臺灣博碩士論文加值系統

近年來，在網際網路和行動網路的盛行，人們可以在虛擬社群平台共同分享資訊和互動。而虛擬社群是利用特定的平台，讓追求共同的利益或目標的人們，可跨越地緣和政治的界限的社交網絡。然而，虛擬社群平台市場的競爭越來越迫切，如何提升平台的競爭力，使公司永續發展是至關重要的議題。
本研究採用延伸性的科技接受模式、從眾行為理論與資訊分享行為，透過文獻分析與探討，以及發放問卷的方式，以探討虛擬社群的使用者對於虛擬社群的科技接受度、資訊分享與從眾行為。根據研究發現，使用者會透過從眾行為持續使用社群網站，從眾行為與資訊分享行為交互影響會形成資訊交流的機制與良好互動的關係，促使虛擬社群網站獲得形象與口碑的建立，提高使用者的使用意願，達到虛擬社群永續經營的目標。

In recent years, within the prevalence of the Internet and mobile networks, people can share information and interact with each other on the virtual community platforms. A virtual community is a kind of social networks where individuals can talk to each other on some specific or non-specific topics through computer networks. Due to the rapid development of Internet technology, there is more and more network platforms for virtual communities. In such highly competition environment, the proper management strategy is necessary and significant for network platforms.
In this thesis, the extension of the Technology Acceptance Model, theory of conformity behavior, and information sharing behavior are deployed to discuss the technology acceptance, conformity behavior, and information sharing behavior in between users of the virtual communities. According to the studies, the users will keep on using the platform with the affection of conformity behavior. Also, the sharing behavior and conformity behavior will affect the information exchanged and relationships between users. When a platform has proper strategy and good representation in managing the information sharing and relationship maintaining, the user are more willing to join the platform. After there are more and more users login the virtual community, the platform is able to achieve the goal of sustainable business.

誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄. VI
表目錄 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究範圍與限制 3
1.4 論文架構 3
第二章 文獻探討 5
2.1 科技接受模式、資訊系統成功模式理論模型之研究 5
2.2 理性行為理論、從眾行為與知覺價值理論模型之研究 7
2.3 科技接受模式、從眾行為與知覺娛樂性理論模型之研究 12
2.4 網際網路上資訊獲取與分享理論模型之研究 15
2.5 計畫行為理論、社會交換理論模型之研究 20
2.6 小結 23
第三章 相關理論與技術 26
3.1 虛擬社群 26
3.2 社群網站 32
3.3 資訊分享 35
3.4 延伸性的科技接受模式 40
3.5 從眾行為 46
第四章 研究方法 49
4.1 研究架構 49
4.2 研究假說 50
4.3 操作型定義 52
4.4 問卷前測 55
4.5 正式問卷設計 63
4.6 資料收集方法 68
4.7 資料分析方法 68
第五章 資料分析與討論 71
5.1 樣本基本資料敘述統計分析 71
5.2 信度分析 74
5.3 效度分析 84
5.4 因素分析檢定 84
5.5 結構方程式檢定 88
5.6 小結 95
第六章 結論與未來研究 100
6.1 結論 100
6.2 未來研究 104
參考文獻 105
附錄：本研究正式問卷 111

[1]朱道凱譯，Hagel III, J. and Armstrong, A. G.著，「網路商機」，麥田出版股份有限公司，1998年。
[2]江麗嬌，「虛擬社群之知識分享動機─以JavaWorld@TW為例」，中央大學資訊管理學系碩士論文，2009年。
[3]吳明隆，「SPSS操作與應用問卷統計分析實務-第二版」，台北，五楠圖書用品股份有限公司，2009年。
[4]吳萬益，「企業研究方法-第四版」，台北，華泰文化事業股份有限公司，2011年。
[5]吳靜宜，「以科技接受模式、知覺娛樂性與從眾行為探討虛擬社群的使用意圖-以Facebook為例」，中央大學企業管理學系碩士論文，2010年。
[6]李美枝，「社會心理學-理論研究與應用」，台北大洋出版社，第389-397頁，2000年。
[7]李國智，「資訊分享社群網站之建置與經營」，交通大學資訊管理學系碩士論文，2010年。
[8]林婉瑜，「社群網站品質對使用意願影響之研究─以Facebook為例」，彰化師範大學資訊管理學系碩士論文，2010年。
[9]張偉豪，「SEM論文寫作不求人」，鼎茂圖書出版股份有限公司，2011年。
[10]陳建華，「企業員工知識分享意圖及其影響因素之研究-以T公司鐵路營運處為例」，成功大學企業管理學系碩士論文，2011年。
[11]陳聖樺，「以實利、從眾與享樂觀點探討網路社群購物意圖之研究」，大葉大學資訊管理學系碩士論文，2011年。
[12]黃貝玲，「虛擬社群的發展現況與趨勢分析─電子化企業」，經理人報告，第15-22 頁，2000年。
