「為什麼網友會在消費社群網站上分享？」 探討知覺同質性、團體認同與消費資訊分享行為
Group Identification and Information Sharing in Virtual Communities:Antecedents and Consequence

康耕輔

本研究提出一個模式來預測，驅使大學生網友在消費社群網站上形成團體認同，進而採取資訊分享及回應行為的前提因素，與其產生虛擬社群感之間的假設關係，並以AMOS進行檢驗。研究結果發現，對於消費社群網站的團體認同度愈高的大學生網友，愈傾向在社群網站上，與其他網友分享資訊及回應，並傾向產生愈高的虛擬社群感。其次，在預測大學生網友對於消費社群網站形成團體認同，並與其他網友分享資訊及回應互動的前提因素上，本研究發現，大學生網友知覺個人與消費社群網站中其他網友的態度同質性愈高、知覺該社群內容與個人興趣的相符性愈高，愈傾向對於該社群網站形成高度的團體認同，與其他網友分享資訊及回應。

This paper proposes a model to explore the relationship between group identification and information sharing in consumption-related virtual communities, predicting that high identifiers are more likely to share information in virtual communities. Moreover, this paper specific two types of antecedents to the group identification: perceived attitudinal homophily and perceived community fit. Finally, this paper examines the social consequence of sharing information in virtual communities, predicts that higher identifiers who are more likely to share information in virtual communities are associated with greater level of sense of virtual community. The conceptual model was tested using AMOS and the results provide evidence for the proposed relationship.

消費社群、資訊分享、團體認同、知覺同質性、數位閱\聽人

virtual community, information sharing, group identification, perceived homophily,digital audience

2010.07.05

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「為什麼網友會在消費社群網站上分享？」 探討知覺同質性、團體認同與消費資訊分享行為.pdf