臺灣博碩士論文加值系統

雷斯特•梭羅（Laster C. Thurow, 2000；齊思賢譯）在其《Building Wealth》一書中用「節儉難發大財，知識能致巨富」一語道出了「知識」的重要性。近來，Web2.0概念的出現，使得國內外知識社群有許多成功的案例，例如Microsoft微軟技術社群討論區、全球知名的Wikipedia維基百科與國內近來剖受好評的Yahoo!奇摩知識＋等網站，透過大眾主動分享的行為，創造與累積寶貴的知識。由此可知，由大眾主動分享的行為，是具有如此強大的影響力，此種「自願性義工」的出現，沒有任何利益卻又願意主動去分享知識幫助他人的行為，而究竟是什麼原因讓這些「義工」願意去與他人互動交流？因此了解知識社群平台中「人」的因素是很重要且極富意義的。

過去的研究大多只探討知識分享者（單層面）參與知識分享行為的意願，而本研究以科技接受模型(TAM)為理論基礎，並加入「社會影響」因素，將知識分享者分為知識買方與知識賣方（多層面），探討影響知識買賣雙方參與知識社群之知識分享行為的意願因素，以Yahoo!奇摩知識＋為研究標的。因此本研究主要目的為二：(1)瞭解影響知識買賣雙方參與知識社群互動意願之因素；(2)瞭解知識買賣雙方參與知識社群互動意願因素是否會因為不同的背景（例如：性別、年齡、教育程度等）而有所差異。

經由國內最大之BBS站─「批踢踢實業坊」與Yahoo!奇摩知識＋交流中心等方式散佈問卷所在的網址，進行為期三週的調查，有效問卷資料回收403份。經分析結果，在學術上本研究將科技接受模型延伸應用，此外也發現不論知識買方或知識賣方均在性別上（男性與女性）、年齡上（未成年與已成年）及教育程度上（高中職含以下與大學專含以上）存在認知差異；而在實務意涵上，讓欲導入知識社群平台的組織瞭解如何增加社群使用者參與知識社群之知識分享意願的動機，並建議針對不同人格特質與背景（例如：性別、年齡、教育程度等）應採取不同的策略。

Thanks to available of the Internet, knowledge communities are proliferating at an unprecedented rate, such as Microsoft Technical Communities, Wikipedia and Yahoo! Kimo Knowledge+, etc. The reasons that person participate in the knowledge community is an important area of research.

This study presented an extended technology acceptance model (TAM) that integrates social influence factors into the TAM to investigate what determines individual to participate in knowledge community ─ Using Yahoo! Kimo Knowledge+ as the example. Then, we proposed two separate models for knowledge buyers (knowledge askers) and knowledge sellers (knowledge answerers), respectively. Therefore, the purposes of this study are summarized as follows: (1) Understand the interactive factors that influence knowledge buyers and sellers to participate in knowledge community. (2) Investigate the different perceptions between personal backgrounds, such as gender, age and education level.

A web-based questionnaire was designed to verify the proposed models. The theoretical models was empirically evaluated using survey data collected from 403 users about their perceptions of Yahoo! Kimo Knowledge+. The samples were collected from PTT BBS in Taiwan, Yahoo! Kimo Knowledge+ Service Center, Bahamut, etc. The results of this study reveal that the TAM is statistically significant for both models, but the social influence factors tend to be different between gender groups, age groups and education level groups. Finally, the implication of this study to both researchers and practitioners are discussed.

摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
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 4
第四節 研究範圍 5
第五節 研究流程 6
第六節 章節架構 7
第貳章 文獻探討 8
第一節 虛擬社群 8
2.1.1 虛擬社群的定義 8
2.1.2 虛擬社群的種類 10
2.1.3 國內外虛擬社群相關研究整理 12
第二節 知識社群 14
2.2.1 知識社群的定義 14
2.2.2 國內外知識社群相關研究整理 16
2.2.3 Yahoo!奇摩知識＋ 簡介 17
第三節 知識分享行為 19
第四節 科技接受模型 22
第五節 社會影響 27
2.5.1 需求層級理論 27
2.5.2 ERG需求理論 29
2.5.3 雙因子理論 30
2.5.4 社會交換理論 31
2.5.5 知識市場觀點 32
2.5.6 影響知識買方與賣方之社會影響因素 33
第六節 小結 35
第參章 研究架構與方法 37
第一節 研究架構 37
第二節 研究變數與操作型定義 39
3.2.1 自變數 39
3.2.2 中介變數 41
3.2.3 依變數 41
第三節 研究假說 43
第四節 問卷設計 44
3.4.1 初稿設計 44
3.4.2 問卷結構 45
3.4.3 衡量尺度 50
第五節 研究設計 51
3.5.1 抽樣設計 51
3.5.2 前測與先導測試 51
3.5.3 資料蒐集 56
第肆章 資料分析與結果 58
第一節 資料分析方法 58
第二節 量表驗證 59
4.2.1 信度分析(Reliability analysis) 59
4.2.2 效度分析(Validity analysis) 60
第三節 敘述統計分析 65
4.3.1 敘述型分析 65
4.3.2 單因子變異數分析 69
第四節 研究假說與架構驗證 76
4.4.1 相關分析 76
4.4.2 複迴歸分析 79
4.4.3 路徑分析 81
第伍章 結論與建議 98
第一節 研究發現與結論 98
第二節 研究貢獻與建議 106
5.2.1 學術貢獻 106
5.2.2 實務建議 108
第三節 研究限制 111
第四節 未來研究方向 112
附錄一　正式問卷 114
參考文獻 118
中文部分 118
英文部分 121

中文部分
(一) 碩博士論文
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(二) 書籍
1.Davenport, T. H. & Prusak, L.著，胡瑋珊譯，「知識管理」，台北：中國生產力，民國88年。
2.Drucker, P. F.著，傅振焜譯，「後資本主義社會」，台北，時報文化，民國83年。
3.Thurow, L. C.著，齊思賢譯，「知識經濟時代」，台北，時報文化，民國89年。
4.Robert Y. Cavana, Brian L. Delahaye & Uma Sekaran著，莊立民與王鼎銘合譯，「企業研究方法」，台北：雙葉書廊有限公司，民國93年。
5.吳明隆，「SPSS統計應用學習實務：問卷分析與應用統計，第二版」，台北：知城數位科技股份有限公司，民國94年。
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10.盧希鵬，「網路行銷：電子化企業經營策略」，台北：雙葉書廊有限公司，民國94年。

(三) 網站資料
1.Yahoo!奇摩知識＋網站，http://tw.knowledge.yahoo.com/
2.Yahoo!奇摩新聞，http://tw.news.yahoo.com
3.東森新聞報，http://www.ettoday.com/
4.游玉梅，http://home.kimo.com.tw/tomkao886/km.htm
5.番薯藤新聞，http://news.yam.com/
6.經濟部工業局知識管理電子報網站，http://proj.moeaidb.gov.tw/KMPP/
7.廖肇弘，http://www.knowledgelite.net/sub/myarticle/KM/KM-06.htm
8.維基百科，http://en.wikipedia.org/wiki/Main_Page
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