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題名：以關係承諾觀點探討虛擬社群之持續使用
作者：顏郁人
作者(外文)：Yu-ren Yen
校院名稱：國立高雄第一科技大學
系所名稱：管理研究所
指導教授：黃照貴
學位類別：博士
出版日期：2008
主題關鍵詞：虛擬社群；關係承諾；承諾信任理論；知識分享；Virtual communities；Relationship Commitment；Commitment-trust Theory；Knowledge Sharing
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虛擬社群已成為分享興趣、建立友誼、產生幻想或是進行交易的場所，透過參與虛擬社群結識許多志趣相同的朋友，分享彼此的工作經驗或是共同興趣，許多知識工作者因為工作與任務需要，亦轉向虛擬社群尋找知識與張貼問題求助。然而網路低轉換成本的特性使得參與者經常叛離社群，造成虛擬社群發展的瓶頸問題。本研究以承諾信任理論為基礎，發展研究模型以探討社群成員的持續使用意圖，並檢證承諾信任理論在虛擬社群的適用度。
本研究以臺灣的程式設計俱樂部社群之488位會員為實證對象，進行問卷調查。資料通過樣本穩定性分析，並採用結構方程式(Structural Equation Model; SEM)進行結構化分析。研究模型的配適程度與變異解釋力優於過去的幾項相關研究，由徑向係數及有效程度的比較，發現承諾對持續使用意圖的影響大於信任對持續使用意圖的影響。研究結果亦顯示，關係利益(特別待遇利益、社交利益、互惠利益)、關係終止成本(程序性轉換成本、財務性轉換成本、關係性轉換成本)及共享價值觀將正向影響承諾，承諾因子顯著影響成員持續使用社群之意圖。共享價值觀、溝通與信任透過承諾對於成員持續使用意圖有間接影響。再者高度參與社群者(每週上社群數次、每天上社群一次及每天上社群數次)其關係終止成本、關係利益及投機行為對於承諾的的影響並不顯著，反而是共享價值觀、溝通與信任對於承諾的的影響較為顯著，亦即高度參與社群者發展成員間的社會資本，建立成員間的承諾。然而，低度參與者群組(一個月以上才登入該社群一次)其共享價值觀對承諾的影響並不顯著，反而是交易成本因子(關係終止成本、關係利益及投機行為)對承諾的影響較為顯著，亦即低度參與社群者以降低交易成本為主，應該鼓勵其多互動，發展與其他社群成員的承諾與社會資本。
Virtual Communities(VCs) have become a forum for people seeking knowledge to resolve problems and communicate with each other. The Internet makes participant relatively easy to switch for one VC to another VC that provides similar content or services. In volatile cyberspaces, VCs without specific domain knowledge may face challenges such as large populations, unstable memberships, and imperfect information and memory, which also affect knowledge flows within members. This study proposes a conceptual model based on commitment-trust theory(CTT) and investigates the members’ continuance intention in VC. It seeks to theorize the antecedents and consequence of commitment in the VCs and identify how CTT can be adapted in a knowledge sharing environment. The members of Programmer Club, a representative professional community in Taiwan, were chosen to participate in the survey, and 488 usable responses were collected in three months. Structural Equation Model(SEM) were used to test the model.
This study suggests a significant modification to the traditional CTT model in the VC context. Relationship benefits(special treatment benefits, social benefits, and reciprocal benefits), Relationship termination costs(procedural switching costs, financial switch costs, and relational switching costs), and share vallues of VC are the key antecedents of commitment, which in turn positively influences members’ continuance intention. Higher share value, communication and trust are accompanied with higher positive commitment. Opportunistic behaviour, measured by attributes like poster self-interest and break his promises, has a negative influence on trust. Trust influences commitment. Furthermore, relatioship termination costs, relationship benfits and opportunistic behavior haven’t significant impact on relationship commitment by higher visited gorup. Implications are proposed in the final section.
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