臺灣博碩士論文加值系統

如今，網路使用者不再只是被動的資訊接收者，而是任何人都能夠在網路上分享資訊或知識。因此，以知識分享為目的的虛擬社群應運而生，此類平台為使用者提供了一個知識分享或交流的空間，藉由眾人的知識、經驗與專長，協助成員找到所需的知識與答案。本研究以中國規模最大的知識問答社群「知乎」為研究場域，並以該社群使用者為研究對象，以知識品質、虛擬社群意識、黏著度出發，旨在探討影響知乎使用者社群參與的因素，以及各變項之間的關係。
本研究採網路問卷調查法，回收有效樣本557份。經因素分析後，發現成員在知識分享社群中的社群參與行為可分類為「瀏覽搜尋」、「問答互動」與「推薦轉發」。並採用階層式迴歸進行分析，主要研究發現歸納如下：知識品質中的「可讀性」會正向影響「瀏覽搜尋」；「可靠性」會正向影響「問答互動」；「有用性」會正向影響「推薦轉發」。虛擬社群意識中的「社群認同」會正向影響「社群參與」的三個構面；而「交換支持」對「社群參與」皆無顯著預測力。此外，「黏著度」會正向影響「瀏覽搜尋」與「問答互動」。文末根據研究結果提供後續研究方向與實務建議。

Internet users nowadays are no longer just passive recipients of information. They can actively create and share information on the Internet; therefore, a type of virtual community for the purpose of knowledge sharing has emerged. Such platforms provide users with a space for communication and knowledge sharing, and assist members to find the information and answers they need through other users who share their knowledge, experience, and expertise on the platforms. This study examines users of “Zhihu”, the largest knowledge sharing community in China, and to investigate the relationships among knowledge quality, sense of virtual community, and stickiness; as well as the influence of these factors on users’ engagement in the community.
This study conducted an online survey with a sample size of 557 valid responses. After performing a factor analysis on online community engagement, the result showed that users’ online community engagement behavior can be divided into three categories: (1) browsing & searching; (2) QA & interaction; and (3) recommendation & forwarding. The study also conducted hierarchical regression analyses to examine the influence of knowledge quality, sense of online community, and stickiness on three types of user online community engagement. The findings indicate that (1) understandability in knowledge quality will positively affect users’ browsing & searching on Zhihu; (2) knowledge reliability will positively affect users’ QA & interaction; (3) knowledge usefulness will positively affect users’ recommendation & forwarding behavior on Zhihu; (4) community identity in sense of virtual community will positively affect the all of the three types of users’ online community engagement behavior; (5) exchange support in sense of virtual community, however, has no significant predictive power on users’ online community engagement; and (6) users’ stickiness will positively affect users’ “browsing & searching” as well as “QA & interaction.” Based on the research results the study provides future research directions and practical suggestions in the end of the thesis.

目錄
頁次
第一章 緒論................................................................................................................1
第一節 研究背景.........................................................................................................1
第二節 研究動機與目的..............................................................................................3
第二章 文獻探討.............................................................................................................7
第一節 知識分享社群..................................................................................................7
第二節 社群參與........................................................................................................17
第三節 黏著度...........................................................................................................22
第四節 虛擬社群意識.................................................................................................24
第五節 知識品質........................................................................................................29
第三章 研究方法............................................................................................................36
第一節 研究架構與假設..............................................................................................36
第二節 研究對象與問卷執行.......................................................................................38
第三節 研究變項測量.................................................................................................39
第四章 資料分析............................................................................................................59
第一節 資料初步檢定..................................................................................................59
第二節 研究假設驗證..................................................................................................61
第五章 討論與建議.........................................................................................................75
第一節 研究結果與意涵..............................................................................................75
第二節 研究限制與建議..............................................................................................81
第三節 研究價值與貢獻..............................................................................................84
參考文獻 ........................................................................................................................86
附錄：網路問卷.............................................................................................................100

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