資訊管理學報
廖子賢;
頁: 335-375
日期: 2016/07
摘要: 本研究旨在發展SOMVC量表（研究一）、及建構其前因後果模型（研究二）。透過「社群感」與「虛擬社群感」文獻，並考慮行動上網特性，本研究發展SOMVC量表之構面與問項；透過整合「社會影響理論」與「社群忠誠」，本研究發展整合SOMVC模式。本研究進行四次問卷調查，以便利性抽樣，針對台灣地區Facebook之大學生使用者進行調查。研究一包含304份有效問卷（第一次問卷調查：119份；第二次問卷調查：185份）；研究二包含326份有效問卷（第三次問卷調查：123份；第四次問卷調查：203份）。研究一結果發展出15題「行動虛擬社群感」量表，並包含五個構面：成員身分、影響力、需求的整合與滿足、共享情感連結、行動連繫與溝通。研究二結果發現「社會影響因素」（即：群體規範、社會認同、主觀規範）正向顯著影響「行動虛擬社群感」；「行動虛擬社群感」正向顯著影響「社群忠誠」。「行動虛擬社群感」會「完全中介」「社會影響因素」對「社群忠誠」之影響。最後，在「社會影響因素」之間，「群體規範」正向顯著影響「社會認同」；「社會認同」正向顯著影響「主觀規範」。
關鍵字: 行動虛擬社群;行動虛擬社群感;行動連繫與溝通;社會影響理論;社群忠誠;
Abstract: Purpose-This study developed a measurement (Study 1) and an integrated model (Study2) of SOMVC. On the basis of the past literature on Sense of Community (SOC), Sense of Virtual Community (SOVC), and Mobile Connection and Communication (i.e., the characteristics of mobile Internet), this study aimed to develop the dimensions and items of SOMVC. The integrated SOMVC model was developed by integrating Social Influence Theory and community loyalty. Design/methodology/approach - Four surveys were conducted through convenience sampling of college students who were also Facebook users participated in this study. Study 1 included 304 valid samples (119 from first survey; 185 from second survey) and Study 2 collected 326 valid samples (123 from third survey; 203 from fourth survey). Findings-First, this study developed a 15-item measurement of SOMVC that included 5 dimensions: Membership, Influence, Integration and Fulfillment of Needs, Shared Emotional Connection, and Mobile Connection and Communication. Second, this study found that Social Influence Factors (i.e., Group Norm, Social Identity, and Subjective Norm) significantly and positively influenced SOMVC, whereas SOMVC significantly and positively influenced Community Loyalty. SOMVC fully mediated the relationship between Social Influence Factors and Community Loyalty. Finally, within Social Influence Factors, this study found that Group Norms significantly and positively influenced Social Identity, and that Social Identity significantly and positively influenced Subjective Norm. Research limitations/implications-Future research can study other segments to retest the SOMVC measurement. In addition, future studies can compare the integrated model between different types of virtual communities (i.e., transactions, interest, fantasy, and relationship) and include moderators (e.g., susceptibility to interpersonal influence) in the integrated model. Practical implications-This study verified that SOMVC positively influenced members' Community Loyalty; hence, increasing the SOMVC is crucial in maintaining a virtual community. This study suggested 3 approaches to increase the SOMVC: strengthen specific topics, purposes, values, and the vision of the virtual community to internalize them as members' beliefs (i.e., Group Norm); design a feedback or recommendation mechanism in the virtual community to increase recommenders' Social Identity; assign leaders in the virtual community to establish common norms and rules, and then influence members to participate in the community (i.e., Subjective Norm). Originality/value-The SOVC concept has been widely discussed and applied since the 2000s because of the growth of the Internet. With mobile Internet becoming increasingly popular, this study first introduced the concept of SOMVC and developed the SOMVC measurement and integrated model.