[13]黃健暐，「探討社群網站使用行為-科技接受模式之延伸」，世新大學傳播管理學系碩士論文，2011年。
[14]楊環華，「以從眾理論來探討青少年的偏差行為」，台灣教育，第653期，第57-60頁，2008年。
[15]萬榮水、梁瑞文，「虛擬社群形成之意義及其衡量指標之探討─以網路書店為例」，資訊社會研究，第十三期，第295-317頁，2007年。
[16]榮泰生，「AMOS與研究方法-第三版」，台北，五楠圖書用品股份有限公司，2011年。
[17]劉牧隴，「虛擬社群使用滿意度之研究」，台東大學資訊管理學系碩士論文，2010年。
[18]蔡心怡，「個體理想與任務重要性對從眾行為的交互作用影響」，國防管理學院後勤管理研究所碩士論文，2002年。
[19]鍾喬后，「網際網路知識分享行為與分享效果之探究」，台北大學資訊管理學系碩士論文，2009年。
[20]Ahuja, Manju K. and Galvin, John E., “Socialization in Virtual Groups”, Journal of Management, Vol. 29, No. 2, pp.161-185, 2003.
[21]Ajzen, I., “From Intentions to Actions: A Theory of Planned Behavior”, in Action-Control: From Cognition to Behavior, Heidelerg: Springer, pp. 11-39, 1985.
[22]Alavi, Maryam and Leidner, Dorothy E., “Research Commentary: Technology-mediated Learning-A Call for Greater Depth and Breadth of Research”, Information Systems Research, Vol. 12, No. 1, pp. 1-10, 2001.
[23]Allen, V. L., “Situational Factors in Advances in Experimental and Social Psychology”, New York: Academic Press, Vol. 2, pp. 133-175, 1965.
[24]Asch, S. E., “Effects of Group Pressure upon the Modification and Distortion of Judgments”, Journal of Marketing Research, Vol. 27, No. 3, pp. 177-190, 1951.
[25]Babin, Barry J., Darden, William R. and Mitch, Griffin, “Work and /or fun: Measuring Hedonic and Utilitarian Shopping Value”, Journal of Consumer Research, Vol. 20, No. 4, pp. 644-256, 1994.
[26]Bandura, Albert, “Social Fundations of Thought and Action: A Social Cognitive Theory”, Prentice Hall, Englewood Cliffs, NJ, 1986.
[27]Bhattacherjee, Anol, “Understanding Information Systems Continuance: An Expectation-confirmation Model”, MIS Quarterly, Vol. 25, No. 3, pp. 351-370, 2001.
[28]Boyd, Danah M. and Ellison, Nicole B., ”Social Network Sites: Definition, History and Scholarship”, Computer-Mediated Communication, Vol. 13, No. 1, pp. 1-11, 2007.
[29]Chaudhury, Abhijit, Mallick, Debasish, and Rao, H. Raghav, “Web Channel In E-Commerce”, Association for Computing Machinery, Vol. 44, No. 1, pp. 99-104, 2001.
[30]Chiu, Chao-Min, Hsu, Meng-Hsiang, and Wang, Eric T.G., “Understanding Knowledge Sharing in Virtual Communities: An Integration of Social Capital and Social Cognitive Theories”, Decision Support Systems, Vol. 42, No. 3, pp. 1872-1888, 2006.
[31]Daft, Richard L., Lengel, Robert H. and Trevino, Linda Klebe, “Message Equivocality, Media Selection and Manager Performance: Implications for Information Systems”, MIS Quarterly, Vol. 11, No. 3, pp. 355-366, 1987.
[32]Daft, R.L. and Lengel, R.H., “A Proposed Integration among Organizational Information Requirements, Media richness, and Structural Design”, Management Science, Vol. 32, No. 5, pp. 554-571, 1986.
[33]Davis, Fred D., Bagozzi, Richard P. and Warshaw, Paul R., “Extrinsic and Intrinsic Motivation to Use Computers in the Workplace”, Journal of Applied Social Psychology, Vol. 22, No. 14, pp. 1111-1132, 1992.
[34]DeLone, William H. and McLean, Ephraim R., “The DeLone and McLean Model of Information System Success: A Ten-year Update”, Journal of Management Information System, Vol. 19, No. 4, pp. 9-30, 2003.
