虛擬社群參與意願是網站平台價值的關鍵，對諸如雅虎奇摩、PChome、msn等虛擬社群經營者而言，龐大數量的網友聚集停駐，才能豐富其交友娛樂功能，進而建構具獲利潛力的服務平台。在同質平台眾多的競爭環境裏，以特殊風格持續經營，留住既有成員要比吸引新成員更符合投資報酬的經濟原則(約翰‧羅伯特斯，2005)。本研究的目的即在探討網站使用者的信任及情感等心理反應與持續使用意願成和實體接觸意願等行為反應的影響。在此架構下，本研究參考TAM理論提出六個假說，「虛擬社群成員的認知娛樂性和社群平台使用態度呈正相關」，「虛擬社群成員的認知凝聚力和社群平台使用態度呈正相關」，「虛擬社群成員的社群平台使用態度和持續參與意願呈正相關」，「虛擬社群成員的認知娛樂性和社群平台持續參與意願呈正相關」，「虛擬社群成員的認知凝聚力和社群平台持續參與意願呈正相關」，「虛擬社群成員的持續參與意願和忠誠度呈正相關」，並結合Mayer(1995)所提出的組織信任模式應用至虛擬社群成員互動，提出四個假說「平台信任與忠誠度呈正相關」，「成員信任與忠誠度呈正相關」，「成員信任與實體接觸意願呈正相關」，「風險與實體接觸意願呈負相關」。以及本研究自訂的兩個假說，「虛擬社群成員的認知娛樂性和實體接觸意願呈正相關」，「虛擬社群成員的認知凝聚力和實體接觸意願呈正相關」。

本研究以線上問卷方式實施，所選擇之虛擬社群是「愛情國小」的使用者，此平台是以年輕人為目標客羣，定位為提供個人網頁空間、整合發報台、交換日記、傳紙條、心情留言的大專學生線上交友網站。藉由參與者在使用時所持的觀點和看法，探討其認知和使用行為間的關係。本研究共回收600份線上問卷，設立測謊題與正反題項，扣除無效問卷後，剩410份有效問卷。研究結果顯示「虛擬社群成員之認知凝聚力、認知娛樂性與使用態度呈正相關」、「虛擬社群成員之認知凝聚力、認知娛樂性與持續參與社群的意圖呈正相關」，虛擬社群成員對「使用平台的態度越正面，其持續參與社群的意圖越明顯」。而虛擬社群成員之平台信任、成員信任和忠誠度呈正相關」，可看出要提高成員忠誠度，必須先建立其社群成員對平台與成員之信任。「虛擬社群成員之認知凝聚力、認知娛樂性與實體接觸意願呈正相關」。「虛擬社群成員信任與實體接觸意願呈正相關」，「風險與實體接觸意願呈負相關」，確定「信任與風險的確是虛擬成員間藉由網路接觸產生成實體接觸意願之關鍵因素」。本研究結果可做為虛擬社群經營者，在未來虛擬社群的經營上的參考，可加強凝聚力、與娛樂性這方面服務的提供，確定信任與風險的確是虛擬成員間藉由網路接觸產生成實體接觸意願之關鍵因素，可作為虛擬社群實體接觸模式的發展基礎。

The key to success for virtual community website such as Yahoo, PCHome and MSN is to continuously creating new features to attract more members to participate in their online services. Further, as the number of members grows, the value of their service grows and this in turn attracts even more people to join. These types of website then make profit by charging a small fee for the heavy users who wish to sign up for the premium services not available to normal users.
In this competitive market where there are countless virtual community website providing almost identical services, the only way to survival is to be innovative in terms of service features in order to stand out from the rest of the crowd. By constantly providing new and unique services not available at any other websites, this ensures existing customers will always return for their needs and at the same time, attract new users to join. According to the economic principle of cost benefit, keeping existing customers are more important and profitable than attracting new customers.
The purpose of this study is to explore how the users’ trust and independence on those virtual community website would reflect on their attitudinal responses and behavioral intentions.
The community owners should evaluate the value of the website platform from the customers’ point of view, and analyze the customer switching cost. Then, they can use the advantage of brand image to provide the sustainable service to the existing customers, and develop their own market position.
