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研究生:吳成軒
研究生(外文):Cheng-Syuan Wu
論文名稱:社群網絡使用行為對於知識分享之 影響性-以Facebook為例
論文名稱(外文):The Research of The Social Networking Behavior for Knowledge Sharing - The Case of Facebook
指導教授:洪育忠洪育忠引用關係
指導教授(外文):Yu-Chung Hung
口試委員:阮金聲黃劭彥
口試委員(外文):Jin-sheng RoanShaio-Yan Huang
口試日期:2013-06-11
學位類別:碩士
校院名稱:國立中正大學
系所名稱:會計與資訊科技研究所
學門:商業及管理學門
學類:會計學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:110
中文關鍵詞:知識知識分享社群網絡FacebookPLS
外文關鍵詞:KnowledgeKnowledge SharingSocial NetworkingFacebookPLS
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近年來社群網絡使用人數不斷增加,而在2012年台灣Facebook使用人數超過全台灣人口數的一半以上。社群網站的知識分享程度也隨著使用人數的增加而快速成長,並累積大量的知識。本研究欲探討社群網絡與知識分享的關聯,希望從一般使用者的角度分析社群網絡的使用行為對知識分享造成什麼影響 。
本研究採問卷式,有效樣本為152份,以SPSS及偏最小平方法(partial least squares, PLS)來進行本研究的敘述性統計與測量模型及結構模型的檢測。
主要研究結論可說明如下:(1)社群網絡使用行為與競爭優勢顯著正相關(2)社群網絡使用行為與知識交流顯著正相關(3)社群網絡使用行為與互相信任顯著正相關(4)社群網絡使用行為與達共同目標顯著正相關(5)社群網絡使用行為與互相學習顯著正相關(6)社群網絡使用行為與專業知識顯著正相關(7)社群網絡使用行為與知識數量顯著正相關(8)社群網絡使用行為與知識創造力顯著正相關(9)社群網絡使用行為與獲取知識顯著正相關。研究結論有助社群網絡產業有進一步的發展。



There are more and more people using social networking in recent years, and the users of Facebook in Taiwan have been over half population in Taiwan in 2012. With the increase of users, the knowledge sharing behavior in Facebook is not only growing rapidly but also accumulating a large amount of knowledge. This research aims to study the relationship between Social Networking and Knowledge Sharing, and to analyze the impact of user behavior of Social Networking on Knowledge Sharing in terms of average user’s perspective.
This research was performed through questionnaire survey and there are 152 valid questionnaires in this research. SPSS and partial least squares(PLS) method are applied to analyze the descriptive, measure model and structural model.
The main research findings are as follows: (1)there is significant positive correlations between the user behavior of Social Networking and competitive advantage;(2) there is significant positive correlations between the user behavior of Social Networking and Knowledge exchanged;(3) there is significant positive correlations between the user behavior of Social Networking and mutual trust;(4) there is significant positive correlations between the user behavior of Social Networking and reaching common goals;(5) there is significant positive correlations between the user behavior of Social Networking and learning from each other;(6) there is significant positive correlations between the user behavior of Social Networking and professional knowledge;(7) there is significant positive correlations between the user behavior of Social Networking and amount of knowledge;(8) there is significant positive correlations between the user behavior of Social Networking and knowledge Creativity;(9) there is significant positive correlations between the user behavior of Social Networking and obtaining knowledge. The aforementioned can provide insight for the further development of the social networking.

目錄
致謝 Ⅰ
摘要 Ⅱ
ABSTRACT III
目錄 Ⅳ
圖目錄 Ⅵ
表目錄 Ⅶ
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的與預期貢獻 8
1.3 論文架構與研究流程 14
第二章 文獻探討 16
2.1 知識與知識管理平台 16
2.2 知識分享 23
2.2.1 知識分享的定義 23
2.2.2 知識分享衡量指標 28
2.3 社群網絡與Facebook 31
2.4 小結 36
第三章 研究方法 37
3.1 研究架構 37
3.2 研究變數操作型定義 40
3.3 研究假設與模型 42
3.4 問卷設計 51
3.5 樣本對象 58
第四章 研究分析 59
4.1 分析方法 59
4.1.1 敘述性統計方法 59
4.1.2 PLS(偏最小平方)分析方法 59
4.2 樣本之敘述性統計 62
4.3 樣本之PLS測量模型分析 64
4.3.1 信度分析 64
4.3.2 效度分析 66
4.4 樣本之PLS結構模型分析 72
第五章 研究結論 77
5.1 研究發現與結論 77
5.2 管理實務意涵 84
5.3 研究限制與未來研究方向 86
參考文獻 88
附錄:問卷設計 95
圖目錄
圖1-1 亞太區2012各市場社群類別網站使用狀況 1
圖1-2 台灣2012社群網站到達率排名 2
圖1-3 台灣社群網站造訪重疊分析 3
圖1-4 社群網絡的知識循環示意圖 6
圖1-5 Facebook過去五年全球各區的到達率 9
圖1-6 Facebook的熱門粉絲團 9
圖1-7 車廠的新車展示及行銷 10
圖1-8 環保局理念宣導 11
圖1-9 本研究欲探討之關連圖 13
圖1-10 研究架構 15
圖2-1 知識螺旋(SECI)圖 18
圖2-2 知識管理流程圖 20
圖3-1 社群網絡使用行與知識分享的關聯圖 39
圖3-2 本研究的研究模型 50
圖4-1 結構模型(Bootstrap)分析結果 76
表目錄
表1-1 各社群網絡的功能特色 5
表1-2 Facebook各項熱門功能 6
表2-1 知識管理平台架構 21
表2-2 各學者對知識分享的定義 24
表2-3 知識分享定義的統整 27
表2-4 知識分享的衡量指標 29
表2-5 知識分享指標的統整 30
表2-6 各學者對社群網絡的定義 31
表2-7 社群網絡定義的統整 33
表2-8 Facebook與社群網絡的統整 34
表3-1 知識分享指標變數定義 40
表3-2 社群網絡使用行為變數定義 42
表3-3 社群網絡使用行為與知識分享行為的關連性 47
表3-4 Facebook使用行為之問卷整合 51
表3-5 Facebook使用者對知識分享行為指標問卷整合 53
表4-1 樣本基本資料統計表 63
表4-2 測量模型之組合信度檢測表 65
表4-3 測量模型之收斂效度(AVE)檢測表 66
表4-4 測量模型之區別效度(AVE平方根)檢測表 68
表4-5 測量模型之建構效度檢測表 69
表4-6 運用Bootstrap之結構模型檢測 73
表5-1 假設一結果 77
表5-2 假設二結果 78
表5-3 假設三結果 79
表5-4 假設四結果 80
表5-5 假設五結果 81
表5-6 假設六結果 81
表5-7 假設七結果 82
表5-8 假設八結果 83
表5-9 假設九結果 84

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