人際關係網路對虛擬社群使用意願的影響

The Influence of Personal Social Network on the Adoption of Virtual Community

王熙哲(Kenneth Hsi-Che Wang) ； 丁耀民(Yao-Min Ting)

《資訊管理學報》 15卷1期 (2008/01) Pp. 53-72

https://doi.org/10.6382/JIM.200801.0053

摘要

虛擬社群提供會員更深入的資訊，能創造出比入口網站更高的黏度與忠誠度，因此虛擬社群的相關議題成為近年來注目的焦點。虛擬社群經營的進入門檻已經大大降低，任何人、任何主題都可以在網路上建立專屬的虛擬社群，因此在眾多虛擬社群的激烈競爭情況下，虛擬社群經營者該如何打開所經營虛擬社群的名聲，是一個重要的課題。
本研究從自我中心社會網路的角度，探討虛擬社群的使用意願，並以科技接受模式為核心，探討不同的人際關係網路類型以及關係強度，對虛擬社群使用意願的影響。結果發現：
1.虛擬社群透過人際關係網路中的口碑推薦，可以增加被推薦人的使用意願。
2.虛擬社群的口碑推薦過程中，人際關係強度對虛擬社群的使用意願改變會有顯著的影響。
3.虛擬社群的口碑推薦過程中，人際關係強度對使用意願的改變沒有直接的影響。而是透過自我形象與認知有用性來間接地影響使用意願。

關鍵字

虛擬社群 ； 科技接受模式 ； 社會網路分析 ； 口碑行銷

並列摘要

Virtual community (VC) has become a common practice among Internet users to promote information sharing and collaboration. As so, any individual can establish his/ her own community under given agenda or issue for information sharing. However, the effectiveness of VC practices; in particular, the influencing factors on the perceived value of VC members are still under investigated. More empirically studies are needed as to how to manage and guide the VC activities.
Based on the ego-center social network model, this study examines the factors affecting the intention of using VC via word of mouth promotion. The perceived usefulness, perceived ease of use and self image are considers as the de factors in the model. In addition, the word of mouth promotion is regarded as a social norm influencing the participation of VC practice.
347 persons resulted from a snowball sampling participated in this study. The results of the data analysis are:
1. With the word-of-mouth promotion, people are indeed more willing to use the VC.
2. The strength of the relationship between the promoter and user significantly influences the intention to use VC, but the influence of the types of relationship is insignificant.
3. There is no direct influence between strength of the relationship and the intention to use. The intention of use is mainly affected by the enhancement of self image and the perceived usefulness.

並列關鍵字

Virtual community ； technology acceptance model ； social network ； word-of-mouth promotion

參考文獻

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