淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-2501201719394800
中文論文名稱 以擴充計劃行為理論觀點探討線上遊戲玩家知識分享
英文論文名稱 Discussion online gamers knowledge sharing :Theory of Expanded Planning Behavior
校院名稱 淡江大學
系所名稱(中) 資訊管理學系碩士班
系所名稱(英) Department of Information Management
學年度 105
學期 1
出版年 106
研究生中文姓名 黃偉倫
研究生英文姓名 Wei-Lun Huang
學號 602630211
學位類別 碩士
語文別 中文
口試日期 2017-01-07
論文頁數 76頁
口試委員 指導教授-楊明玉
委員-周惠文
委員-梁德昭
中文關鍵字 計劃行為理論  知識分享  虛擬社群  沈浸  共同依附  線上遊戲 
英文關鍵字 Theory of planned behavior  knowledge sharing  virtual community  immersion  codependency  online game 
學科別分類
中文摘要 由於線上遊戲中虛擬社群潛在知識難以獲得,故本研究根據計畫行為理論態度的個人特質、主觀規範、知覺行為控制為基準並提出知識分享相關構面。藉此研究參與知識分享動機,從知識分享動機中發現各種意圖反應和分享行為等構面;(1) 玩家沈浸狀態:自身言論技巧與增加知識廣度;(2) 知識分享意圖:虛擬社群中發表知識經驗分享過程; (3) 虛擬社群共同依附:共同分享虛擬社群中知識經驗價值; (4) 持續知識分享行為:玩家實際參與的持續知識分享行為結果。
本研究採用網路問卷調查,搜集個人知識分享行為的訊息。共計回收312份有效樣本。由於本研究構面甚多且分享動機行為對影響自身言論技巧、持續分享虛擬社群經驗分享和共同分享知識經驗價值之文獻有限,故採用探索性研究,並選擇PLS來進行分析,使增加行為構面的解釋力。其本研究結論如下:
知識分享的主觀規範是主要影響知識分享動機的來源,藉由虛擬社群和同儕之間互動影響知識分享動機最為強烈。以虛擬社群共同關係中知識分享的個人特質影響最高,反應出當自身特質中發現分享動機是為了想要造福人群或是照顧特定人員而提高社群的參與度。以玩家沈浸狀態中發現知識分享動機影響較於知識分享意圖來的強烈,可解釋知識分享動機來源主要是以玩家全心投入在社群裡並完成了心中所抱持的理想並致於造成最佳的互動過程,相對知識分享動機和虛擬社群共同依附是來加強知識分享時所產生的過程。
英文摘要 Online game is difficult to obtain knowledge of virtual communities potentially. Proposed knowledge-sharing related aspects is based Attitudes Personal qualities, Subjective Norms, Perceived Behavior Control on Theory of Planned Behavior. The author thinks cause’s motivation to participate of knowledge sharing. Knowledge sharing motivation found intention, knowledge sharing behavior and other aspects. (1) Players immersed state: Speech skills and increase the breadth of knowledge. (2) Knowledge sharing intention: Their Published knowledge and process experience sharing on virtual community. (3) Virtual community’s codependency: Virtual community is sharing to knowledge experience value. (4) Knowledge sharing behavior: The players themselves participate in the actual knowledge sharing.
The authors used the web survey. Gather information about personal knowledge-sharing behavior. Total recovery of 312 valid samples. Because of the large, number of motivations and the limited share of the literature on the sharing of experience value, Explanatory power of behavioral. The results are described below:
The subjective norm of knowledge sharing is the main source of knowledge sharing motivation. The interaction between virtual communities and peers has the strongest motivations for knowledge sharing. Virtual community in the common relationship of knowledge sharing the most influential personal traits. Reflect when their own characteristics found in the sharing of motivation that Increased community participation in order to benefit the population or to take care of specific people. Players immersed in the state found that knowledge sharing motives than knowledge sharing intentions to the strong. Knowledge-sharing motivation is devote that community, complete, the ideal of the mind and cause the best interactive process.
