異質性與不可移動性資源以及信任在虛擬社群持續使用之研究 / The impact of heterogeneity immobility resources and trust on continuous intention of virtual community

[[abstract]]隨著網際網路的蓬勃發展，上網尋找資訊來解決問題的人也越來越多，所以專業虛擬社群的存在也因此顯得非常重要。專業虛擬社群是藉由一群具有相同興趣或者專長的同好所凝聚而成的，透過這樣的平台能讓彼此相互交流學習知識。一個成功的專業虛擬社群，並非只有不斷地吸引成員的加入，更重要的是成員願意持續使用這個社群。為了讓初加入社群的成員能夠再次參與該社群，我們必須增加並累積社群的知識資產。所以如何促使社群的成員積極主動的發表文章、以及不斷地尋找所需的知識來增加彼此溝通，使虛擬社群保有一定的吸引力是非常重要的課題。因此本研究認為社群中的知識資產對社群的持續使用意圖是不可或缺的，採用資源基礎論的觀點來探討，並且嘗試對資源基礎觀點中未被實證檢驗過的變數加以分析，了解專業虛擬社群中存在具有獨特性的知識資產，能使成員有持續參與的意願。在專業虛擬社群中，另一個重要的課題就是促進成員之間的人際關係，則能夠使成員對社群忠貞，因而越能參與社群的論壇，越不可能離開社群。所以如何讓成員對專業虛擬社群產生歸屬感，信任則是非常重要的關鍵要素，人與人之間因為互動而產生信任，進而願意付出，故本研究欲探討「信任」對於社群持續使用意圖的影響。本研究之研究對象為程式俱樂部(Programmer Club)專業虛擬社群網站之社群成員，並使用PLS來進行分析，以驗證本研究模型與假說。研究結果顯示：(1)當虛擬社群中擁有異質性與不可移動性的資源時，則對價值性、稀有性、替代性的知識資產有顯著之影響。(2)當虛擬社群擁有價值性、稀有性以及不可替代性知識資產，則對成員持續參與社群的意圖有顯著之影響。(3)信任對於社群成員的持續使用意圖有顯著影響。 / [[abstract]]People always search the answer on the internet. The professional virtual community (PVC) has become very importance. It gathered by a group of person with same interest. Such kind of platforms makes people to exchange their knowledge. A successful virtual community not only attracts people joining in, but also continuous use as longer as possible. Accumulating the knowledge assets can makes the members intention to continue using the professional virtual community. Thus, the knowledge assets to the continuous intention are determinant of the PVC success. The resource-based view (RBV) provides a theoretical basis for linking knowledge assets and community success. Trying to find out the unique knowledge assets to the intention of continue of the use. In addition, improving relationship between members of the community has been an importance issue. Inducing the loyalty can push member continuous join the community. The trust is a very important factor that how to make members have a ‘sense of belonging’. Finally, the results finding that the heterogeneity and immobility resource positive influenced the value, rare and non-substitutable knowledge assets. The value, rare and non-substitutable knowledge assets positive influenced members’ intention of continuance use. Trust positively influenced of PVC members’ intention for continuing use.