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系統識別號 U0026-0812200914104812
論文名稱(中文) 以個人動機及社會資本理論探討虛擬社群中知識分享行為
論文名稱(英文) An Empirical Study of Individual Motivations and Social Capital on Knowledge Sharing in the Virtual Community
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 96
學期 2
出版年 97
研究生(中文) 鄭宇呈
研究生(英文) Yu-Cheng Cheng
電子信箱 yucheng2@gmail.com
學號 r4694405
學位類別 碩士
語文別 英文
論文頁數 85頁
口試委員 口試委員-賴孟寬
口試委員-林清河
指導教授-張心馨
中文關鍵字 個人動機  知識分享  虛擬社群  社會資本  參與者涉入程度 
英文關鍵字 Individual motivations  Social capital  Participant involvement  Knowledge sharing  Virtual community 
學科別分類
中文摘要 網際網路的快速發展與Web2.0的廣泛應用,促使使用者更能有效地建立虛擬社群來傳遞個人化知識與內容。然而,大量的知識與內容是虛擬社群持續經營的重要關鍵,於是如何刺激社群成員知識分享的參與程度與意願亦成為虛擬社群的研究議題。因此,本研究結合了個人動機與社會資本理論,嘗試探討影響虛擬社群成員知識分享行為的因素;其中個人動機包括預期名聲的提升與樂於助人的行為;社會資本則包括結構資本(社會互動)、關係資本(信任、認同與公平互惠),以及認知資本(共通的語言)。此外,本研究又從個體角度的觀點,探討參與者涉入程度對於個人動機與知識分享行為的干擾效果。研究對象針對曾參與虛擬社群經驗之使用者,總共回收282份有效問卷。由量化分析的結果顯示,助人行為、認同感、公平互惠,以及共通語言等變數對於分享知識的品質或數量皆具有顯著正向的影響。而名聲、社會互動,以及信任感等變數均能促成知識分享品質的正面影響效果,但是無法對知識分享的數量產生顯著影響。最後,參與者涉入程度對於助人行為與知識數量之間具有干擾效果。因此,本研究建議管理者可藉由滿足成員之個人動機以及創造社群之社會資本來提升知識分享的品質,並且提高參與者的涉入程度來促進知識分享的數量。
英文摘要 With the advance of Internet technology and the development of Web 2.0 applications, end users can now easily build virtual communities so as to share their personal knowledge and content more efficiently and effectively. Abundant knowledge and content have become the key success factors to fostering communities, and therefore it is an important issue to examine how participants are motivated to share personal knowledge and to get involved. This study integrates the theories of individual motivations and social capital to investigate the influential factors of knowledge sharing behavior in a virtual community. Among the constructs, individual motivations consist of gaining reputation and altruism; in addition, social capital is classified into three dimensions, which include structural capital (social interaction), relational capital (trust, identification and reciprocity) as well as cognitive capital (shared language). From the individual perspective, this study also applies the concept of participant involvement to analyze its moderating effects on individual motivations and knowledge sharing behavior. Research data are collected from 282 respondents who have experience of participating in virtual communities. The results of data analyses indicate that altruism, identification, reciprocity and shared language all have significant and positive effects on the quality and quantity of shared knowledge; however, reputation, social interaction and trust have positive effects on the quality, but not the quantity, of shared knowledge. Finally, participant involvement has a moderating effect on the relationship of altruism and quantity of shared knowledge. Therefore, this study suggests that managers can not only satisfy members’ motivations and create social capital to enhance knowledge quality, but also increase participant involvement to boost knowledge quantity in communities.
論文目次 Abstract I
摘要 II
誌謝 III
Contents IV
List of Tables and Figures VI

Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 5
Chapter 2 Literature Review and Research Hypotheses 6
2.1 Virtual Community 6
2.2 Participant Involvement 9
2.3 Knowledge Sharing 13
2.3.1 Definition of Knowledge 13
2.3.2 Concept of Knowledge Sharing 14
2.4 Individual Motivations 17
2.5 Social Capital Theory 18
2.5.1 Definition of Social Capital 19
2.5.2 Dimensions of Social Capital 20
2.6 Development of Research Hypotheses 22
2.6.1 Individual Motivations for Knowledge Sharing Behavior 22
2.6.2 Social Interaction for Knowledge Sharing Behavior 23
2.6.3 Trust, Identification and Reciprocity for Knowledge Sharing Behavior 24
2.6.4 Shared Language for Knowledge Sharing Behavior 26
2.6.5 The Moderating Effect of Participant Involvement 27
Chapter 3 Conceptual Framework and Methodology 29
3.1 Conceptual Framework 29
3.2 Construct Definitions and Measurement Development 31
3.2.1 The Independent Variables 31
3.2.2 The Dependent Variable 32
3.2.3 The Moderating Variable 32
3.3 Research Design 34
3.3.1 Pilot Test 34
3.3.2 Data Analysis Procedure and Methods 38
3.4 Sample Characteristics 39
Chapter 4 Results of Data Analysis 41
4.1 Measurement Assessment 41
4.2 Moderated Regression Analysis 46
4.3 Analysis of Variance 50
4.3.1 T-test Analysis of Gender 50
4.3.2 One-way ANOVA of Age 51
4.3.3 One-way ANOVA of Days per Week of Using Internet 53
4.3.4 One-way ANOVA of Hours per Day of Using Internet 54
4.3.5 One-way ANOVA of Mostly Used Virtual Community 55
4.3.6 T-test Analysis of Sharing Experience 56
Chapter 5 Conclusions and Recommendations 58
5.1 Conclusions 58
5.2 Research Implications 62
5.2.1 Theoretical Implications 62
5.2.2 Managerial Implications 63
5.3 Research Limitations and Suggestions 65


References 68
Appendix A – Items of Questionnaire 78
Appendix B – Measurement Model of CFA 79
Appendix C – Questionnaire in Chinese 80
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