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研究生(外文):Su, Yi-Shan
論文名稱(外文):A Preliminary Study of Member Proactive Participation Behaviors in the Virtual Community
指導教授(外文):Tsai, Hsien-Tung
口試委員(外文):Liu, Hsiu-WenChang, Hui-ChenTsai, Hsien-Tung
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成員的主動參與行為是虛擬社群的成功關鍵,因此如何趨動成員自發地參與社群活動,即成為重要的研究議題。然而過去的相關研究,對於成員參與行為的影響機制的探討仍顯不足。本研究旨在以社會影響的角度探討:何以虛擬社群的成員會主動地參與社群活動。藉由蒐集問巻及成員的真實行為資料,了解虛擬社群成員的行為決策過程, 並透過LISREL驗證研究模型。研究結果發現,「社群認同」能直接地影響成員的參與行為;而「回報規範」則無法對參與行為形成直接影響,其必須透過社群認同這個中介機制去影響成員的行為。此外,本研究亦發現「社群聲望」及「娛樂性」會影響成員對社群的認同;「資訊性」及「成員的支持」為回報規範的重要前置因子。
Members proactive participate is a key to success of virtual communities. Despite its importance, however, the topic has received little attention from researchers. This study proposes and tests a model of proactive participation behavior in virtual communities. According to self-reported data and objective behavioral date, the results indicate that community identification determine members’ proactive participation behavior. The results also show that “the norm of reciprocity” cannot drive member’s behavior. It must via community identification to drive member’s behavior. In addition, the result also show "community prestige" and "entertainment" are important antecedents of community identity. “Information” and “manager support” are antecedents of the norm of reciprocity.
中文論文提要 Ⅰ
英文論文提要 Ⅱ
目 錄 III
圖 次 V
表 次 VI

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 2
第三節 論文章節架構及研究流程 3

第二章 文獻探討 5
第一節 虛擬社群 5
第二節 社群認同 12
第三節 回報規範 19

第三章 研究方法 25
第一節 研究架構與各研究構念關係之推論 25
第二節 研究程序 31
第三節 研究對象 32
第四節 題項的衡量 33
第五節 統計分析方法 38

第四章 資料分析與實證結果 39
第一節 衡量模型的評估 39
第二節 結構模型 44

第五章 結論與建議 49
第一節 研究結論 49
第二節 研究限制與建議 52

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