臺灣博碩士論文加值系統

　　隨著科技的日益更新，人們間資訊的交流與分享早已打破時空的限制，電腦與行動裝置的日漸發達，交流方式逐漸轉移至雲端之上，於是虛擬社群漸漸地結合現實生活中的團體組織成為這個時代溝通的主流，並藉由網路以及虛擬社群獲得眾多的資訊與知識，虛擬社群之資訊分享行為儼然成為這個時代最重要的探討課題之一。
　　因此本研究之目的即從虛擬社群成員角度出發，探討在非營利社群團體中虛擬社群在資訊分享行為上是否會受到計畫行為理論中各面向之影響，並進一步加入關係行銷理論中之承諾與信任是否對資訊分享行為具有影響力。本研究採實證方法，以參與非營利組織之虛擬社群成員為對象，藉由紙本及網路問卷收集資料，共回收有效問卷389份。經分析結果顯示，虛擬社群資訊分享之態度、主觀規範、知覺控制對於資訊分享之意圖有正向影響；且虛擬社群的關係承諾、資訊分享之意圖對於資訊分享行為亦正向影響；而虛擬社群中的信任影響資訊分享行為之看法則未獲支持。
　　因此，本研究對於實證結果建議虛擬社群經營者，藉由建立與實踐虛擬社群共同理念，提升虛擬社群使用者對於虛擬社群之態度、主觀規範與關係承諾，並藉由控制討論議題的深度與難度來提升虛擬社群使用者對於虛擬社群之知覺控制，使其在眾多的虛擬社群之中佔有優勢。

　　With advances in technology, the exchange and sharing of information are no longer subject to time and space constraints. The rapid development of computers and mobile devices has led to a gradual shift toward online communication. Therefore, virtual communications, which integrate with real-life organizations, have gradually become mainstream in the present era. A huge amount of information and knowledge can be obtained through the Internet and virtual communities and information sharing behavior in virtual communities has become one of the most contemporary important issues needing detailed investigation.
　　Thus, this research uses the perspective of virtual community members to investigate whether the information sharing behavior in virtual non-profit communities is influenced by variables of the theory of planned behavior. Further, it aims to determine whether the commitment and trust mentioned in the relationship marketing theory are influential in information sharing behavior. This research adopts an empirical approach to collect data by distributing printed and online questionnaires to virtual community members of nonprofit organizations. A total of 389 questionnaires were collected. The results of the analysis indicate that attitude, subjective norm, and perceived behavioral control have a positive effect on the intention to exhibit information sharing behavior. Moreover, relationship commitment and the intention to exhibit information sharing behavior have a positive effect on information sharing behavior. However, the view that the trust present in virtual communities will affect information sharing behavior is not supported by the results of this analysis.
　　Therefore, this research suggests that the virtual community operators should establish and pursue a common vision of the virtual community. Further, they should improve the attitude, subjective norms, and relationship commitment of virtual community members toward the community and control both the depth and level of difficulty of discussion topics to improve the perceived behavioral control of its members by the virtual community. These would help the community to gain a competitive advantage over other virtual communities.

目錄

謝誌.................................................................................................................................I
摘要...............................................................................................................................II
Abstract........................................................................................................................III
目錄...............................................................................................................................V
表目錄........................................................................................................................ VII
圖目錄.......................................................................................................................VIII
第一章 緒論..................................................................................................................1
第一節 研究背景及動機..........................................................................................1
第二節 研究目的......................................................................................................4
第三節 研究流程......................................................................................................5
第二章 文獻探討..........................................................................................................6
第一節 虛擬社群......................................................................................................6
第二節 資訊分享......................................................................................................9
第三節 虛擬社群之資訊分享................................................................................12
第四節 計畫行為理論............................................................................................14
第五節 關係行銷之信任承諾理論........................................................................21
第三章 研究方法........................................................................................................33
第一節 研究架構....................................................................................................33
第二節 研究假設....................................................................................................34
第三節 操作型定義與衡量....................................................................................36
第四節 研究對象與資料收集................................................................................43
第五節 資料分析方法............................................................................................44
第四章 實證結果分析................................................................................................45
第一節 研究樣本敘述性統計................................................................................45
第二節 測量模型檢定............................................................................................47
第三節 結構模型檢定............................................................................................51

第五章 討論................................................................................................................53
第一節 虛擬社群資訊分享之態度對於資訊分享之意圖及行為的影響............53
第二節 虛擬社群資訊分享之主觀規範對於資訊分享之意圖及行為的影響....53
第三節 虛擬社群資訊分享之知覺控制對於資訊分享之意圖及行為的影響....54
第四節 虛擬社群的信任對於資訊分享行為的影響............................................54
第五節 虛擬社群的關係承諾對於資訊分享行為的影響....................................55
第六章 結論................................................................................................................56
第一節 理論意涵..................................................................................................56
第二節 實務意涵..................................................................................................57
第三節 研究限制與建議........................................................................................58
參考文獻......................................................................................................................60
一、中文..................................................................................................................60
二、英文..................................................................................................................64
附 錄....................................................................................................................74
表目錄

表 2-1 態度定義.........................................................................................................17
表 2-2 主觀規範定義.................................................................................................18
表 2-3 知覺行為控制定義.........................................................................................19
表 2-4 行為意圖定義.................................................................................................20
表 2-5 承諾定義.........................................................................................................24
表 2-6 信任定義.........................................................................................................27
表 2-7 關係承諾、信任與資訊分享意圖之相關研究.............................................32
表 3-1 態度構面問項.................................................................................................37
表 3-2 主觀規範構面問項.........................................................................................38
表 3-3 知覺控制構面問項.........................................................................................39
表 3-4 信任構面問項.................................................................................................39
表 3-5 行為意圖構面問項.........................................................................................40
表 3-6 關係承諾構面問項.........................................................................................41
表 3-7 資訊分享構面問項.........................................................................................42
表 4-1 本研究樣本背景變項分析(N=389)...............................................................46
表 4-2 本研究構面之信度分析表(N=389)...............................................................47
表 4-3 測量模型之檢定結果.....................................................................................48
表 4-4 區別效度結果表.............................................................................................50
表 4-5 假說驗證結果.................................................................................................52

圖目錄

圖 1-1 本研究流程圖...................................................................................................5
圖 2-1 理性行為理論結構圖.....................................................................................14
圖 2-2 計畫行為理論結構圖.....................................................................................16
圖 2-3 關係行銷之關係交換圖.................................................................................21
圖 2-4 關係承諾-信任理論模型 KMV Model.........................................................23
圖 3-1 研究架構圖.....................................................................................................33
圖 4-1 本研究架構分析圖.........................................................................................51

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