In this paper, we will investigate how these perceived attitudes of the number of virtual communities related to behavioral intention to continuously participants of the virtual community. According to the TAM theory, we propose the following six propositions:
1. Perceived cohesiveness is positively related to the use of the website platform.
2. Perceived playfulness is positively related to the use of the website platform.
3. The attitude is positively related to the continuous participation in the virtual community.
4. Perceived cohesiveness is positively related of user's intention for continuing use.
5. Perceived playfulness is positively related of user's continuing use behavior.
6. User's continuing use behavior is positively related of user’s loyalty.
We combine Mayer’s ”An Integrative Model of Organizational Trust” to propose the following four propositions:
1. Platform trust is positively related of user's loyalty.
2. Interpersonal trust is positively related of user's loyalty.
3. Interpersonal trust is positively related of user's contact behavior.
4. User’s perceived risk is positively related of user's contact behavior.
In this research，we propose the following two propositions:
1. Perceived cohesiveness is positively related of user's contact behavior.
2. Perceived playfulness is positively related of user's contact behavior.
The methodology of this research is to conduct a series of online questionnaire, and we targets the users of a virtual community called “Youth Want website on Love elementary school”. This platform is specially designed for teenagers, and it provides personal web space, integrated blog station, diary and message exchange for people who want to make friends through the Internet. By observing the behavior and taking notes of the members’ perspectives, we will then investigate how the perception affect users’ intention in continuous participation, and try to find the best business model for running such website.
The result shows that the perceived cohesiveness playfulness positively relate to the attitude of using the platform, and the more positive attitude in using the platform, the more willingness of the members to continuously participate in the virtual community. Platform trust and interpersonal trust contributes greatly to user's loyalty. Interpersonal trust positively relate of user's contact behavior and user’s perceived risk negatively relate of user's contact behavior
The result also confirms the previous propositions.
We thus suggest that the community owners should focus more on enhancing perceived cohesiveness and perceived playfulness while providing quality service. On the one hand, they should work hard on serving existing members. On the other hand, he should also try to attract new members to join in. In this way, they could enlarge the scope of the virtual community and become a profitable business. We confirm trust and perceived risk are the important factors that affect user's contact behavior.

誌 謝 I
摘　要 II
Abstract IV
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究貢獻 3
第四節 研究流程 6
第二章 文獻探討 7
第一節 虛擬社群 7
第二節 延伸式科技採用模型 10
第三節 認知凝聚力 12
第四節 認知娛樂性 14
第五節 信任與風險 15
第六節 忠誠度 20
第三章 研究設計 22
第一節 研究架構 22
第二節 研究假說 24
第三節 變數的操作性定義與衡量 27
第四節 問卷設計 28
第五節 資料蒐集方法 33
第四章 資料分析 35
第一節資料分析方法 35
第二節 描述性資料 37
第三節 忠誠度表現與人口統計變項 39
第四節 問卷信度與效度分析 46
第五節 相關分析 47
第六節 迴歸分析 49
第五章 結論 88
第一節 研究結論 88
第二節 研究建議 92
第三節 研究限制 93
參考文獻 94
附錄一：研究問卷 102

壹、中文部分

1.方世榮，1999，統計學，五南圖書出版公司。
2.王保進，1999，視窗版SPSS 與行為科學研究，台北心理出版社。
3.王國榮，2004，線上遊戲品質與公平性對顧客滿意度及忠誠度，碩士論文，東吳大學國貿系。
