臺灣博碩士論文加值系統

虛擬社群之社群意識被視為社群凝聚與發展的重要指標。不同型態之虛擬社群其社群意識之組成要素可能不同。本研究以台灣最大之日本職棒線上社群－日促會為例，以個案的方式探討單一社群其社群意識內涵、組成要素，並檢驗社群意識與社群成員之未來社群參與行為之相關程度。
本研究為使建構之線上運動社群意識能夠適切反映實際情況，透過訪談5位日促會社群成員，瞭解並收集其對社群參與之互動情形與看法。問卷設計係根據文獻與訪談之結果發展有關社群意識之組成要素。本研究係網路問卷方式收集相關資料，共計獲得176份有效問卷。
有關社群成員對社群意識看法之資料經由因素分析，獲得五個社群意識因素構面，依據各因素特性分別命名為「認同」、「滿足需求」、「歸屬感」、「維持和諧」，以及「情感交流」，累計解釋變異量達70.9%。本研究以社群成員之黏著度/口碑行為以及實際社群參與行為分別代表因變數，各社群意識組成因素作為自變數，以迴歸模式進行分析。分析結果顯示：日促會社群意識組成要素之中，以認同與滿足需求之影響性最大，歸屬感、維持和諧，以及情感交流則分別有顯著不一的影響性。本研究根據研究結果提出相關之建議，以期提供線上社群經營者加強社群成員相關服務之參考。

Psychological sense of community has been regarded as a crucial indicator for the potential development of online virtual communities. The sense of community may consist of different elements in each organization. Using Nippon Professional Baseball club as a study case, the study is designed to (1) explore the basic factors necessary to become an online community; (2) investigate whether the factors affect the community members’ future participation.
To help identifying and capturing more specific facets of the web-based community elements, in-depth interviews with 5 community members were conducted. A psychological sense of community scale was developed based on the literature review and the interview results. Then, an online survey was carried out to collect the data. A total of 176 usable responses were obtained.
The results of factor analysis revealed five online community dimensions extracted, including recognition, fulfillment of needs, sense of belonging, harmony, and shared emotional connection. Using the five community factors as independent variables, the results of regression analyses indicated that recognition and fulfillment of needs had the most significant effects on the dependent variables of stickiness/word-of-mouth communication and actual behavior of participation. The other three factors also had the influences on the activity behavior of the online community members.
In light of the findings, the author drew managerial implications relating to the web-based community and offered suggestions for future studies.

目 錄
摘要.............................................................................................................I
英文摘要............................................................................................................II
謝誌.....................................................................................................................III
第一章 緒論............................................................................................1
第二章　文獻回顧....................................................................................4
第一節　社群意識理論....................................................................4
第二節　虛擬社群意識組成要素....................................................9
第三節 虛擬社群成員忠誠行為相關文獻….................................14
第四節　總結..................................................................................16
第三章 研究方法..................................................................................17
第一節 深度訪談..........................................................................17
第二節　研究工具設計..................................................................26
第三節　資料分析方法..................................................................31
第四章 資料分析結果............................................................................33
第一節 受訪者基本資料分析.......................................................33
第二節 日促會社群意識組成要素.................................................37
第三節 社群意識組成要素與社群成員忠誠行為之影響性…….....43
第五章 結論與建議................................................................................46
第一節 研究結論..........................................................................46
第二節 實務建議..........................................................................47
第三節　研究建議..........................................................................49
參考文獻..................................................................................................50
附錄一（問卷內容）..............................................................................52
附錄二（訪談紀錄）..............................................................................55
附錄三（訪談紀錄）..............................................................................57
附錄四（訪談紀錄）..............................................................................60
附錄五（訪談紀錄）..............................................................................62
附錄六（訪談紀錄）..............................................................................64

參考文獻

一、中文文獻
1.曾淑芬（1999，6）。資訊化社會公共事務參與及社群意識形成之探討。第十屆國際資訊管理學術研討會，台北。
2.陳順宇（2000）。多變量分析(第二版)。台北市：華泰書店。
3.李明仁（2001）。虛擬社群與網友忠誠度之研究。台灣科技大學資訊管理研究所碩士論文，台北。
4.徐瑞芬（2001）。影響旅遊網站忠誠度因素之研究。逢甲大學企業管理研究所碩士論文，台中。
5.鐘瑄容（2001）。涉入程度、顧客滿意度與忠誠度關係之研究。中原大學企業管理研究所碩士論文，中壢。
6.資策會研究報告（2005）。運動網站調查報告。出版地：資策會。
7.資策會研究報告（2005）。台灣區網站使用人口調查報告。出版地：資策會。

二、英文文獻
1.Armstrong, A. G., & Hagel, III John. (1997). Net Gain: Expanding Markets Through Virtual Communities. Bonton: Harvard Business School.
2.Blanchard, A. L., & Markus, M. L. (2004). The experienced “sense of a virtual community: characteristics and processes. The DATA BASE for Advances in Information Systens-Winter, 35(1), 66-79.
3.Burroughs, S. M., & Eby, L. U. (1998). Psychological sense of community at work: a measurement system and explanatory framework. Journal of Community Psychology, 26(6), 529-532.
4.Chipuer, H. M., & Pretty, G. M. H. (1999). A review of the sense of community index: current uses, factor structure, reliability, and further development. Journal of Community Psychology, 27(6), 643-658.
5.Hughey, J., Speer, P. W., & Peterson, N. A. (1999). Sense of community in community organizations: structure and evidence of validity. Journal of Community Psychology, 27(1), 93-113.
6.Kim, W. G., Lee, C., & Hiemstra, S. J. (2004). Effects of an online virtual community on customer loyalty and travel product purchases. Journal of Tourism Management, 25, 343-355.
7.McMillan, W. D., & Chavis, M. D. (1986). Sense of community: a definition and theory. Journal of Community Psychology, 14, 6-23.
8.Rheingold, H. (1993). The virtual communities. New York: Addison Wesley.
9.Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: toward an integrative three phase model. International Journal of Information Management, 17, 261-270.
10.Rovai, A. P. (2002). Building sense of community at a distance. International Review of Research in Open and Distance Learning, 3 , 197-211.
11.Rovai, A. P. (2002). Sense of community, perceived cognitive learning, and persistence in asynchronous learning networks. Journal of Internet and Higher Education, 5, 319-332.