以社會交換理論修正模式探討知識社群之持續使用意願

A Study on Factors of Member Participating in Knowledge Communities: Based on the Revised Social Exchange Theory

隨著網際網路(Internet)的發展與資訊科技的進步，知識社群已經成為獲取知識的重要來源之一，然而使用者的持續參與對於知識社群的存續是相當重要的,因此本研究的主要目的為在原有的社會交換理論就有形利益與無形利益等交換的層面之外，再加入情感交換的層面，形成一個更為完整的社會交換理論，並以此修正後的社會交換理論加以探討個人在知識社群中所進行的知識活動及行為。此外，本研究也透過使用滿意度為中介變數，探討其在交換行為對於持續使用知識社群意願的關係中所扮演的角色。本研究透過網路問卷調查，經由得到的336份有效問卷驗證分析，發現報酬與承諾（有形利益交換因素）、依賴與信任及聲望（無形利益交換因素）、歸屬感與認同（情感利益交換因素）均顯著影響使用滿意度與持續使用知識社群意願，此外使用滿意度在交換行為對於對於持續使用知識社群意願的關係中亦扮演中介變數的角色。

As the development of Internet, knowledge communities have become one of the main knowledge resources. However, the behavior of member participating is important for a knowledge community because it will result in the abundant knowledge and community growth. In this research, we will discuss the factors affecting member participating of knowledge communities with the view of exchange behavior. In addition to the tangible benefits and intangible benefits which are proposed in Social Exchange Theory (SET), this research also take the cognitive feeling into consideration in this revised exchange model. Moreover, the user satisfaction will be argued the mediating effect of member participating in such a revised exchange model. With the analysis of 336 questionnaires, the result shows that exchange of the tangible benefits, intangible benefits and cognitive feeling have impact on the member participating behavior in a knowledge community. And user satisfaction also plays the mediating role in the relationship of exchange behaviors and member participating in knowledge communities.