4.任凱，2005，團體動力理論與技巧，學富文化股份有限公司。
5.李郁文，1998，團體動力學--羣體動力的理論與實務，桂冠出版社。
6.李郁菁，2000，影響虛擬社群成員忠誠度產生之因素探討，碩士論文，國立中山大學資訊管理研究所。
7.季延平譯，2000，網際網路行銷，華泰圖書出版公司。
8.杜炳麟，2001，網路購物之信任模式與顧客忠誠度，碩士論文，元智大學管理研究所。
9.林蓬榮，2004，網路行銷，新京文開發出版股份有限公司。
10.吳明隆，1999，SPSS統計應用實務，松崗圖書股份有限公司。
11.吳明隆，2005，統計應用學習實務，知城數位科技股份有限公司。
12.吳統雄，1984，電話調查：理論與方法，台北：聯經出版社。
13.吳炫達，2004，影響拍賣網站消費者對於賣方信任與競標意願之研究，碩士論文，國立成功大學國際企業研究所。
14.吳齊殷，1998，「虛擬社區V.S.真實生活」科學月刊，第29卷，第8 期，668-673。
15.吳嫦娥等，2003，台北市少年網路交友行為之研究網路初步問卷統計，台北市少年輔導委員，http://jgc.tcpd.gov.tw/14890629-2new1.htm。
16.周家瑜，1993，網站體驗對使用者信任、情感與行為意圖影響之研究，碩士論文，高雄第一科技大學行銷與流通管理學系。
17.洪煜昌，2002，網站信任及其影響因素評估模式，碩士論文，台灣科技大學企業管理研究所。
18.約翰‧羅伯特斯，2005，防禦行銷，哈佛商業評論，第五十期。
19.馬秀蘭與吳德邦，2002，統計學以spss for windows 為例，新京文開發出版股份有限公司。
20.陳郁茹，1999，藉由建立消費者網路購物之信任模式以提升顧客忠誠度，碩士論文，淡江大學資訊管理研究所。
21.陳進成，2002，電子商務顧客價值、滿意度與忠誠度之研究 -以電子商店為例，碩士論文，中原大學資訊管理研究所。
22.黃怡卉，2001，影響網際網路虛擬社群成員間信任取得之因素，碩士論文，中正大學企業管理研究所。
23.黃俊英，2000，多變量分析，中國經企研究所。
24.葉乃菁，2002，從羣體動力學探討個人對虛擬社群之接受度-以Cityfamily為例，碩士論文，國立台灣科技大學資訊管理研究所。
25.張文華，2000，「組織信任之初探」，人力發展月刊行政論述，第八十期。
26.張澄清，2003，網路社群參與書寫態度與行為意願之研究─以野葡萄文學網為例，碩士論文，南華大學出版事業管理研究所。
27.劉文良，2004，網路行銷理論與實務，金禾資訊股份有限公司。
28.趙宏達，2004，網路社群學習之研究，碩士論文，元智大學資訊社會學研究所。
29.蔡靜誼，2004，影響線上遊戲玩家行為意願之研究，碩士論文，國立台灣科技大學資訊管理研究所。
30.鄭偉仁與黎士群，2001，組織公平、信任與知識分享行為之關係性研究，人力資源管理學報，第一卷，第二期。

貳、英文部分

1.Al Gahtani, S., and King, M., 1999, Attitude, satisfaction and usage: factors contributing to each in the acceptance of information technology, Behaviour and Information Technology, vol.18, no.4, 277~297.
2.Armstrong, and John Hagel,1996,The real value of on-line communities, Harvard Business Review, vol.74, no.3, 134-141.
3.Armstrong, and John Hagel , 1997, Net Gain: Expanding Markets Through Virtual Communities, Boston, Harvard Business School Press.
4.Atkinson, M., and Kydd, C.,1997,“Individual characteristics associated with World Wide Web use:an empirical study of playfulness and motivation , “ The Data BASE for Advances in Information Systems, vol.28, no.2, 53-62.
5.Barnett, 1990,Playfukness:Definition,Desing,and Measurement,play and culture, vol.3, no.4, 319-336.
6.Boczkowsk, P.J, 1999,Mutual shaping of verse and technologies in a national virtual community, Journal of Communication, vol.49, no.2,86~108.
7.Burge, E. J., and Roberts, J. M., 1998,Classrooms with a Difference: Facilitating Learning on the Information Highway, Montreal: Cheneliere/McGraw-Hill.
8.Chin, W.C., and Todd, P.A., 1995, On the use, usefulness and ease of use of structural equation modeling in MIS research: a note of caution , MIS Quarterly , vol9, no.2, 237-246.
9.Corey, S.M., and Corey, G., 1992, Groups: Process and practice , Pacific Grove, CA: Brooks/Cole.
10.Das, T. K., and Teng, B., 1998,Between trust and control: Developing confidence in partner cooperation in alliances. Academy of Management Review, vol.23,no.3, 491-512.
11.David, O.S., Jonathan, L. F., and Letitia, A. P., 1986,Social Psychology, University of California, Los Angels.
12.Davis, F.D., 1989,“Perceived usefulness, perceived ease of use, and user acceptance of information technology, ” MIS Quarterly , vol.13,no.3 , 982-1003.
13.Donald, R., and Pamela, S., 2003, Business Research Methods, McGraw-Hill.
14.Doney, M., and Joseph, P., 1997, “A Exanination of the Natural of Trust in Buyer-Seller Relationships,” Journal of Marketing, vo.61,no.2, 35-51.
15.Doney, P.M., Cannon, J. P., and Mullen,M.R.,1998,Understading the influence of national culture on development of trust, Academy of mamagement Review, vol.23,no.3,601-620.
16.Deutsch, M., 1958,Trust and suspicion. Journal of Conflict Resolution, vol.2,no.4, 265-279.
