從購買決策過程觀點探討網路社群成員間助人行為之相關研究

A Related Study of Members' Helping Behaviors from Consumer Decision-Making Process Perspective in Online Community

10.29767/ECS.200706.0005

朱國明(Kuo-Ming Chu)

網路社群 ； 助人行為 ； 社會資本 ； 服務便利性 ； 資訊分享 ； 知識貢獻 ； Online Community ； Helping Behavior ； Social Capital ； Service Convenience ； Information Sharing ； Knowledge Contribution

Electronic Commerce Studies

5卷2期（2007 / 06 / 30）

197 - 226

繁體中文

隨著上網人口的快速增加，進而促使網路社群的形成，並逐漸成為現代人重要的資訊來源的管道，而過去的研究一直缺乏針對這個議題做有系統的探討。因此，本研究除了針對網路社群成員間的助人行為現象，對於消費者從事購買決策便利性上的影響之外，並更進一步針對網路社群的社會資本與助人行為的影響因素－網路社群本質加以探究，試圖透過不同領域學者對於助人行為之前因與後果的整合，以彌補過去學術與實務界之缺口。而結果顯示：首先，社會資本與網路社群本質兩者呈現正相關且有相互增強的效果，且均有利於網路成員的助人行為的產生；並進一步發現網路社群成員對於是否相同的目標與建立良好的人際網絡等社會資本構面較為重視，這與實體社群重視歸範有著顯著的不同；以及成員關心社群是否能提供更為便利的互動環境，而不在意其他成員的角色，結果顯示網路社群是一個非常適合做資訊分享與知識交流的環境。其次，研究亦發現成員間的助人行為，對於服務便利性亦產生強烈的正面效果；而其中以交易與接近便利性等構面的影響最大。最後，透過本研究所建立之完整的模式可以提供給網站經營者與企業經營業者在提昇成員的互動關係之建立與新的行銷通路使用的參考依據。

Owing to the fast development of the Internet and the increasing population using the Web, there are more and more online communities acting as important channels of information. Despite the growing popularity of online communities, the issue of how they share information and knowledge is a major gap in the business and academic world. Therefore, this research will consider the antecedents and moderators of online community members' helping behavior, according to the integration of social capital, the nature of the online community, service convenience and browsing behavior. The results indicate that the elements of social capital and the nature of the online community are positively related. Moreover, social capital and the nature of the online community are positively related to helping behavior. Therefore, a complete model of online community members' helping behavior may be useful in a competitive market.

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