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研究生: 呂事佳
Lu, Shih-Chia
論文名稱: 以社會交換理論、利他主義及社群認同探討虛擬社群成員知識回饋之研究-以知識分享為中介變項
The Research About Using Social Exchange Theory, Altruism, and Community Identification to Investigate The people’s Behavior in Virtual Community of Knowledge Feedback—Knowledge sharing as the mediator variable
指導教授: 余鑑
Yu, Chien
于俊傑
Yu, Chin-Cheh
學位類別: 碩士
Master
系所名稱: 科技應用與人力資源發展學系
Department of Technology Application and Human Resource Development
論文出版年: 2012
畢業學年度: 100
語文別: 中文
論文頁數: 121
中文關鍵詞: 虛擬社群社會交換理論利他主義社群認同知識分享知識回饋
英文關鍵詞: Virtual Community, Social Exchange Theory, Altruism, Community Identification, Knowledge Sharing, Knowledge Feedback
論文種類: 學術論文
相關次數: 點閱:327下載:0
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  • 由於資訊科技蓬勃發展,電腦及網路的普及已改變人類的生活方式並帶動各項產業升級,依靠網路提供即時資訊已是常見的營運策略之一。知識交流活動透過網路將不再受限於組織與地域的限制,人們將可以運用知識交流平台來尋求日常生活、學習或專業等方面問題解決方式。成員透過平台的互動機制,從中獲取他人分享的知識或是相同問題的經驗(王志嘉,2008),進而回饋給其他有需要的成員。
    國內企業面臨全球化的壓力與競爭,企業應積極的探討如何推動知識管理以創造企業競爭優勢。然而,企業碰到的最大問題卻是組織內的成員不輕易分享個人所擁有的知識(吳有順,2000),Ruggles(1998)亦認為知識管理活動中以知識分享最為困難且也是日趨重要的核心議題。因此,若能發現社群成員願意知識分享的關鍵因素,並提供優良的知識交流平台,將有助於提升成員知識分享、回饋的行為。
    綜上,本研究主要以社會交換理論、利他主義及社群認同對知識回饋影響為研究主題,並以知識分享作為中介變項。本研究以國內最大的電子佈告欄(BBS站)PTT為研究對象,預計發出300份問卷,問卷回收共計257份,並運用SPSS來驗證本研究之相關假設。研究結果發現:(1)社會交換理論、利他主義及社群認同對知識分享有正向影響;(2)知識分享對知識回饋有正向影響;(3)社會交換理論、利他主義及社群認同對知識回饋有正向影響;(4)社會交換理論、利他主義及社群認同會透過知識分享對知識回饋產生中介效果。

    In order to developing of information technology, the computer and Internet has changed the way people live and promote the industrial upgrading, and relying on the network to provide real-time information is one of the common operating strategy. Knowledge exchange activities through the Internet will no longer be limited by the organizational and geographical stints, and people will be able to use the knowledge sharing platform to seek other aspects of daily life, study or professional problem solving. Members used the interaction mechanism of the platform to obtain the sharing knowledge, or the experience of same problem (Wang, 2008), and then feedback to the other members.
    Domestic enterprises usually faced the pressure of globalization and competitions, and they should actively explore how to promote knowledge management in order to create competitive advantage. However, the biggest problem encountered by the corporate members of the organization is not easily share the knowledge owned by individuals (Wu , 2000). Ruggles (1998) also thought that activities of knowledge management to knowledge sharing were the most difficult and should pay close attention. Therefore, if community members willing to knowledge sharing, and provide a good platform for the exchange of knowledge, will help to improve knowledge sharing, feedback behavior.
    In summary, this study is mainly to the social exchange theory, altruism and community identification of knowledge feedback for the research topic, and share knowledge as a mediating variable. In this study, we used the PTT which is the largest electronic bulletin board (BBS station) to be the research objects. We expected to offer 300 questionnaires, but a total of 257 questionnaires were collected, and we used SPSS to verify the underlying assumptions of this study.
    The result shows that: (1) social exchange theory, altruism and community identification has a positive impact on knowledge sharing; (2) knowledge sharing has a positive impact on the knowledge feedback; (3) social exchange theory, altruism and community identity has a positive impact on the knowledge feedback; (4) social exchange theory, altruism and community identification could be generated intermediary effect knowledge feedback by knowledge sharing.

    中文摘要 i ABSTRACT iii 目 錄 v 表 次 vii 圖 次 xi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與待答問題 6 第三節 研究範圍與限制 8 第四節 重要名詞釋義 9 第二章 文獻探討 11 第一節 虛擬社群的發展及現況 11 第二節 社會交換理論(Social Exchange Theory) 18 第三節 利他主義 22 第四節 社群認同 25 第五節 知識分享 28 第六節 知識回饋 33 第七節 各變項間之相關性 36 第三章 研究設計與實施 41 第一節 研究架構與假設 41 第二節 研究方法 43 第三節 研究步驟 44 第四節 研究對象 46 第五節 研究工具 48 第六節 資料分析 54 第七節 信效度分析 56 第四章 資料分析 63 第一節 敘述性統計分析 63 第二節 相關分析 71 第三節 迴歸分析 77 第四節 中介效果驗證分析 81 第五節 研究假設結果摘要 86 第五章 結論與建議 87 第一節 研究發現與討論 87 第二節 管理意涵 96 第三節 研究貢獻 99 第四節 研究限制與後續建議 101 參考文獻 103 一、中文部分 103 二、外文部分 107 附 錄 117 附錄一 問卷 118

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