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研究生:吳銘峻
研究生(外文):Wu, Ming Chun
論文名稱:以社會資本探討虛擬社群成員交流互動行為特性–Facebook與Mobile01之初探
論文名稱(外文):A study of interaction behavior between members in virtual community based on social capital–focusing on facebook and mobile01
指導教授:邱志聖邱志聖引用關係溫偉任溫偉任引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:108
中文關鍵詞:虛擬社群社會資本資訊分享交流討論互動FacebookMobile01
外文關鍵詞:Virtual CommunitySocial Capitalinformation sharingsocial interactionsFacebookMobile01
相關次數:
  • 被引用被引用:11
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
隨著網際網路的發展,人們花費更多時間群聚在網路空間裡活動,實體社群
的概念也因此延伸至虛擬網路中。在網路空間瀏覽時,可以看到相當多主題和性
質不盡相同的線上虛擬社群,例如:提供人們交誼聯繫的社群、或是以論壇討論
形式存在,讓人們對共同的興趣討論和分享資訊的帄台。其中,資訊瀏覽和分享
的交流以及人際往來討論的互動,是網友參與虛擬社群的核心活動,故不論對哪
種虛擬社群來說,擁有一個良好的資訊交流和互動環境是相當重要的,也成員社
群經營者關心的問題。

本研究以探究社會群體活動特性的社會資本為基礎,將過去學者所定義的社會資本三構面:認知面(cognitive dimension)、結構面(structural dimension)、關係面(relational dimension),應用至虛擬社群成員交流互動的參與行為探討,並選擇在台灣具有代表性的虛擬社群–Facebook 和Mobile01 作為研究對象,Facebook 是讓參與成員和朋友維持社交友誼的社群,Mobile01 則是讓對相同主題有興趣的成員一起交流討論的社群,兩個虛擬社群主要內容和群聚成員參與的動機和目的都不盡相同,各代表了不同性質種類的虛擬社群。研究結果發現不同構面的社會資本對於成員在社群內交流互動的參與行為有不同程度的影響,而不同性質的虛擬社群在同一構面的社會資本下對於參與成員的行為債向也會有不同程度的影響。
With the rapid development of internet, much more people have spent much more time surfing through internet. The concept of community in the real life also extends to the virtual network. There are so many kinds of virtual community in the virtual network space that it provide different content and benefit for members, including social contacts and common topic discussion. Actually, the information sharing and interpersonal social interactions are the core activities for members in the virtual communities. Therefore, it is important to form a good environment in the virtual communities.

This research uses social capital, constituting cognitive dimension, structural dimension and relational dimension, to examine the behavior of members in virtual communities. We choose two different types of virtual community, Facebook and Mobile01, as our sampling source. Facebook provides members to stay in touch with their friends, and Mobile01 provides members to discuss common topic of conversation and interest. Therefore, members in these virtual community have different purpose and motivation. The results found that different social capital can influence members’ behavior in different ways. Also, different types of virtual communities can influence members’ behavior in different ways through the same social capital dimension.
謝 辭 I
摘要 III
Abstract IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
 第二節 研究目的 4
 第三節 研究流程 5
第二章 文獻探討 6
 第一節 虛擬社群 6
 第二節 社會資本 9
 第三節 社會資本與虛擬社群參與行為 15
 第四節 虛擬社群的資訊分享 17
 第五節 虛擬社群的成員互動 21
第三章 研究方法 25
 第一節 研究途徑與標的 25
 第二節 研究架構與假設 26
 第三節 研究變數的定義與衡量 30
 第四節 抽樣方法與問卷設計 39
 第五節 資料分析方法 41
第四章 研究結果 43
 第一節 樣本結構 43
 第二節 因素分析 46
 第三節 信度分析 48
 第四節 整體模型分析結果 49
 第五節 假設實證結果 61
第五章 結論與建議 86
 第一節 研究結論 86
 第二節 管理意涵 91
 第三節 研究限制與後續研究建議 93

參考文獻 94
附錄:正式問卷 101

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