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http://nhuir.nhu.edu.tw/handle/987654321/21417
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| 題名: | 虛擬社群激勵機制之研究 |
| 其他題名: | THE RESEARCH ON MOTIVATION SYSTEM OF VIRTUAL COMMUNITY |
| 作者: | 黃剛銘
Huang, Kang-ming |
| 貢獻者: | 管理研究所
褚麗絹
Li-Chuan Chu |
| 關鍵詞: | 虛擬社群;激勵機制
Virtual Community |
| 日期: | 2003 |
| 上傳時間: | 2015-06-04 11:17:55 (UTC+8) |
| 摘要: | 本研究的目的主要在於探討虛擬社群成員，對於各類型激勵機制之激勵效果，以及個人特徵變數對激勵效果所產生之影響。 其中運用敘述統計、信度分析、因素分析、T檢定與單因子變異數分析及迴歸分析等統計方法，本研究結果如下所述： 1.各類型激勵機制對成員之激勵效果有顯著的差異。2.各類型激勵機制中，以個人價值型激勵機制對虛擬社群成員的激勵效果較佳。其中最受成員重視的前三種激勵機制分別為：「帳號權限」、「申請成為版主」及「社群積分值」，但重視並不表示其認為可能獲得。3.在個人特徵及心理特徵對個人價值型激勵機制之激勵效果，以「自我肯定」的預測力最佳，其餘依次為「參與已實施虛擬貨幣之社群」、「1-2年社群經驗」、「聯誼交友」、「學生」、「男生」。4.在個人特徵及心理特徵對牽制型激勵機制之激勵效果，以「休閒娛樂」的預測力最佳，其餘依次為「自我肯定」、「學生」、「參與已實施虛擬貨幣之社群」、「1-2年社群經驗」。 根據本研究之發現，最後提出對業者的建議，希望能對虛擬社群網站內容之充實與管理有所貢獻。茲建議如下：建立網路虛擬社群，並採行多樣化之激勵機制，且對社群成員持開放政策，另為加速社群之成長及快速累積成員之經驗品質，應採聯盟方式經營並建立及強化虛擬貨幣機制。
This research mainly explores the motivation effects of the virtual community on various motivation system (MS) and examines the influence of the individual characteristic variables on the motivation effects. By using descriptive statistics, reliability test, factor analysis, T-test, ANOVA, and regression analysis to test the empirical data, this research finds: 1.Every type of MS has significant impact on the motivation effects of different kinds of MS on members. 2.Among all the types of MS, the specific “individual-values type” especially has the better impact on virtual community members. And the three most-treasured kinds of MS are “the account’s limits of authority”, “the host of board” and “the accumulated scores.” But this does not imply these kinds of MS are available. 3.The most significant motivation impact on “individual values type” of MS in personal characteristics and psychological characteristics is “self-affirmation”, followed by ”virtual community members who participate in the established virtual monetary system”, “Community-devoting experiences of one or two years”, “social connection”, “students” and “male”.4.The most significant motivation impact on “containing type” of MS in personal characteristics and psychological characteristics is “recreation”, followed by ” self-affirmation”, “students”, “virtual community members who participate in the established virtual monetary system” and “Community-devoting experiences of one or two years”. Finally, according to the research, that is suggested establishing the virtual community, adopting diversified motivation mechanisms, and maintaining the open policy for community members, in a hope to benefit the operations of virtual community managers. Besides, forming alliance-management and enforcing virtual monetary mechanism are also good ways to stimulate the growth of community and to accumulate the experiences’ quality of members. |
| 顯示於類別: | [企業管理學系(管理科學碩/博士班,非營利事業管理碩士班)] 博碩士論文-管理科學碩博士班
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