以社會交換理論與社會認知理論之整合性觀點探討知識分享的影響因素

A Study of Factors Affecting Knowledge Sharing from an Integrated View of Social Exchange Theory and Social Cognitive Theory

本研究主要以社會交換理論與社會認知理論之整合性觀點為架構，探討Mobile01知識分享的影響因素，利用問卷調查法與多元迴歸方式來驗證本研究之假說。研究之對象為在Mobile01網路平台上有過知識分享經驗的人。經由結果發現：社會交換理論之信任、依賴、關係、承諾和聲譽與社會認知理論之知識自我效能對知識分享態度均有顯著的正相關；不同人口統計變項中的年齡、教育程度、每天上網時數亦對知識分享態度有差異影響；而知識分享態度亦正向的影響知識分享行為。最後，本研究依據研究結果與結論提出具體建議，以作為虛擬社群經營者或對虛擬社群之知識分享有興趣的人士之參考。

This study adopted an integrated view combining Social Exchange Theory and Social Cognitive Theory to investigate factors affecting knowledge sharing of Mobile01 users. Data were collected from a questionnaire survey, and multiple regression analysis of the data was performed to validate the proposed hypotheses. The research subjects were people with an experience of sharing their knowledge or personal experiences on Mobile01. Results showed that Trust, Dependence, Guanxi, Promise, and Reputation in Social Exchange Theory and Knowledge Sharing Self-efficacyin Social Cognitive Theory were significantly and positively related to Knowledge Sharing Attitude, users' Knowledge Sharing Attitude also varied by age, education degree, and hours of using the Internet per day, and Knowledge Sharing Attitudewas positively related to Knowledge Sharing Behavior. Finally, based on research results and conclusions, this study offered some suggestions as a reference for administrators of virtual communities and people interested in knowledge sharing in virtual communities.