旅遊(尤其自助旅行)是一個高度競爭的市場,目前背包客棧社群的流量分布不僅只有在台灣,成員除了台灣的網友佔40%,大陸佔了22%、香港9%,和其他台灣網站或論壇有所不同(Derrick, 2009)。 本研究將以目前使用者眾多的背包客棧社群為主,以使用者為中心,探討其知識分享行為之內、外在動機,並了解內、外在動機對於知識分享行為之影響,以作為未來經營社群的參考。 經由問卷回收並進行資料分析及訪談結果整理之後發現,知識分享自我效能(內在動機)、共享價值(內在動機)、名譽(外在動機)、對於知識分享行為皆具備顯著影響性;受測者具有規避可能讓人誤會其破壞主題討論的行為傾向;外在動機係由互惠規範、名譽及結果預期所形成;性別對於知識分享行為具顯著影響性。本研究將發現歸納之結果期能作為背包客棧社群經營者擬定發展策略之參考。
Tourism (especially self-help travel) is a highly competitive market. Through members of Backpackers not only in Taiwan (40%) but also China (22%), Hong Kong (9%), seems obviously different with other website or community(Derrick, 2009). The study is focus mainly on users of Backpackers to investigate the internal and external motivations for their knowledge sharing behaviors, thereby gaining an understanding of how those motivations affect the behaviors, which could serve as references for management of online communities. Through analyzing questionnaire answers and interview response, the study shows that knowledge sharing self-efficacy (internal motivation), shared value (internal motivation) and reputation (external motivation) have notable influence on knowledge sharing behaviors. It also shows that participants tend to avoid conducting behaviors that might be considered destructing the discussions. Furthermore, external motivations break down into three elements—norm of reciprocity, reputation and outcome expectation. Finally, gender conspicuously affects knowledge sharing behaviors. The findings of this study hope to provide insights into further strategic development of Backpackers.