探討社群意識在虛擬環境下對凝聚力與忠誠度的影響

The Effects of Community Sense on Cohesiveness and Loyalty in the Virtual Environment

10.29931/MR.201112.0006

陳筱華(Sheau-Hwa Chen)；李佩貞(Pei-Jan Lee)

虛擬社群 ； 信任 ； 社群意識 ； 凝聚力 ； 忠誠度 ； virtual community ； trust ； community sense ； cohesion ； loyalty

行銷評論

8卷4期（2011 / 12 / 01）

519 - 537

繁體中文

網際網路的蓬勃發展，使得大眾的上網行為越趨多元化。虛擬社群是否提供一個具信賴感的交流機制，為虛擬社群經營成敗之關鍵因素。成員在虛擬社群中產生之社群意識被視為社群經營者顯明的目標與計劃。然而，社群意識是否會影響成員之凝聚力與忠誠度，則為本研究欲探究之議題。由於虛擬社群的類型多元化，本研究選定興趣型社群中，美容資訊之討論社群為研究對象，資料蒐集方式主要採用網路問卷，讓受訪者連上網路問卷設置平台，進行問卷之填答。本研究發現：（1）社群成員的參與行為以及與其他成員互動的行為相當頻繁。（2）虛擬社群成員的信任對虛擬社群意識存在顯著之正向影響，惟「能力」與虛擬社群意識中的「互動交流」無顯著正向影響。（3）虛擬社群意識對凝聚力存在顯著之正向影響，僅虛擬社群意識中的「互動交流」對「外向排拒」無顯著正向影響。（4）虛擬社群意識是影響社群忠誠度的重要前置因素。虛擬社群Koh and Kim的研究中曾提出「沈浸（immersion）」此構念，造訪虛擬社群應是尋求問題的協助或是與其他參與者短暫互動，「沈浸」而影響工作或課業的現象可能存在於部份族群中。爾後研究建議可視研究情境將「沈浸」列入研究架構中。

More and more people interact and connect with each other through the virtual community. The success of managing virtual community depends on providing a trustworthy communicating system. In this study, how community sense in virtual community of cosmetrics affects its members' cohesion and loyalty was explored.The results obtained from this study are as follows: first, the members participate activities and interact frequently; trust among members affects community sense significantly; and community sense affects cohesion and loyalty in the virtual community significantly.

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