臺灣博碩士論文加值系統

現今，由於網際網路的快速發展，使得人們可以在不受地理與時間的限制下，進行資訊與知識的交流，而人們在網路上的互動過程中，也間接地建構了人際之間關係，虛擬社群便是網路潮流下之產物。虛擬社群的功能就如同知識庫，它不僅提供了人們更便捷、有效率的互動與資訊分享的環境空間，而社群中所聚集的知識和資源，不但只是其價值所在，更是提升社群人氣的重要因素。因此，如何激勵社群成員進行知識的分享與貢獻，便是虛擬社群之重要議題。
本研究主要以社會交換理論與社會認知理論為基礎，試圖探討虛擬社群成員知識分享行為之影響因素。其中，將探討虛擬社群成員，對於社群中的聲望與互惠等社交需求，以及「社會認知理論」所提出之個體自我效能與結果期望的自我評估，兩者對於個體在其知識分享的態度與行為之效應程度。
本研究採用深度訪談方式，進行研究的實證，從訪談內容分析中發現，個人的確會因為社會資源的需求動機，以及自我效能與期望的內在評估之影響，而進行知識分享行為。另外，個人在需求動機與個人效能評估之間，對其後續在分享知識行為上，存在著交互影響的效應，以及因為不同的社群角色，而對分享行為產生出態度上的差異；其中，社群成員在聲望的建立與互惠資源上，也有著不同於現實世界的態度及行為表現。

Recently, people communicate the information conveniently and could not be affected the restriction of geography by the high-speed development of internet. Because of this, it built up the relationship indirectly, and virtual community is the product under internet trend. Virtual community does not only provide people with fast and efficient interactions but the environment to information or knowledge sharing. The knowledge and sources gathered in the community are the importance of it. Hence, how to motivate the knowledge sharing and contribution between members in the community is an important issue for virtual community.
Based on the social exchange theory and social cognitive theory, this research attempted to probe the investigation of factors influence knowledge-sharing behavior in virtual community. It will discuss if the reputation, the reciprocal behaviors, individual self-efficacy and the expectation of results of the self-efficacy in the “Social Cognitive Theory” result in different individual attitudes and behaviors of knowledge sharing.
This research adopts the method of depth interview to observe. It found out that the member of virtual community would be affected by the need of social resources like reputation, reciprocal or the community commitment, and the result of self-assessment during the knowledge sharing behavior. In addition, it also indicated that different role and member of virtual community would be influenced by the social responded or personal ability, and mutated the attitude on the behavior of knowledge sharing, therefore developed the relationship of interactive influence between the need of social resources and self-assessment. Moreover, the community member in the establishment of reputation and reciprocity of resources also has a perspective different from the real world.

摘要 I
英文摘要 II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第貳章 文獻探討 6
第一節 虛擬社群 6
第二節 知識分享 9
第三節 社會資本與社會交換理論 12
第四節 社會認知理論 18
第五節 相關研究文獻之發現 23
第參章 研究方法與設計 30
第一節 研究因素 30
第二節 研究模型 34
第三節 研究方法 35
第四節 資料蒐集方式 37
第五節 研究對象 38
第肆章 實證資料分析與討論 40
第一節 社會交換層面 40
第二節 社會認知層面 54
第三節 社會交換與社會認知之綜合影響 62
第四節 虛擬社群之角色態度 66
第五節 虛擬環境與真實世界之觀點差異 71
第伍章 結論 77
第一節 研究結論 77
第二節 研究意涵 81
第三節 研究限制與未來研究 84
參考文獻 85

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