網路社群參與動機與知識分享行為之探討：以自戀性人格與群體認同為干擾角色

Examining the Relationship between Motives to Participate in Networking Community and Knowledge Sharing：The Moderating Roles of Narcissism and Group Identity

10.6846/TKU.2016.00314

朱筱琪

網路社群參與動機 ； 自戀性人格 ； 群體認同 ； 資訊分享 ； 知識分享 ； participate motives ； narcissism ； group identity ； information sharing ； knowledge sharing

淡江大學企業管理學系碩士班學位論文

2016年

碩士

汪美伶

繁體中文

網路社群的普及，不僅讓網路使用者有更多機會接收到最新的資訊、知識，亦可以將自身的資訊與知識分享予社群成員。由於參與社群動機皆有所不同，透過網路社群所提供的功能，使成員之間能夠進行資訊、訊息的傳遞與接收，藉此獲得自身的需求。本研究旨在探討網路社群成員參與網路社群動機影響資訊分享及知識分享，更進一步探討自戀性人格及群體認同是否對成員參與網路社群動機與其資訊分享、知識分享產生干擾效果。 本研究以網路社群-Facebook社團成員為研究對象，利用網路問卷調查法進行資料蒐集，其有效問卷為512份並以路徑分析統計方法進行數據分析。研究結果發現，資訊學習、人際社交及資訊搜尋網路社群參與動機與資訊分享的行為為正向顯著關係；社群成員的人際社交網路社群參與動機與知識分享行為之間是為正向顯著關。此外，自戀性人格與群體認同亦會調節社群參與動機與資訊分享、知識分享間的關係。最後，本研究根據上述結果，提出相關理論與實務管理意涵。

While the prevalence of networking community provides the internet users more opportunity to receive up-to-date information and knowledge, the internet users make use of networking community to share information and knowledge with the community members. As the community members have different motives to join the community, the types of motives may influence their willingness to share information and knowledge with community members. Thus, the purposes of this study are to examine whether motives to participate in networking community have influence on information and knowledge sharing as well as investigate the moderating effects of community members’ narcissism and group identity between motives and sharing information or knowledge. Data was collected from 512 Facebook community members via on-line survey and analyzed using structured equation modeling. The results showed that information learning, personal interaction, and information searching were positively associated knowledge sharing, and personal interaction was positively associated with knowledge sharing. In addition, narcissism and group identity had moderating effects on the relationship between motives to participate in networking community and information sharing or knowledge sharing. Both theoretical and practical implications are discussed.

