因網路而形成之虛擬社群提供其使用者,有利於彼此之間溝通、互動、分享資訊與知識的環境。近年來,消費者社群與各類主題式虛擬社群蓬勃發展,由於台灣網路遊戲的盛行,線上遊戲社群匯聚眾多遊戲玩家且成為玩家主要的知識與資訊交流平台,在此趨勢環境下,深入了解社群之知識分享已成為網站經營者或是社群管理者之要務。 本研究採用計畫行為理論來建構線上遊戲社群的知識分享行為模式。針對回收的182份有效樣本,以結構方程式模式來驗證各研究變數間之因果關係,檢測計畫行為理論模式是否適用於虛擬社群的知識分享行為。研究主要結果如下: 一、 知識分享行為之「行為意圖」主要受到「主觀規範」、「知覺行為控制」與「行為態度」三者的影響。 二、 虛擬社群之「知識分享行為」主要受到「主觀規範」、「行為意圖」的正向影響,雖然「知覺行為控制正向影響知識分享行為」此假設不成立,但「知覺行為控制」仍透過「行為意圖」,間接影響知識分享行為。 三、 研究模式中之外生變數皆分別會透過行為態度、主觀規範與知覺行為控制的中介作用,進而間接正向影響知識分享行為。 四、 行為意圖與知識分享行為對於整體模式的變異解釋力(R²)分別為0.558與0.453,代表計畫行為理論模式具有不錯的解釋能力,顯示本研究模式是可被接受的。
The virtual communities provide a beneficial surrounding for the users to communicate、interact、share information and knowledge with others. On the Internet, virtual communities structured around consumer interests have been growing rapidly. The online game virtual communities have received considerable attention in Taiwan. To be effective in this new environment, virtual community managers have to realize the implication of knowledge sharing. In this paper, we adopt the Theory of Planned Behavior to study how the participators behave in virtual community concerning knowledge sharing. In validating our research model with Structural Equation Model, the findings support all the individual causal paths postulated by TPB except the relation from perceived behavior control to knowledge sharing behavior. The results are following: 1. The「behavioral intention」of knowledge sharing in virtual community is mainly positively influenced by「subjective norm」and 「perceived behavioral control」 and 「attitude toward the behavior」of knowledge sharing. 2. The「behavior」of knowledge sharing in virtual community is mainly positively influenced by 「subjective norm」、 「behavioral intention」and however not significantly influenced by 「perceived behavioral control」of knowledge sharing. 3. External variables indirectly influence behavior of knowledge sharing through internal variables including「attitude toward behavior」、「subject norm」and 「perceived behavioral control」. 4. In this model, R² of 「behavioral intention」and「behavior」 is 0.558 and 0.453.
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