臺灣博碩士論文加值系統

1990年代後，隨著電信業與網路科技的發展，網際網路的便利性與普及性，使得虛擬社群的建構蓬勃發展。網路社群是知識與資訊交流的平台，欲使其持續發展，必須使其中的成員能持續不斷地參與討論、提供資訊等。如果虛擬社群裡長久沒有新資訊的呈現，將難以維持成員的熱情而逐漸沒落。
目前為臺灣最大的BBS站－批踢踢實業坊(PTT)，看版種類眾多，至2006年12月31日止共有379個運動相關主題的看版，這些運動版中，有些社群成員積極地從事知識分享的行為，不僅轉錄運動比賽新聞、翻譯新聞、提供圖片及影片連結，甚至分析、評論比賽內容及球團動向等，這些成員對於網路社群的貢獻，使得這些分享知識盛行的看版成為內容即時且豐富的運動知識匯集處。
本研究欲瞭解這些社群成員持續做出貢獻的影響因素，所以研究運動網路社群使用者的知識分享意圖影響前因、知識分享意圖與行為間的關係。此外，不同球迷認同程度與不同群體認同的使用者在知識分享意圖與行為的模式是否有不同也是目的之一。本研究應用社會心理學領域中研究人類行為意圖最廣為應用的計畫行為理論為基礎，作為研究意圖前因、意圖與行為關係的研究理論。本研究採用系統抽樣法，回收469份有效問卷。研究結果顯示，知識分享行為會受到個人對知識分享意圖與知識分享認知行為控制的直接影響。此外，知識分享意圖會受到態度、主觀規範與認知行為控制的直接正向影響，其中態度的影響力最大。無論高、低群體認同或球隊認同，意圖是決定行為最重要的因子，態度則是決定意圖的最重要因子。而高程度的群體認同，使得無論認知行為控制的高低，其意圖都不會被影響，低群體認同的主觀規範則是不顯著；高球隊認同的意圖受到認知行為控制的影響很小，低球隊認同無法透過認知行為控制直接決定行為是否發生，需要經過意圖的中介，以決定是否從事知識分享的行為。

Virtual community is a platform of knowledge sharing where seekers of specific knowledge and the providers of needed knowledge will meet. Due to the participants of a virtual community usually have common interests; they have huge information and knowledge to share with each other. Sharing is the essentiality and the most important concepts of virtual communities, once members stop interacting with each other, the community stop functioning as well.
The most popular virtual community in Taiwan is a Bulletin Board System (BBS) named PTT where contains more than 600,000 registered users and 8,000 message boards, 379 sports related message boards are included.
However, sports message boards of PTT are no more than a platform for users to interact with each other. To make these boards informative relies heavily on users’ sharing behaviors. Some users of PTT sports message boards share knowledge and information constantly without compensation. Therefore, the purpose of this study was to explore the factors affect knowledge sharing intentions and behaviors in sport virtual community. Furthermore, relationship between knowledge sharing behaviors and different levels of group identification, as well as fan identification, were also discussed in this study.
Theory of planned behavior proposed by Ajzen was adopted to be the main concept of this study. 469 valid online questionnaires were collected. Results indicated that relationship between behavior and attitudes and subjective norms were fully mediated by intention, perceived behavioral control was partly mediated by intention, and behavior was negatively affected by perceived behavioral control. In addition, intention of people with high level of fan identification was only affected by attitude and subjective norms; perceived behavioral control was not included. Moreover,intention of people with high level of group identification was not predicted by perceived behavioral control.
The findings of this study could understand the sports knowledge sharing behaviors intention in virtual community and relationship with fan identification and group identification behaviors. Additionally, this study could assist practitioners in terms of improving virtual community management, social interaction and interchange in sport virtual world.

第一章 緒論
第一節 研究背景與動機-----------------------------------------1
第二節 研究目的---------------------------------------- 5
第三節 研究問題---------------------------------------- 6
第四節 研究範圍---------------------------------------- 6
第五節 研究限制---------------------------------------- 6
第六節 名詞解釋---------------------------------------- 7
第二章 文獻探討
第一節 網路社群--------------------------------------- 11
第二節 知識分享--------------------------------------- 15
第三節 計畫行為理論--------------------------------------- 21
第四節 球隊認同--------------------------------------- 27
第五節 總結----------------------------------------- 30
第三章 研究方法
第一節 研究架構------------------------------------------32
第二節 操作型定義----------------------------------------- 33
第三節 研究假說----------------------------------------- 34
第四節 研究對象與抽樣方法----------------------------------------- 38
第五節 研究工具----------------------------------------- 39
第六節 資料處理與分析----------------------------------------- 43
第四章 研究結果
第一節 問卷預試----------------------------------------- 48
第二節 正式問卷發放----------------------------------------- 53
第三節 樣本特徵描述----------------------------------------- 54
第四節 構面分析----------------------------------------- 58
第五節 研究模式與假說檢驗----------------------------------------- 64
第六節 樣本分群模式分析----------------------------------------- 69
第五章 結論與建議
第一節 研究結果討論----------------------------------------- 83
第二節 研究貢獻----------------------------------------- 86
第三節 研究限制與未來研究建議----------------------------------------- 89
參考文獻-------------------------------------------- 92
附錄
一 PTT 運動版知識分享意圖與行為調查預試問卷------- 100
二 PTT 運動版知識分享意圖與行為調查正式問卷------- 106

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