臺灣博碩士論文加值系統

在現在這個時代，網路的可用性和普及性快速的增長。它也變了人們在社會當中互動的本質，使我們能夠與其他人能夠聯繫，無論是不適陌生人、或是來自世界各地(Guadagno, Okdie, and Eno, 2008)。隨著網路所引起的革命，使世界各地虛擬社群前所未有的擴散開來(Fernback, 1999; Hiltz and Wellman, 1997)，迅速地在虛擬社群內交流資訊和知識，大大改變了我們的生活。如今，隨著網路通訊技術的快速發展，大量的虛擬社群不斷湧現，包括Facebook、Twitter、Line、WeChat或是Instagram。
本研究以有使用臉書社功能的使用者為調查對象，總共發放問卷 161 份。而後，本研究運用結構方程模式(structural equation modeling，SEM)來進行資料分析及驗證。結果發現，人格特質當中的親和性對社會資本有顯著之正向影響，不過，人格特質的其餘四項對社會資本則無顯著影響。社會資本當中的社會互動連結對知識分享有顯著之正向影響，不過，社會資本當中的共享價值與認同信任對知識分享則無顯著影響。在虛擬社群忠誠度方面，社會資本當中的共享價值、認同信任與知識分享對虛擬社群忠誠度有顯著之正向影響。文末並提供研究建議與管理意涵，提供學術界和實務界之參考。

In the present era, the usability and popularity of the Internet grew rapidly. It also changes the nature of human social interaction so that we can connect with many individuals, whether they are from all over the world or to strangers (Guadagno, Okdie and Eno, 2008). With the revolution caused by the Internet, the unprecedented proliferation of virtual communities around the world (Fernback, 1999; Hiltz and Wellman, 1997), the rapid exchange of information and knowledge within the virtual community has greatly changed our lives. Today, with the rapid development of Internet communication technology, a large number of virtual communities continue to emerge, including Facebook, microblogging, line, micro letter or Instagram. In this study, a total of 161 questionnaires were issued with the users who had the function of Facebook. Then, this study uses structural equation modeling (SEM) for data analysis and verification. The results showed that Agreeableness between personality traits and social capital had a significant positive effect, but the remaining four of personality traits had no significant effect. Social interaction in social capital has a significant positive impact on knowledge sharing, but shared value and identity trust in social capital have no significant impact on knowledge sharing. In terms of virtual community loyalty, the shared value of social capital, identity trust and knowledge sharing have a significant positive impact on virtual community loyalty. And provide research recommendations and management implications, to provide academic and practical reference.

摘要 i
致謝詞 iii
目錄 iv
表目錄 vi
圖目錄 vii
第壹章 緒論 1
第一節 研究目的 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 人格特質 5
第二節 社會資本 8
第三節 知識分享 11
第四節 虛擬社群忠誠度 15
第五節 研究變數之間的關聯性 17
第參章 研究方法 20
第一節研究架構 20
第二節 研究假設 21
第三節 研究變數的操作型定義 24
第四節 研究對象與測量工具 26
第五節 資料分析方法 28
第六節前側 31
第肆章 資料分析 32
第一節人口統計資料分析 32
第二節驗證性因素分析 34
第三節信度分析 41
第四節敘述性統計分析 44
第五節結構方程模式分析 45
第伍章 結論與建議 48
第一節研究結果和理論貢獻 48
第二節管理意涵 52
第三節研究限制與未來研究建議 53
參考文獻 55
附錄 66
表目錄
表1 知識的相關定義 12
表2 知識分享的相關定義 14
表3 前測信度統計量表 31
表4 基本人口統計(樣本數=161) 33
表5 衡量模式適配度指標 36
表6 收斂效度彙整表 38
表7 區別效度彙總表 39
表8 信度分析彙總表 42
表9 研究變數之平均數、標準差、偏態與峰度 44
表10 結構模式適配度指標 46
表11 研究路徑彙總表 47
表12 假設檢定結果 48
圖目錄
圖1 研究流程圖 4
圖2 研究架構圖 20

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