以社群網站為例探討人格特質、社群網路使用態度、人際關係對社群意識與社群忠誠度之影響

The Effect of Personality Traits, Attitudes toward Using the Internet and Interpersonal Relationship on Sense of Virtual Community and Community Loyalty-A Case of Virtual Community Website

10.6132/JCM.2013.7.1.04

周秀蓉(Hsiu-Jung Chou)；李秀玉(Siou-Yu Li)；楊依姍(Yi-Shan Yang)；楊宜蓁(Yi-Jhen Yang)；張斐媄(Fei-Mei Jhang)；王汝潔(Ru-Jei Wang)

人格特質 ； 人際關係 ； 社群網路使用態度 ； 社群意識 ； 社群忠誠度 ； Personality Traits ； Attitudes toward Using the Internet ； Interpersonal Relationship ； Sense of Virtual Community ； Community Loyalty

商業現代化學刊

7卷1期（2013 / 03 / 01）

71 - 94

繁體中文

隨著網路科技的發達，人們透過虛擬社群來滿足資訊以及人際關係的需求，有些社群網站上的使用者透過虛擬社群，掩蓋自我的真實面創造出與現實生活中全然不同的自我。本研究旨在每位使用者擁有不同的自我人格特質、社群網路使用態度，進而去創造出不同於現實生活中的人際關係，並藉著彼此間的互動交流去影響社群意識，更一步的帶動社群忠誠度。而針對有使用虛擬社群的使用者為主要問卷對象，總計問卷共發430份，有效問卷為408份。研究結果顯示，使用者會藉由虛擬網路上吸引眾人目光的親密感，彌補現實親密關係中所缺乏的歸屬感，也就是在網路上尋求虛擬友誼和情感之慰藉，創造出一個全新的自我，以補足自我真實人際關係中的心理不足。且透過社群網路與他人交流建立關係會增加訪客的黏度與瀏覽的持久性，因而影響其社群網路忠誠度。

With the advancement of internet technology, people fulfill the demand of information and interpersonal relationship through virtual community website. Some users conceal themselves in real life to create completely different identities through social networking sites. This research aims at knowing every user's different personal traits and attitudes toward using internet, and then they create interpersonal relationship which is different from their real life. With the interaction between each other, they affect social virtual community and lead to community loyalty. The users of virtual community websites were the main objects for this questionnaire, and 430 questionnaires had been sent, 408 questionnaires were seen to be valid. The result of the research indicates that, with the intimacy creating by other people's attention, users are tend to use this feeling to make up the lack of belonging in real life. In other words, people use the comfort of seeking virtual friendship and feeling to create a brand new identity, so it can be a supplement to the psychological deficiency in the real life relationship. Through the social network and the interaction with other people, it will increase the visitor's viscosity, surfing persistence and therefore affect the loyalty of social network.