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題名 線上社群協作及其前置因素之研究：檢驗社群投入度之中介效果
Online community collaboration and its antecedents: the mediating effect of community engagement
作者 蕭丞傑
Hsiao, Cheng Chieh
貢獻者 張愛華<br>李有仁
Chang, Ai Hwa<br>Li, Eldon Y.
蕭丞傑
Hsiao, Cheng Chieh
關鍵詞 線上社群
社群協作
社群投入度
社會認知理論
社會交換理論
大型多人線上遊戲
Online community
Community collaboration
Community engagement
Social cognitive theory
Social exchange theory
Massive Multiplayer Online Game
日期 2011
上傳時間 30-Oct-2012 10:39:06 (UTC+8)
摘要 本研究之目的在於探討線上社群協作與其前置因素之關係，並且檢驗社群投入度之中介效果。首先，本研究應用角色內與角色外行為分類，提出角色內與角色外線上社群協作之類型。其次，依據社會認知理論與社會交換理論，本研究提出線上社群協作之前置因素，包括對個人之結果預期、對社群之結果預期、知覺社群信任、知覺社群規範、知覺社群支持與知覺社群認同。最後，本研究基於投入度觀點，檢驗社群投入度對於線上社群協作及其前置因素之中介效果。
本研究之研究情境為玩家公會社群，本研究自一知名大型多人線上遊戲中收集340份有效問卷進行資料分析與假設檢驗，研究結果顯示：(1) 除社群禮貌外，社群投入度對於社群合作行為、助人行為與運動家精神皆有正向影響；(2) 對個人之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(3) 對社群之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(4) 知覺社群信任與線上社群協作行為之關係，會受到社群投入度所中介；(5) 知覺社群規範與線上社群協作行為之關係，會受到社群投入度所中介，但社群規範對於運動家精神亦有直接負向效果；(6) 知覺社群認同與線上社群協作行為之關係，會受到社群投入度所中介，但社群認同亦會直接正向影響社群合作與助人行為；(7) 然而，知覺社群支持與線上社群協作行為之關係，並不會受到社群投入度所中介。針對上述之研究結果，本研究進一步闡述其學術研究意涵、實務管理意涵，以及研究限制與未來研究方向。
The purpose of this study is to investigate the relationships between online community collaboration and its antecedents by examining the mediating effect of community engagement. First, this study proposes a classification of online community collaboration by following the typology of in-role and extra-role behaviors. Accordingly, this study will further examine some of online community collaboration behaviors, including community cooperation, helping behavior, community courtesy, and sportsmanship. Second, drawing upon social cognitive theory and social exchange theory, this study identifies several antecedents of online community collaboration, including person-relevant outcome expectancy, community-relevant outcome expectancy, perceived community trust, perceived community norms, perceived community support, and perceived community identification. Finally, from the perspective of engagement, this study will examine the mediating effect of community engagement on the proposed model.
The research setting of this study is online gaming communities. After collecting 340 valid responses from a famous Massive Multiplayer Online Game (MMOG), our results show that (1) community engagement affects community cooperation, helping behavior and sportsmanship positively, but does not have a significant effect on community courtesy; (2) the relationships between person-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (3) the relationships between community-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (4) the relationships between perceived community trust and three online community collaboration behaviors are mediated by community engagement; (5) the relationships between perceived community norms and three online community collaboration behaviors are mediated by community engagement, but perceived community norms also has a direct and negative impact on sportsmanship; (6) the relationships between perceived community identification and three online community collaboration behaviors are mediated by community engagement, but perceived community identification also has direct and positive impacts on community cooperation and helping behavior; (7) the relationships between perceived community support and online community collaboration behaviors are not mediated by community engagement. According to these findings, this study concludes with research implications, managerial implications, research limitations and future research directions.
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描述 博士
國立政治大學
企業管理研究所
95355502
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095355502
資料類型 thesis
dc.contributor.advisor 張愛華<br>李有仁zh_TW
dc.contributor.advisor Chang, Ai Hwa<br>Li, Eldon Y.en_US
dc.contributor.author (Authors) 蕭丞傑zh_TW
dc.contributor.author (Authors) Hsiao, Cheng Chiehen_US
dc.creator (作者) 蕭丞傑zh_TW
dc.creator (作者) Hsiao, Cheng Chiehen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:39:06 (UTC+8)-
dc.date.available 30-Oct-2012 10:39:06 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:39:06 (UTC+8)-
dc.identifier (Other Identifiers) G0095355502en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54284-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 95355502zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本研究之目的在於探討線上社群協作與其前置因素之關係，並且檢驗社群投入度之中介效果。首先，本研究應用角色內與角色外行為分類，提出角色內與角色外線上社群協作之類型。其次，依據社會認知理論與社會交換理論，本研究提出線上社群協作之前置因素，包括對個人之結果預期、對社群之結果預期、知覺社群信任、知覺社群規範、知覺社群支持與知覺社群認同。最後，本研究基於投入度觀點，檢驗社群投入度對於線上社群協作及其前置因素之中介效果。
本研究之研究情境為玩家公會社群，本研究自一知名大型多人線上遊戲中收集340份有效問卷進行資料分析與假設檢驗，研究結果顯示：(1) 除社群禮貌外，社群投入度對於社群合作行為、助人行為與運動家精神皆有正向影響；(2) 對個人之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(3) 對社群之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(4) 知覺社群信任與線上社群協作行為之關係，會受到社群投入度所中介；(5) 知覺社群規範與線上社群協作行為之關係，會受到社群投入度所中介，但社群規範對於運動家精神亦有直接負向效果；(6) 知覺社群認同與線上社群協作行為之關係，會受到社群投入度所中介，但社群認同亦會直接正向影響社群合作與助人行為；(7) 然而，知覺社群支持與線上社群協作行為之關係，並不會受到社群投入度所中介。針對上述之研究結果，本研究進一步闡述其學術研究意涵、實務管理意涵，以及研究限制與未來研究方向。		zh_TW
dc.description.abstract (摘要) The purpose of this study is to investigate the relationships between online community collaboration and its antecedents by examining the mediating effect of community engagement. First, this study proposes a classification of online community collaboration by following the typology of in-role and extra-role behaviors. Accordingly, this study will further examine some of online community collaboration behaviors, including community cooperation, helping behavior, community courtesy, and sportsmanship. Second, drawing upon social cognitive theory and social exchange theory, this study identifies several antecedents of online community collaboration, including person-relevant outcome expectancy, community-relevant outcome expectancy, perceived community trust, perceived community norms, perceived community support, and perceived community identification. Finally, from the perspective of engagement, this study will examine the mediating effect of community engagement on the proposed model.
