以社會資本角度探討虛擬社群成員分享意圖─以虛擬路跑社群為例

Abstract

本研究探討路跑虛擬社群中哪些因素會影響成員資訊分享的意圖。台灣近年來路跑風盛行，2013年台灣路跑場次高達284場，而各種型態的路跑虛擬社群應運而生，相關資訊亦透過路跑虛擬社群分享和累積。本研究以Ajzen和Fishbein提出的理性行為理論為架構，並以社會資本四個構面：「網絡」、「信念」、「信任」、和「規範」為自變數，探討社會資本對於「分享態度」和「分享意圖」的影響。研究結果顯示: (1)「情感網絡」、「信任」、和「依從動機」對於「分享態度」有正向顯著影響，符合過去學者研究的結果。(2)「規範信念」、「依從動機」、和「分享態度」對於「分享意圖」有正向顯著影響，「規範信念」對於「分享態度」無顯著影響，符合Ajzen的推論。(3)「訊息網絡」對於「分享態度」無顯著影響。最後，本研究對於社會資本對於資訊分享行為之探討結果，可以提供社群經營者在提升成員資訊交流作參考依據。

This study discussed about why people are willing to share information in a virtual road-running community. Recent years, road running has become more and more popular in Taiwan. In 2013, 284 road-running races were held in Taiwan, and various forms of virtual communities boomed in this trend. Related information is shared and accumulated in these virtual communities. This study used a model based on the Theory of Reasoned Action(TRA) proposed by Ajzen and Fishbein. By using four dimensions of social capitals: network, beliefs, trust, and norms as independent variables, we discussed about whether social capitals affect sharing attitude and sharing intention. The results revealed: (1) Emotion network, trust, and motivation to comply had positive effect on sharing attitude, which was consistent with previous studies. (2) Normative belief, motivation to comply, and sharing attitude had positive effect on sharing intention, but normative belief had no effect on sharing intention. These results are consistent with Ajzen’s proposal. (3) Information had no effect on sharing attitude. The result of which social capitals affect sharing behavior may be provided to community operators as a reference of motivating information sharing.