Keywords: Mobile Virtual Community;Sense of Mobile Virtual Community;Mobile Connection and Communication;Social Influence Theory;Community Loyalty;
瀏覽次數: 17359 下載次數: 8664
引用 導入Endnote
頁: 335-375
日期: 2016/07
摘要: 本研究旨在發展SOMVC量表（研究一）、及建構其前因後果模型（研究二）。透過「社群感」與「虛擬社群感」文獻，並考慮行動上網特性，本研究發展SOMVC量表之構面與問項；透過整合「社會影響理論」與「社群忠誠」，本研究發展整合SOMVC模式。本研究進行四次問卷調查，以便利性抽樣，針對台灣地區Facebook之大學生使用者進行調查。研究一包含304份有效問卷（第一次問卷調查：119份；第二次問卷調查：185份）；研究二包含326份有效問卷（第三次問卷調查：123份；第四次問卷調查：203份）。研究一結果發展出15題「行動虛擬社群感」量表，並包含五個構面：成員身分、影響力、需求的整合與滿足、共享情感連結、行動連繫與溝通。研究二結果發現「社會影響因素」（即：群體規範、社會認同、主觀規範）正向顯著影響「行動虛擬社群感」；「行動虛擬社群感」正向顯著影響「社群忠誠」。「行動虛擬社群感」會「完全中介」「社會影響因素」對「社群忠誠」之影響。最後，在「社會影響因素」之間，「群體規範」正向顯著影響「社會認同」；「社會認同」正向顯著影響「主觀規範」。
關鍵字: 行動虛擬社群;行動虛擬社群感;行動連繫與溝通;社會影響理論;社群忠誠;
行動虛擬社群感（SOMVC）：「量表發展」與「前因後果模型建構」
Abstract: Purpose-This study developed a measurement (Study 1) and an integrated model (Study2) of SOMVC. On the basis of the past literature on Sense of Community (SOC), Sense of Virtual Community (SOVC), and Mobile Connection and Communication (i.e., the characteristics of mobile Internet), this study aimed to develop the dimensions and items of SOMVC. The integrated SOMVC model was developed by integrating Social Influence Theory and community loyalty. Design/methodology/approach - Four surveys were conducted through convenience sampling of college students who were also Facebook users participated in this study. Study 1 included 304 valid samples (119 from first survey; 185 from second survey) and Study 2 collected 326 valid samples (123 from third survey; 203 from fourth survey). Findings-First, this study developed a 15-item measurement of SOMVC that included 5 dimensions: Membership, Influence, Integration and Fulfillment of Needs, Shared Emotional Connection, and Mobile Connection and Communication. Second, this study found that Social Influence Factors (i.e., Group Norm, Social Identity, and Subjective Norm) significantly and positively influenced SOMVC, whereas SOMVC significantly and positively influenced Community Loyalty. SOMVC fully mediated the relationship between Social Influence Factors and Community Loyalty. Finally, within Social Influence Factors, this study found that Group Norms significantly and positively influenced Social Identity, and that Social Identity significantly and positively influenced Subjective Norm. Research limitations/implications-Future research can study other segments to retest the SOMVC measurement. In addition, future studies can compare the integrated model between different types of virtual communities (i.e., transactions, interest, fantasy, and relationship) and include moderators (e.g., susceptibility to interpersonal influence) in the integrated model. Practical implications-This study verified that SOMVC positively influenced members' Community Loyalty; hence, increasing the SOMVC is crucial in maintaining a virtual community. This study suggested 3 approaches to increase the SOMVC: strengthen specific topics, purposes, values, and the vision of the virtual community to internalize them as members' beliefs (i.e., Group Norm); design a feedback or recommendation mechanism in the virtual community to increase recommenders' Social Identity; assign leaders in the virtual community to establish common norms and rules, and then influence members to participate in the community (i.e., Subjective Norm). Originality/value-The SOVC concept has been widely discussed and applied since the 2000s because of the growth of the Internet. With mobile Internet becoming increasingly popular, this study first introduced the concept of SOMVC and developed the SOMVC measurement and integrated model.
Keywords: Mobile Virtual Community;Sense of Mobile Virtual Community;Mobile Connection and Communication;Social Influence Theory;Community Loyalty;
瀏覽次數: 17359 下載次數: 8664
引用 導入Endnote