17.Dick, A.S., and Kunal, B., 1994, “Customer loyal: Toward an integrated conceptual framework,” Journal of Academy of Marketing Science, Vol. 22,no.2, 99-113.
18.Eighmey, John, and McCord, 1998,“Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web,” Journal of Business Research,vol.41, 187-194.
19.Elangovan, A. R., and Shapiro, D. L.,1998,“Betrayal of Trust in Organizations,” Academy of Management Review, vol. 23, no. 3,547-566.
20.Ellis, and Fisher, 1994, Small group decision-making, communication and the group process, New York: McGraw Inc.
21.Eveland, J. D., and Bikson ,T. K.,1988,“Work Group Structures and Computer Support: a Field Experiment, ACM Transactions on Office Information Systems,vol.6,no.4, 354-379.
22.Fishbein , M., and Ajzen , I., 1975,Belief , attitude , intention and behavior : An introduction to theory and research , Reading , MA:Addison-Wesley.
23.Fishbein, M., and Ajzen, I., 1977,Attitude behavior relations: A theoretical analysis and review of empirical research, Psychological Bulletin, vol.84,888-918.
24.Ganesan, and Shankar, 1994,“Determinants of Long-Term Orientation in Buyer-Seller Relationships”, Journal of Marketing, vol.58,no.2, April, 1-19.
25.Garbarino, E., and Johnson, M. S., 1999,“The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships,” Journal of Marketing, Vol.63,no.2 , 70-87.
26.George, T. R. and Feltz, D. L., 1995,Motivation in sport from a collective efficacy perspective, International Journal of Sport Psychology, vol.26:,98-116.
27.Giffin, K, 1967,The contribution of studies of source credibility to a theory of interpersonal trust in the communication process, Psychological Bulletin,vol.68, 104-120.
28.Granitz, Z. A., and J. C. Ward, 1996,“Virtual Community : A Sociocognitive Analysis,” Advance in Consumer Research, vol23, 161-166.
29.Gwinner, P., Dwayne, D., and Mary Jo Bitner , 1998, “Relational Benefits in Services Industries: The Customer’s Perspective,” Journal of the Academy of Marketing Science, vol.26, 101-114.
30.Hafner, K., 1997, “Look Who’s Talking,” Newsweek, vol.129, no.7,.44-45.
31.Hosmer, L.T., 1995, “Trust: The Connecting Link between Organizational Theory and Philosophical Ethics,” Academy of Management Review, vol.20,no.2, 379-403.
32.Inbaria, M., Shayo, C., and Olfman, L, 1999, On Becoming Virtual:The Driving Forces and Arrangements,Proceddings of the ACM SIGCPR conference, New Orleans LA USA.
33.Johnson D, and Johnson, R., 1991,Joining Together-Group Theory and Group Skills,Englewood Cliffs，Prentice-Hall Press.
34.Jones, T. O., and Sasser, W. E., 1995, “Why satisfied customer defect,” Harvard Business Review, vol.73,no.6, 88-99.
35.Karahanna, E., Straub, D W., and Chervany, N. L., 1999,“Information technology adoption across time: A cross-sectional comparison of pre-adoption and post-adoption beliefs1,”MIS Quarterly, vol.23,no.2,183~213.
36.Kini, A., and Choobineh, J., 1998, “Trust in Electronic Commerce: Definition and Theoretical Considerations,” IEEE ,vol.4,no.6-9.
37.Kolekofski, K. E., and Heminger, A. R., 2003, “Beliefs and attitudes affecting intentions to share information in an organizational setting,”Information and Management, vol. 40, 521-532.
38.Lane, C.,1998, “Theories and Issues in the Study of Trust,” Trust within and between Organizations: Conceptual Issues and Empirical Applications, New York : Oxford University Press, 1-30.
39.Lederer, A. L., et al., 2000, The technology acceptance model and the World Wide Web. Decision Support Systems, vol.29, 269-282.
40.Lee, Kim, and Moon, 2000, “What makes Internet Users visit Cyber Stores Again? Key Factor for Customer Loyalty,” Proceedings of the CHI2000 Conference on Human Factors in Computing Systems, 305-312.
41.Lee,K.O., and Turban,E.,2001,“A Trust Model for Consumer Internet Shopping,” International Journal of Electronic Commerce,vol.6, 75-91.
42.Liberman, 1977,Playfulness,Academic Press,NY.
43.Liker, J. K., and Sindi, A., 1997,“User Acceptance of Expert systems: A Test of the Theory of Reasoned Action,” Journal of Engineering and Technology Management, vol.14, 147-173.