1. 戈立秀（2007）。部落客之資訊蒐集與分享行為之研究（碩士論文）。國立台灣大學圖書資訊學研究所。
   連結：
2. 朱國明（2006）。網路社群社會資本與成員間助人行為之相關研究。資訊管理學報，14（3），169-202。
   連結：
3. 胡台強（2009）。以理性行為理論探討組織信任及組織文化對知識分享意願與行為之影響（碩士論文）。國立成功大學。
   連結：
4. 黃俊宇（2007）。維基百科知識分享現象之研究（碩士論文）。國立中央大學。
   連結：
5. Adler, P. R., & Christopher, J. A. (1998). Internet community primer overview and business opportunities. Acessado em, 15.
   連結：
6. Al-Ajmi, J. (2008). Audit and reporting delays: evidence from an emerging market. Advances in Accounting, 24(2), 217-226.
   連結：
7. Armstrong, A., & Hagel, J. (2000). The real value of online communities. Knowledge and Communities, 85-95.
   連結：
8. Ashforth, B. E. and Mael, F. (1989). Social identity theory and the organization, Academy of Management Review, 14(1), 20-39.
   連結：
9. Assael, H. (1998). Customer behavior and marketing action.
   連結：
10. Baek, K., Holton, A., Harp, D., & Yaschur, C. (2011). The links that bind: uncovering novel motivations for linking on facebook. Computers in Human Behavior, 27(6), 2243-2248.
    連結：
11. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
    連結：
12. Barab, S. A. (2003). An introduction to the special issue: designing for virtual communities in the service of learning. The Information Society, 19(3), 197-201.
    連結：
13. Bavarsad, B., Mansouri, Z., Derikvandi, F. N., & Hozhabri, A. A. (2015). A study of the relationship between knowledge management, information technology and internal performance. In e-Commerce in Developing Countries: With focus on e-Business (ECDC), 2015 9th International Conference on IEEE, 1-8.
    連結：
14. Beijerse, R. P. (2000). Knowledge management in small and medium-sized companies: knowledge management for entrepreneurs. Journal of Knowledge Management, 4(2), 162-179.
    連結：
15. Brian Mullen, & Craig Johnson. (1990). The psychology of consumer behavior, Lawrence Erlbaum Associates, Inc.
    連結：
16. Cabrera, A., Collins, W. C., & Salgado, J. F. (2006). Determinants of individual engagement in knowledge sharing. The International Journal of Human Resource Management, 17(2), 245-264.
    連結：
17. Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
    連結：
18. Chou, S.W. (2010). Why do members contribute knowledge to online communities? Online Information Review, 34(6), 829-854.
    連結：
19. Davenport, T. H. (1997). Ten principles of knowledge management and four case studies. Knowledge and Process Management, 4(3), 187-208.
    連結：
20. Davenport, T. H., & Prusak, L. (1998). Working knowledge: how organizations manage what they know. Harvard Business Press.
    連結：
21. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13(5), 319-339.
    連結：
22. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of facebook “friends:” social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
    連結：
23. Emmons, R. A. (1987). Narcissism: theory and measurement. Journal of Personality and social Psychology, 52, 11-17.
    連結：
24. Erikson, E. H. (1959). Indentity: youth and crisis. New York: W.W.Morton Company Inc.
    連結：
25. Fernback, J., & Thompson, B. (1995). Virtual Communities: sbort, retry, failure?
    連結：
26. Flanagin, A. J., & Metzger, M. J. (2001). Internet use in the contemporary media environment. Human Communication Research, 27(1), 153-181.
    連結：
27. Ford, D. P. (2004). Trust and knowledge management: the seeds of success. InHandbook on Knowledge Management 1, 553-575.
    連結：
28. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: algebra and statistics. Journal of Marketing Research, 382-388.
    連結：
29. Gupta, S., & Hee-Woong, K. (2007). Developing the commitment to virtual community: the balanced effects of cognition and affect. Information Resources Management Journal, 20(1), 28.
    連結：
30. Hagel, J. and Armstrong, A.G. (1997). Net gain –expanding markets through virtual communities.Harvard Business School Press, Boston, MA.
    連結：
