政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/29962
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113325/144300 (79%)
Visitors : 51171299      Online Users : 1008
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29962


    Title: 虛擬社群特性、意識及成員忠誠度關係之研究
    The Relationship of Virtual Community`s Character, Sense and Member`s Loyalty
    Authors: 薛紹安
    Hsueh, Shau-An
    Contributors: 賴士葆
    林震岩


    薛紹安
    Hsueh, Shau-An
    Keywords: 虛擬社群
    虛擬社群特性
    虛擬社群意識
    虛擬社群成員忠誠度
    virtual community
    characteristics of virtual community
    sense of virtual community
    member`s loyalty to virtual community
    Date: 2004
    Issue Date: 2009-09-11 16:57:14 (UTC+8)
    Abstract: 虛擬社群已成為社會的新興溝通平台，隨著網際網路的發展而日益茁壯。所謂虛擬社群意識，是指成員對於與虛擬社群之間關係的感覺，或是個人感覺到屬於某個包含其他人的虛擬團體。虛擬社群意識由數個構面組成，會受到某些虛擬社群本身俱有的特性所影響；此外，虛擬社群成員對社群的忠誠度是使虛擬社群擴大發展的必要條件，若虛擬社群成員擁有強烈的社群意識，對社群的忠誠度是否會增加?

    本研究欲探討虛擬社群意識所包含的構面，再者欲證實虛擬社群特性、意識與成員忠誠度三構念之間的影響關係。研究對象為擁有參與虛擬社群經驗的學生以及上班族，採用便利抽樣，共計獲得135份有效問卷，以迴歸分析討論三構念之間的關係。

    研究結果顯示，虛擬社群意識的構面可分成會員身份、影響力、沉迷度及意識認同；虛擬社群特性的構面則可分為領導者熱忱、離線活動及娛樂性。兩構念之間具有如下關係:
    1. 離線活動能正向影響會員身份、影響力及意識認同
    2. 娛樂性能正向影響會員身份、沉迷度及意識認同

    此外，虛擬社群意識也被證實能夠影響虛擬社群成員忠誠度:
    1. 會員身份能正向影響成員忠誠度
    2. 意識認同能正向影響成員忠誠度

    網路虛擬社群的興起為人們的溝通型態帶來重大的轉變，藉由虛擬社群特性、意識與成員忠誠度之間的關係探討，將能夠幫助虛擬社群經營者更加深入了解虛擬社群，懂得如何增強社群意識及成員對社群的忠誠度，掌握在虛擬世界裡成功的契機。
    Virtual community, growing with Internet, has become a popular communication platform in recent years. Sense of virtual community (SOVC) means a member’s feeling toward the virtual community where he/she takes part. SOVC is composed of several different dimensions, and it will be affected by some characteristics of virtual community itself. Besides, if a virtual community pursues expanding, members` loyalty to their virtual communities will be a necessary condition. We wonder whether a strong SOVC will affect a member`s loyalty to his/her virtual community.

    The study generalizes the dimensions of virtual community first, afterward examining the relationship of virtual community`s characteristics, sense and member`s loyalty.
    20-30 year old members, who have sufficient experiences of participating in virtual communities, are our target samples. In total, we have 135 effective questionnaires, and conduct regressions to do this analysis.

    According to the study result, SOVC can be divided into 4 dimensions: membership, influence, immersion and conscious identification. As for characteristics of virtual community, they can be separated into 3 dimensions: leader`s enthusiasm, off-line activity and enjoyability.

    There are some relationships between these two constructs:
    1.Off-line activity can affect membership, influence and
    conscious identification positively.
    2.Enjoyability can affect membership, immersion and conscious
    identification positively.

    Besides,SOVC can affect member`s loyalty (to his/her virtual community):
    1.Membership can affect member’s loyalty positively.
    2.Conscious identification can affect member’s loyalty
    positively.

