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系統識別號 U0026-1511201405121100
論文名稱(中文) 消費價值、社會資本與虛擬社群歸屬感對共創資訊價值之影響效果
論文名稱(英文) The Effect of Consumption Value, Social Capital, and Sense of Virtual Community on the Value of Co-created Information
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 103
學期 1
出版年 103
研究生(中文) 陳彥鈞
研究生(英文) Yen-Chun Chen
電子信箱 yen.chun.penghu@gmail.com
學號 R46011361
學位類別 碩士
語文別 英文
論文頁數 153頁
口試委員 指導教授-張心馨
口試委員-莊雙喜
口試委員-陳素雯
口試委員-王馨葦
中文關鍵字 消費價值理論  社會資本理論  虛擬社群歸屬感  資訊價值 
英文關鍵字 Consumption value theory  Social capital theory  Sense of virtual community  Information value 
學科別分類
中文摘要 虛擬社群的興盛已對於資訊價值的傳遞造成偌大的正面影響,由於過去諸多文獻多已討論虛擬社群內的知識分享行為,然而參與虛擬社群是否能共創資訊的價值,仍須更進一步探討。因此,本研究以消費價值理論(社會價值、情感價值、知識價值)與社會資本理論(結構資本、關係資本、認知資本)為基礎,探究虛擬社群成員運用消費價值與社會資本能否促進社群成員們之歸屬感,進而為虛擬社群共同創造有價值的資訊。另外,本研究以虛擬社群成員之內外向性與虛擬社群來源作為調節變數,能進一步檢測消費價值、社會資本、虛擬社群歸屬感與共創資訊價值之間的干擾效果。本文以台灣虛擬社群(如:Mobile01、伊莉論壇與背包客棧等)之註冊會員為研究對象,共取得429份有效問卷,並以結構方程模型進行資料分析。統計分析結果顯示,社會價值與社會資本對虛擬社群歸屬感呈現正向且顯著的影響;虛擬社群歸屬感對共創資訊價值有顯著的正向影響;且虛擬社群成員之內外向性對於虛擬社群歸屬感與共創資訊價值具有干擾效果。最後,本研究建議虛擬社群的管理者或相關營利者,可以透過消費價值更了解目標對象(如:虛擬社群參與者)與其行為動機(如:發表優質文章是為了獲得其他社群成員之讚賞)。此外,虛擬社群管理者若能持續鞏固虛擬社群內的社會資本與虛擬社群歸屬感,則可提升虛擬社群成員的參與意願,並使其共創資訊之價值更具貢獻度。
英文摘要 The proliferation of virtual community has considerably and positively influenced the dissemination of information value, and there have already been many studies discussing knowledge sharing in virtual communities. However, whether participation in a virtual community facilitates the value of co-created information requires further discussion. On the basis of consumption value theory (social value, emotional value, and epistemic value) and social capital theory (structural capital, relational capital, and cognitive capital), in this study, it is tested whether consumption value or social capital will enhance the sense of virtual community, and then further co-create valuable information. In addition, extrovert/introvert type and virtual community origin are taken to measure the moderating effect of relationships among consumption values, social values, sense of virtual community, and the value of co-created information. In this study, an investigation of members of virtual communities in Taiwan was conducted (e.g., Mobile01; Eyny, & Backpackers, etc.), and 429 valid responses were collected. The study data was analyzed using Structural Equation Modeling. The analytical results indicate that social value and social capital (structural capital, relational capital, and cognitive capital) positively affect sense of virtual community and that sense of virtual community is positively influential to the value of co-created information. Moreover, extrovert/introvert type significantly moderates the relationship between sense of virtual community and the value of co-created information. In conclusion, it is suggested that administrators or any profiteers can know more about the target object (e.g., virtual community participants) and related behavioral motives (e.g., posting a high-quality article is an attempt to win admiration from other members) through consumption values. Also, as long as the administrators of a virtual community are able to maintain the consolidation of social capital and sense of virtual community among members, virtual community members will be more willing to participate and will contribute more valuable information.
論文目次 誌謝 I
摘要 II
Abstract III
List of Tables VI
List of Figures VII
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Objectives 6
1.3 Research Process 7
CHAPTER 2 LITERATURE REVIEW 9
2.1 Value of Co-created Information 9
2.2 Consumption Value Theory 13
2.2.1 Social Value 19
2.2.2 Emotional Value 22
2.2.3 Epistemic Value 23
2.3 Social Capital Theory 26
2.3.1 Structural Capital 32
2.3.2 Relational Capital 37
2.3.3 Cognitive Capital 41
2.4 Sense of Virtual Community 46
2.5 The Moderator 50
2.5.1 Extroverts / Introverts Type 50
2.5.2 Virtual Community Origin 53
2.6 Research Conceptual Framework 54
2.7 Hypothesis Development 56
2.7.1 Social Value and Sense of Virtual Community (H1a) 56
2.7.2 Emotional Value and Sense of Virtual Community (H1b) 57
2.7.3 Epistemic Value and Sense of Virtual Community (H1c) 58
2.7.4 Structural Social Capital and Sense of Virtual Community (H2a) 60
2.7.5 Relational Social Capital and Sense of Virtual Community (H2b) 61
2.7.6 Cognitive Social Capital and Sense of Virtual Community (H2c) 61
2.7.7 Sense of Virtual Community and Value of Co-created Information (H3) 63
2.7.8 Extraverts / Introverts Type as a Moderator (H4a, H4b, H4c) 64
2.7.9 Virtual Community Origin as a Moderator (H5a, H5b, H5c) 67
CHAPTER 3 RESEARCH METHODOLOGY 70
3.1 Construct Definition and Hypotheses 70
3.1.1 Construct Definition 70
3.1.2 Research Model and Hypotheses Testing 71
3.2 Measurement and Questionnaire Design 72
3.3 Pilot Test Analysis 79
3.4 Data Analysis Procedure 82
3.4.1 Demographics Analysis 82
3.4.2 Confirmatory Factor Analysis 82
3.4.3 Reliability and Validity Analysis 83
3.4.4 Structural Equation Model 83
3.4.5 SEM Competing Model 84
CHAPTER 4 RESEARCH ANALYSIS AND RESULTS 85
4.1 Sample Collection and Demographics 85
4.1.1 Sample Collection 85
4.1.2 Respondent Demographics 86
4.2 Descriptive Analysis 88
4.3 Measurement Model Assessment 91
4.3.1 Confirmatory Factor Analysis 91
4.3.2 Reliability Analysis and Convergent Validity 95
4.3.3 Discriminant Validity Analysis 96
4.4 Hypothesis Test 96
4.4.1 SEM Model Fit and SEM Path Analysis 96
4.4.2 SEM Competing Model – Moderating Effect 100
4.4.3 Additional Analysis – T-test 103
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 105
5.1 Discussions 105
5.1.1 Consumption Value and Sense of Virtual Community 105
5.1.2 Social Capital and Sense of Virtual Community 108
5.1.3 Sense of Virtual Community and Value of Co-created Information 111
5.1.4 The Moderating Effect 112
5.2 Implications 116
5.2.1 Theoretical Implications 117
5.2.2 Managerial Implications 120
5.3 Limitations and Implications for Future Research 125
REFERENCES 127
APPENDIX A SECOND-ORDER MEASUREMENT MODEL 140
APPENDIX B FORMAL QUESTIONNAIRE - OFFLINE 142
APPENDIX C FORMAL QUESTIONNAIRE - ONLINE 148
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