虛擬社群接受度已經成為網際網路的重要議題。TAM廣泛地應用在預測人類對資訊科技的接受度，更有學者發展各種適用於線上資訊科技的延伸式TAM。然而，虛擬社群不同於一般資訊科技應用，其牽涉高度的人際互動。因此，本研究以TAM與ETAM(認知易用性、認知有用性及認知娛樂性)為基礎，並輔以「社會學」及「群體動力學」，提出「認知臨界眾數」、「社群意識」、「認知凝聚力」等變數，建立虛擬社群接受模型(VCAM)，探討影響個人參與虛擬社群態度與意願的重要因素。
本研究採實證研究方式，以『cityfamily』之會員為受測對象，回收有效樣本670份。研究結果發現：
(1)「認知凝聚力」對虛擬社群的接受度而言，是一個相當重要的影響因
素。在逐步迴歸分析法中，「認知凝聚力」對參與態度及參與意願
而言均是屬於較優先選入的變數，選入後R2分別提升11.8%、1.9%。
因此，「認知凝聚力」對虛擬社群接受度有相當程度的貢獻性。
(2)「社群意識」對「認知凝聚力」的R2為49.7%，且達極顯著之水準
(p<0.001)，因此欲增加社群凝聚力應先加強成員對社群之社群意
識。
(3) 本研究所提出之VCAM的解釋能力大於TAM。在VCAM中參與態度及意願
的R2分別為69%、71%；TAM中參與態度及意願的R2則分別為60%、
69%。
(4) 影響虛擬社群接受度的因素會因社群類型的不同而有所差異。「認知
凝聚力」在人際關係型及交易型社群中特別重要，對參與態度和意願
的影響程度與其他變數比較起來均偏高。
本研究在學術研究及實務應用上均強調「認知凝聚力」的重要性，對於虛擬社群管理也提供更關鍵且具體的方向。

Acceptance of virtual community (VC) becomes an important topic in Internet research. While many studies had been done in prediction of information technology acceptance , little is known about the predictors of VC acceptance. VC is different from general IT application , because it involves highly human-interaction. In addition to TAM and ETAM (which proposed ”Perceived Ease of Use” ,”Perceived Usefulness”,”Attitude” and “Intention” as 4 predictors of IT acceptance ) , this study applies as the Theoretical basis to propose another 3 important predictors (“Perceived Critical Mass”、”Sense of Community” and ”Perceived Cohesiveness”) to build VCAM (Virtual Community Acceptance Model) .
Suverying 670 members of the biggest virtual community web site ─ “cityfamily” , the findings are：
(1)”Perceived Cohesiveness” is an very important factor of
VCAM . In “Step wise analysis” on attitude and
intention , ”Perceived Cohesiveness” is belong to prior
variable , and R2 respectively improving 11.8%、1.9%。
Therefore , ”Perceived Cohesiveness” is contributed to
VCAM.
(2)”Sense of Community” is significantly explained ”
Perceived Cohesiveness” (R2=49.7%；p<0.001) , therefore ,
as improving ”Sense of Community” , the ”Perceived
Cohesiveness” increasing.
(3)VCAM is stronger than TAM . In VCAM , R2 of attitude and
intention are 69%、71%；In TAM , R2 of attitude and
intention are 60%、69%.
(4)The predictors of VCAM is different by community types . In
relationship and transaction community , ”Perceived
Cohesiveness” is more important than other predictors bothh
on “attitude” and “intention”.
This study emphasis the importance of ”Perceived Cohesiveness” on academic research and business application , and provides appropriate management strategies for virtual community managers.

摘要 I
ABSTRACT II
目 錄 IV
圖 目 錄 VI
表 目 錄 VII
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 研究流程 4
第貳章 文獻探討 5
第一節 虛擬社群 ( Virtual Community ) 5
第二節 認知信念：認知易用性、認知有用性、認知娛樂 14
2.2.1 TAM：認知易用性、認知有用性 14
2.2.2 Extend TAM：認知娛樂性 16
第三節 社會影響：認知臨界眾數 19
2.3.1 理性行為理論 (TRA) 19
2.3.2 認知臨界眾數的定義 21
2.3.3 認知臨界眾數的概念 22
2.3.4 認知臨界眾數的重要性 23
第四節 群體動力：認知凝聚力、社群意識 25
2.4.1 認知凝聚力的定義 25
2.4.2 認知凝聚力的概念 26
2.4.3 團體凝聚力的重要性 29
2.4.4 社群意識 30
第參章 研究架構與假設 34
第一節 研究架構 34
第二節 研究變數 35
3.2.1 社會影響變數：認知臨界眾數 35
3.2.2 群體動力變數：認知凝聚力、社群意識 35
3.2.3 認知信念變數：認知易用性、有用性、娛樂性36
3.2.4 參與虛擬社群的態度與意願 37
第三節 研究問題與假設 37
第肆章 研究方法 45
第一節 研究設計 45
4.1.1 研究對象 45
4.1.2 研究工具 45
第二節 資料蒐集 49
4.2.1 資料蒐集程序 49
4.2.2 資料回收情形 49
第三節 資料分析方法 55
第伍章 研究結果與討論 56
第一節 量表驗證 56
5.1.1 信度分析 56
5.1.2 效度分析 57
第二節 基本資料分析 59
5.2.1 敘述統計 59
5.2.2 變異數分析 63
第三節 研究假設與模型驗證 67
5.3.1 兩變數相關分析 67
5.3.2 複迴歸分析 71
第四節 整體架構驗證 75
5.4.1 整體樣本架構分析 76
5.4.2 社群類型樣本架構分析 79
5.4.3 成員角色樣本架構分析 83
第陸章 結論與建議 87
第一節 研究發現與結論 87
6.1.1 整體研究發現 87
6.1.2 社群類型研究發現 94
6.1.3 成員角色研究發現 97
第二節 研究限制 99
第三節 研究建議 100
第四節 未來研究方向 102
參考文獻 103
附錄一： 研究問卷 111
附錄二： cityfamily電子報 114
作者簡介 115

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128.台灣網路資訊中心，財團法人台灣網路資訊中心，My Hom電子報，2002/03/01 http://www.myhome.net.tw/2002_03/web_news/web_news_0106.htm
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130.聊天室相關公告
http://ehome.buyersource.com.tw/elike/demo/036/readme.txt
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