農業非營利網站的使用意願與知識分享

Abstract

本研究旨在探討非營利農業知識網站的使用意願與知識分享，並選擇MBAtalk網站（MBAtalk.com.tw）做為研究場域。基於過往的研究成果，研究者探討知覺價值、信任感、使用經驗與共享願景等因素，會如何影響MBAtalk使用者瀏覽該網站與進行分享知識的意願。為了更細緻地捕捉到使用者形塑出這些意願的過程，本研究分成三個階段來分析MBAtalk網站的使用者行為。 研究階段一（使用意願）結果顯示，影響MBAtalk使用意願的強弱因素依序為：新知價值、關懷信任感、社會價值與共享願景。從農使用者相較於非從農使用者，對持續使用網站有更高的意願。對從農使用者而言，功能價值與關懷信任感最會影響該族群的使用意願，而對非從農使用者而言，新知價值、社會價值、附加價值、共享願景，以及關懷信任感最能影響其使用意願。 研究階段二（知識分享）結果顯示，影響MBAtalk網站知識分享的強弱因素依序為：使用意願、附加價值與人脈有用性，而正直信任感則會對知識分享產生負向的影響。從農使用者相較於非從農使用者，對知識分享會有更高的意願。對從農使用者而言，使用意願最能提升其知識分享的意願；對非從農使用者而言，使用意願、附加價值與人脈有用性會促進知識分享，而正直信任感則會則會抑制知識分享。 研究階段三（以使用意願為中介）的結果驗證研究者所提出的中介模型，表明使用意願在農業非營利知識網站的中介作用，並揭示關懷信任感、共享願景、新知價值與社會價值對知識分享的增強，都能獲得了強調。 總結來說，本研究透過三個研究階段，闡明使用意願與知識分享的前因，並驗證使用意願在農業非營利知識網站中的中介作用，從而對資訊與傳播的學術文獻做出貢獻。

The current study is aimed to investigate intention to use and knowledge sharing on agricultural nonprofit websites by analyzing the Taiwanese website MBAtalk (MBAtalk.com.tw). Based on the previous studies, researcher adopted perceived value, trust, user experience and shared vision to inquire how the aforementioned variables affect the intention of MBAtalk’s users to visit the website and share their knowledge. To capture the process of forming these intentions, this study conducts three research phases to analyze the user behavior of the website. The results of phase 1 (intention to use the website) revealed that factors positively influencing the intention to use MBAtalk, from most to least important, were epistemic value, trust in the other’s benevolence, shared vision, and social value. The results also demonstrated that the intention to use MBAtalk was higher if the user was involved in agriculture. For users involved in agriculture, trust in the other’s benevolence and functional value most strongly affected their use intention; for users not involved in agriculture, epistemic value, shared vision, social value, and trust in the other’s benevolence most substantially affected their use intention. The results of phase 2 (knowledge sharing on the website) revealed that factors positively influencing knowledge sharing on MBAtalk, from most to least important, were intention to use, conditional value, and personal network–related utility, whereas trust in integrity had negative effects on knowledge sharing. The results also demonstrated that the intention to share knowledge on MBAtalk was higher if they were involved in agriculture. For users involved in agriculture, intention to use most influenced their sharing intention; for users not involved in agriculture, intention to use, conditional value, and personal network–related utility all positively influenced their sharing intention, but trust in integrity negatively influenced their sharing intention. The results of phase 3 (intention to use as a mediator) validated the mediation model proposed by the researcher, clarifying the mediating role of intention to use in an agricultural nonprofit website. Among the antecedents, trust in benevolence, shared vision, and epistemic and social values are all emphasized in the enhancement of knowledge sharing. In conclusion, through three research phases, this study contributes to both information and communication literature by articulating the antecedents of intention to use and knowledge sharing, and shedding light on the mediating role of intention to use in an agricultural nonprofit website.