    Virtual community has brought a huge change in ways of communication. The study discusses the relationship of virtual community`s characteristics, sense and member`s loyalty. Through understanding the study result, knowing the tips to increase SOVC and member`s loyalty, organizers of virtual communities are able to handle community better. In the end, they can reach great success in the virtual world.
    Reference: 中文文獻
    王孟邦(民90)，虛擬社群管理、社群績效、與獲利模式關係之探討，國立
    政治大學資訊管理學系未出版之碩士論文。
    朱道凱譯(民87) ，John Hagel Ⅲ and Arthur G. Armstrong著，網路商
    機:如何經營虛擬社群 (NET GAIN: Expanding Markets Through
    Virtual Community)，臉譜，台北市。
    江亮演(民76)，社會工作概要，頁167，幼獅，台北市。
    江靜之譯(民90)，Jordan Tim著，網際權力：網際空間與網際網路的文化
    與政治，韋伯文化，台北市。
    吳冠軍(民90），互聯網虛擬社群的思考札記，二十一世紀雙月刊，第63
    期，頁122-126。
    Punj, G. N. and R. Staelin (1983), “A model of consumer
    information search behavior for mew automobiles,” Journal
    of Consumer Research, 9(March), pp.366-380.
    Rapley, M. and G. M. H. Pretty (1999), “Playing Procrustes:
    The interactional production of a ‘psychological sense of
    community,”Journal of Community Psychology,Vol.27,pp. 695-
    713.
    Reichheld, F. F. and P. Schefter (2000), “E-Loyalty: Your
    Secret Weapon on the Web,” Harvard Business Review July-
    測量。本土心理學研究，19期，頁273-337。
    and sense of community: The case of an urban barrio in
    August.
    Rheingold, H. (1993), Virtual Community: Homesteading on the
    Electronic Frontier. Reading. Mass. Addison-Wesley Inc.
    Roberts T. L. (1999), “Are Newsgroups Virtual Communities?”
    Proceedings of Computer-Human Interaction, Los Angeles CA
    USA, 1999, pp. 360-367.
    Romm, C., N. Pliskin. and R. Clarke (1997), “Virtual
    Communities and Society:Toward an Integrative Three Phase
    Model,” International Journal of Information Management,
    Vol. 17, No. 4, pp.261-270.
    Caracas,"Journal of Community Psychology,Vol.27,pp.727-740.
    張瑞麟(民91)，虛擬社群強化社群成員歸屬感之研究，雲林科技大學企業
    Rothaermel, F.T., and S. Sugiyama (2001), “Virtual Internet
    communities and commercial success: Individual and
    community-level theory grounded in the atypical case of
    TimeZone.com,” Journal of Management, 27, 3, pp.297-312.
    Sarason, S. B. (1986), “Commentary: The emergence of a
    conceptual center,” Journal of Community Psychology,
    Vol.14, pp.405-407.
    Schubert, P. (2000), “The Pivotal Role of Community Building
    in Electronic Commerce,” Proceedings of the 33rd Hawaii
    Glynn, T. (1981),“ Psychological sense of community:
    International Conference on System Sciences.
    管理學系未出版之碩士論文。
    Shore, C., W. Outhwaite, and T. Bottomre (1994), “Community,”
    The Blackwell Dictionary of 21th Century Social Thought.
    Massachusetts: Basil Blackwell.
    Smith, S. G. and T. C. Ryall (1999), “Sense of community: Yet
    another group identification?” Paper presented at the
    Meeting of the Society for Australasian Social
    Psychologists, Coolum, Qld., Australia.
    Sonn, C., and Fisher, A. (1996), “Psychological sense of
    Measurement and application,”Human Relations,34,pp.780-818.
    community in a politically constructed group,” Journal of
    Community Psychology, 24, pp. 417-430.
    陳荑涓(民93)，商業性虛擬社群意識特性對網站忠誠度影響之研究:顧客-
    Srinivasan, S. S., R. Anderson, and K. Ponnavolu (2002),
    “Customer loyalty in e-commerce: an exploration of its
    antecedents and consequences,” Journal of Retailing 78,
    pp.41-50.
    Strum, J. (1999), “Community precedes commerce,” Response, 8
    (January), pp. 51.
    Teo, T. S. H., V. K. G. Lim and R. Y. C. Lai,Intrinsic and
    Gusfield, J. (1975), The Community: A Critical Response. New
    Extrinsic Motivation in Internet Usage,” The International
    Journal of Management Science, 27, 1999, pp. 25-37.
    Van Dyne, L., J. W., Graham and R. M. Dienesch (1994), “
    公司認同之中介效果，南台科技大學企業管理學系未出版之碩士論
    Organizational citizenship behavior: construction
    redefinition, measurement, and validation,” Academy of
    Management Journal, 37(4), pp. 765-802.
    Weinreich, F. (1997), “Establishing a point of view toward
    virtual communities,”CMC Magazine, 4, 2 (February).
    Williams, R.L. and J. Cothrel (2000), “Four Smart Ways to Run
    York: Harper Colophon, 1975.
