近年來，在資訊科技進步與網路新興科技發展的浪潮下，各類型的行動社交網絡應用程式(mobile social networking application，以下簡稱MSNA)如雨後春筍般蓬勃發展，諸如Facebook、Twitter、LINE等越來越多的行動社交網絡應用程式(MSNA)已改變人們的溝通方式，透過網際網路人們可以跨越時空、地域的限制，基於不同目的作經驗、情感、價值觀、資訊及知識的交流。本研究主要是根據需求層次理論（Maslow’s hierarchy need theory ，1954）來探討成員使用MSNA的知識分享行為。本研究想了解自我提升及自我肯定等因素，是否為影響使用MSNA知識分享的重要前置因素 ? 同時，探討人們在MSNA中進行知識分享是否受到調節焦點理論而影響其知識分享的意願 ? 並探討人們在MSNA中進行知識分享是否能獲得幸福感 ? 此外，亦想了解過去的虛擬社群經驗是否會影響人們在MSNA中的知識分享及幸福感受。因此，本研究以Line代表行動社交網絡應用程式(MSNA)為研究標的，探討Line群組成員的知識分享及其對虛擬生活幸福感之影響。

As advancement and the development of information technology, various types of mobile social networking applications (MSNA) have sprung up, such as Facebook, Twitter, and LINE. The MSNAs have changed the way of people communication. Through the Internet people can exchange experiences, emotions, values, information, and knowledge across time and space for different purposes. This study is based on Maslow's hierarchy of needs theory (1954) to explore the use of MSNA knowledge sharing behavior. We think that members are willing to share knowledge is based on Maslow's hierarchy of needs. Therefore, this study would like to know whether Self-enhancement and Self-affirmation were an important prerequisites for knowledge sharing in MSNA, and whether knowledge sharing in MSNA is affected by different personality traits. Besides, we want to understand whether they will be able to share knowledge in MSNA, and whether they will be able to share knowledge and share their happiness in MSNA. Therefore, this study uses Line as the research object to explore the Line group members of the knowledge sharing behavior in MSNA and its impact on virtual life happiness.

目錄
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的與問題	4
第三節 預期之研究貢獻	5
第四節 論文架構	6
第二章 文獻探討	7
第一節 知識分享	7
第二節 自我提升	14
第三節 自我肯定	16
第四節 虛擬生活幸福感	17
第五節 調節焦點理論	20
第六節 過去虛擬社群經驗	23
第三章 研究方法	25
第一節 研究假說	25
第二節 研究架構	31
第三節 研究變數與衡量	32
第四節 研究對象與問卷收集方法	35
第五節 資料分析方法	35
第四章 實證分析與討論	40
第一節 樣本基本資料分析	40
第二節 信度分析	44
第三節 效度分析	50
第四節 敘述性統計分析	58
第五節 結構方程模型分析	63
第六節 調節焦點理論之調節效果驗證	72
第七節 事後分析	75
第五章 結論與建議	77
第一節 討論	77
第二節 研究意涵	80
第三節 管理意涵	82
第四節 研究限制與後續研究建議	83
參考文獻	85
中文部分	85
英文部分	87
圖目錄
圖1-4-1 論文架構	6
圖2-1-1知識分享模型示意圖	8
圖2-1-2馬斯洛需求層次理論	12
圖3-2-1 本研究架構	31
圖4-5-1 結構方程模型之路徑係數	71
圖4-6-1促進焦點調節效果之路徑分析	72
圖4-6-2預防焦點調節效果之路徑分析	73

表目錄
表 2-1-2知識分享之定義整理	10
表 2-1-1馬斯洛需求層次理論內涵整理	13
表 2-5-1促進焦點與預防焦點之比較	21
表 3-5-1本研究所採用之適配度指標	39
表 4-1-1樣本基本資料	41
表 4-2-1信度分析表	44
表 4-2-2知識分享衡量問項信度分析	45
表 4-2-3自我提升衡量問項信度分析	45
表 4-2-4自我肯定衡量問項信度分析	46
表 4-2-5虛擬生活幸福感衡量問項信度分析	47
表 4-2-6促進焦點衡量問項信度分析	48
表 4-2-7預防焦點衡量問項信度分析	49
表 4-2-8過去虛擬經驗衡量問項信度分析	49
表 4-3-1知識分享構面之驗證性因素分析	51
表 4-3-2自我提升構面之驗證性因素分析	52
表 4-3-3自我肯定構面之驗證性因素分析	52
表 4-3-4虛擬生活幸福感構面之驗證性因素分析	53
表 4-3-5促進焦點構面之驗證性因素分析	54
表 4-3-6預防焦點構面之驗證性因素分析	55
表 4-3-7過去虛擬經驗構面之驗證性因素分析	55
表 4-3-8相關係數與區別效度分析	57
表 4-4-1知識分享之敘述性統計量	58
表 4-4-2自我提升之敘述性統計量	59
表 4-4-3自我肯定之敘述性統計量	59
表 4-4-4虛擬生活幸福感之敘述性統計量	60
表 4-4-5促進焦點之敘述性統計量	60
表 4-4-6預防焦點之敘述性統計量	61
表 4-4-7過去虛擬經驗之敘述性統計量	61
表 4-5-1結構方程模型之衡量分析結果	64
表 4-5-2結構方程模型之配適度指標	67
表 4-5-3各個假說之假設結果	70
表 4-7-1 Sobel 檢驗與拔靴法的中介效果檢定表	76
表 4-7-2中介效果之迴歸分析	76

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