31. Hansen, M. T. (1999). The search-transfer problem: the role of weak ties in sharing knowledge across organization subunits. Administrative Science Quarterly, 44(1), 82-111.
    連結：
32. Hendriks, P. (1999). Why share knowledge？ The influence of ICT on the motivation for knowledge sharing. Knowledge and Process Management, 6(2), 91-100.
    連結：
33. Hersberger, J. A., Murray, A. L., & Rioux, K. S. (2007). Examining information exchange and virtual communities: an emergent framework. Online Information Review, 31(2), 135-147.
    連結：
34. Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45(1), 65-74.
    連結：
35. Kassarjian, H. H. (1971). Personality and consumer behavior: a review. Journal of Marketing Research, 409-418.
    連結：
36. Katerattanakul, P. (2002). Framework of effective web site design for business-to-consumer internet commerce. Infor, 40(1), 57.
    連結：
37. Keil, M., Tan, B. C., Wei, K.-K., Saarinen, T., Tuunainen, V., and Wassenaar, A. (2000). A cross-cultural study on escalation of commitment behavior in software projects, Mis Quarterly, 24(2), 299-325.
    連結：
38. Koskinen, K.& Pihlanto, P. (2008). Knowledge management in project-based companies an organic perspective. Palgrave Macmillan, New York.
    連結：
39. Kozinets, R. V. (1999). E-tribalized marketing? : the strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.
    連結：
40. Kramer, R. M., Pommerenke, P., & Newton, E. (1993). The social context of negotiation effects of social identity and interpersonal accountability on negotiator decision making. Journal of Conflict Resolution, 37(4), 633-654.
    連結：
41. Lechner, U., & Hummel, J. (2002). Business model and system architectures of virtual communities: From a sociological phenomenon to peer-to-peer architectures. International Journal of Electronic Commerce, 6(3), 41-53.
    連結：
42. Lee, J. N. (2001). The impact of knowledge sharing, organizational capability and partnership quality on IS outsourcing success. Information & Management, 38(5), 323-335.
    連結：
43. Lee, S., Shin, B., and Lee, H. G. (2009). Understanding post-adoption usage of mobile data services: the role of supplier-side variables, Journal of the Association for Information Systems, 10(12), 860-888.
    連結：
44. Lobb, E. A., Butow, P. N., Barratt, A., Meiser, B., Gaff, C., Young, M. A., ... & Tucker, K. (2004). Communication and information-giving in high-risk breast cancer consultations: influence on patient outcomes. British Journal of Cancer, 90(2), 321-327.
    連結：
45. Mohr, J., & Spekman, R. (1994). Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135-152.
    連結：
46. Nonaka, I., & Takeuchi, H. (1995). The knowledge-creating company: how Japanese companies create the dynamics of innovation. Oxford University Press.
    連結：
47. Nunnally, J. (1978). Psychometric methods.
    連結：
48. O’Dell, C., & Grayson, C. J. (1998). If only we knew what we know. California Management Review, 40(3), 154-174.
    連結：
49. Ong, E.Y. L., Ang, R. P., Ho, J. C. M., Lim, J. C. Y., Goh, D. H., Lee, C. S., & Chua, A. Y. K. (2011). Narcissism, extraversion, and adolescents’ self-presentation on facebook. Personality and Individual Differences, 50, 180-185.
    連結：
50. Peng, G., and Woodlock, P. (2009). The impact of network and recency effects on the adoption of e-collaboration technologies in online communities, Electron Markets, 19, 201-210.
    連結：
51. Pervin, L. A. (1997). La ciencia de la personalidad. McGraw-Hill Interamericana de Espana.
    連結：
52. Petrash, G. (1996). Dow's journey to a knowledge value management culture. European Management Journal, 14(4), 365-373.
    連結：
53. Polanyi, M. (1967). The tacit dimension.
    連結：
54. Preece, J. (2000). Online communities: designing usability and supporting socialbilty. John Wiley & Sons, Inc.
    連結：
55. Raskin, R. N., & Hall, C. S. (1979). A narcissistic personality inventory. Psychological reports, 45(2), 590-590.
