以質性研究法探討知識社群網路使用者之潛水行為 / A Qualitative Study on the Lurking Behavior of Users in the Knowledge Community

[[abstract]]過去研究知識社群使用者以探討知識貢獻者為居多，但網路潛水者在知識社群中佔有多數，是不可否認與被忽視的議題。網路潛水者以靜默的方式存在，喜愛潛在水面下觀看，看似靜默、藏匿的行為中卻都是盡情學習知識而不願付出，網路潛水者將他人所付出的外顯知識轉換成自己的內隱知識，但卻沒有再次將個人的內隱知識運用公開的方式轉換成外顯知識分享給其他使用者。國內外專門探 討潛水者的研究較少，但網路潛水者的議題是需要被正視的，因此本研究探討知識社群中長期執行潛水行為的使用者，即網路潛水者在知識社群中的行為議題，相當具有研究創新性。 本研究目的主要是應用Triandis Model意圖模式建構知識社群使用者網路潛水行為的研究架構，運用質性研究法以個案深度訪談的方式蒐集8位受訪者在知識社群的潛水經驗及看法，透過分析個案訪談內容驗證本研究理論架構之適切性，並分析當網路潛水者面對感興趣或有用的資訊時會進行何種瀏覽行為，讓網路潛水者可帶給社群管理者過濾有用文章和網頁設計者設計社群時參考依據。 研究結果顯示：(1)在知識社群中網路潛水行為是因長時間執行潛水行為產生潛水習慣所致；(2)網路潛水行為是因對潛水有正向看法與認知發表文章後擔心受到攻擊、隱私被揭露等風險所致；(3)社群意識高其網路潛水行為也會相對減少；(4)網路潛水者會因為認知能力不足產生自私不願付出的高度利己主義，導致認為網路潛水是自在、好主意的想法，快速找尋知識才是最重要的；(5)網路潛水者當 認知能力不足時，會產生不發表言論來誤導知識社群上其他成員的利他主義，但還是覺得發表文章對知識社群才是真正有利的，雖沒有直接影響潛水態度，但卻成為自我效能對潛水態度的干擾變數，間接影響潛水態度；(6)本研究亦發現在網路潛水行為瀏覽行為方面，當遇到有用資訊或知識頁面停留時間愈久，其次為複製文字，頁面停留在先前瀏覽探勘技術中皆會納入，在複製行為卻並未深入著墨，顯示在探勘技術中還有前進的空間。 本研究在學術方面之貢獻，以Triandis Model做為理論基礎，結合其他意圖模式構念及外生變數：自我效能、利己主義、利他主義等變數探討潛水因素，經研究發現修改原先之研究架構模型，適切地應用此理論來研究知識社群中的網路潛水者行為，過去鮮少有學者運用相關模式來研究網路潛水者行為，顯示本研究之原創性極高；在管理實務上之貢獻，本研究之結論可提供企業界與知識社群管理 者參考，並認為要利用網路潛水者長時間瀏覽特性來過濾與挑選有用的頁面，保留真正對社群有用的資訊與知識，相信未來網路潛水者可以給予的不只是廣告、人氣、少量發言的價值，還有過濾與挑選有用頁面的價值。 / [[abstract]]In the past, most of scholars contributed in the knowledge research; it’s an undeniable and ignored issue of many lurkers in the knowledge community. Lurkers observe silently without response, however, the lurk behavior is learning knowledge, but giving anything. Lurkers absorb others’ explicit knowledge and become into their implicit knowledge, otherwise, lurkers don’t reveal their implicit knowledge into explicit knowledge. The research of lurkers’ behavior is rare, but it is worth to be discussed. This study is innovative topic of lurkers in the knowledge community. The purpose of this study is intended to model application Triandis Model Construction Knowledge Community lurking behavior of users of research framework. This research uses of qualitative approach in-depth interviewing by eight subjects in the knowledge community of lurking experiences and views. Through analysis of case study interviews, it will verify the theoretical framework of relevance. Furthermore, the analysis is about when lurkers are interested in useful information and what their browsing behavior are. Therefore, lurkers help the community managers keep useful articles and web designers work on the community. There are six points of research result: (1) Lurking because of the long time habit of lurking. (2) Lurkers had positive attitude because of perceiving the risk of ridicule or been criticized after post. (3) High sense of community will have the behavior of lurking. (4) Lurkers lack of self-knowledge and lead to egoism. In the result, the most important is lurkers obtain the knowledge rapidly. (5) Lurkers don’t post to mislead other members become altruism when they are short of ability recognized. Still, posting is benefit in the knowledge community, though it doesn’t affect lurkers’ behavior. (6)Show in the browser acts is no.1 stay long time, no.2 click URL, no.3 copy word when lurkers find interest or useful information. Prior to mining technology included in stay and click, but it doesn’t contain copy. Display mining technology is also available in advance. The academic contribution of study Triandis Model is a theoretical basis with anticipatory conceptions and external factors. This study shows high originality; scholars seldom used similar mode to study lurkers in the past. In the management, this study will provide information in the enterprise and community managers. It will select useful information and valuable knowledge by the lurkers’ behavior of long time browsing. In the future, lurkers not only bring the value of ads, popularity and a little post, but also keep the value of useful pages.