虛擬社群意識影響因素之探討

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Title:	虛擬社群意識影響因素之探討
Authors:	高玉芬 Kao, Yu-Fen
Contributors:	資訊管理學系 Information Management
Keywords:	虛擬社群意識;社會交換理論;社群承諾;互動互惠;自我揭露 Sense of virtual community;Social exchange theory;Community commitment;Reciprocity;Self-disclosure
Date:	2013
Issue Date:	2014-06-27 01:13:44 (UTC+8)
Abstract:	網路虛擬社群的形成，改變了以往人們溝通橋梁，有異於傳統面對面對談的思維，而是以文字方式來進行交流。本研究以社會交換理論為基礎，認為虛擬社群意識的凝聚主要是受到社會交換行為的利益影響，透過虛擬社群成員做為研究對象，探討「互動互惠」、「自我揭露」、「社群承諾」、「依賴」及「聲譽」等變數對於社群成員間「虛擬社群意識」凝聚的影響。以結構方程模式為主要分析方法，有效樣本共373份。研究結果顯示，整體結構模式具有良好適合度，變數關係方面，「社群承諾」、「依賴」及「聲譽」會顯著正向影響虛擬成員「虛擬社群意識」之凝聚；成 Social Networking Sites (SNSs) such as Facebook have been rapidly and widely adopted and changed the way people communicate. Sense of virtual community is one of the important determinants for the usage of SNSs. Based on social exchange theory, this study
Appears in Collections:	[Department of Information Management] Seminar Papers

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