網路服務屬性與共同生產影響虛擬社群持續使用意圖之研究：社會網絡觀點

The Effects of Internet Service Characteristics and Co-production on Continuance Intention of the Virtual Community: A Social Network Perspective

共同生產在服務業運用的優勢已是眾所周知，然而，截至目前為止，鮮為人知的是共同生產在虛擬社群的應用。因此，本研究提出一個共同生產的完整性模型，此架構驗證網路服務屬性、共同生產與持續使用意圖在虛擬社群中的關係。此外，本研究還揭示互動性，資訊性及有趣性對共同生產的效果在不同社會網絡下的變化情形。我們透過三個社會網絡樣本來交叉驗證概念模型，結果顯示互動性、資訊性及有趣性在情報網絡、諮詢網絡及情感網絡下對共同生產的影響效果有不同的相對重要性。

The benefits of co-production in the service context have been well recognized. However, little is known about co-production in the context of online virtual community. Thus, this study proposes an integrated model of co-production with which it investigates the relationships among online service characteristics, coproduction and behavioral intention in the context of online virtual community. In addition, this study also reveals that the effects of interactivity, informativeness and playfulness on co-production are contingent on social networks. We empirically cross-validate the underlying conceptual model by examining three social networks. The results indicate that relative importance of interactivity, informativeness and playfulness on co-production across information, advice and friendship networks is different.