「行動虛擬社群」持續參與決策：前因模式與後果模式

Mobile Virtual Community (MVC) Continuous Participation Decision: Antecedent Model and Consequent Model

本研究整合「社會影響理論」、「社會資本理論」、與「行動價值」，探討「行動虛擬社群持續參與決策」之前因模式與後果模式。研究分二部分：「研究一」建構「行動虛擬社群持續參與決策」之前因模式；「研究二」建構「行動虛擬社群持續參與決策」之後果模式。透過問卷調查法，以380位Facebook之大學生使用者為樣本（研究一：185；研究二：195）進行假說實證。研究結果顯示，「知覺價值」（即：目的價值、社會提升、娛樂價值、行動價值）會透過「社會影響因素」（即：群體規範、社會認同、主觀規範），進而影響「行動虛擬社群持續參與決策」（即：持續參與渴望、持續參與意圖）。此外，「社會影響因素」中介「知覺價值」對「行動虛擬社群持續參與決策」之影響。最後，「行動虛擬社群持續參與決策」將有助「線上社會資本」（即：線上結構社會資本、線上關係社會資本、線上認知社會資本）與「離線社會資本」（即：離線結構社會資本、離線關係社會資本、離線認知社會資本）之提升。

This study aimed to discuss the antecedent model and consequent model of mobile virtual community (MVC) continuous participation decision based on the “Social Influence Theory”, “Social Capital Theory”, and “Mobile Value”. This study executed the field survey and 380 college students who were Facebook users participated in this study to test the hypotheses. The results indicated that “Perceived Values” (i.e., Purposive Value, Social Enhancement, Entertainment Value, and Mobile Value) affect “Social Influence Factors” (i.e., Group Norm, Social Identity, and Subjective Norm) and then influence MVC continuous participation decision (i.e., Desire to MVC Continuous Participation and Intention to MVC Continuous Participation). Besides, “Social Influence Factors” moderate the effects of “Perceived Values” on MVC continuous participation decision. Finally, people reflect the higher MVC continuous participation decision will produce the higher “Online Social Capital” (i.e., Online Structural Social Capital, Online Relational Social Capital, and Online Cognitive Social Capital) and “Offline Social Capital” (i.e., Offline Structural Social Capital, Offline Relational Social Capital, and Offline Cognitive Social Capital).