臺灣博碩士論文加值系統

在企業的商業網站中，虛擬社群的經營已是商業模式裡重要的一環；成功的虛擬社群可以提升網站之競爭優勢。虛擬社群之成員對該社群的滿意度會提高虛擬社群的成功機會，因而網站經營者莫不急於找尋影響虛擬社群成員滿意度之關鍵因素。本研究根據台灣第一屆網站評比的得獎網站，網站類型涵蓋企業、資訊學習、電腦通訊、投資理財類型等，以這些網站之虛擬社群成員做為填寫對象，探討網路虛擬社群中的知識分享(knowledge sharing)、知識品質(knowledge quality)及夥伴關係品質(partnership quality)對社群成員滿意度之影響，其中夥伴關係品質包含四個指標：相互信任(mutual trust)、相互了解(mutual understanding)、相互承諾(mutual commitment)及相互衝突(mutual conflict)。
研究結果發現：(1)在四個夥伴關係品質指標中，相互信任、相互了解及相互衝突對社群成員的滿意度有影響，而相互承諾則無影響；(2)虛擬社群成員的滿意度受到知識分享、知識品質及相互信任等三個因素的直接影響，且知識分享則是該三個因素中最重要的；(3)知識分享受到相互信任的直接影響；(4)知識品質受到相互信任與相互衝突的直接影響；(5)相互衝突與相互了解直接影響相互信任。

In the commercial web sites hosting of enterprises, managing a virtual community has been a key factor among its business models; successful virtual community can strengthen the competitive advantage of a web site. A high degree of member satisfaction of a virtual community increases the chance for the community to become successful; therefore, each web site operator tries urgently to find out the critical factors that influence the degree of member satisfaction. This research focuses on the award-winning web sites of the 1st annual web-site evaluation in Taiwan. The web sites include the ones for business, IT (Information Technology) learning, C&C (Computer & Communication), financial management and investments, etc. The members of the virtual communities among these web sites are the targeted sample population to be used to explore the impact of knowledge sharing, knowledge quality, and partnership quality on the members’ satisfaction within a virtual community. In terms of partnership quality, it consists of four elements: mutual trust, mutual understanding, mutual commitment and mutual conflict.
This study reveals the following: (1) Among the four elements of partnership quality, mutual trust, mutual understanding, and mutual conflict have impacts on members’ satisfaction within a virtual community, while mutual commitment does not. (2) members’ satisfaction is directly influenced by knowledge sharing, knowledge quality, and mutual trust, while knowledge sharing being the most important factor. (3) Knowledge sharing is directly influenced by mutual trust. (4) Knowledge quality is directly influenced by mutual trust and mutual conflict. (5) Both mutual conflict and mutual understanding directly affect mutual trust.

一、緒論………………………………………………………………………1
1.1 研究背景…………………………………………………………………1
1.2 研究動機…………………………………………………………………2
1.3 研究目的…………………………………………………………………3
1.4 研究程序與論文架構……………………………………………………4
二、文獻探討…………………………………………………………………6
2.1 虛擬社群………………………………………………………….7
2.2 社會交換理論……………………………………………………17
2.3 夥伴關係品質……………………………………………………19
2.4 知識分享…………………………………………………………29
2.5 知識品質…………………………………………………………31
2.6 夥伴關係品質指標及知識分享、知識品質的定義……………33
2.7 夥伴關係品質指標及知識分享、知識品質的影響關係………38
三、研究設計與方法………………………………………………………40
3.1 研究架構與變數定義……………………………………………40
3.2 研究假說…………………………………………………………42
3.3 研究工具與研究設計……………………………………………45
四、資料分析……………………………………………………………….52
4.1 資料分析…………………………………………………………52
五、結論與建議…………………………………………………………….64
5.1結論……………………………………………………………….64
5.2實務之建議……………………………………………………….66
5.3未來研究方向…………………………………………………….69
5.4研究限制………………………………………………………….70
參考文獻…………………………………………………………………….71
中文部分…………………………………………………………………….71
英文部分…………………………………………………………………….72
附錄………………………………………………………………………….80

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