專業虛擬社群持續使用意願之影響因素：一個整合模式與縱斷面研究 / Understanding the Continuance Intention of Members of Professional Virtual Communities: An Integrated Theoretical Model and Longitudinal Test
- Authors
- Publication Date
- Nov 25, 2005
- Source
- FirstTech Institutional Repository
- Keywords
- License
- Unknown
Abstract
[[abstract]]摘要 專業虛擬社群是由網際網路上一群具有相同專業背景的人，因互動所凝聚而 成的團體。專業虛擬社群的目的是要鼓勵社群成員透過社群網站發掘及運用知 識。然而，有釵h專業社群因會員大量流失而無法繼續經營。因此，本研究整合 情境、技術和人三個理論觀點，提出一個二階段的理論模型來探討專業社群成員 的持續使用意願。資料收集是以Delphi K Top專業虛擬社群為對象，以「新會員」 為樣本，進行使用前和使用後兩個階段的問卷調查，共收集361 份有效問卷。研 究結果顯示，使用後階段的社會資本、滿意度、知識創造自我效能以及態度對於 持續使用意願皆有顯著影響，而這些使用後階段的因素又與期望的確認有顯著的 關係。本研究結果可作為專業虛擬社群或是實務社群經營者擬定策略時的參考依 據。 / [[abstract]]ABSTRACT Professional virtual communities (VCs) are places where people with common interests share knowledge of specific domain on the Internet The objective of professional VCs is to encourage members to exploit or explore knowledge through the websites However many professional VCs have failed due to the reluctance of members to stay in these VCs Motivated by such concerns this study formulates and tests a theoretical model to explain the factors influencing members’ intention to continually participate in professional VCs’ knowledge activities Drawing from the knowledge management and information system literatures three academic perspectives related to VC continuance are incorporated in the integrated model This model posits that a member’s intention to stay in a professional VC is influenced by contextual factor technological factors and human factors Specifically the antecedents of VC members’ intention to continually share and create knowledge include perceived social capital satisfaction users’ cognitive beliefs and attitudes at usage stage These variables in turn are adjusted based on the confirmation of pre-usage expectation A longitudinal study is conducted with 361 members of a professional VC Results indicate that the contextual factor technological factors and human factors exert diverse impacts on VC members’ continuance intention
