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題名：虛擬社群中誰比較可信任？
書刊名：中華心理學刊
作者：王思峰 引用關係／劉麗萍
作者(外文)：Wang, Sy-feng／Liu, Mabel
出版日期：2007
卷期：49:1
頁次：頁1-17
主題關鍵詞：可信任；虛擬社群；社會網絡分析；電子商務；Trustworthiness；Virtual community；Social network analysis；E-commerce
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:78
  • 點閱點閱:120
在匿名的虛擬世界中，誰比較可信任？這問題對網站經營者、參與者與研究者而言，都是重要而難解的。心理學家們認為：過去行為是預測未來行為的最好指標。或許，在匿名的虛擬世界中，這句話仍然有效。本研究目的即嘗試：將MyAV虛擬社群以往互動的關係資料，轉換成社會網絡矩陣後，以個體在社會網絡的中心性位置，來預測個體的可信任度。結果顯示，「外向程度中心性」可顯著地預測可信任度的專業構面(β=0.28, p<0.01)；而「內向親近中心性」則可顯著地預測可信任度的正直構面(β=0.35, p<0.01)。此方法較諸社群網站所提供的發言次數等活躍度指標，其預測力相對高出許多。
It is important for participants and owners of virtual communities to find out which participants are trustworthy. However, this challenge has not been adequately addressed in practice and/or in research. Following a well-known tenet that past behavior tends to predict future behavior, we applied social network analysis to examine how participants' past interactions in the MyAV virtual community predict trustworthiness. According to the social network indices derived from a social network matrix, which represents past interactions in the community, we found (1) the "out-degree centrality" index significantly predicts the competence dimension of trustworthiness (β=0.28, p<0.01); while the "in-closeness centrality" index significantly predicts the integrity dimension of trustworthiness (β=0.35, p<0.01). Foremost, both indices outperform other conventional variables (e.g., frequencies of posting messages in the virtual community) in predicting trustworthiness.
期刊論文
1.Burt, R. S.、Knez, M.(1995)。Kinds of third-party effects on trust。Rationality and Society，7(3)，255-292。  new window
2.Cook, Karen S.(2005)。Networks, Norms, and Trust: The Social Psychology of Social Capital。Social Psychology Quarterly，68(1)，4-14。  new window
3.Larzelere, Robert E.、Huston, Ted L.(1980)。The Dyadic Trust Scale: Toward Understanding Interpersonal Trust in Close Relationships。Journal of Marriage and the Family，42(3)，595-604。  new window
4.林鶴玲(20011200)。虛擬互動空間設計中的權力及控制：一個MUD社會創設的經驗。臺灣社會學，2，1-53。new window  延伸查詢new window
5.Wrightsman, L. S.(1964)。Measurement of Philosophies of Human Nature。Psychological Reports，14，743-751。  new window
6.徐西森、連廷嘉(20010900)。大專學生網路沈迷行為及其徑路模式之驗証研究。中華輔導學報，10，119-150。new window  延伸查詢new window
7.林珊如、黃宏宇(20040600)。網路敵意及網路沉迷--兩種去社會抑制行為之相關研究。教育與心理研究，27(2)，325-352。new window  延伸查詢new window
8.Mayer, Roger C.、Davis, James H.(1999)。The Effect of the Performance Appraisal System on Trust for Management: A Field Quasi-experiment。Journal of Applied Psychology，84(1)，123-136。  new window
9.Wellman, B.、Salaff, J.、Dimitrova, D.、Garton, L.、Gulia, M.、Haythornthwaite, C.(1996)。Computer Networks as Social Networks: Collaborative Work, Telework and Virtual Community。Annual Review of Sociology，22，211-238。  new window
10.Chow, S.、Holden, R.(1997)。Toward an understanding of loyalty: The moderating role of trust。Journal of Managerial，9(3)，275-298。  new window
11.Rotter, Julian B.(1967)。A New Scale for the Measurement of Interpersonal Trust。Journal of Personality，35(4)，651-665。  new window
12.方紫薇(20020600)。高低網路沉迷者在自我認同、情緒調整及人際互動上之差異。中華心理衛生學刊，15(2)，65-97。new window  延伸查詢new window
13.Buskens, V.(1998)。The Social Structure of Trust。Social Networks，20，265-289。  new window
14.Armstrong, A. G.、Hagel, John III(1996)。The real value of on-line communities。Harvard Business Review，74(3)，134-141。  new window
15.Rotter, J. B.(1971)。Generalized Expectancies for Interpersonal Trust。American Psychologist，26(5)，443-452。  new window
16.Jarvenpaa, S. L.、Shaw, T. R.、Staples, D. S.(2004)。Toward contextualized theories of trust: The role of trust in global virtual teams。Information Systems Research，15(3)，250-267。  new window
