促進拍賣社群成員持續互動之整合模式：結合滿意度與社會構面因素

Toward An Integrated Model of Actor Continuance Behavior in Auction Communities: Integration of Satisfaction and Social Constructs

社群成長的關鍵因素之一是成員必須不斷的、重複的造訪，並與其他成員互動。本研究的目的即在了解什麼因素將會影響成員的持續使用行為。透過包含了個人因素（即滿意度）與社會構面（包括社會網路與社會臨場感）的整合模式，以兩階段的縱深資料收集進行模式與假說的檢定，第一階段是收集自變數資料，第二階段是六個月期間的新增交易數作為實際行為的指標。本研究的貢獻在於提出的整合模式與實際行為資料進行統計分析，結果顯示社會構面的兩個因素對於持續使用行為有顯著的影響，但個人因素面的互動滿意度與持續使用行為的關連性，未達顯著水準。文中也討論這些結果的研究意涵。

Re-visitation and re-use are keys to foster an auction community of continual interaction with other members. The purpose of this research is to investigate, by an integrated model that incorporates individual factor (satisfaction) and social constructs (social networks and social presence), the factors which influence continuance behavior. Longitudinal data is used to test the model and hypotheses. The key contributions of this study are the development of an integrated model and the collection of actual behavior (rather than mere intentions); it shows that social constructs, virtual social presence and social interaction, can promote continuance behavior in online auctions. However, the relationship between interaction satisfaction and continuance behavior is not significant. Implications of the findings are discussed.