自我調節歷程與社群商務知識分享之關聯性研究

Exploring the Relationship between Self－regulation Process and Knowledge Sharing in the Social Commerce

本研究以自我調節理論為基礎，探討在網路環境下，社群商務成員的個人因素與所屬社會如何調節並促進知識分享。本研究以臺灣最大親子社群商務網站BabyHome的成員為研究對象，採用問卷調查與便利性取樣之實證量化研究程序共蒐集447份有效問卷，再以統計分析檢視社群商務成員間的知識分享情形，驗證各項研究假說的成立。研究結果發現：社群成員彼此間凝聚的社會資本有助於個人自我認同之建立，且透過成員彼此給予的協助及合作，可有效增進知識分享所需相關能力的信心程度。自我效能對於參與社群商務的成果預期與目標承諾亦有直接正向的影響。社群成員感知到擁有較高的分享效能信念以及成果預期，將致力於藉由社群商務的知識分享以達成相關任務目標之實現。最後，本研究提出研究結論與管理意涵，以期提供社群商務實務經營與理論研究之參考。

The purpose of this study is to develop a self-regulation model that explores the effects of social capital, self-identity, and several individual factors on knowledge sharing behavior in the social commerce community. A questionnaire was administered by the members of BabyHome – a largest parenting online community in Taiwan. 447 valid questionnaires were subjected to further examination and analysis. The research results indicate that as a member of social commerce network, it is necessary for individuals to regulate his or her internal motivation, external demands, interpersonal relationships, as well as confidence of capability in utilizing social resources. The members therefore build a stronger sense of outcome expectation and goal-commitment, which consequently foster knowledge sharing behavior in terms of knowledge giving and receiving. The implications to both research and practice are discussed to enhance the understanding and effectiveness of self-regulation in the realm of social commerce networks.