員會主動地參與社群活動。藉由蒐集問巻及成員的真實行為資料，了解虛擬社群成員的行為決策過程， 並透過LISREL驗證研究模型。研究結果發現，「社群認同」能直接地影響成員的參與行為；而「回報規範」則無法對參與行為形成直接影響，其必須透過社群認同這個中介機制去影響成員的行為。此外，本研究亦發現「社群聲望」及「娛樂性」會影響成員對社群的認同；「資訊性」及「成員的支持」為回報規範的重要前置因子。

關鍵字

虛擬社群參與行為 ,社群認同, 回報規範

並列摘要

Members proactive participate is a key to success of virtual communities. Despite its importance, however, the topic has received little attention from researchers. This study proposes and tests a model of proactive participation behavior in virtual communities. According to self-reported data and objective behavioral date, the results indicate that community identification determine members’ proactive participation behavior. The results also show that “the norm of reciprocity” cannot drive member’s behavior. It must via community identification to drive member’s behavior. In addition, the result also show "community prestige" and "entertainment" are important antecedents of community identity. “Information” and “manager support” are antecedents of the norm of reciprocity.

並列關鍵字

participation behavior, community identification, the norm of reciprocity

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