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研究生:周恩頤
研究生(外文):En-Yi Chou
論文名稱:潛隱者與知識貢獻者於虛擬社群內知識採納行為之研究:社會資本觀點之探討
論文名稱(外文):Do Lurkers and Posters Perform Differently in Knowledge Adoption in Virtual Community: A Social Capital Perspective
指導教授:廖淑伶廖淑伶引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學系
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:英文
論文頁數:159
中文關鍵詞:知識採納行為社會資本理論科技接受模型潛隱者知識貢獻者虛擬社群同儕影響懷疑態度
外文關鍵詞:Knowledge adoptionLurkerPeer influencePosterSkepticismSocial capitalTechnology acceptance modelVirtual communities
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從事知識與資訊的搜尋,被視為參與虛擬社群主要的目的之一。虛擬社群內創造並不斷累積大量知識與資訊,於今被認為是一種社會資本,同時也被視為是公有財的一種。過去對於虛擬社群的參與行為研究,主要針對知識的貢獻行為,意即知識分享的行為研究。然而在虛擬社群參與者中最主要的一群 - 潛隱者的行為亦不容忽視。因此,在本研究中結合了社會資本理論與科技接受模型來建構一個研究人們在虛擬社群內知識採納的行為。
本研究認為社會資本的底下的構面 - 網絡連結、社會信任、互惠的規範、共同語言、共同價值以及共同願景會在虛擬社群內影響個人對於知識採納行為的態度。認知有用性與認知易用性也被認為是可能影響使用者態度因素。除此之外,為了彌補科技接受模型沒有探討主觀的規範和個人看法的短缺,本研究也將同儕影響與懷疑的態度放入模型中討論是否會影響在虛擬社群內知識採納的行為。
本研究運用網際網路進行問卷調查來收集分析的資料,透過統計軟體SPSS 15.0與Amos 7.0來進行信度與效度分析並驗證模型假設。有效問卷樣本數共為548份。透過對於潛隱者與知識貢獻者的比較,本研究的結果能夠幫助了解在虛擬社群內個人知識採納的行為。除此之外,理論、管理實務上之貢獻與未來研究方向也在論文最後進行深入討論。
Information or knowledge seeking is considered as the primary purpose of participating in virtual communities. The accumulated knowledge and information embedded in virtual community is thought as social capital which also viewed as public good nowadays. With respect to the behavior of virtual community participants, previous research focused on the contribution of posters, namely the knowledge sharing behavior. However, it cannot disregard lurkers that are probably the majority in virtual communities. Thus, this study integrates the Social Capital Theory and the Technology Acceptance Model (TAM) to construct a research model for investigating the motivations behind people’s knowledge adoption behavior in virtual communities.
The study holds that the facets of social capital - network ties, social trust, norm of reciprocity, shared language, shared value, and shared vision - will influence individuals'' attitude toward knowledge adoption in virtual communities. Also, perceived usefulness and perceived ease of use is considered as web site factors that may affect people’s attitude. Besides, in order to bridge the shortage of TAM not concerning the subjective norm and beliefs, we also argue that personal factors – peer influence and skepticism - can engender knowledge adoption in virtual communities.
This study uses the Internet questionnaire survey (i.e., my3q. com) to collect data, and analysis of the reliability, validity and test the proposed hypotheses by SPSS 15.0 and Amos 7.0. 548 valid data was collected from both lurkers and posters that provide support for the proposed model. By making comparison between lurker and poster, the results help in identifying the motivation underlying individuals'' knowledge adoption behavior in virtual communities. The implications for theory and practice and future research directions are discussed.
Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgement vi
Table of Contents viii
List of Tables x
List of Figures xii
Chapter 1 INTRODUCTION 1
1.1. Research Background 1
1.2. Research Motivation 5
1.3. Research Objectives 10
1.4. Research Questions 11
Chapter 2 LITERATURE REVIEW 12
2.1. Virtual Community 12
2.2. Social Capital 20
2.3. Technology Acceptance Model 26
2.4. Peer Influence 32
2.5. Skepticism 34
2.6. Poster 36
2.7. Lurker 39
2.8. Hypotheses Inference 43
Chapter 3 Research Method 62
3.1. Research Framework 62
3.2. Research Hypotheses 64
3.3. Operational Definitions and Measurement of Variables 68
3.4. Data Collection 81
3.5. Methods of Data Analysis 82
Chapter 4 RESULTS 87
4.1. Descriptive Statistics 87
4.2. Confirmatory Factor Analysis 94
4.3. Structural Equation Modeling Analysis 107
4.4. Hypotheses Testing Results 117
Chapter 5 CONCLUSIONS 124
5.1. General Conclusions and Discussion 124
5.2. Contribution and Implications 133
5.3. Limitations and Future Research 137
Reference 139
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