電腦與數位3C專業虛擬社群知識分享之影響因素研究

Abstract

網際網路的發展促使人們得以在虛擬空間裡進行溝通、互動與情感交流，也形成許多所謂的虛擬社群。這類社群與實體社群同樣具備知識分享功能，但在分享的動機、結構與層次上有相當不同。因此，本研究希望以重視知識分享的專業型虛擬社群為對象，瞭解其特性；影響其成員進行知識分享的因素；以及虛擬社群成員之人口背景、社群參與經驗是否會影響其對知識分享因素的認同程度及進行知識分享的意願。 過去相關研究中，多以個人、社會、組織等三種層次因素來探討虛擬社群的知識分享因素。本研究嘗試以個人動機、社會資本、組織酬償等三種觀點出發，探討可能促進虛擬社群成員進行知識分享的因素。研究方法是針對臺灣地區「電腦與數位3C」專業虛擬社群進行調查，包括PTT、Mobile01、PCDVD…等社群，共計回收519份有效問卷。再透過敘述性統計、因素分析、變異數分析及多元迴歸分析等統計方法，進行調查結果之分析與詮釋。 研究結果顯示，臺灣地區「電腦與數位3C」專業虛擬社群的成員以男性為主，且普遍具有高學歷，其中大專院校以上佔95%。同時，從差異性分析中也發現，以社群成員之社群參與經驗，來區別其在社群中的活動特性，會比以現實人口背景屬性來得更有意義。同時，透過因素分析，本研究共提出八項可能促進虛擬社群成員進行知識分享的因素，包括「專業能力」、「長期助人」、「聲譽」、「人際凝聚力」、「社群認同」、「互動密度」、「平等性」、及「組織酬償」等。此外，透過多元迴歸分析，實證上述因素對知識分享意圖的影響力。其中「專業能力」、「互動密度」、及「平等性」未達統計顯著水準。而「長期助人」、「人際凝聚力」、「社群認同」與「組織酬償」則具有正向之影響力，其中以「社群認同」影響力最高，其它三項因素影響力較小。值得注意的是，「聲譽」呈負向影響力，顯示不少成員並不是為了獲取名聲而進行知識分享，此項結果與其它相關研究不同，需要進一步探究。最後本研究也針對虛擬社群經營及後續研究提出一些具體建議。The development of internet promote the communication, interaction, and the exchange of emotion in the virtual space and form many so-called virtual community.Virtual community also have knowledge-sharing functions.However, in the sharing of the motive, structure and levels are quite different.This study wants to explore the characteristics of professional virtual community, the knowledge-sharing factors, And the background of population and the participation experiences of the virtual community members will affect it's knowledge-sharing factors and the degree of recognition to the wishes of knowledge sharing. Related research in the past, often from the personal, social, and organizational factors to explore three levels of knowledge-sharing of virtual community. This study examines the knowledge-sharing factors of the virtual community members from the standpoint of the personal motivations, social capital, and organizational rewards. Recovered 519 valid questionnaires to investiagte the professional virtual community of the computer and 3C digital in Taiwan .Through descriptive statistics, factor analysis, analysis of variance and the multiple regression analysis to explain the outcome of the investigation of the professional virtual community of the computer and 3C Digital in Taiwan. The results showed that Taiwan's professional virtual community of the computer and 3C Digital dominated by men, and generally have high academic qualifications or excellent level of expertise. From the Variance analysis, we find that is more meaningful to distinguish the members' activities of the virtual community in the participation experiences than the realistic background of population. Finally, this study proposed eight factors to promote knowledge sharing of the virtual community by factor analysis method and demonstrated the influence to the intentions of the knowledge sharing by the multiple regression analysis.