    Online Communities”, Sloan Management Review, Vol. 41,
    Iss. 4, pp. 81-91.
    Zeithaml, V. A., L. L. Berry and A. Parasuraman (1996), “The
    behavioral consequences of service quality,” Journal of
    文。
    Marketing, 60(April), pp.31-46.
    黃貝玲（民89），虛擬社群的發展現況與趨勢分析，電子化企業：經理人
    報告，第12期，頁15-22
    黃瓊慧(民89)，從沉浸(flow)理論探討台灣大專學生之網路使用行為，國
    立交通大學傳播所未出版之碩士論文。
    Hillery, G.A. (1955), “Definition of community: areas of
    經濟部技術處創新資訊應用研究計畫/資策會ACI-FIND
    http://www.find.org.tw/
    蔡舜玉、丁惠民譯(民91)，Stacy E. Bressler and Charles E.
    Grantham Sr.著，社群行銷: 加速成長、降低風險、提供忠誠度的網
    路商業社群(Communities of Commerce)，麥格羅･希爾
    蕃薯藤2004台灣網路使用調查 http://survey.yam.com/
    饒光裕(民93)，顧客關係管理與建立虛擬社群成員忠誠度關係之研究，大
    葉大學國際企業管理學系未出版之碩士論文。
    英文文獻
    Adler, P. A. and Peter Adler(1988), "Intense Loyalty in
    agreement,”Rural Sociology,2, pp.111-123.
    Organizations: A Case Study of College Athletics,"
    Administrative Science Quarterly, 33(3): 401-417.
    Adler, R. P. and A. J. Christopher (1998), “Internet Community
    Priner- Overview and Business Opportunity,” available at
    http:// www.digitalplaces.com/.
    Balasubramanian, S., and V. Mahajan(2001), “The economic
    leverage of the virtual community,” International Journal
    of Electronic Commerce, 5, 3(spring).
    Bardo, J. (1976), “Dimensions of community satisfaction in a
    British new town,”Multivariate Experimental Clinical
    Hiltz, S. R. and M. Turoff (1993), The network nation.
    Research, 2, pp.129-134.
    Bardo, J., and Bardo, D. (1983), “A re-examination of
    subjective compomemts of community satisfaction in a
    British new town,” Journal of Social Psychology,
    120, pp.35-42.
    Blanchard, A.L and M.L. Markus (2004),"The experienced Sense of
    a virtual Community: Characteristics and Process,”
    Database for Advances in Information Systems. New York:
    Winter Vol.35, Iss.1; pp.65-79.
    Boyatzix, R.E. and F.R. Sskelly(1991), The Impact of changing
    Cambridge, MA: MIT Press.
    values on organizational life. In A. D. Kolb, I. M. Rubin &
    J. S. Osland(Eds.).
    Brown, J. S. and P. Duguid (2000), The social life of
    information, Boston, MA:Harvard Business School Press.
    Burroughs, S. M. and L. T. Eby (1998), “Psychological sense of
    community at work:A measurement system and explanatory
    framework,”Journal of community psychology,27,pp. 643- 658.
    Cameron, J. (2000), A three factor model of social identity.
    Manuscript in submission.
    Carver, C. (1999),“Building a Virtual Community for a Tele-
    宋瑛堂譯(民91)，Adam Cohen 著，發現eBay，農學股份有限公司，台北
    Learning Environment,”IEEE Communications Magazine, 37(3),
    pp.114-118.
    Chavis, D., J. Hogge, D. McMillan, and A. Wandersman (1986),
    “Sense of community through Brunswick’s Lens: A first
    look,” Journal of Community Psychology, 14, pp.24-40.
    Conhaim, W. H. (1998), “E-commerce business enterprises on the
    internet,” Link-Up,2(March), pp. 8-10.
    Csikszentmihalyi, M.(1975), Beyond Boredom and Anxiety. San
    Francisco: Jossey-Bass.
    Davidow, W. and M. Malone(1992), The virtual corporation. New
    Hoffman, D.L. and T.P. Novak (1996), Marketing in hypermedia c
    York: Harper.
    Dick, A. S. and K. Basu (1994), “Customer loyalty: toward and
    integrated conceptual framework,” Journal of the Academy
    of Marketing Science, 22(Spring),pp. 99-113.
    Donlon, J. P. (1999), The customer-centered enterprise:
    influence of electronic commerce on business enterprises,
    Chief Executive, 141(January), pp. 54-61.
    Donner, E.J. and M. Csikszentmihalyi (1992), “Transforming
    Stress to Flow,” Executive Excellence. Provo: Feb. Vol.9,
    Iss.2; pp.16-17.
    omputer-mediated environments: Conceptual foundations.
    Durkheim, E. (1964), The division of labor in society. Glencoe,
    IL: Free Press of Glencoe.
    Fernback, J. and B. Thompson (1995), “Virtual Communities:
    abort, retry, failure?”
    [URL: www.well.com/user/hlr/texts/Vcivil.htm].
    Figallo, C. (1998), Hosting Web communities: building
    relationships, increasing customer loyalty, and maintaining
    a competitive edge, New York : John Wiley & Sons.
    Frank, M. (1997), “The realities of web-based electronic
    commerce,” Strategy and Leadership, 3(May), pp.30-32.
