臺灣博碩士論文加值系統

網際網路的普及，縮短人與人之間的距離，網路使用者可輕易地跨越地域限制，從網路取得各式各樣資訊與服務，網際網路促進各式各樣虛擬社群的蓬勃發展，虛擬社群被認為是一種新的溝通型式，藉由社群成員分享資訊、知識而能相互學習、解決問題。
虛擬社群的存續，社群成員的忠誠度是項重要指標，本研究以非購物行為的虛擬社群網站作為調查對象，以信任為前因做出發，結合虛擬社群意識、虛擬社群知識分享、虛擬社群成員滿意度，探討這些影響社群成員忠誠度的因素。本研究以高爾夫虛擬社群為標的，其成員為研究對象，採用網路問卷調查方式，取得224份有效樣本，資料以結構方程模式(SEM)為分析方法驗證研究假設，研究發現如下所述：
1. 信任、虛擬社群意識與虛擬社群成員滿意度皆是影響虛擬社群成員忠誠度的重要因素。
2. 信任、虛擬社群意識與虛擬社群知識分享皆是影響虛擬社群成員滿意度的重要因素。
3. 信任與虛擬社群意識是影響虛擬社群知識分享的重要因素。
4. 信任是影響虛擬社群意識之重要因素。

The popularity of internet has shortened the distance from people to people. The internet user can easily cross the physical territory limitation to access the vaious information and service. Internet, who activates the wide spectrum of virtual communities, is considered as a new communication method that leads the members of the virtual communities sharing information and knowledge and thus could help each other in solving problems.
The loyalty of virtual community members is a very significant index of if the virtual community can survive or last for a long period of time. The target group of this study is focus on those who is of non-buying behavior. This study is aimed to analyze the major factors that cause the loyalty of virtual community members. It applies a series of measurement on the virtual community members, including their trust toward the others, sense of virtual community, knowledge sharing in virtual community, and the satisfations of the virtual community members.
In this study, the target audience is a group of members of golf communities. A total number of 224 samples were collected via the questionaires fulfilled on the website. The raw data was anylized by Structural Equation Modeling (SEM) to validate the hypotheses. The research findings and brief recommends are as following:
1. The trust, sense of virtual community and the satisfaction of virtual community members are the key factors that would affect the loyalty of virtual community members.
2. The trust, sense of virtual community and knowledge sharing in virtual community are the key factors that would affect the satisfaction of virtual community members.
3. The trust and sense of virtual community are the key factors that would affect knowledge sharing in virtual community.
4. The trust of virtual community members is the key factor that would affect sense of virtual community.

第壹章　緒論 1
第壹節 研究背景與動機 1
第貳節 研究目的與問題 3
第參節 預期研究貢獻 3
第肆節 研究流程 4
第貳章　文獻探討 5
第壹節 虛擬社群 5
一、 虛擬社群的定義(Virtual Community) 5
二、 虛擬社群的分類 7
三、 虛擬社群成員型態 12
四、 虛擬社群成員互動模式 14
五、 虛擬社群意識(Sense of Virtual Community) 16
第貳節 信任(TRUST) 21
一、 信任的定義 21
二、 信任的衡量 24
第參節 知識分享 26
一、 不同觀點的知識分享 28
二、 知識分意願 30
第肆節 滿意度 33
一、 顧客滿意度 33
二、 社群成員滿意度 38
第伍節 忠誠度 41
一、 忠誠度的定義 41
二、 忠誠度的衡量 44
三、 忠誠度的重要性 45
第參章　研究方法 47
第壹節 研究模式 47
第貳節 研究假說 48
一、 信任與虛擬社群意識 48
二、 信任與虛擬社群知識分享 50
三、 信任與虛擬社群成員滿意度 54
四、 信任與虛擬社群忠誠度 55
五、 虛擬社群意識與虛擬社群知識分享 56
六、 虛擬社群意識與虛擬社群成員滿意度 57
七、 虛擬社群意識與虛擬社群忠誠度 58
八、 虛擬社群知識分享與虛擬社群成員滿意度 59
九、 虛擬社群成員滿意度與虛擬社群忠誠度 60
第參節 研究變數定義與衡量 61
一、 虛擬社群意識 61
二、 信任 61
三、 虛擬社群知識分享 61
四、 虛擬社群成員滿意度 62
五、 虛擬社群成員忠誠度 62
第肆節 問卷設計 66
第伍節 研究對象與資料收集 68
第陸節 資料分析方法 69
一、 敘述性統計分析 69
二、 信度與效度分析 69
三、 資料分析工具 72
第肆章　資料分析 73
第壹節 樣本結構分析 73
一、 問卷發放與回收 73
二、 樣本基本資料分析 73
第貳節 資料分析方法與流程 76
一、 結構方程分析流程 76
二、 信度、效度分析 78
三、 常態性檢定 79
第參節 衡量模式分析 81
一、 整體模式的適合度 81
二、 模式界定 83
三、 CFA檢測 84
四、 複共線性檢定 87
五、 區別效度檢定 88
第肆節 研究假說之檢定 89
第伍章　結論與建議 94
第壹節 研究結論 94
第貳節 研究建議 96
一、 學術上之建議 96
二、 實務上之建議 96
第參節 研究貢獻 97
一、 對學術界的貢獻 97
二、 對實務界的貢獻 97
第肆節 研究限制 98
一、 樣本的限制 98
二、 衡量工具之限制 98
三、 時間縱斷面的改變 99
第伍節 未來研究方向 99
一、 擴充研究模式 99
二、 進行縱斷面的研究 99
三、 針對不同類型的虛擬社群進行研究 99
參考文獻 100
中文部份 100
英文部份 102
網路資料 116
附錄一：研究問卷 117
附錄二：研究變數相關矩陣 122

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