The research setting of this study is online gaming communities. After collecting 340 valid responses from a famous Massive Multiplayer Online Game (MMOG), our results show that (1) community engagement affects community cooperation, helping behavior and sportsmanship positively, but does not have a significant effect on community courtesy; (2) the relationships between person-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (3) the relationships between community-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (4) the relationships between perceived community trust and three online community collaboration behaviors are mediated by community engagement; (5) the relationships between perceived community norms and three online community collaboration behaviors are mediated by community engagement, but perceived community norms also has a direct and negative impact on sportsmanship; (6) the relationships between perceived community identification and three online community collaboration behaviors are mediated by community engagement, but perceived community identification also has direct and positive impacts on community cooperation and helping behavior; (7) the relationships between perceived community support and online community collaboration behaviors are not mediated by community engagement. According to these findings, this study concludes with research implications, managerial implications, research limitations and future research directions.		en_US
dc.description.tableofcontents 第一章 緒論…………………………………………………………………1
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………………7
第三節 研究問題……………………………………………………………8
第四節 研究流程……………………………………………………………9
第二章 文獻探討……………………………………………………………10
第一節 線上社群協作………………………………………………………10
2.1.1. 線上社群與玩家公會社群………………………………………10
2.1.2. 組織協作與線上社群協作………………………………………12
2.1.3. 線上社群協作與相關概念之比較………………………………13
2.1.4. 線上社群協作之樣態……………………………………………17
2.1.5. 小結………………………………………………………………27
第二節 投入度概念…………………………………………………………28
2.2.1. 投入度之定義……………………………………………………28
2.2.2. 投入度之操作化…………………………………………………30
2.2.3. 投入度之理論模式………………………………………………36
2.2.4. 投入度概念之跨領域比較………………………………………40
2.2.5. 投入度與相關概念之比較………………………………………42
2.2.6. 小結………………………………………………………………49
第三節 社會認知理論與社會交換理論……………………………………51
2.3.1. 社會認知理論……………………………………………………51
2.3.2. 社會交換理論……………………………………………………53
2.3.3. 小結………………………………………………………………55
第四節 研究架構與假設推導………………………………………………56
2.4.1. 研究架構…………………………………………………………56
2.4.2. 假設推導…………………………………………………………58
2.4.3. 小結………………………………………………………………65
第三章 研究方法……………………………………………………………67
第一節 資料搜集與樣本描述………………………………………………67
第二節 衡量工具……………………………………………………………70
第三節 資料分析……………………………………………………………75
第四章 研究結果……………………………………………………………77
第一節 敘述統計與相關分析………………………………………………77
第二節 驗證性因素分析……………………………………………………79
第三節 假設檢定……………………………………………………………83
第五章 研究結論與意涵………………………………………………………92
第一節 研究結論……………………………………………………………93
第二節 研究限制……………………………………………………………97
第三節 研究意涵與未來研究向……………………………………………98
第四節 實務管理意涵………………………………………………………102
參考文獻
附錄：施測問卷		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095355502en_US
dc.subject (關鍵詞) 線上社群zh_TW
dc.subject (關鍵詞) 社群協作zh_TW
dc.subject (關鍵詞) 社群投入度zh_TW
dc.subject (關鍵詞) 社會認知理論zh_TW
dc.subject (關鍵詞) 社會交換理論zh_TW
dc.subject (關鍵詞) 大型多人線上遊戲zh_TW
dc.subject (關鍵詞) Online communityen_US
dc.subject (關鍵詞) Community collaborationen_US
dc.subject (關鍵詞) Community engagementen_US
dc.subject (關鍵詞) Social cognitive theoryen_US
dc.subject (關鍵詞) Social exchange theoryen_US
dc.subject (關鍵詞) Massive Multiplayer Online Gameen_US
dc.title (題名) 線上社群協作及其前置因素之研究：檢驗社群投入度之中介效果zh_TW
dc.title (題名) Online community collaboration and its antecedents: the mediating effect of community engagementen_US
dc.type (資料類型) thesisen
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