線上社群認同與參與行為之研究

在线社区服务提供者非常关心的因素，形成了成员的参與和互动。虽然多项研究已进行了审查在网上社区成员参與动机的主要决定因素，这项研究特别调查成员的意图保持與社区的关系和维护者创建社区标识，其影响因素，并进一步继续参與。在理论框架，我们提出了三个主要尺寸群落特征，管理特征的在线社区和在线社区的吸引力和形象的人格特质定义。反过来，这个过程会导致成员的实际参與行为，通过社区标识。我们开发的假设，测试如上所述构造的模型之间的关系。研究结果发现，管理的特点和社区功能发挥显著作用，在建立社区标识。轨迹控制和性别显着影响社区鉴定的水平。最后，社区识别被认为是积极参與有关。理论和实践意义进行了进一步的讨论。

關鍵字

在线社区的特点；管理特点；人格特质；在线社区的吸引力；鉴定；参與

並列摘要

Online community providers are very concerned about the factors that form the member participation and interaction. Although a number of studies have been conducted to examine the major determinants of member motivation to participate in online communities, this study particularly investigates factors creating community identification and its influence on members’ intention to retain the relationship with community and its maintainers, and further continue the participation. In theoretical framework, we propose three major dimensions which are community characteristics, managing characteristics of online community and the personality traits that define the attractiveness of online community and image. In its turn, this process leads to members’ actual participation behavior through the community identification. We developed hypotheses by testing the relationships between the model constructs mentioned above. The results of the study revealed that Managing characteristics and Community features play significant roles in establishing Community Identification. Locus of Control and Gender significantly affect the level of Community Identification. Finally, Community Identification was found to be positively related to Participation. The theoretical and practical implications were discussed further.

並列關鍵字

Online community characteristics ； Managing characteristics ； Personality traits ； Attractiveness of online community ； Community identification ； Participation

參考文獻

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線上社群認同與參與行為之研究

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