探討虛擬社群持續使用之影響：從知覺公平和關係承諾之觀點 / Understanding using continuance intentions in virtual communities：contributions from relationship commitment and perceive justice

[[abstract]]由於網路的快速發展促使人們在溝通時不必受到時間和空間的限制，而虛擬社群也成為人們一種新的群聚方式，讓不同地區的人們可以藉由電腦透過網際網路，能隨時隨地分享知識，並與他人建立關係。然而虛擬社群要永續經營必須仰賴廣大的社群成員創造和分享知識，讓知識可以持續累積，因此讓社群成員願意持續使用且保持參與動機就變成非常重要。 本研究以關係承諾理論為基礎，整合使用者滿意度、信任及知覺公平對於社群成員持續使用意圖之影響，再以關鍵社群資源之網站資源(資訊品質、系統品質、網站服務品質)、關鍵社群資源之人力資源(專業能力、正直與善意、人際互動能力)作為外生變數，進一步探討社群資源對於使用者滿意度、關係承諾與信任之影響。 並以微軟公司所提供的「程式設計俱樂部」社群之376位會員之有效問卷作為實證對象，進行網路問卷調查。資料分析採用PLS工具，研究結果發現，知覺公平、使用者滿意度、關係承諾、與信任因子皆正向顯著影響持續使用意圖，同時，信任會正向影響使用者滿意度，知覺公平也會影響信任；信任透過關係承諾、知覺公平透過滿意度和關係承諾皆對持續使用意圖有間接正向影響；滿意度與信任也正向影響關係承諾；而社群成員對於關鍵社群資源(網站資源、人力資源)認知程度，對使用者滿意度、關係承諾與信任均有正向顯著影響，其中人力資源比網站資源更為顯著。 / [[abstract]]Due to the rapid development of the Internet that makes people unconstrained in time and space. The virtual communities, making people who are in different areas can share their knowledge and build the relationship with others through the Internet at any time, have become a new cluster approach. If the virtual community wants to run continually that depends on the large community members’ creativity and knowledge sharing. Therefore, how to make community members willing to use and participate become very significant. This study proposes a conceptual model based on Commitment-Trust Theory and influence on satisfaction, trust and perceive justice for continuance intention in VCs. There are two community resources which can be taken as the outside factors. First, we use the website resources of the Key Community Resource which included the information quality, system quality and the website service quality. The other one is the Human Resources of the Key Community Resource which included the professional ability, honest and the interaction ability. From the community resources that probe into the influence on satisfaction, commitment and trust. Then, the 376 members of Programmer Club provided by Microsoft were chosen to participate in the survey. The Partial Least Squares (PLS) as a tool to analyze the data. This study showed that: (1)perceive justice, satisfaction, commitment and trust are all influencing the intention in VCs positively. (2)trust will influences the satisfaction positively and perceived justice also influences the trust. (3)Trust via the commitment, perceive justice via satisfaction and commitment are all influence positively to the continence intentions indirectly. (4)Satisfaction and trust also influence the commitment positively. (5)The influences of satisfaction, commitment and trust that are related to the Key Community Resource; furthermore, between the two resources, the human resources are more noticeable than the website resources.