社群信任對虛擬社群資訊分享意願之影響

The Effect of Community Trust on Information Sharing Intention in Virtual Communities

盧玉玲(Yu-Ling Lu)

指導教授 ： 鄭景華

國立屏東科技大學/管理學院/資訊管理系所/碩士(2012年)

https://doi.org/10.6346/NPUST.2012.00076

摘要

由於網際網路的快速發展，人們透過社群網站(如：Facebook、論壇、Plurk等)彼此互動越來越頻繁，形成了虛擬社群。虛擬社群除了提供人際互動的場域，也為個人及企業創造諸如聲譽、凝聚，或甚至是商業價值，使得虛擬社群成為廣受關注的焦點。虛擬社群的價值創造來自於社群成員的互動與分享，至於是什麼因素促使成員願意在互動過程中彼此分享呢？則是各界關心議題。本研究又從「社群信任」的角度來探討這個問題，研究方式採調查法，問卷透過網路社群發放，共回收512份有效問卷。實證結果發現，成員的「社群信任」會影響其資訊分享的意願，而成員的「社群信任」則與社群裡其他成員的特質、成員的個人特質以及社群網站的系統特性有關連，資料分析結果也顯示，成員的個人特質不完全經由「社群信任」的中介，而影響其資訊分享意願。

關鍵字

虛擬社群 ； 信任 ； 理性行為理論 ； 科技接受模式

並列摘要

As the rapid development of Internet, people’s interactions via community websites (such as Facebook, forums, Plurk, etc.) become more and more frequently, that resulted in the emergence of virtual communities. In addition to provides interaction space for people, virtual community create values such as reputation, cohension or even business for individuals and enterprises. This makes virtual community a focus of widespread attention. The value creation of virtual communities comes from the interactions and information sharing among members. What factors contribute to members’ intention to share in their interaction process is a subject of public concern. In this study, the perspective of Community Trust was applied to explore this issue. A survey was conducted, in which 512 valid questionnaires were collected. Empirical results show that the information sharing intention of community members is affected by their community trust, while community trust is related to the characteristics of the other members in the community, the individuals themselves, and the website system. The results also reveal that the effect of individual’s characteristics is not completely intermediated by community trust.

並列關鍵字

Virtual Community ； Trust ； Theory of Reasoned Action ； Technology Acceptance Model

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