從社會資本的互惠規範觀點探討虛擬社群中知識品質的影響因素

Investigating the Role of Norm of Reciprocity on Perceived Knowledge Quality in Virtual Community

10.6188/JEB.2011.13(1).02

蔡家安(Chia-An Tsai)；康贊清(Tsan-Ching Kang)；洪新原(Shin-Yuan Hung)

知識分享品質 ； 虛擬社群 ； 社會資本理論 ； 實證研究 ； Knowledge sharing quality ； Virtual community ； Social capital theory ； Empirical study

電子商務學報

13卷1期（2011 / 03 / 01）

217 - 239

繁體中文

知識是虛擬社群中極有價值的核心資產，影響到網路使用者對社群的評價，同時也影響到社群成員是否再來此社群的意願。虛擬社群中成員的互動及社會關係，猶如一個小型社會的縮影，並藉由資訊科技快速的累積成員所分享的知識，提供有價的知識給成員存取。因此虛擬社群所累積的知識對社群成員而言，是否具有某種程度的品質，也影響了成員對於社群知識品質的看法，瞭解有哪些因素會影響成員對於社群知識品質認知的差異，將有助於瞭解成員間所認定的有價知識如何形成，並對社群將來如何刺激社群成員貢獻對成員有用的知識有所幫助。本研究欲透過社會資本為基礎理論，並考量各構面間的潛在關係，來探討影響虛擬社群成員認知社群知識品質的原因為何。本研究針對國內某一以電玩遊戲為導向的虛擬社群，探討影響其虛擬社群成員認知社群知識品質的原因。實證結果顯示，成員間互動的關係會顯著地正向影響成員間的信任與認同；共享的願景則會顯著地影響成員間的互惠規範、信任與認同；而成員間的信任與認同則顯著地影響社群中成員彼此的互惠規範；成員對社群知識品質的認知則顯著地受到互惠規範所影響。本研究結果同時說明社會資本的各個構面間具有一定程度的相關性，成員間的共享願景、信任和認同都能增加社群間的互惠規範，而社群成員所感受的知識品質則隨著互惠規範的增加而增加。最後，期許本研究結果能做為後續學術與實務方面的參考依據。

This study investigates the role of norm of reciprocity on perceived knowledge quality in virtual community. Based on the social capital theory, a research model was developed. A survey was conducted to empirically test the model. Three hundred and eighty-one responses were collected from an on-line game virtual community. Results indicated that interaction ties positively affect trust and identification; shared vision positively affects norm of reciprocity, trust and identification; trust and identification positively affect norm of reciprocity; norm of reciprocity positively affects perceived knowledge quality. These findings provide researchers how social capital factors improve members' perceived knowledge quality in virtual communities. Implications for academics and practitioners are also provided.

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