| 摘要註: |
本研究旨在探討社群之社群涉入程度與資訊分享態度關係並進行實證研究。本研究根據數位時代百大企業粉絲團與台大批踢踢熱門看板選出16個目標社群,以四種屬性之社群使用者為主要調查對象,問卷調查採線上立意抽樣,有效回收樣本為511份。目的在了解社群涉入是否會影響成員之資訊分享態度,及四種社群屬性對資訊分享態度的影響有無差異,問卷資料使用SPSS經由敘述性統計分析、信度分析、效度分析、迴歸分析以及相關分析來論證實證結果。研究結果發現,主題式資訊的正、負面較會引起趨避的效應,當情感涉入程度越高時,不論正負面之主題資訊分享態度皆越趨保守,此亦印證Noelle-Neumann(1974)所提出的沉默螺旋理論,當使用者越認同或情感上越重視某個社群,可能因為害怕自己的意見或發言失措,進而會降低資訊分享的行為,本研究在資訊分享態度中分別從一般正、負面與主題性正、負面資訊著手,研究結果顯示社群使用者對不同類別資訊趨避的態度不一,可見資訊依照屬性的不同,是有區分性質的必要。本研究之結果可供企業經營虛擬社群之實務管理參考。如此有助釐清相關後續研究方向的確立,同時,也能引導後續研究資訊管理與電子商務學者進行此方面之研究。 The empirical research aims to investigate the relationship of community involvement and attitudes of information sharing. This study chose 16 target communities from the top 100 ranking of fan pages of the Business Next and PTT hot boards. The main research subjects are four types of properties community users, and use online purposive sampling as the survey method, included 511 effective samples. The purposes of this study are to explore whether the community involvement affects the members' attitudes of information sharing, whether the four types community properties make differences to the attitudes of information sharing. The collected data use SPSS undergo a series of analytic procedures that include descriptive statistical analysis, reliability analysis, validity analysis, and other related analytic models for yielding effective outcome. The results show that: Thematic information causes the effect of approach-avoidance. When affective involvement are higher, no matter positive or negative thematic attitudes of information sharing are more conservative, this proves Noelle-Neumann(1974)'s spiral of silence theory; when the users identify with or respect more to the community in emotions, they may reduce information sharing because of being afraid that their opinion or speech are improper. However, those whose emotional attachments are higher will reduce the willing to share information, and strengthen the effect of spiral of silence. This research results on the thematic positive and negative attitudes of information sharing viewpoints. These also supports that information should be classified. This research's outcome can provide the enterprises empirical management references for operating the virtual communities. This study is helpful in e-commerce field, and provide follow-up researches as references. |