探討虛擬社群之知識分享行為：以線上遊戲社群為例

Knowledge Sharing Behavior of Online Game Virtual Communities

由網際網路形成之虛擬社群，提供使用者有助於彼此之間互動和分享資訊與知識的環境。近年來，消費者社群與各類主題式虛擬社群蓬勃發展。此外，國內網路遊戲的盛行，線上遊戲社群匯聚眾多遊戲玩家，已成為玩家主要的知識與資訊交流平台，在此趨勢環境下，深入了解社群之知識分享行為已成為網站經營者或是社群管理者之要務。本研究採用計畫行為理論來建構線上遊戲社群的知識分享行為模式。對回收的182份有效樣本，以結構方程式模式來驗證計畫行為理論模式是否適用於虛擬社群的知識分享行為。研究發現知識分享行為之「行為意圖」主要受到「主觀規範」、「知覺行為控制」與「行為態度」三者的影響。另外，虛擬社群之「知識分享行為」主要受到「主觀規範」、「行為意圖」的正向影響，而「知覺行為控制」則透過「行為意圖」，間接影響知識分享行為。除此之外，研究模式中之外生變數皆分別會透過行為態度、主觀規範與知覺行為控制的中介作用，進而間接正向影響知識分享行為。

The virtual communities provide users with a beneficial surrounding to interact as well as share information and knowledge with others. On the Internet, virtual communities established on consumer interests have been growing rapidly. The online game virtual communities have received considerable attention in Taiwan. To be effective in this new environment, virtual community managers have to realize the implication of knowledge sharing behavior. In this paper, the theory of planned behavior (TPB) is adopted to study how the participators behave in virtual community concerning knowledge sharing. Validating our research model with Structural Equation Model, the findings support all the individual causal paths postulated by TPB except the relation from perceived behavior control to knowledge sharing behavior. The results are the following: 1. The “behavioral intention” of knowledge sharing in virtual community is mainly positively influenced by “subjective norm” and “perceived behavioral control” and “attitude toward the behavior” of knowledge sharing. 2. The “behavior” of knowledge sharing in virtual community is mainly positively influenced by “subjective norm”, “behavioral intention”. However, “perceived behavioral control” indirectly influences the “behavior” through “behavioral intention” of knowledge sharing. External variables indirectly influence “behavior” of knowledge sharing through internal variables including ”attitude toward behavior”, “subject norm” and “perceived behavioral control”.