以資源基礎論與社會資本論探索專業虛擬社群之知識資產 / Understanding Knowledge assets of professional Virtual Communities：An extension of the resource based theory and social capital theory

[[abstract]]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。近年來知識資產已經被視為是專業虛擬社群經營成功的重要因素(Hagel and Armstrong 1997)，關係著社群的成長命脈。然而成員持續使用社群的意願決定了專業虛擬社群的成功。專業虛擬社群初期使用(採用)只是虛擬社群成功的第一步驟，而社群最後的成功則依靠成員往後的持續使用。為了使初期使用的成員能轉變成持續使用的成員必須增加其社群中的知識資產。根據文獻回顧，本研究將知識資產區分為四種資產：人力資產即為社群中重要的專家及成員所分享的知識；技術資產為社群所提供的網站平台及網站功能；互補性資產為社群所具備的聲譽、管理機制、知識分享氣氛；關係資產為人與人之間互動社會關係的形成。透過資源基礎論提供一個理論基礎去連結知識資產與社群的成功，說明社群應如何有效組合與應用這些知識資產以提升社群網站的優勢；應用社會資本論說明人與人之間人際互動所形成的關係資產。因此，本研究整合資源基礎論(Resource-Based Theory，RBT)、社會資本論(Social Capital Theory，SCT)觀點，探討這四種資產對於專業虛擬社群成員的滿意度及持續使用意願。研究結果顯示，(1)人力資產、技術資產、互補性資產對於社群成員的滿意度皆有顯著影響，進而促使成員們持續使用的意願。(2)關係資產對於社群成員的持續使用意願有顯著影響。由此可得知，當專業虛擬社群儲蓄不同的知識資產能有效提升社群成員們的滿意度與使初期使用的成員逐漸轉變為有忠誠度的持續使用者，可供學術及實務界參考之用。 / [[abstract]]Professional virtual communities (PVC) are place where people with common interests share knowledge of specific domain on the Internet The objective of PVC encourages members to get or share knowledge through the websites Recently Knowledge assets are important assets to effects the successful of PVC and related to the growth of community However the members intention to continue using the PVC as determinant of the PVC success While initial use (adoption) of the PVC is the important first step toward realizing PVC success an eventual PVC success further depends on its continued use or continuance after initial use In order to make initial users to change continue users that it must be add the knowledge assets According to literature review this study indicated knowledge assets to classify with four assets (1)human assets such as expert and to accumulate members’ knowledge (2)technical assets such as shareable technical platforms and functional support (3)complementary assets such as reputation rules an appropriate culture encourages human to share knowledge within a community (4)relational assets such as interpersonal relationships The resource based theory(RBT) provides a theoretical basis for linking knowledge assets and community success and explain how community continue use resides more in those assets to leverage website than in the technology itself The social capital theory (SCT) provides a theoretical basis for explaining interpersonal relationship build and became relational assets This study integrated resource based theory and social capital theory to propose the model for PVC members’ satisfaction and continuance intention The results finding that technical assets complementary assets and human assets positive related of PVC members’ satisfaction and indirect influence members’ intention of continuance use Relational assets positively related of PVC members’ intention for continuing use Some implications for practice and research are identified