臺灣博碩士論文加值系統

資訊交換社群已是現代人取得知識與進行交流的重要途徑之ㄧ，過去社群的知識相關研究多屬知識貢獻、分享與交換，本研究延伸期望確認理論(Expectation-Confirmation theory)與自我驗證理論(Self-verification theory)中的自我身分驗證之觀點，藉以找出影響社群成員持續進行持續知識創造之因素，為了驗證理論模式，本研究挑選兩岸資訊交換社群為研究案例，分別為中國的「百度知道」與台灣的「Yahoo!知識+」，本研究透過網路問卷取得中國213份與台灣236份有效問卷。研究結果顯示，本研究所提的知覺身分驗證、溝通品質對中國社群成員的持續知識創造意圖有顯著且正面影響；台灣則是溝通品質與滿意度分別對持續知識創造意圖有顯著影響；此外，無論台灣或中國，溝通品質在知覺身分驗證對持續知識創造意圖影響上都扮演著中介的角色，並且在不同的關係資產情境中，兩岸社群成員的持續知識創造意圖亦有所不同。透過本研究模型可作為未來學者研究社群中的知識創造，與企業發展專業資訊交換社群促進員工產生持續知識創造意圖之參考。

An information exchange community is a vital channel through which people can access knowledge and communicate with each other. Prior studies in knowledge management contexts in e-communities focused on knowledge contribution, knowledge transfer or knowledge sharing among individuals, however, most of them failed to evaluate participant’s intention to continue creating knowledge in information exchange communities. The purpose of this study intends to construct an integrated model to explore the factors that affect individuals’ intention to continue creating knowledge based on expectation-confirmation (ECT) and self-verification theory. In order to test this model, data were collected via an online questionnaire, 213 were from Baidu China; 236 were from Yahoo Answers Taiwan. The empirical findings showed that, first, as for Communication Quality and satisfaction, there was a significant difference between Baidu Chain and Yahoo Answers Taiwan. For Baidu China, identity verification and Communication Quality have a significant positive impact on the intention to continue creating knowledge of members; in contrast, Communication Quality and satisfaction have a significant positive impact on the intention to continue creating knowledge of Yahoo Answers Taiwan members. Second, as far as the communities’ members are concerned, both China and Taiwan, Communication Quality as a key mediator do affect perceived identity verification and satisfaction. In various relationship asset contexts, furthermore, there was a significant difference in the intention to continue creating knowledge between the members in China and Taiwan. This paper provides a model to understand the factors that affect individuals’ intention to continue creating knowledge in information exchange communities and helps managers of online virtual communities stimulate knowledge creating in e-communities.

目錄
摘要 I
ABSTRACT II
誌謝 III
表目錄 VI
圖目錄 VII
壹、 緒論 1
第一節、研究背景 1
第二節、研究動機與目的 2
第三節、研究步驟與流程 3
貳、 文獻探討 5
第一節、持續知識創造意圖(Continuity intention of Knowledge Creation) 5
(一) 知識創造 5
(二) 持續知識創造意圖 7
第二節、期望確認理論(Expectation Confirmation Theory; ECT) 8
第三節、自我驗證理論(Self-Verification Theory) 11
(一)知覺身分驗證(Perceived Identity Verification) 12
第四節、溝通品質(Commication Quality) 13
第五節、關係資產 14
參、 研究架構與方法 18
第一節、研究架構 18
第二節、研究假說 18
(一) 滿意度與持續知識意圖 18
(二) 知覺身份驗證與持續知識創造意圖 19
(三) 溝通品質 20
(五) 關係資產對知覺身分驗證對持續使用意圖的影響 21
肆、 研究設計 22
第一節、操作型定義 22
第二節、問卷設計 23
(一) 問項設計與前側 23
(二) 避免共同方法變異CMV(Common Method Variance) 24
第三節、資料收集 27
第四節、分析工具 27
伍、 資料分析 28
第一節、樣本敘述統計 28
第二節、同質性檢定 30
(一) 外部效度 30
(二) 資歷(參與社群時間)之同質性檢定 31
第三節、信效度分析 31
第四節、假說驗證 33
(一) 中國百度知道 33
(二) 台灣Yahoo!知識+ 34
第五節、相關研究分析 35
(ㄧ) 干擾分析:以承諾與互惠性為干擾 35
(二) 中介分析 41
六、研究假說驗證結果 42
陸、 討論與結論 44
第一節、研究討論 44
第二節、管理與實務意涵 45
第三節、研究限制 46
第四節、未來發展 46
參考文獻 48
附錄一、驗證性因素分析 53
附錄二、效度分析 55
附錄三、近年應用於資訊系統情境之ECT(EDT)相關研究 57
附錄四、研究問卷 64


表目錄
表 1 知識策略和關鍵意涵 6
表 2 近年關係資產之研究 16
表 3 構面的定義 22
表 4 研究構面操作化定義與問項彙整表 25
表 5 中國與台灣樣本特性分布資料表 29
表 6 外部效度之K-S檢定結果 30
表 7 資歷之K-S檢定結果 31
表 8 驗證因素分析 32
表 9 信度、AVE與區別效度表 33
表 10 中國與台灣全樣本路徑係數、分群路徑係數之比較 40
表 11 中國與台灣中介驗證 42
表 12 假說檢定之結果 43

圖目錄
圖 1 研究流程圖 4
圖 2 知識管理程序的預期適配 6
圖 3 期望確認理論 8
圖 4 IS接受模後持續使用模式 11
圖 5 自我驗證流程 11
圖 6 假說架構 18
圖 7 中國PLS全樣本分析圖(N=213) 34
圖 8 台灣Yahoo!知識+PLS全樣本分析圖(N=236) 35
圖 9 中國承諾高低群路徑分析圖 37
圖 10 中國互惠性高低群路徑分析圖 37
圖 11 台灣承諾高低群路徑分析圖 38
圖 12 台灣互惠性高低群路徑分析圖 38
圖 13 溝通品質中介之驗證 41

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