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研究生:唐瑞瀅
論文名稱:部落格知識分享行為之研究
論文名稱(外文):The Study of Blog’s Knowledge Sharing Behavior
指導教授:康龍魁康龍魁引用關係
學位類別:碩士
校院名稱:國立彰化師範大學
系所名稱:商業教育學系
學門:教育學門
學類:專業科目教育學類
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:156
中文關鍵詞:期望價值理論計劃行為理論知識分享行為
外文關鍵詞:Expectancy-Value TheoryTheory of Planned BehaviorKnowledge Sharing Behavior
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摘要
本研究目的是應用計劃行為理論探討部落格之知識分享行為。由於I cek Ajz en & Ma r t in Fi shbe in之計劃行為理論的「行為的態度」構面是以期望價值模式衡量, 因而本研究以實質的計劃行為理論模式作為研究模式。本研究以台灣地區的部落格使用者作為研究對象, 採用網路問卷調查實證研究方法, 網路問卷調查時間兩個月, 合計回收有效問卷350 份, 回收問卷資料以結構化方程模組(SEM) 之軟體Amos進行資料分析, 研究結果發現:

1.台灣部落格的使用普及, 使用者對於各個研究構面之認知並無顯著差異。

2.主觀規範除外, 期望價值、行為控制認知與知識分享行為意圖關係顯著; 行為控制認知、知識分享行為意圖與知識分享行為關係顯著。

3.期望價值、行為控制認知對於部落格知識分享行為意圖有顯著的直接效果; 行為控制認知以及知識分享行為意圖對於的知識分享行為有顯著的直接效果。
關鍵字: 期望價值理論、計劃行為理論、知識分享行為。

ABSTRACT
This research studies the knowledge sharing behavior in online Blog based on the Theory of Planned Behavior. In this research model, the Expectancy-Value model replaces the attitude of behavior. The research target is online Blog users in Taiwan. In this empirical research, survey is carrying out on-line. It took two months. During this period, 350 valid questionnaires were collected. The data collected was analyzed by using SEM with Amos. The findings of this research are as following:

1. Using Blog in Taiwan is very popular. Users’ cognition of all research frameworks is not different significantly.

2. The result implements that the relationship between the expectancy value, perception of behavior control and havior intension is significant, but the subjective norm is not. The relationship between the perception of behavior control, behavior intension and Knowledge sharing behavior is significant.

3. The result implements that the expectancy value and perception of behavior control have direct impact on the behavior intension significantly. The perception of behavior control and behavior intension have direct impact on the knowledge sharing behavior significantly.

[Keywords : ] Expe c t ancy-Va lue Theory, Theory of Pl anned Behavior , Knowl edge Sha r ing Behavior .
目錄
摘要....................................................I
ABSTRACT ..............................................II
誌謝...................................................III
目錄....................................................IV
圖次....................................................VI
表次.................................................…VII
第壹章、緒論………………......…………..……………….….……...1
第一節、研究背景與動機………………………………………….........1
第二節、研究目的…………………………………..….…….…………...10
第三節、研究流程……………………………..………….………………...11
第四節、研究限制……………..…………………..……….………......13
第五節、名詞解釋…………………………….………….…..………………14
第貳章、文獻探討…………..………………..…..……….. .........16
第一節、部落格知識分享.……………………………………...…………..16
第二節、理性行動理論……………..………………………....……………35
第三節、計劃行為理論 ……………….……………………....….……...38
第四節、期望價值理論 …………….………….……………..…..….…..46
第五節、理論模式整合…………………………………………....………..50



第參章、研究設計………………………………………….………………..60
第一節、研究架構…………………………………….…………….……….60
第二節、問卷設計……………………………………………….……..……62
第三節、研究對象與研究樣本……………………………..………….…. 75
第四節、資料蒐集過程………………………….….……….…….……….79
第五節、資料分析方法….……..………….……………….…….….……80
第肆章、資料分析與討論…………………………………….…….…………83
第一節、部落格使用經驗分析….……………………….……….………..83
第二節、研究模式與假說驗證………………….………….……….……..87
第三節、研究發現與討論……….…………………………….………….…99
第伍章、研究結論與建議………………………….…..……………..….108
第一節、研究結論……………………………………..………….…………108
第二節、研究建議…………………………………………..……….………111
參考文獻……………………………………………………………………….114
附錄、問卷………………………………………….………….…….………148

圖次
圖1-1 臺灣Blog網誌服務相關網站頻道之造訪趨勢…..……………...4
圖1-2 研究流程圖.…..…….…………………………………………….13
圖2-1 理性行動理論……………………………………………..……..37
圖2-2 計劃行為理論.…….……….…………..………………….....40
圖2-3 期望價值理論(EVT)模式.…….........................47
圖3-1 本研究架構……………………………………………………..….61
圖4-1 本研究Amos結構化模式圖…………………….………….....…92
圖5-1 本研究結果架構圖…………………………………………. .….110

表次
表2-1 相關研究之部落格定義整理….…………………….…………..20
表2-2 Ajzen & Fishbein行為意圖模式之相關研究整理…….…….46
表3-1 研究假設…………………………………………………………..61
表3-2 「知識分享期望價值」之衡量問項……………………………..63
表3-3 「知識分享主觀規範」之衡量問項……………………………..64
表3-4 「知識分享的行為控制認知」之衡量問項……………………..65
表3-5 「知識分享行為意圖」之衡量問項……………..……..…….66
表3-6 「知識分享行為」之衡量問項…………………………………..67
表3-7 預試問卷之研究構面信度……..……………………………...72
表3-8 因素分析與鑑別度分析…………………….…………….…...74
表3-9 研究樣本基本資料分析……………………………..…………..78
表4-1 研究樣本使用經驗分析….…………………………..………….86
表4-2 人口統計變項對於研究構面影響….…………………..……….87
表4-3 各個研究構面之收歛效度....…………………………….....89
表4-4 平均變異抽取量…………………..……………………………..90
表4-5 各研究構面之相關係數……..…………………………………..90
表4-6 共線性分析..……………………………………………………..94
表4-7 各研究構面之間顯著關係分析..………………………………..95
表4-8 研究假設檢定結果…………..…………….…………………….99
表4-9 各潛在變數影響效果…………….…….………….…...…….106
表4-10 各研究構面對於知識分享行為的影響效果.…………….....107



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