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研究生:梁仁傑
研究生(外文):Jen-Chieh Liang
論文名稱:虛擬社群知識分享持續意圖之探討—公平與知識品質所扮演的角色
指導教授:邱兆民邱兆民引用關係
指導教授(外文):Chao-Min Chiu
學位類別:碩士
校院名稱:國立中央大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:87
中文關鍵詞:虛擬社群知識分享期望不確認理論公平持續意圖
外文關鍵詞:Continunance IntentionJusticeKnowledge SharingVirtual CommunityExpectation-Disconfirmation Theory
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網際網路的蓬勃發展,帶動了虛擬社群的快速成長,並已成為現代社會最主要的知識分享平台。人們為了各種不同的目的,在虛擬的世界進行溝通與交流,使得人際互動的管道更加多元,也讓知識的流傳更無遠弗屆。然而,社群的成功並不是必然的,一個成功的虛擬社群,不僅要吸引使用者進入瀏覽參與,更重要的是要留住使用者,讓他來過還想再來,進而主動發表文章、與網友互動。唯有使用者持續不斷地參與,才能確保虛擬社群之永續經營。
有鑑於此,本研究結合期望不確認理論與公平觀念提出一個虛擬社群成員持續分享意圖之解釋模型,試圖找出激勵虛擬社群成員參與知識分享活動的要素,提供學術上深入探索以及實務上擬定相關策略之參考。本研究主要探討虛擬社群內,知識品質不確認對知識分享滿意度的影響;知識分享滿意度對持續分享意圖的影響;分配公平、程序公平和互動公平對知識分享滿意度與持續分享意圖的影響。本研究抽樣對象為具有明確主題的專業虛擬社群之社群成員,採網路問卷調查方式進行資料的蒐集,並使用LISREL來進行SEM分析,以檢驗本研究模型和相關假說。研究結果發現:
(1) 知識品質不確認對知識分享滿意度有正向的影響。
(2) 知識分享滿意度對持續分享意圖有正向的影響。
(3) 分配公平和互動公平對知識分享滿意度有正向的影響。
(4) 分配公平和互動公平對持續分享意圖有正向的影響。
(5) 程序公平對知識分享滿意度與持續分享意圖的影響皆不顯著
目 錄 I
圖目錄 III
表目錄 IV
第壹章 緒論 1
第一節、 研究背景 1
第二節、 研究動機 2
第三節、 研究目的 3
第四節、 論文結構與研究流程 4
第貳章 文獻探討 6
第一節、 虛擬社群 6
第二節、 知識分享 12
第三節、 知識品質與滿意度 16
第四節、 期望不確認理論 19
第五節、 知覺公平 27
第參章 研究方法 37
第一節、 研究模型 37
第二節、 研究假說 38
第三節、 研究變數的定義與操作化 44
第四節、 研究設計 49
第肆章 資料分析 51
第一節、 樣本基本資料分析 51
第二節、 模型及假說驗證 54
第伍章 結論及建議 62
第一節、 研究結果及討論 62
第二節、 管理實務意涵 65
第三節、 研究限制 67
第四節、 未來研究方向 68
參考文獻 71
附錄一:本研究問卷網站畫面 81
附錄二:本研究有效樣本分布社群 86

圖目錄
【圖1- 1】、本研究流程圖 5
【圖2- 1】、虛擬社群報酬遞增的動態循環 11
【圖2- 2】、知識分享創造模式 15
【圖2- 3】、滿意度-忠誠 模式 17
【圖2- 4】、滿意度的認知模式 19
【圖2- 5】、延伸後之期望不確認理論模式 20
【圖2- 6】、接受後的資訊系統持續使用模式 22
【圖2- 7】、期望不確認對網站顧客滿意度的影響模式 23
【圖2- 8】、KHALIFA和LIU的網路服務顧客滿意度研究模型 24
【圖2- 9】、CHIU等人的線上學習持續意圖研究模型 25
【圖2- 10】、顧客的忠誠路徑理論模式 33
【圖2- 11】、服務失敗補救情境下公平與不確認對顧客滿意度的互補影響 34
【圖3- 1】、本研究模型 38
【圖4- 1】、本研究SEM完全標準化結果 61

表目錄
【表2- 1】、虛擬社群的定義 7
【表2- 2】、虛擬社群的類型 9
【表2- 3】、不同觀點的知識定義 12
【表2- 4】、知識的類型 13
【表2- 5】、資訊品質衡量要素 17
【表2- 6】、延伸後之期望不確認理論各構面的定義 20
【表2- 7】、網際網路情境下期望不確認理論相關研究彙整 26
【表2- 8】、知覺公平相關研究彙整 34
【表3- 1】、本研究假說彙整表 43
【表3- 2】、各研究變數的操作化定義 44
【表3- 3】、知識品質不確認操作化方式 45
【表3- 4】、分配公平操作化方式 46
【表3- 5】、程序公平操作化方式 46
【表3- 6】、互動公平操作化方式 47
【表3- 7】、知識分享滿意度操作化方式 48
【表3- 8】、持續分享意圖操作化方式 48
【表4- 1】、受測者的人口統計表 51
【表4- 2】、本研究CFA模型適配度分析結果 55
【表4- 3】、本研究驗證性因素分析結果 56
【表4- 4】、各構面之組成信度與平均變異抽取量 57
【表4- 5】、構面間相關係數與平均變異抽取量 58
【表4- 6】、本研究模型契合表 59
【表4- 7】、本研究SEM檢定結果 60
【表4- 8】、本研究假說驗證結果 61
中文部分:
1.李敏正 (2003),「延伸計劃行為理論以預測WWW持續使用之研究」,國立高雄第一科技大學資訊管理學系碩士論文。
2.邱皓政 (2003),「結構方程模式—LISREL的理論、技術與應用」,雙葉書廊。
3.梁永昌 (2004),「影響虛擬社群成員知識交流因素之探討」,國立中央大學資訊管理學系碩士論文。
4.資策會ACI-FIND,「2004全球寬頻用戶近1.45億 台灣寬頻普及率排名第五」,http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3622,取用於2005 年6月。
5.資策會ACI-FIND,「社群 沒有網路不行」,http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3459,取用於2005 年6月。
6.資策會ACI-FIND,「美國小型企業視企業網站為市場行銷重要利器」,http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=3206,取用於2005 年6月。

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