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研究生:蕭丞傑
研究生(外文):Hsiao, Cheng Chieh
論文名稱:線上社群協作及其前置因素之研究:檢驗社群投入度之中介效果
論文名稱(外文):Online community collaboration and its antecedents: the mediating effect of community engagement
指導教授:張愛華張愛華引用關係李有仁李有仁引用關係
指導教授(外文):Chang, Ai HwaLi, Eldon Y.
學位類別:博士
校院名稱:國立政治大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
畢業學年度:100
語文別:中文
論文頁數:125
中文關鍵詞:線上社群社群協作社群投入度社會認知理論社會交換理論大型多人線上遊戲
外文關鍵詞:Online communityCommunity collaborationCommunity engagementSocial cognitive theorySocial exchange theoryMassive Multiplayer Online Game
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本研究之目的在於探討線上社群協作與其前置因素之關係,並且檢驗社群投入度之中介效果。首先,本研究應用角色內與角色外行為分類,提出角色內與角色外線上社群協作之類型。其次,依據社會認知理論與社會交換理論,本研究提出線上社群協作之前置因素,包括對個人之結果預期、對社群之結果預期、知覺社群信任、知覺社群規範、知覺社群支持與知覺社群認同。最後,本研究基於投入度觀點,檢驗社群投入度對於線上社群協作及其前置因素之中介效果。
本研究之研究情境為玩家公會社群,本研究自一知名大型多人線上遊戲中收集340份有效問卷進行資料分析與假設檢驗,研究結果顯示:(1) 除社群禮貌外,社群投入度對於社群合作行為、助人行為與運動家精神皆有正向影響;(2) 對個人之結果預期與線上社群協作行為之關係,會受到社群投入度所中介;(3) 對社群之結果預期與線上社群協作行為之關係,會受到社群投入度所中介;(4) 知覺社群信任與線上社群協作行為之關係,會受到社群投入度所中介;(5) 知覺社群規範與線上社群協作行為之關係,會受到社群投入度所中介,但社群規範對於運動家精神亦有直接負向效果;(6) 知覺社群認同與線上社群協作行為之關係,會受到社群投入度所中介,但社群認同亦會直接正向影響社群合作與助人行為;(7) 然而,知覺社群支持與線上社群協作行為之關係,並不會受到社群投入度所中介。針對上述之研究結果,本研究進一步闡述其學術研究意涵、實務管理意涵,以及研究限制與未來研究方向。
The purpose of this study is to investigate the relationships between online community collaboration and its antecedents by examining the mediating effect of community engagement. First, this study proposes a classification of online community collaboration by following the typology of in-role and extra-role behaviors. Accordingly, this study will further examine some of online community collaboration behaviors, including community cooperation, helping behavior, community courtesy, and sportsmanship. Second, drawing upon social cognitive theory and social exchange theory, this study identifies several antecedents of online community collaboration, including person-relevant outcome expectancy, community-relevant outcome expectancy, perceived community trust, perceived community norms, perceived community support, and perceived community identification. Finally, from the perspective of engagement, this study will examine the mediating effect of community engagement on the proposed model.
The research setting of this study is online gaming communities. After collecting 340 valid responses from a famous Massive Multiplayer Online Game (MMOG), our results show that (1) community engagement affects community cooperation, helping behavior and sportsmanship positively, but does not have a significant effect on community courtesy; (2) the relationships between person-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (3) the relationships between community-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (4) the relationships between perceived community trust and three online community collaboration behaviors are mediated by community engagement; (5) the relationships between perceived community norms and three online community collaboration behaviors are mediated by community engagement, but perceived community norms also has a direct and negative impact on sportsmanship; (6) the relationships between perceived community identification and three online community collaboration behaviors are mediated by community engagement, but perceived community identification also has direct and positive impacts on community cooperation and helping behavior; (7) the relationships between perceived community support and online community collaboration behaviors are not mediated by community engagement. According to these findings, this study concludes with research implications, managerial implications, research limitations and future research directions.
第一章 緒論…………………………………………………………………1
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………………7
第三節 研究問題……………………………………………………………8
第四節 研究流程……………………………………………………………9
第二章 文獻探討……………………………………………………………10
第一節 線上社群協作………………………………………………………10
2.1.1. 線上社群與玩家公會社群………………………………………10
2.1.2. 組織協作與線上社群協作………………………………………12
2.1.3. 線上社群協作與相關概念之比較………………………………13
2.1.4. 線上社群協作之樣態……………………………………………17
2.1.5. 小結………………………………………………………………27
第二節 投入度概念…………………………………………………………28
2.2.1. 投入度之定義……………………………………………………28
2.2.2. 投入度之操作化…………………………………………………30
2.2.3. 投入度之理論模式………………………………………………36
2.2.4. 投入度概念之跨領域比較………………………………………40
2.2.5. 投入度與相關概念之比較………………………………………42
2.2.6. 小結………………………………………………………………49
第三節 社會認知理論與社會交換理論……………………………………51
2.3.1. 社會認知理論……………………………………………………51
2.3.2. 社會交換理論……………………………………………………53
2.3.3. 小結………………………………………………………………55
第四節 研究架構與假設推導………………………………………………56
2.4.1. 研究架構…………………………………………………………56
2.4.2. 假設推導…………………………………………………………58
2.4.3. 小結………………………………………………………………65
第三章 研究方法……………………………………………………………67
第一節 資料搜集與樣本描述………………………………………………67
第二節 衡量工具……………………………………………………………70
第三節 資料分析……………………………………………………………75
第四章 研究結果……………………………………………………………77
第一節 敘述統計與相關分析………………………………………………77
第二節 驗證性因素分析……………………………………………………79
第三節 假設檢定……………………………………………………………83
第五章 研究結論與意涵………………………………………………………92
第一節 研究結論……………………………………………………………93
第二節 研究限制……………………………………………………………97
第三節 研究意涵與未來研究向……………………………………………98
第四節 實務管理意涵………………………………………………………102
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