44.Lin, C., and Lu, H., 2000,Towards an understanding of the behavioral intention to use a web site, International of Information Management, vol.20,197-208.
45.Luo Xueming, 2002,“Trust production and privacy concerns on the Internet A framework based on relationship marketing and social exchange theory,” Industrial Marketing Management, vol.31,111-118.
46.Mayer, R. C., Davis, J. H., and F. D. Schoorman, 1995,”An Integrative Model of Organizational Trust,” Academy of management Review, vol.20, no.3.,709-734.
47.McKnight, D.L.,Choudhury,V., and Kacmar,C., 2002,“The Impact of Initial Consumer Trust on Intentions to Transact with A Web Site：A Trust Building Model,”Journal of Strategic Information Systems,vol.11,297-323.
48.Moon, J.W., and Kim, Y.G., 2001,”Extending the TAM for a World-Wide-Web context, Information and Management,vol.38,217-230.
49.Morgan, R.M., and Hunt, S. D.,1994, “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing,vol.58,no.3, 20-38.
50.Moorman, C., Zaltman, G., and Deshpande, R., 1992,“Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations,”Journal of Marketing Research,vol.29,no.2, 314-328.
51.Nunally, J. C., 1978, Psychometric Theory, NY: McGraw-Hill.
52.Oliver, R.L., 1999,“Whence consumer loyalty?,” Journal of Marketing,Vol. 63, 33-44.
53.Pavitt, C.,1998,Small group Communivation:A Theoretical Approach,http://www.u ky.edu/~drlane/teams/pavirr/ch3.htm.
54.Preece, J., 2001, “ Sociability and usability in online communities: determining and measuring success,”Behavior and information Technology, vol.20,no.5 , 347-356.
55.Prichard, M. P., and Howard. D. R.,1999, “Analyzing the Commitment-Loyalty Link in Service Contexts,”Journal of Marketing Science,vol.27,no.3,333-348.
56.Ramsey, P., and Ravipreet ,S.,1997, “ Listening to Your Customers: The Impact of Perceived Salesperson Listening Behavior on Relationship Outcoming,” Journal of Academy of Marketing Science, vol.25 no.2, 127-138.
57.Rheingold, H., 1993,The Virtual Community, Addison-Wesley Press.
58.Rice,R.E., 1987,“Computer Mediated Communication and Organizational Innovation,” Journal of Communication, vol.37,no.4, 65-94.
59.Ring,P.S., and Van de Ven, A.H., 1992,Structuring cooperative relationships between organizations. Strategic Management Journal. vol.13,no.7, 483-498.
60.Romm,C, and Plisjin, N. R, 1997, Virtual communities and society: Toward and Integrative three phase model, International Journal of Information Management,vol.17,no.4, 261-270.
61.Rousseau, D. M., 1998,Not so different after all: A cross-discipline view of trust. Academy of Management Review,vol.23,no.3, 393-404.
62.Singh, J., and Sirdeshmuk,D., 2000,“Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgements, ”Journal of Academy of marketing,vol.28,no.1,150-167.
63.Smith, A. K., el al., 1999, “A model of customer satisfaction with service encounters involving failure and recovery,” Journal of Marketing Research, vol. 36,no.8, 356-372.
64.Taylor, S., and Todd, P. A., 1995,Understanding information technology: a test of competing Model, Information Systems Research, vol.6, no.2,144-176.
65.Vander Kolk, C. J., 1985, Introduction to Group Counseling and Psychotherapy, Charles E. Merrill Publishing Co, Columbus.
66.Webster,and Martocchio, 1992,“Microcomputer playfulness: development of a measure with workplace implications”, MIS Quarterly ,vol.16,no.2 ,201-226.
67.Wellman,B., 2000,“Computer Networks as Social Networks: Collaborative Work, Telework and Virtual Community,”Annual Review of Sociology,vol.22, 211-238.
68. White,D. R., and Harary, F., 2000,The cohesiveness of blocks in social,network:connectivity and conditional density,http://www.santafe.edu/files/workshops/ dynamics/sm-wh8a.pdf.
69.Williamson, O.E.,1975,Markets and Hierarchies: Analysis and Antitrust Implications, New York Free Press.
70.Younglin, Y., and Maryam, 2001,“Media and group: relative influences on social presence, task participation, and group consensus,”MIS Quarterly, vol.25, no.3, 371-390.
71.Zeitham, V.A.,Berry L.La, nd Parasuraman,A.,1996, “The Behavioral Consequences of Service Quality,”Journal of Marketing, vol.60, 31-46.