[35]Deutsch, Morton and Gerard, Harold B., “A Study of Normative and Informational Social Influences upon Individual Judgment”, Journal of Abnormal and Social Psychology, Vol. 51, No. 3, pp. 629-636, 1955.
[36]Davis, Fred D., Bagozzi, Richard. P. and Warshaw, Paul R., “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models”, Management science, Vol. 35, No. 8, pp. 982-1003, 1989.
[37]Fishbein, Martin and Ajzen, Icek, “Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research”, Reading, MA: Addison-Wesley, 1975.
[38]Hasty, B. K., Massey, A. P. and Brown, S. A., “Experiences and Media Perceptions of Senders and Receivers in Knowledge Transfer: An Exploratory Study”, Hawaii International Conference on System Sciences, 2006.
[39]Caroline, Haythornthwaite, “Social Networks and Internet Connectivity Effects”, Information, Communication and Society, Vol. 8, No. 2, pp. 125-147, 2005.
[40]Hoffman, Donna L. and Novak, Thomas P., “A New Marketing Paradigm for Electronic Commerce”, The Information Society, Vol. 13, No. 1, pp. 43-54, 1997.
[41]Kaplan, Andreas M. and Haenlein, Michael, “Users of the World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, Vol. 53, No. 1, pp. 59-68, 2010.
[42]Katz, Eatz, Blumler, Jay G. and Gurevitch, Michael, “Utilizaton of Mass Communicaton by Individual”, the Uses of Mass Communication. Beverly Hills, CA: Sage. 1974.
[43]Koh, Joon and Kim, Young-Gul, “Sense of Virtual Community: A Conceptual Framework and Empirical Validation”, International Journal of Electronic Commerce, Vol. 8, No. 2, pp. 75-93, 2004.
[44]Lascu, Dana-Nicoleta and Zinkhan, George, “Consumer Conformity: Review and Applications for Marketing Theory and Practice”, Journal of Marketing Theory and Practice, Vol. 7, No. 3, pp. 1-12, 1999.
[45]McQuail, Denis, “McQuail’s Mass Communication Theory”, Beverly Hills and London: Sage Publications, 2010.
[46]Mohr, Jakki and Spekman, Robert, “Characteristics of Partnership Success: Partnerships Attributes, Communication Behavior, and Conflict Resolution Techniques”, Strategic Management Journal, Vol. 15, No. 2, pp. 135-152, 1994.
[47]Mole, Chris, Mulcahy, Miriam, O’Donnell, Kevin and Gupta, Ashok, “Making Real Sense of Virtual Communities”, A PriceWaterHouseCoopers Report, 1999.
[48]Moon, Ji-Won and Kim, Young-Gul, “Extending the TAM for a World-Wide-Web Context”, Information and Management, Vol. 38, No. 4, pp. 217-230, 2001.
[49]Secord, Paul F. and Backman, Carl W., “Social Psychology”, New York McGraw-Hill, 1964.
[50]Ridings, Catherine M., Gefen, David, and Arinze, Bay, “Some Antecedents and Effects of Trust in Virtual Communities”, Journal of Strategic Information System, Vol. 11, No. 3, pp. 271-295, 2002.
[51]Rioux, Kevin S., “Information Acquiring-and-sharing Theory”, In K. E. Fisher, S. Erdelez & L. Mckechnie (Eds.), Theories of Information Behavior, 2007.
[52]Seddon, Peter B. and Kiew, Min-Yen, “A Partial Test and Development of DeLone and McLean’s Model of IS success”, Journal of Information Systems, Vol. 4, No. 1, pp. 90-109, 1996.
[53]Sherry, John F., “A sociocultural analysis of a Midwestern American Flea Mark”, Journal of Consumer Research, Vol. 17, No. 1, pp. 13-30, 1990.
[54]Vance, D. M., “Information, Knowledge and Wisdom: The Epistemic Hierarchy and Computer-Based Information System”, In B. Perkins and I. Vessey(Eds.) the Proceedings of the Third Americas Conference on Information Systems, Indianapolis, pp. 15-17, 1997.
[55]Venkatesh, Viswanath and Davis, Fred D., “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies”, Management Science Journal, Vol. 46, No. 2, pp. 186-204, 2000.
[56]Zander, Udo and Kogut, Bruce, “Knowledge and the Speed of the Transfer and Imitation of Organizational Capabilities: An Empirical Test”, Organization Science, Vol. 6, No. 1, pp. 76-92, 1995.