17.黃厚銘(20000600)。網路人際關係的親疏遠近。國立臺灣大學社會學刊，28，117+119-154。new window  延伸查詢new window
18.Rousseau, Denise M.、Sitkin, Sim B.、Burt, Ronald S.、Camerer, Colin(1998)。Not so different after all: A cross-discipline view of trust。Academy of Management Review，23(3)，393-404。  new window
19.Bart, Yakov、Shankar, Venkatesh、Sultan, Fareena、Urban, Glen L.(2005)。Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study。Journal of Marketing，69(4)，133-152。  new window
20.Schoorman, F. David、Mayer, Roger C.、Davis, James H.(2007)。An Integrative Model of Organizational Trust: Past, Present, and Future。Academy of Management Review，32(2)，344-354。  new window
21.王思峰、鄭尹茹(2005)。線上與線下世界的交錯：校園線上學習的社會網絡分析。資訊社會研究，8，155-192。new window  延伸查詢new window
22.陳彰儀、張裕隆、王榮春、李文銓(2001)。應用傳記式問卷預測駐派大路員工之外派適應。應用心理研究，10，63-197。new window  延伸查詢new window
23.Buskens, V.、Raub, W.(2003)。Embedded Trust: Control and Learning。Advances in Group Processes，19，167-202。  new window
24.Becerra, M.、Gupta, A. K.(2003)。Perceived Trustworthiness within the Organization: The Moderating Impact of Communication Frequency on Trustor and Trustee Effects。Organization Science，14(1)，32-44。  new window
25.Fry, P. S.、Barker, L. A.(2002)。Quality of Relationships and Structural Properties of Social Support Networks of Female Survivors of Abuse。Genetic, Social, and General Psychology Monographs，128(2)，139-164。  new window
26.Nishishiba, M.、Ritchie, L. D.(2000)。The Concept of Trustworthiness: A cross-cultural Comparison between Japanese and U.S. Business People。Journal of Applied Communication Research，28(4)，347-467。  new window
27.Krackhardt, D.、Porter, L. W.(1986)。The Snowball Effect: Turnover Embedded in Communication Network。Journal of Applied Psychology，71，50-55。  new window
28.Buskens, V.(2000)。Trust in Triads: Effects of Exit, Control, and Learning。Games and Economic Behavior，42，235-252。  new window
29.Krackhardt, D.、Porter, L. W.(1986)。When Friends Leave: A Structural Analysis of the Relationship between Turnover and Stayer's Attitudes。Administrative Science Quarterly，30，242-261。  new window
會議論文
1.葉勇助、羅家德(1999)。網上社會網路研究。0。  延伸查詢new window
學位論文
1.Day, E. H.(1997)。Development and Validation of an Inventory of Perceived Counselor Trustworthiness，0。  new window
圖書
1.Wenger, E.(1998)。Communities at practice: Learning, meaning, and identity。England：Cambridge University Press。  new window
2.Scott, John P.(2000)。Social Network Analysis: A Handbook。Sage Publications。  new window
3.Muchinsky, P. M.、李慕華、林宗鴻、劉兆明(1996)。工商心理學導論。臺北：五南。  延伸查詢new window
4.Hanneman, R. A.、Riddle, M.(2005)。Introduction to Social Network Methods。Riverside, California：University of California, Riverside。  new window
5.Wenger, Etienne C.、McDermott, Richard、Snyder, William M.(2002)。Cultivating Communities of Practice。Boston：Harvard Business School Press。  new window
6.Krackhardt, D.、Brass, D.(1994)。Intraorganizational Networks - The Micro Side。Advances in Social Network Analysis: Research in the Social and Behavioral Sciences。London, UK：Sage Publications。  new window
7.Wrightsman, L. S.(1974)。Assumptions About Human Nature: A Social Psychological Analysis。Assumptions About Human Nature: A Social Psychological Analysis。Monterey, CA。  new window
8.Cascio, W. F.、Aguinis, H.(2005)。Applied Psychology in Human Resource Management Upper Saddle。Applied Psychology in Human Resource Management Upper Saddle。Upper Saddle River, NJ。  new window
其他
1.Borgatti, S. P.，Freeman, L. C.(2002)。Ucinet for Windows: Software for Social Network Analysis. Harvard: Analytic Technologies, Available，0。  new window
圖書論文
1.熊瑞梅(1995)。社會網絡的資料蒐集、測量及分析。社會調查與分析：社會科學研究方法檢討與前瞻之一。中央研究院民族學研究所。  延伸查詢new window
 
 
 
 
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