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研究生:吳姿樺
研究生(外文):Tzu-Hua Wu
論文名稱:以動機觀點探討部落客分享意圖之研究
論文名稱(外文):Understanding the Knowledge Sharing Intention on Blog: A Viewpoint of Motivation
指導教授:陳建文陳建文引用關係
指導教授(外文):Chien-Wen Chen
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:134
中文關鍵詞:部落格理性行為理論動機因子分享態度分享意圖
外文關鍵詞:BlogTheory of Reasoned ActionMotivatorSharing AttitudeSharing Intention
相關次數:
  • 被引用被引用:5
  • 點閱點閱:344
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
近年來由於Web 2.0觀念的興起,使得重視分享與互動的部落格使用人口也逐年增加。根據資策會調查指出,約有三分之ㄧ的部落客已經沒有在經營自己的部落格,而其最主要的原因就是「缺乏經營動力」;因此了解部落客持續上網分享的動機因素為何,是一個值得探討的議題。
本研究將結合外部、內部兩種動機一併來探討部落客分享態度與分享意圖。本研究以Lin(2007)的研究為基礎,並考量部落客對於科技接受的因素(認知有用性、認知易用性)、享受幫助他人、自我效能、聲譽及相互利益,以及Moore and Serva(2007)針對部落格所提出的動機因子(資訊權、自我表達),一併來探討對部落客知識分享態度與分享意圖的影響。
本研究以目前或曾經擁有部落格的部落客做為研究對象,探討影響部落客進行知識分享的動機;經由研究結果顯示,認知有用性、資訊權、享受幫助他人、自我表達與態度會正向影響使用者的分享意圖,且認知有用性、相互利益、資訊權、認知易用性、享受幫助他人及自我表達會正向影響分享態度;享受幫助他人、資訊權分別對分享態度、分享意圖的總效用達到最大。因此,部落客願意主動幫助他人解決問題,以及部落客握有著有價值的資訊會主動地進行分享,此兩因子可促使部落格中的知識分享。
The bloggers, who focus on sharing and interaction, have increased owing to the concept of Web 2.0 rise in recent years. Based on the survey of MIC, they pointed that about one third of the bloggers have not managed their own blogs. The major cause is for lack of motivation. Therefore, understanding the knowledge sharing intentions of bloggers is a valuable issue. By integrating a motivational perspective into the theory of reasoned action (TRA), this study examines the role of both extrinsic (perceived usefulness, reciprocal benefits, reputation and information power) and intrinsic (perceived ease of use, self-efficacy, enjoyment in helping others and self-expression) motivators in explaining blogger knowledge sharing attitudes and intentions.
A survey of 540 bloggers found strong support for the model. The results indicated that usefulness, reciprocal benefits, information power, ease of use, enjoyment in helping others, and self-expression were positively related to knowledge sharing attitudes, and accounted for 68% of the variance. On the other hand, ease of use, information power, enjoyment in helping others, self-expression and knowledge sharing attitudes significantly influenced a blogger’s knowledge sharing intention. Together they explain 92% of the variance of intention to knowledge sharing. The results demonstrated that bloggers are willing to help users to solve problems as well as to share the valuable information to each other. Obviously, the enjoyment in helping others and information power can enhance the knowledge sharing intentions in blogs.
逢甲大學學位證明書 II
誌謝 III
中文摘要 IV
英文摘要 V
目錄 VI
圖目錄 X
表目錄 XI


第一章 緒論 - 1 -
1.1 研究背景與動機 - 1 -
1.2 研究目的 - 8 -
1.3 研究流程 - 8 -
第二章 文獻回顧 - 10 -
2.1 部落格 - 10 -
2.1.1 部落格歷史與發展 - 10 -
2.1.2 部落格定義 - 12 -
2.1.3 部落格組成 - 13 -
2.1.4 部落格、BBS及個人網頁比較 - 14 -
2.1.5 部落格類型 - 15 -
2.2 知識分享之相關研究 - 16 -
2.2.1知識管理 - 16 -
2.2.2知識分享 - 18 -
2.3 理性行為理論 - 21 -
2.3.1分享態度與分享意圖 - 22 -
2.4 動機因子 - 22 -
2.4.1 Moore and Serva(2007)所提出的動機因子 - 23 -
2.4.2 科技接受因子 - 24 -
2.4.3 聲譽 - 26 -
2.4.4 相互利益 - 27 -
2.4.5 資訊權 - 27 -
2.4.6 自我效能 - 29 -
2.4.7 享受幫助他人 - 30 -
2.4.8 自我表達 - 30 -
2.4.8.1 社會交換理論與資訊分享理論 - 30 -
2.4.8.2 自我表達 - 32 -
2.5 動機因子分類 - 33 -
2.5.1外部動機因子 - 34 -
2.5.2內部動機因子 - 36 -
第三章 研究方法 - 39 -
3.1 研究架構與假說 - 39 -
3.1.1 研究架構 - 39 -
3.1.2 研究假說 - 40 -
3.2 研究變數 - 46 -
3.2.1 認知有用性 - 46 -
3.2.2 相互利益 - 47 -
3.2.3 聲譽 - 48 -
3.2.4 資訊權 - 48 -
3.2.5 認知易用性 - 49 -
3.2.6 自我效能 - 49 -
3.2.7 享受幫助他人 - 50 -
3.2.8 自我表達 - 50 -
3.2.9 分享態度 - 51 -
3.2.10 分享意圖 - 52 -
3.3 研究設計 - 54 -
3.3.1 研究對象 - 54 -
3.3.2 資料收集 - 54 -
3.4 資料分析方法 - 55 -
3.4.1 敘述性統計分析 - 56 -
3.4.2 效度分析 - 56 -
3.4.3 信度分析 - 57 -
3.4.4 結構方程模式 - 57 -
3.4.5 結構方程模式執行步驟 - 59 -
3.4.6 確立研究模式架構 - 72 -
第四章 研究結果分析 - 74 -
4.1 樣本結構分析 - 74 -
4.1.1 樣本個人特徵 - 74 -
4.1.2 樣本的使用特徵 - 75 -
4.2 敘述性統計資料分析 - 77 -
4.3 研究模式的檢驗 - 81 -
4.3.1 測量模式 - 81 -
4.3.2 結構模式分析 - 85 -
4.3.3 研究假設驗證 - 90 -
4.3.4 效果分析 - 92 -
第五章 結論與建議 - 96 -
5.1 結論 - 96 -
5.1.1 分享態度對於分享意圖 - 96 -
5.1.2 外部動機因子 - 96 -
5.1.3 內部動機因子 - 97 -
5.2研究貢獻 - 99 -
5.2.1 學術貢獻 - 99 -
5.2.2 實務貢獻 - 99 -
5.3未來研究建議 - 100 -
參考文獻 - 101 -
附錄 - 118 -
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