    連結：
56. Raskin, R., & Terry, H. (1988). A principal-components analysis of the Narcissistic Personality Inventory and further evidence of its construct validity. Journal of Personality and Social Psychology, 54,890–902.
    連結：
57. Rheingold, H. (1993). The virtual community: finding commection in a computerized world. Addison-Wesley Longman Publishing Co., Inc..
    連結：
58. Robert E. Melchers. (1999). Structural reliability analysis and prediction. John Wiley & Son Ltd.
    連結：
59. Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: Toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270.
    連結：
60. Ruggles, R. (1998). The state of the notion. California Management Review, 40(3), 80-89.
    連結：
61. Sonnenwald, D. H. (2006). Collaborative virtual environments for scientific collaboration: Technical and organizational design frameworks. In Avatars at Work and Play, 63-96.
    連結：
62. Soraya, M. (2010).Self-presentation 2.0: narcissism and self-esteem on facebook.Cyberpsychology, Behavior, and Social Networking, 13(4), 357-364.
    連結：
63. Tiwana, A., & Ramesh, B. (2001). A design knowledge management system to support collaborative information product evolution. Decision Support Systems, 31(2), 241-262.
    連結：
64. Toral, S.L., Martı’nez-Torres, M.R., Barrero, F., and Corte’s, F. (2009). An empirical study of the driving forces behind online communities”, Internet Research, 19(4), 378-392.
    連結：
65. Twenge, J. M., & Campbell, W. K. (2009). The narcissism epidemic: Living in the age of entitlement. Simon and Schuster.
    連結：
66. Usoro, A., Sharratt, M. W., Tsui, E., & Shekhar, S. (2007). Trust as an antecedent to knowledge sharing in virtual communities of practice. Knowledge Management Research & Practice, 5(3), 199-212.
    連結：
67. Vance, T. J. (1997). An introduction to Japanese phonology. SUNY Press.
    連結：
68. Wang, G.G. (2010). Theorizing e-learning participation: a study of the HRD online communities in the USA”, Journal of European Industrial Training, 34(4), 344-364.
    連結：
69. Wang, S., & Noe, R. A. (2010). Knowledge sharing:a review and directions for future research. Human Resource Management Review, 20(2), 115-131.
    連結：
70. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722.
    連結：
71. Weiss, G. (1999). Multiagent systems:a modern approach to distributed artificial intelligence. MIT press.
    連結：
72. Wright, K., & Bell. S. (2003). Health-related support groups on the internet: linking empirical findings to social support and computer-mediated communication theory. Journal of Health Psychology, 8, 9-54.
    連結：
73. Yang, J. T. (2007). Knowledge sharing: investigating appropriate leadership roles and collaborative culture. Tourism Management, 28(2), 530-543.
    連結：
74. Yu, Y., Harris, A. J., Blair, C., & He, X. (2015). RASP (reconstruct ancestral state in phylogenies): a tool for historical biogeography. Molecular Phylogenetics and Evolution, 87, 46-49.
    連結：
75. Zeng, F., Huang, L., & Dou, W. (2009). Social factors in user perceptions and responses to advertising in online social networking communities. Journal of Interactive Advertising, 10(1), 1-13.
    連結：
76. Zimbardo, P. G. (1990). Shyness: what it is, what to do about it. Da Capo Press.
    連結：
77. 中文部分
78. 王文科、王智弘（2012）。教育研究法 (增訂十版) 。臺北市：五南。
79. 余民寧（2006）。潛在變項模式：SIMPLIS 的應用。臺北市：知識達總經銷。
80. 吳有順（2000）。網路社群知識分享過程之研究—以企業管理教學網站為例（碩士論文）。國立政治大學企業管理研究所。
81. 吳孟倉（2011）。節慶活動與社群認同-第二十屆大觀盃為例（碩士論文）。私立真理大學。
82. 李振任（2001）。國民小學鄉土知識與鄉土認同感之研究—以萬丹鄉為例（博士論文）。國立屏東師院。
83. 邱皓政（2008）。量化研究法：研究設計與資料處理：SPSS中文視窗版操作實務詳析。臺北市：雙葉書廊。
84. 康耕輔（2010）。「為什麼網友會在消費社群網站上分享？」探討知覺同質性、團體認同與消費資訊分享行為（碩士論文）。私立世新大學。
85. 張劭聿（2012）。人格無法離線，網路人格如何入境你的真實人生？。臺北市：財信出版有限公司。
86. 張春興（2001）。 教育心理學 (修訂版二十一刷)。臺北市：東華書局。
87. 郭欣怡（1998）。網路世界的我與我們：網路使用者之心理特性與網路人際關係特性初探（碩士論文）。國立台灣大學。
88. 陳怡夙（2007）。文化產業與社群認同─清境地區博望新村個案研究（碩士論文）。私立逢甲大學。
