虛擬社群知識分享動機、激勵機制及影響因素探究

Abstract

近年來，隨著資訊科技的進展與網路的普及，促成各種虛擬社群網站的出現，並使虛擬社群轉變成一種新的溝通型式與平台。透過虛擬社群成員的知識分享，不但能解決問題，甚至還可進行人際溝通。然而，Davenport(1997)與Atreyi, Bernard & Wei(2005)卻指出，主動分享知識並不合乎人之常情。再者，過去國內外學者們大多著重研究實體社群的知識分享，但較少探討虛擬社群的知識分享模式或影響虛擬社群內知識分享的要素。 有鑑於此，本研究以維基百科繁體中文版、Yahoo！奇摩知識+、百度知道及百度百科的成員作為研究對象，並分成兩個研究(研究一為質性研究，而研究二為量化研究)來進行深入探究。 研究一主要是探討虛擬社群知識分享動機、激勵機制及成員滿意度之間的關聯性，採取個案研究法、參與式觀察及焦點群體訪談(共60人)，來收集資料並進行分析，然後，據此推演出兩個研究命題：(1)虛擬社群所提供的激勵機制會吸引具有相對應知識分享動機的成員；(2)若虛擬社群成員知識分享動機與激勵機制能夠配適，則對虛擬社群成員滿意度有正向影響。 研究二除了探討虛擬社群知識分享動機、激勵機制及成員滿意度之間的關聯性，還加入成員忠誠度及信任的概念進來。採取問卷調查的方式，共蒐集有效問卷284份。至於在分析上，則採用SPSS 17.0與LISREL 8.54，進行量化分析並檢測構面間的關係。結果發現：(1)虛擬社群所提供的激勵機制會吸引具有相對應知識分享動機的成員；(2)若虛擬社群成員知識分享動機與激勵機制能夠配適，則對虛擬社群成員滿意度有正向影響；(3)虛擬社群成員滿意度對虛擬社群成員忠誠度有正向影響；(4)虛擬社群成員的信任對虛擬社群知識分享動機有正向影響；(5)虛擬社群成員的信任對虛擬社群成員滿意度有正向影響；(6)虛擬社群成員的信任對虛擬社群成員忠誠度有正向影響。

With rapid growth of information technology and the popularity of internet, that activating the appearance of virtual community, which regards as a new communication way and platform. After all, knowledge sharing among virtual community members, not only can solve the problems, but also can proceed human communicating.However, Davenport(1997) and Atreyi, Bernard & Wei(2005) point out, actively sharing knowledge is not matched the human being’s nature. Besides, in the past, most related studies focus on knowledge exchanging and transferring of actual community, rarely exploring the knowledge sharing model and important factors of virtual community. In view of this, the doctoral thesis is divided into two parts: Study 1 and Study 2. In Study 1, taking case study, participanting observation and focus groups interviewing 60 community members of The Traditional Chinese Version of Wikipedia, Yahoo! Kimo Knowledge +, Baidu Zhidao and Baidu Baike, deeply exploring the qualitative data about relationships among knowledge sharing, incentive mechanisms, and member’s satisfaction, and accordingly deducing two research propositions. In Study 2, using survey data from 284 community members of The Traditional Chinese Version of Wikipedia, Yahoo! Kimo Knowledge +, Baidu Zhidao and Baidu Baike, investigating the conditions under which motivation, incentive mechanism, member’s satisfaction, member’s loyalty and trust affect knowledge sharing behavior. Data analysis will be made by SPSS 17.0 and LISREL 8.54. Finally, the findings of this study are that (1) the incentive mechanism is a significant predictor of a virtual community member’s motivation to obtain knowledge, (2) incentive mechanism positively affects a member’s satisfaction with virtual communities that willingly engage in knowledge sharing with others, (3) member’s satisfaction positively affects a member’s loyalty, (4) trust positively affects a member’s knowledge sharing motivation, (5) trust positively affects a member’s satisfaction, and (6) trust positively affects a member’s loyalty.