網路社群參與書寫態度與行為意向之研究─以「野葡萄文學網」為例

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies) > Item 987654321/21501

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Title:	網路社群參與書寫態度與行為意向之研究─以「野葡萄文學網」為例
Other Titles:	An Empirical Study of Online Community Writers' Attitude and Behavioral Intention toward Online Writing--Using “Yaputo” as a Case Study
Authors:	張澄清 Chaung, Chen-Ching
Contributors:	出版事業管理研究所魏裕昌 Yuh-Chang Wei
Keywords:	網路書寫;網路社群;科技採用模式;社群凝聚力 TAM;Technology Acceptance Model;Group Cohesiveness;Online Community;Online Writing
Date:	2004
Issue Date:	2015-06-16 11:07:23 (UTC+8)
Abstract:	網路空間提供從事創作、發表、閱讀與溝通交流的新環境，此一環境是一個不受時空限制的全新場域，不僅可使任何作者得以充分展現創作，不受到限制，並能使喜愛文學閱讀與創作的讀者，可透過網路空間與作者交流。然而目前網路書寫社群正處於蟄伏的階段，常見網路社群成員多以潛伏者的角色在社群中游走，只瀏覽而不參與書寫創作，使得網路書寫社群的發展不如預期。網路文學社群需要更多熱情成員參與書寫活動，累積豐富的內容才能吸引社會大眾的重視。本研究旨在就目前網路書寫社群的發展現況探討網路書寫的態度與行為意向，並以科技採用模式為研究架構來分析網路書寫社群中的書寫態度與影響行為意向的因素，研究結果顯示易用性、有用性、娛樂性、社群凝聚力、參與書寫活動的態度等因素，對參與網路書寫活動的行為意向有顯著影響，且該模型的配適度良好。本研究建議網路社群經營者可由鼓勵成員人際互動、交流；改善功能介面的易用性；明確的社群宗旨與主題來凝聚社群成員等做法，提昇參與書寫活動的行為意向。　　Cyberspace is a new environment that provides a space for creation, publishing, reading and communication of the literary work. In this space, not only writers will be able to show their ideas and creative works without any constraints, but also communicate with the readers freely through the Net. However, most of the members play a role of lurker in the current virtual community. Online literary community needs more members to participate and share their written work to enrich the content in order to attract the attention of mass audience.　　　The purpose of the study was to investigate the attitude and behavioral intention of online writing in the current virtual writer community. The use of Technology Acceptance Model (TAM) constructed the research framework. The result of the study showed that perceived ease of use, perceived usefulness, perceived playfulness, perceived group cohesiveness, and attitude toward online writing were the factors that had significant influences on behavioral intention toward online writing, and the goodness of fit on the model was acceptable. The study suggested that encouraging social interaction and interchange, improving ease of use of the interface, establishing an explicit subject and goal of the community could increase writers’ behavioral intention toward online writing activities.
Appears in Collections:	[Department of Cultural & Creative Enterprise Management] Disserations and Theses(Institute of Publishing & Cultural Enterprise Management Studies)

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