影響非交易型虛擬社群成員投入的因素

The Impact Factors on Engagement of Non-transaction Virtual Community Members

隨著網際網路的發展，虛擬社群已經成為人們互動與分享知識的重要媒介。投入是描述參與者的特定互動或互動經驗的流行名詞。對一個虛擬社群平台的管理者而言，如何增強會員的投入是成功的關鍵，特別是非交易型虛擬社群。本研究分別從取得資訊意圖、持續意圖、以及網站黏著性來衡量虛擬社群成員的投入。有許多因素會影響虛擬社群成員的行為或意圖，其中電子口碑是最常被研究者提到的因素。此外，過去的研究將持續使用網站的動機，區分為系統因素與個人因素兩類。然而，有關影響虛擬社群成員投入因素的研究仍然很有限。因為本研究的對象是網際網路的使用者，本研究採用線上問卷收集資料。研究結果顯示電子口碑對取得資訊意圖沒有顯著影響，但是負面電子口碑會顯著地降低持續意願，然而正面電子口碑的影響比負面電子口碑來得低。本研究也發現網站服務品質與對成員的信任會顯著地影響取得資訊意圖與持續意圖。不過，本研究並未證實電子口碑、網站服務品質、與對成員的信任會影響成員的網站黏著性。根據本研究的發現，建議廠商欲應用虛擬社群時，必須強化成員的信任，而且高網站服務品質可以減緩負面電子口碑的負向影響。

As the development of the Internet， virtual communities (VCs) have become the most important medium for people to interact and to share the knowledge with others. Engagement is the prevailing term to describe the nature of participants' specific interactions and/or interactive experiences. For a VC platform manager， how to enhance members’ engagement is the key issue to reach success， especially for nontransaction VCs. This research classified engagement into intention to get information， continuance intention， and web stickiness. There are many factors that may impact the VC members’ behavior or intention. Among these factors， the electronic word-ofmouth (eWOM) would be the major factor that has been mentioned by researchers. Besides， previous studies have classified the motivations of continuance usage of websites into system attributes and individual attributes. However， there are still limited studies to explore factors that influence VC members’ engagement. This research adopted on-line questionnaire to collect data due to research objectives are the Internet users. Research results show that eWOM has no significant influence on members’ intention to get information; while negative eWOM will significantly decrease the continuance intention. Besides， positive eWOM does not have as much influence as the negative one on continuance intention. This research also found that web service quality and trust in members have significant impact on intention to get information and continuance intention. Nevertheless， this research didn’t verify the influences of eWOM， web service quality and trust in members on web stickiness. According to these findings， this research suggests that firms utilizing VCs should put effort in cultivating trust among members. Besides， high quality of web service can alleviate the impact of negative word of mouth.