臺灣博碩士論文加值系統

隨著Web 2.0的興起，虛擬社群發展日益蓬勃，對於一個自發性參與的虛擬社群來說，若有不少成員退出自然是社群管理者相當關心的議題。然而本研究從四個電子資料庫蒐集迄今為止發表共1709篇虛擬社群相關研究，經過詳細審視，並未發現有關虛擬社群成員退出意圖之研究。在虛擬社群的分類中，本研究關注的是興趣類虛擬社群。成員參與興趣類虛擬社群的行為，完全符合認真休閒的定義。因此本研究根據Crawford & Godbey (1987)提出的休閒阻礙觀點為基礎建立研究模型，探討休閒承諾模型中「休閒樂趣」、「涉入機會」、「個人投資」、「社會規範」與「涉入選項」五個決定因子，並加入「團體內社會支持」與「關係衝突」等兩個虛擬社群活動有別於一般傳統休閒活動的可能影響因素，試圖找出哪些變數對於虛擬社群成員之認知休閒滿意度、休閒涉入與退出意圖會產生影響。根據364位受測者之問卷調查，研究結果顯示，認知休閒滿意度的影響因素以團體內社會支持為最高，休閒持久涉入的影響因素以個人投資為最高，而認知休閒滿意度對於休閒退出意圖相較於休閒持久涉入有較高影響。

Virtual communities (VCs) are getting more and more prosperous and thus attracting many scholars to conduct numerous related researches. However, after detailed scrutiny of 1709 VC related journal and conference papers, we found some important questions remain unanswered. This finding inspired our research program. Thus we probed into reasons influencing member’s intention to quit a VC. VCs of interest are targeted to clarify the research scope. Since members voluntarily and chronically participate in a VC of interest for leisure purpose, we employed the notion of serious leisure and derived several possible determinants accordingly. Furthermore, two interpersonal factors were introduced in our research model, since participating in VCs are more interactive oriented by contrast with general leisure activities. 364 questionnaires was delivered and collected for further analysis. The results revealed social support within groups played most important part of cognitive leisure satisfaction; and thereby affected dropout intention. Personal investment was a critical factor of leisure involvement. Moreover, when dropout intention was considered, cognitive leisure satisfaction was more salient factor than leisure involvement.

摘要 I
Abstract II
目錄 III
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 6
第三節 研究流程 7
第二章 文獻探討 9
第一節 虛擬社群 9
第二節 認真休閒 18
第三節 休閒承諾 21
第四節 休閒滿意度 26
第五節 休閒涉入 29
第七節 社會支持 32
第八節 衝突理論 36
第九節 休閒退出意圖 38
第三章 研究設計與方法 40
第一節 研究模式 40
第二節 研究假說 42
第四節 研究設計 64
一、問卷設計 64
二、抽樣調查對象 64
三、資料蒐集程序設計 65
四、資料分析工具 66
第四章 資料分析 67
第一節 樣本基本描述 67
第二節 問卷量表之信度與效度檢驗 69
一、 信度分析 69
二、 效度分析 69
第三節 研究假說驗證 74
第五章 討論 76
第一節 研究發現與意涵 76
第二節 管理意涵 83
第六章 結論與建議 87
第一節 研究限制 88
第二節 未來研究方向 89
參考文獻 90
附錄 105

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