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題名:如何促進使用者在線上環境中的參與及貢獻:從線上遊戲到線上社群
作者:黃子菱
作者(外文):Tzu Ling Huang
校院名稱:長庚大學
系所名稱:管理研究所博士班
指導教授:鄧景宜
學位類別:博士
出版日期:2023
主題關鍵詞:知識貢獻忠誠度線上社群線上遊戲問卷結構方程模式knowledge contributionloyaltyonline communityonline gamesurveystructural equation modeling
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線上社群為使用者提供一個以焦點活動為主題進行討論、學習、以及建立人際關係的空間,但是多數使用者傾向於純瀏覽他人發佈的貼文,而非積極地參與或貢獻,這將危及線上社群的生存,顯示了激勵使用者參與及貢獻之研究的重要性。然而,我們對於線上社群的媒體功能如何促進使用者的積極參與知之甚少,促使本論文開展第一個研究。除了線上社群的內部因素(如:媒體功能),我們也探究了線上社群的外部因素是否可能是另一種促進使用者積極參與的解法,因此,本論文納入第二個研究以探討線上社群與其相關的焦點活動之間的忠誠度轉移機制。此外,即使焦點活動(如:線上遊戲)的使用者族群眾多,但其管理者仍然需要思考如何提高使用者忠誠度以能在競爭激烈的市場中生存,因此,本論文開展第三個研究探討如何強化使用者忠誠度。基於這三項研究的研究發現,我們釐清了並非所有媒體功能都可以增進連通性和共通性,並進一步帶動知識貢獻;此外,我們發現使用者對於線上遊戲社群的承諾感是促進忠誠度形成機制的關鍵,其會進一步引導使用者在線上社群中的貢獻;另外,為了激勵使用者在焦點活動中(例如:線上遊戲)的參與,我們證實了關係凝聚力應該是一種有效的方法。學術上,本論文透過點明使用者參與和貢獻的新來源、以及闡明線上社群和線上遊戲背後的忠誠度轉移機制,為研究文獻貢獻了新的知識。實際上,本論文也為線上社群管理者和線上遊戲廠商提供了關於如何提高使用者積極參與的可行見解。
Online communities (OCs) provide a place for users to discuss, learn, and build personal relationships around a focal activity. Yet, most users tend to passively browse others’ posts, while not actively participate or contribute. This would threaten the survival of OCs, indicating the importance of research on encouraging users participation and contribution. However, little is known about how media capabilities of OCs stimulate users’ active engagement, motivating the conduct of Study 1 in this dissertation. Besides using the factors internal to the OC (e.g., media capabilities) as triggers, we explore whether the factors external to the OC can be another means, leading this dissertation include Study 2 exploring the loyalty transformation mechnism between OC and the related focal activities. Although the focal activities of OC (e.g., online gameplay) have huge population, their managers still need to concern how to increase users’ loyalty to survive in the competetive market. Accordingly, this dissertation conduct Study 3 to explore how to strengthen users’ loyalty. Basing on the findings of these three studies, we clarified that not all media capabilities could increase connectivity and communality, thereby leading to knowledge contribution. Moreover, we found that users’ commitment to the gamer group is the key element for facilitating the loyalty transformation mechnism and further triggering OC contributions. To encourage users’ participation in the focal activity of OC, e.g., online game, we confimed that in-game relational cohesion should be one effective means. Academically, this dissertation contributes new knowledge to the literature by identifying the new sources of users’ participation and contribution, and clarifying the loyalty transformation mechanism underlying OCs and online games. Practically, this dissertation also offers actionable insights for OC managers and game makers on how to increase users’ active engagement.
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