臺灣博碩士論文加值系統

虛擬社群意識是一種歸屬和依戀的感覺，當一個虛擬群體的成員產生了虛擬社群意識時，才可以稱之為虛擬社群(Blanchard & Markus, 2002, 2004)。虛擬社群意識是如此的重要，它關係著虛擬社群成員對於所屬群體的感覺，除了影響虛擬社群成員的忠誠外，更可以說是一個虛擬社群的關鍵成功因素，因此，本研究欲針對虛擬社群意識作深入性的探討，其目的如下：
(1) 確認虛擬社群意識的組成構面。
(2) 探討虛擬社群意識構面之間的關聯性。
(3) 探索虛擬社群意識的形成因素並檢視這些因素之影響性。
本研究之樣本對象鎖定為虛擬社群成員，所探討的是虛擬社群意識的組成構面，以及其形成因素與影響性。研究設計分為兩階段，於前測時進行探索性因素分析萃取出7個因素；正式施測時則以網路問卷的方式回收1200份有效問卷，並以線性結構方程式進行資料分析。
結果顯示虛擬社群意識包含三個有效的組成構面：會員身份、影響力與沉迷，並受到三種虛擬社群特性所影響：領導者熱忱、娛樂性知覺與實用性知覺，且最終影響虛擬社群的會員忠誠。三者之間的關係實證如下：
(1) 領導者熱忱對會員身份具有正向影響；娛樂性知覺對虛擬社群意識中的所有因素都具有正向影響；實用性知覺則是對影響力具有正向影響。
(2) 影響力分別對會員身份及沉迷具有直接的正向影響。
(3) 會員身份與沉迷對會員忠誠具有直接的正向影響
(4) 領導者熱忱與實用性知覺對虛擬社群的會員忠誠具有直接的正向關係。

Sense of virtual community (SOVC) is a feeling of belonging and attachment. Only the members in virtual groups have developed the SOVC qualify as virtual communities (Blanchard & Markus, 2002, 2004). SOVC is so important, and it relates to the members’ feelings of virtual community. SOVC not only has efforts on the members’ loyalty, but also is a key success factor in virtual communities. Therefore, this research tries to understand SOVC in depth, and develops the research purposes as follow:
(1) Confirm the dimensions of SOVC.
(2) Confer the relationships among the dimensions of SOVC.
(3) Explore the antecedents of SOVC and examine the consequences of SOVC.
The members in the virtual community are our target samples to exploring the dimensions of SOVC and its antecedents and consequences. This research has two stages: in pretest, we extract 7 factors. After pretest, we execute our empirical study and collect 1,200 qualified samples. SEM is used for statistical analysis of this study.
The results reveal SOVC includes 3 effective dimensions: membership, influence and immersion, and have three antecedents: leaders’ enthusiasm, perceived enjoyability, and perceived usefulness, finally impact to the members’ loyalty of virtual community. There are some relationships between these constructs:
(1) Leaders’ enthusiasm has positive effects on membership; perceived enjoyability has positive effects on all factors of SOVC; perceived usefulness has positive effects on influence.
(2) Influence has positive effects on both membership and immersion.
(3) Membership and immersion have positive effects on members’ loyalty.
(4) Leaders’ enthusiasm and perceived usefulness both have positive effects on members’ loyalty.

謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
圖次 VI
表次 VII
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 章節架構 4
第二章 文獻回顧 6
2.1 虛擬社群 6
2.2 虛擬社群意識 15
2.3 虛擬社群意識形成因素 27
2.4 虛擬社群會員忠誠 32
2.5 小結 36
第三章 研究方法 40
3.1 研究架構與假說 40
3.2 變數定義 47
3.3 抽樣設計與問卷設計 50
3.4 資料分析方法 53
3.5 前測分析 57
第四章 實證分析與討論 64
4.1 樣本輪廓分析 64
4.2 信效度分析 67
4.3 實證模式分析 72
4.4 實證結果與討論 81
第五章 結論與建議 86
5.1 研究發現與討論 86
5.2 研究貢獻與意涵 88
5.3 研究限制與後續研究發展 91

參考文獻 94
中文部份 94
英文部分 94
網路資源 94
附錄 i
附錄A：前測問卷 i
附錄B：正式問卷 iv

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