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研究生:陳文傑
論文名稱:社會臨場感對虛擬社群意識影響之研究─以無名小站為例
論文名稱(外文):The study of the impact of social presence of sence of virtual community:an example of "wretch.cc"
指導教授:賴士葆賴士葆引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
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:95
中文關鍵詞:社會臨場感虛擬社群意識無名小站
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近年來寬頻網路的快速成長,網路使用總人口也隨著快速成長,並造尌了網路發展的多元化趨勢。網路普及後最顯著的現象尌是虛擬網路社群的興貣,虛擬網路社群近來發展成為一種新興的媒介,其可跨帄台、可互動、多元化與個人化等功能,造尌了一個宛如真實社會的環境,成員間不僅僅是分享思想、興趣與資訊的活動,更是情感、知識與經驗交流的地方,本論文將尌網際網路環境下之人際關係溝通環境來探討虛擬社群意識的形成。 本研究假設社會臨場感的強度將會影響虛擬社群意識的程度,並將社會臨場感分成自然性和客觀性兩個構面;虛擬社群意識則分成會員身份、團體支持及依附感三個構面來探討。藉由對無名小站使用者的問卷的發放,及結構方程模型的分析,驗證了以下結果:
1. 社會臨場感的自然性與虛擬社群意識的會員身份之間有正向關係
2. 社會臨場感的自然性與虛擬社群意識的團體支持之間有正向關係
3. 社會臨場感的自然性與虛擬社群意識的會員依附感間有正向關係
4. 社會臨場感的客觀性與虛擬社群意識的會員身份之間有正向關係
5. 社會臨場感的客觀性與虛擬社群意識的團體支持之間有正向關係
第一章 緒論.................................................................................................................. 1
第一節 研究背景與動機...................................................................................... 1
第二節 研究問題界定與研究目的...................................................................... 3
第三節 研究範圍與限制...................................................................................... 4
一、 研究範圍........................................................................................ 4
二、 研究限制........................................................................................ 5
第四節 研究流程與論文章節架構...................................................................... 6
第二章 文獻探討.......................................................................................................... 8
第一節 我國虛擬社群的演進.............................................................................. 8
第二節 社會臨場感............................................................................................ 10
一、 臨場感受...................................................................................... 10
二、 社會臨場感.................................................................................. 13
三、 社會臨場感的構面...................................................................... 18
第三節 虛擬社群意識相關文獻探討................................................................ 19
一、 虛擬社群之定義.......................................................................... 19
二、 虛擬社群之種類.......................................................................... 21
三、 虛擬社群之特性.......................................................................... 25
四、 虛擬社群之組成要素.................................................................. 27
五、 虛擬社群意識.............................................................................. 31
第四節 各變數間關係........................................................................................ 37
第三章 研究方法........................................................................................................ 38
第一節 研究架構................................................................................................ 38
第二節 前測分析................................................................................................ 41
一、 問卷設計與來源.......................................................................... 41
二、 前測.............................................................................................. 44
三、 前測因素分析適合度分析.......................................................... 44
四、 前測探索性因素分析.................................................................. 45
五、 前測後問項調整.......................................................................... 56
第三節 變數之操作性定義與衡量方式............................................................ 58
一、 社會臨場感變數操作性定義與衡量方式.................................. 58
二、 虛擬社群意識變數操作性定義與衡量方式.............................. 59
第四節 資料收集................................................................................................ 61
一、 研究對象...................................................................................... 61
二、 正式問卷抽樣.............................................................................. 61
三、 資料分析方法.............................................................................. 62
第四章 研究結果分析................................................................................................ 63
第一節 信度與效度分析.................................................................................... 63
一、 信度分析...................................................................................... 63
二、 效度分析...................................................................................... 64
第二節 樣本結構................................................................................................ 67
一、 性別.............................................................................................. 67
二、 年齡.............................................................................................. 68
三、 教育程度...................................................................................... 69
四、 使用網路經驗.............................................................................. 70
五、 是否將無名小站加入我的最愛.................................................. 71
六、 每天使用無名小站時間.............................................................. 71
七、 一般敘述統計分析...................................................................... 72
第三節 假說驗證................................................................................................ 74
一、 整體模型分析.............................................................................. 74
二、 假說驗證...................................................................................... 74
三、 實證結果...................................................................................... 76
第五章 結論與建議.................................................................................................... 78
第一節 研究結論................................................................................................ 78
一、 自然性與會員身份之關係.......................................................... 78
二、 自然性與團體支持之關係.......................................................... 78
三、 自然性與依附感之關係.............................................................. 78
四、 客觀性與會員身份之關係.......................................................... 79
五、 客觀性與團體支持之關係.......................................................... 79
六、 客觀性與依附感之關係.............................................................. 79
第二節 理論貢獻與實務意涵............................................................................ 80
一、 理論貢獻...................................................................................... 80
二、 實務意涵...................................................................................... 81
第三節 後續研究建議........................................................................................ 82
參考文獻...................................................................................................................... 83
附錄一 論文問卷量表................................................................................................ 94
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