89. 陳國強（2002）。文化人類學辭典。臺北市：恩楷股份有限公司。
90. 黃黎（2004）。大學生自戀人格與其心理健康的相關研究（碩士論文）。西南師範大學心理學院。
91. 楊宜蓁（2008）。台北市古亭國小中年級學童資訊分享行為研究（碩士論文）。世新大學資訊傳播學系。
92. 葉重新（2005）。教育心理學。臺中市：自印。
93.  
94. 英文部分
95. Aarts, B., Chalker, S., & Weiner, E. (2014). The oxford dictionary of English grammar. Oxford University Press.
96. Allport, G. W. (1937). Personality. New York: Holt, 173-181.
97. Ames, D. R., Rose, P., & Anderson, C. P.(2006). The NPI-16 as a short measure of narcissism. Journal of Research in Personality, 40(4), 440-450.
98. Bao, X., & Bouthillier, F. (2007). Information sharing as a type of information behavior. McGill University, Montreal, Information Sharing in a Fragmented World: 35th Annual Conference of the Canadian Association for Information Science, Retrieved June 11, 2009.
99. Bonnie, A. B. H. (2011). Narcissism, facebook use and self-disclosure (unpublished master’s thesis), department of communications, Brigham Young University.
100. Bowman, S., & Willis, C. (2003). We media: how audiences are shaping the future of news and information.
101. Bressler, S. E., & Grantham, C. (2000). Communities of commerce: building internet business communities to accelerate growth, minimize risk, and increase customer loyalty. McGraw-Hill Professional.
102. Burk, M. (1999). Knowledge management: everyone benefits by sharing information. Public Roads, 63(3).
103. Butler, B., Sproull, L., Kiesler, S., & Kraut, R. (2002). Community effort in online groups: who does the work and why. Leadership at a distance: Research in technologically supported work, 171-194.
104. Davenport, T. O., & Prusak, L. (1999). Ecologia de la informacion. Oxford.
105. Fleck, J. (1996). Informal information flow and the nature of expertise in financial services. International Journal of Technology Management, 11(1-2), 104-128.
106. Gay, L. R., Mills, G. E., & Airasian, P. W. (2011). Educational research: ompetencies for analysis and applications. Pearson Higher Ed.
107. Hersberger, J. A., Rioux, K. S., & Cruitt, R. O. (2005). Examining information sharing and relationship building in online social networks: an emergent analytic framework. In Annual Conference of the Canadian Association for Information Science(CAIS), Congress of the Social Sciences and Humanities of Canada, June, 2-4.
108. Kannan, P. K., Chang, A. M., & Whinston, A. B. (2000). Electronic communities in e-business: their role and issues. Information Systems Frontiers, 1(4), 415-426.
109. Lee, F. S., Vogel, D., & Limayem, M. (2003). Virtual community informatics: a review and research agenda. JITTA: Journal of Information Technology Theory and Application, 5(1), 47.
110. Lodico, M. G., Spaulding, D. T., & Voegtle, K. H. (2010). Methods in educational research: From theory to practice, 28.
111. Maglitta, J. (1994). Meet the new boss:a new tradition. Computer World, 28(11), 80-82.
112. Mowen JC, Minor MS. (2001). Consumer behavior: a framework. Upper Saddle River, NJ: Prentice Hall.
113. Rheingold, H. (1994). The virtual community: surfing the internet. Minerva, London.
114. Senge, P. (1998). Sharing knowledge: you can't own knowledge, so why not share it?. Executive Excellence, 15, 11-12.
115. Senge, P. M. (1997). Communities of leaders and learners. Harvard Business Review, 75(5), 30-32.
116. Sproull, L., & Faraj, S. (1995). Atheism, sex, and databases: The net as a social technology. In Public Access to the Internet, 62-81. MIT Press.
117. Talja, S. (2002). Information sharing in academic communities: types and levels of collaboration in information seeking and use. New Review of Information Behavior Research, 3(1), 143-159.
118. Wellman, B., & Gulia, M. (1999). Net surfers don't ride alone: Virtual communities as communities. Networks in the Global Village, 331-366.
119. Zack, M. H. (1999). Managing codified knowledge. Sloan Management Review, 40(4), 45-58.