虛擬社群特性對知識分享持續意圖之研究：以期望確定理論為基礎

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Title:	虛擬社群特性對知識分享持續意圖之研究：以期望確定理論為基礎
Authors:	陳宗斌
Contributors:	經營管理學系
Keywords:	虛擬社群特性、知識分享、期望理論、virtual community attributes、knowledge sharing、expectation confirmation theory
Date:	2018
Issue Date:	2018-07-11
Publisher:	亞洲大學
Abstract:	隨著科技不斷進步、網際網路的盛行、行動裝置的進步使的社群軟體越來越多，也使的虛擬社群不斷的增加。現在有在使用社群軟體的人至少會有一個以上的虛擬社群，而知識傳遞的方式變得方便及快速，以往的知識傳遞大多藉由書籍和口耳相傳的方式慢慢傳遞出去，而如今在虛擬社群內傳送訊息即可讓社群內的所有人得到此知識。因此，本研究目的以期望確定理論為基礎，探討虛擬社群特性對知識分享持續意圖之影響。本研究藉由網路問卷調查法，回收以虛擬社群使用者為研究對象之問卷共224份。資料分析結果顯示，虛擬社群使用者在虛擬社群特性對知識分享期望確認、知識分享知覺有用性、知識分享滿意度、知識分享持續意圖上大多抱持正面的態度，而各變項間具有正向的影響。最後本研究者以本研究的研究結果提出本研究的學術與實務意涵，作為後續以虛擬社群特性對知識分享為研究的參考與建議。 With continuous development of technology, prevalence of the Internet, and advancement of mobile devices, the population of social networking users has grown rapidly. This trends have also led to an unceasing increase users of virtual communities. In today’s virtual communities, knowledge can be easily diffused among all members within the community by one click of the send button. Today, each social networking user has a membership of more than one virtual community. The technological improvements and the prevalent Internet have made knowledge transfer much more convenient and faster. In the past, knowledge was slowly transferred mainly through books and verbal communications. Therefore, the purpose of this study was to use Expectation-Confirmation theory as a foundation to investigate how virtual community attributes affect knowledge sharing continuance intention. The online questionnaire survey method was adopted. A total of 224 responses were obtained from users of virtual communities. The analysis of the results revealed that most virtual community users held a positive attitude toward the effects of virtual community attributes on knowledge sharing expectation confirmation, perceived usefulness of knowledge sharing, satisfaction with knowledge sharing, and knowledge sharing continuance intention. Besides, all of these variables were positively related. Based on findings, this study proposed academic and practical implications as a reference for future researchers on virtual community attributes and knowledge sharing.
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