    Journal of Marketing, 60, 3 (July), pp.50-73.
    Garcia, I., F. Giuliani, and E. Wiesenfeld (1999), “Community
    Hummel, J. and U. Lechner(2002), Social profiles of virtual
    communities. In R.H. Sprague, Jr.(ed), Proceedings of the
    Thirty-fifth Annual Hawaii International Conference on
    System Sciences. Maui: IEEE Computer Society Press.
    Igbaria, M., C. Shayo, and L. Olfman (1999),” On becoming
    virtual: the driving forces and arrangements,” Proceedings
    of SIGCPR 1999, New Orleans LA USA,pp. 27-41.
    市。
    Jones, Q. (1997), “Virtual communities, virtual settlements,
    and cyber-archaeology: A theoretical outline,” Journal of
    Computer-Mediated Communication, vol.3, Iss.3.
    Jones, T. Q. and S. Rafaeli (2000), “Time to Split, Virtually:
    ‘Discourse Architecture’ and ‘Community Building’ as
    means to Creating Vibrant Virtual Metropolises,”
    International Journal of Electronic Commerce & Business
    Media,10(4), pp.214-223.
    Joon Koh and Young-Gul Kim (2004), “Sense of Virtual
    Community: A Conceptual Framework and Empirical
    李郁菁(民89)，影響虛擬社群成員忠誠度產生之因素探討，中山大學資訊
    Validation,” International Journal of Electronic Commerce/
    Winter 2003-4, Vol.8, No.2, pp.75-93.
    Kannan, P.K., Ai-Mei Chang, and A. B. Whinston
    (1999), "Electronic Communitiesas Intermediaries: the
    Issues and Economics,” Proceedings of the 32nd Hawaii
    International Conference on System Sciences.
    Karp, D., G. Stone, and W. Yoels (1977), “Being urban: a
    social psychological view of city life,” Lexington, MA:
    Health and Company.
    Kim, E.E. (2000), “Community Building on the Web: Secret
    管理學系未出版之碩士論文。
    Strategies for Successful Online Commu…,”Web Techniques,
    5, 12, pp. 102.
    Komito, L. (1998), “The Net as a foraging society: Flexible
    communities," Information Society, 14, pp. 97–106.
    Lawrence, T. B. (1995), “Power and resources in an
    organization community,”Academy of Management Best Papers
    Proceedings, pp.251-255.
    May, T. C. (1994), “Crypto anarchy and virtual communities,”
    Dec. available at http:// swissnet.ai.mit.edu/ 6805/
    articles/crypto/cypherpunks/crypto/cypherpunks/may-virtual-
    周文賢(民91)，多變量統計分析，頁88-89，智勝，台北市。
    comm.html.
    McMillan, D.W. and D.M. Chavis (1986), “Sense of Community: A
    definition and Theory,” Journal of Community Psychology
    Vol.14, January.
    Moon, J.W., and Y.G. Kim (2001), “Extending the TAM for World-
    Wide-Web context,” Information & Management, 38, 4
    (February), pp. 217-230.
    Mowday, R. T., L. W.,Porter and R. M.,Steers (1982), Employee-
    organization linkages: The psychology of commitment,
    absenteeism, and turnover. San Diego, CA: Academic Press.
    侯昆豪(民93)，旅遊虛擬社群網站忠誠度之研究，朝陽科技大學休閒事
    Nasar, J. and D. Julian (1995), “The psychological sense of
    community in the neighborhood,” Journal of the American
    Planning Association, 61, pp. 178-184.
    Newbrough, J.R., and D.M. Chavis (1986), “Psychological sense
    of community, I:Forward,” American Journal of Community
    Psychological, 14, 1, pp.3-5.
    Obst, P., L. Zinkiewicz, and S.G Smith. (2002), “Sense of
    Community in Science Fiction Fandom，PART 1: Understanding
    sense of community in an international community of
    interest,” Journal of Community Psychology, January.
    業管理學系未出版之碩士論文。
    Obst, P., L. Zinkiewicz, and S.G Smith. (2002), “Sense of
    Community in Science Fiction Fandom，PART 2: Comparing
    Neighborhood and Interest Group Sense of Community,”
    Journal of Community Psychology, January, pp.103-138.
    O`Reilly, C. and J. Chatman,(1986), ”Organizational commitment
    and psychological attachment: The effects of compliance,
    identification, and internalization on prosocial
    behavior,”Journal of Applied Psychology,71(3),pp. 492- 499.
    Preece, J. (1999), “Empathic communities: Balancing emotional
    and factual communication,” Interacting with Computers,
    姜定宇、鄭伯壎、任金剛、黃政瑋（2003）。組織忠誠：本土化的建構與
    12, 1, pp.63-77.
    Description: 碩士
    國立政治大學
    企業管理研究所
    92355008
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923550081
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2335View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback