以媒介豐富與社會臨場感理論探討 LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響

Investigate the Impacts of LINE Sticker Values, Fashion Involvement, and Network Externality on Sense of Virtual Community and Stickiness － the Viewpoints of Media Richness and Social Presence Theory

本研究以媒介豐富與社會臨場感理論描述即時通訊軟體之非語言溝通行為，探討LINE貼圖價值、流行涉入、網路外部性對虛擬社群意識與黏著度之影響，並自行發展LINE貼圖價值量表，檢測虛擬社群意識之完全中介效果。本研究採問卷調查法，依序進行探索性因素分析、驗證性因素分析、複核效度、結構方程式檢定。主要理論貢獻為：（1）萃取出互動性、趣味性、主題性、實用性四個LINE貼圖價值的組成因素。（2）LINE貼圖價值、流行涉入、網路外部性三者皆對虛擬社群意識有顯著正向影響。（3）虛擬社群意識具備完全中介效果。（4）累積樣本對研究架構的因果關係產生動態性的加乘或者稀釋效果。最後，提供企業經營虛擬社群之實務建議。

This study described the nonverbal communication of instant message software by media richness theory and social presence theory to investigate the impacts of LINE sticker values, fashion involvement and network externality on sense of virtual community and stickiness. Modifications to former questionnaires were made to meet the purposes of this study. A quantitative survey was conducted and 466 questionnaires were collected. EFA, CFA, SEM, multi-groups analysis methods were used to examine the model stability and validity. Research findings suggested the following: (1) Values of LINE sticker scale was developed and included interactive, playful, theme, and practical components. (2) LINE sticker values, fashion involvement and network externality all had significant positive impacts on sense of virtual community. (3) Sense of virtual community had a full mediating effect in this framework. (4) The cumulative samples had a dynamic multiplier or dilution impact on the causal relationships in this framework. In summary, the virtual community marketing practices were recommended.