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研究生:葉家熒
研究生(外文):Chia-Ying Yeah
論文名稱:社群涉入對資訊分享態度趨避的影響-以社群關係承諾為調節變項的多層次管理研究
論文名稱(外文):The Effect of Community Involvement to the Approach-Avoidance Attitudes of Information Sharing–A Multilevel Perspective through Relationship Commitment
指導教授:廖世義廖世義引用關係陳佳誼陳佳誼引用關係
指導教授(外文):Shu-Yi LiawChia-Yi Chen
學位類別:碩士
校院名稱:國立屏東科技大學
系所名稱:企業管理系所
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:2013
畢業學年度:101
語文別:中文
論文頁數:133
中文關鍵詞:沉默螺旋資訊分享態度社群涉入社群關係承諾
外文關鍵詞:Spiral of SilenceInformation Sharing AttitudeCommunity InvolvementCommunity Relationship Commitment
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本研究旨在探討社群之關係承諾、社群涉入程度與資訊分享態度三者的關係並進行實證研究。本研究根據數位時代百大企業粉絲團與台大批踢踢熱門看板選出32個目標社群,以四種屬性之社群使用者為主要調查對象,問卷調查採線上立意抽樣,有效回收樣本為1085份。目的在了解社群涉入是否會影響成員之資訊分享態度,社群關係承諾在社群涉入程度對資訊分享態度的影響是否存在調節效果,及四種社群屬性在社群關係承諾對資訊分享態度的影響有無差異;本研究重視資料層次性的影響,採用多層次線性模型與階層迴歸分析,並從主題正、負面資訊分享態度的觀點,進行跨層次與單一層次之實證研究,想藉此了解資訊分享的態度會受何種不自主、非理性的潛伏性因子影響。
研究結果發現:(1)使用社群一年半以上的成員在各種資訊分享態度上皆高於新手,而在一般資訊分享態度方面,女性比男性高且年齡層在26-30歲之社會新鮮人也較其他年齡層高,而每日短時間使用社群一小時以下之使用者也較長時間使用者認同與樂意分享一般資訊;(2)興趣型與關係型之社群的使用者會較積極分享負面與主題性的資訊;(3)主題式資訊的正、負面較會引起趨避的效應,當社群涉入程度越高時,不論正負面之主題資訊分享態度皆越趨保守,此亦印證Noelle-Neumann(1972)所提出的沉默螺旋理論,當使用者越認同或情感上越重視某個社群,可能因為害怕自己的意見或發言失措,進而會降低資訊分享的行為;(4)當成員社群關係承諾越高,即社群與使用者之關係越緊密、越被信任時,社群認同度越高的使用者會增加其分享資訊的意願,解開沉默螺旋的枷鎖;然而情感依附度越高的社群使用者,會減少其分享資訊的意願,此時會增強沉默螺旋的效果。
本研究之結果可供企業經營虛擬社群之實務管理參考。其次,本研究在學術貢獻上以多層次線性模型進行分析並與單一層次分析觀點比較,彰顯資料脈絡之重要性,有助於跨層次管理研究的觀念與方法在電子商務領域線上社群研究導入之必要性,以供後續研究之參考。

The empirical research aims to investigate the relationship of community relationship commitment, community involvement and attitudes of information sharing.This study chose 32 target communities from the top 100 ranking of fan pages of the Business Next and PTT hot boards. The main research subjects are four types of properties community users, and use online purposive sampling as the survey method, included 1085 effective samples.
The purposes of this study are to explore whether the community involvement affects the members’ attitudes of information sharing, whether the community relationship commitment plays a moderator role between the community involvement andattitudes of information sharing, and whether the four types community propertiesmake differences in the effect of community relationship commitment to the attitudes of information sharing.
This research emphasizes the effects of contextualdata, using multilevel linear models and hierarchical regression for analysis, and compares multilevel and general level resultson thethematic positive and negative attitudes of information sharing viewpoints.
The results show that:(1)The members who use the community more than one and half year, overallattitudes of information sharing are higher than novices.In general attitudes of information sharing, female are higher than male, and the freshmen of the society in 26-30 ages are higher than other ages. Those who use the community less than one hour per day identify with and are more willing to share general information than long-time users.
(2)Interest and relationship community users are more active in sharing negative and thematic information.(3)Thematic information causes the effect of approach-avoidance.When community involvement are higher , no matter positive or negative thematic attitudes of information sharing are more conservative, this proves Noelle-Neumann(1972)’s spiral of silence theory; when the users identify with or respect more to the community in emotions , they may reduce information sharing because ofbeing afraid that their opinion or speech are improper.(4)When the members’ community relationship commitment are higher, means that the relationship between the community and the users’ are closer and trusted, the users whose community identification are higher will strengthen their willing to share information, and untie the shackle of spiral of silence.However,those whose emotional attachments are higher will reduce the willing to share information, and strengthen the effect of spiral of silence.
This research’s outcome can provide the enterprises empirical management references for operating the virtual communities. Secondly, in academic contribution, this research uses the multilevel linear models to analyze and compares with general level, to manifest the importance of data context. This study is helpful for importing the concept and method of hierarchical management researches in e-commerce field, and provide follow-up researches as references.

摘 要 I
Abstract III
謝 誌 V
目 錄 VI
圖表索引 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 5
第三節研究流程 6
第二章文獻探討 7
第一節虛擬社群資訊分享態度研究 8
第二節社群涉入程度對資訊分享態度的影響 17
第三節社群關係承諾的調節效果 24
第四節虛擬社群相關理論 27
第五節多層次分析研究理論之探討 32
第三章研究方法 35
第一節研究架構 36
第二節變數的操作性定義 38
第三節問卷設計 43
第四節研究範圍與對象之界定 47
第五節信效度分析 53
第六節樣本屬性及分佈情形 63
第七節資料分析方法 65
第四章分析結果與討論 68
第一節個人與社群屬性對資訊分享態度的影響 70
第二節單一層次主題資訊分享態度之探討 76
第三節跨層次主題資訊分享態度之探討 84
第四節單一層次與跨層次分析的比較 90
第五章結論與建議 95
第一節研究結論 95
第二節研究貢獻與建議 99
第三節研究限制 104
第四節後續研究建議 105
參考文獻 106
附錄一研究問卷 119
附錄二研究對象與問卷網址 122
作者簡介 124

一、中文部分
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三、 網站部分
reBuzz(2013)。該讓消費者期盼獲得還是該讓他們害怕失去?取自:http://rebuzz.tw/2013/01/business-model-based-on-loss-aversion.html
孫傳雄(2009)。Facebook的塗鴉牆、社團與粉絲專頁懶人包,天下雜誌,取自: http://www.cw.com.tw/article/index.jsp?id=38919。

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