參與虛擬社群內外在動機對知識分享意圖之探討

Abstract

在Web2.0概念的影響下，網路使用者的角色從過去的資訊接收者，轉變為網站內容的提供者，而網站內容的豐富程度，往往是決定虛擬社群成敗之關鍵因素。因此，了解影響網路使用者於虛擬社群中分享知識的因素，便成為虛擬社群經營者一項重要的課題。本研究以網路使用者參與虛擬社群之動機目的出發，參考創市際及國際市調機構UM提出之兩份網路市調報告，將參與虛擬社群動機分為內在動機及外在動機，分別探討其對於虛擬社群成員知識分享意願之影響。

外在動機變項包含「人際關係」、「意見交流」及「獲取聲譽」。此外，近年來由於Facebook與Twitter等社群網站的興起，網路身份制度亦由過去以假名制為主的情形，轉變為真名與假名共存。因此，為考量不同制度下的影響，本研究將「身份制度」作為外在動機對知識分享意圖之調節變項。內在動機變項包含「互惠」、「樂於助人」及「信任」，並以「社群認同」為調節變項，探討其對上述關係之影響。

本研究以台灣地區網路使用者為研究對象，共回收368份有效問卷。根據階層迴歸分析結果，顯示「外在動機」對「知識分享意圖」有顯著正向影響，然而「身份制度」的調節效果並不顯著。另一方面，「內在動機」對「知識分享意圖」亦呈現顯著的正向影響，而「社群認同」在「樂於助人」與「信任」對知識分享意圖之關係中存在顯著之調節效果，但於「互惠」對知識分享意圖的關係中並不存在顯著的調節效果。

A Web 2.0 site allows users to interact and collaborate with each other in a social dialogue where each is also a consumer, called prosumers, of user-generated content in the virtual community. In contrast to websites where users (called consumers) are limited to the passive viewing of content for them, it will be interesting and crucial to find the right conditions and incentives on knowledge sharing issues prior to engaging in more Web 2.0 applications. It is also important to know the key determinant to Web 2.0 virtual community’s success for further Social Network innovation. Base on motivational theory, this research examines the impacts of extrinsic and intrinsic motivation on the intention of knowledge sharing in the virtual community. Here the extrinsic motivation construct includes creating and maintaining friendships, exchanging opinions, and enhancing reputation while the intrinsic motivation construct consists of reciprocity, enjoy helping and trust. In viewing the communication in virtual community, people either uses real name or pseudonym (e.g., token) in their interaction and sharing so that “user Identification system” and “virtual community identification” are included in the model and their moderating effects are also examined. A total of 368 online survey questionnaires were collected and analyzed. The results indicate that both extrinsic and intrinsic motivation affect individuals' intentions to share knowledge. Additionally, we find that virtual community identification moderates the relationship of some intrinsic motivations (enjoy helping and trust) and knowledge-sharing intention. Surprisingly, we find that there is no moderate effect by users’ identification system between extrinsic motivations and knowledge-sharing intention.