社會資本、資訊分享行為與創新接受度關聯性之研究－以Facebook社群為例

A Study on the Relationship between Social Capital, Information Sharing Behavior and Innovativeness- Example of Facebook Social Networking

10.6736/JPSR.201709_14(2).0003

鄭賢仁(Xian-ren Zheng)；薛榮棠(Rong-tang Xue)；孫慧珊(Hui-shan Sun)

社會資本 ； 資訊分享行為 ； 創新接受度 ； Facebook社群 ； Social Capital ； Information Sharing Behavior ； Innovativeness ； Facebook

績效與策略研究

14卷2期（2017 / 09 / 01）

39 - 62

繁體中文

網際的快速發展促使社群網站的興起，隨著社群網站的增加，人們透過網際網路進行資訊分享行為成為越來越普遍的現象。藉由社群網絡中成員的互動與資訊分享，使得好的產品或創新這件事，不斷地在網絡當中擴散，越來越多的企業也漸漸嘗試利用Facebook社群來推展新產品或新服務。因此，本研究利用問卷調查法，並以社會資本理論，探討在Facebook社群中，成員的資訊分享行為是否影響成員之創新接受度。研究結果顯示，社會資本顯著正向影響資訊分享行為；資訊分享行為顯著正向影響創新接受度；社會資本顯著影響正向創新接受度。

The rapid development of internet prompts the rise of social networking sites. With the increase of the social networking site, people proceed information sharing behavior through the Internet become a increasingly common phenomenon. Interacting and information sharing by the members of the social network community, making a good product or innovation diffuse in the network. More and more enterprises gradually try to take advantage of the Facebook community to promote new products or services. Therefore, in this study, we use the questionnaire and the theory of social capital theory to explore whether the members of the information sharing behavior affect members the innovativeness of the member in Facebook Community. The results indicate that social capital has significant positive influence on information sharing behavior. Information sharing behavior has significant positive influence on innovativeness. Social capital has significant positive influence on innovativeness.

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