論文目次 目錄
第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機 2
1.3. 研究問題 4
第二章文獻探討 5
2.1. 線上遊戲定義 5
2.2. 知識分享 11
2.3. 計畫行為理論 14
2.4. 沈浸 17
2.5. 共同依附 19
第三章研究方法設計 21
3.1. 研究架構 21
3.2. 假說發展 21
3.3. 研究架構構面 25
第四章資料分析 35
4.1. 基本資料統計 35
4.2. 架構模型分析 39
4.3. 假說驗證與分析 54
第五章結論與建議 57
5.1. 研究結論 57
5.2. 研究建議 60
參考文獻 61
問卷 70

表目錄
表2-1 本研究整理之遊戲類別 6
表2-2 虛擬社群使用者類別說明 9
表2-3 使用者類一覽 13
表3-1 知識分享的個人特質問卷內容 26
表3-2 知識分享的主觀規範問卷內容 27
表3-3 知識分享的知覺行為控制問卷內容 28
表3-4 知識分享動機問卷內容 29
表3-5 玩家沈浸狀態問卷內容 30
表3-6 虛擬社群共同依附問卷內容 31
表3-7 知識分享意圖問卷內容 32
表3-8 持續知識分享行為問卷內容 32
表3-9 各項構面操作形定義 32
表4-1 性別統計 36
表4-2 年齡統計 36
表4-3 教育程度統計 36
表4-4 參與分享時間統計 37
表4-5 每周參與時間統計 37
表4-6 參與遊戲類型統計 37
表4-7 玩家分享類型統計 38
表4-8 分享類型統計 39
表4-9 組合信度 40
表4-10 因素負荷量表-1 41
表4-11 因素負荷量表-2 42
表4-12 因素負荷量表-3 43
表4-13 各項目之T值程度 45
表4-14 收斂效度 46
表4-15 構面與問項之交叉負荷量-1 47
表4-16 構面與問項之交叉負荷量-2 48
表4-17 潛在變數相關 49
表4-18 各構面路徑假說一覽 50
表4-19 知識分享動機之影響 52
表4-20 知識分享意圖之影響 52

圖目錄
圖2-1 虛擬社群使用者類別一覽 10
圖2-2 計畫行為理論(TPB) 14
圖2-3 本研究基本架構 17
圖3-1 研究架構 21
圖3-3 各構面關係圖 34
圖4-1 各架構路徑一覽圖 53
參考文獻 1. Ajzen I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Process, 50, 179-211.
2. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior Springer.
3. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
4. Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from european car clubs. Journal of Marketing, 69(3), 19-34.
5. Armstrong, A. G. and J. Hagel. (1996). The real value of on-line communities. Harvard Business Review, 74(3), 134-140.
6. Autenshlyus, Y. b. (2008). Codependence and post-traumatic stress disorders. International Journal of Psychophysiology, 69, 276-316.
7. Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.
8. Cermak, T. L. (1991). Co-addiction as a disease. Psychiatric Annals, 21(5), 266-272.
9. Chan, C. M. L., Bhandar, M., Oh, L., & Chan, H. (2004). Recognition and participation in a virtual community. Paper presented at the System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference On, 10 pp.
10. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
11. Choi D , J Kim. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CYBERPSYCHOLOGY & BEHAVIOR, 7(1), 11-24.
12. Crawford, C. (2003). In Williams R. (Ed.), Chris crawford on game design [動畫基礎技法. (龍溪出版社)] Indianapolis: New Riders.
13. Csikszentmihalyi, M. (1975). Play and intrinsic rewards. Journal of Humanistic Psychology,
14. Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure. Journal of Personality and Social Psychology, 56(5), 815.
15. Curtis P. (1992). Mudding: Social phenomena in text-based virtual realities. Directions and Implications of Advanced Computing,
16. Darr, E. D., & Kurtzberg, T. R. (2000). An investigation of partner similarity dimensions on knowledge transfer. Organizational Behavior and Human Decision Processes, 82(1), 28-44.
17. Davenport, T. H., & Prusak, L. (1998). Working knowledge: How organizations manage what they know Harvard Business Press.
18. Dubinsky, A. J., & Loken, B. (1989). Analyzing ethical decision making in marketing. Journal of Business Research, 19(2), 83-107.
19. Fishbein M, A. I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research, reading Addison-Wesley.
20. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, , 39-50.
21. Gupta, A. K., & Govindarajan, V. (2000). Knowledge flows within multinational corporations. Strategic Management Journal, 21(4), 473-496.
22. Ha, I., Yoon, Y., & Choi, M. (2007). Determinants of adoption of mobile games under mobile broadband wireless access environment. Information & Management, 44(3), 276-286.
23. Hagel III, J., & Armstrong, A. G. (1997). Netgain, harvard business school press. Boston, MA,
24. Hagel, J., & Armstrong, A. (1997). Net gain: Expanding markets through virtual communities Harvard Business Press.
25. Hair Jr, J. F.,Hult, G. T. M.,Ringle,C., & Sarstedt, M. (2013). A primer on parital least squares structural equation modeling(PLS-SEM)SAGE publications. Incorporated,
26. Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) Sage Publications.
27. Hands, M., & Dear, G. (1994). Co‐dependency: A critical review. Drug and Alcohol Review, 13(4), 437-445.
28. Hatterer, L. (1994). Addictive process, encyclopedia of psychology. NY: John Wiley & Sons,
29. Hendriks, P. (1999). Why share knowledge?the influence of ICT on motivation for knowledge sharing. Knowledge and Process Management, 6(2), 91-100.
30. Hoffman L. D. , Novak P. T. (1996). Marketing in hypermedia computer-mediated environments conceptual foundations. Journal of Marketing, 60(7), 50-68.
31. Hughes-Hammer, C,Martstolf,D.S. & Zeller, R.A. (1998). Development and testing of the codependency assessment tool. Archives of Psychiatric Nursing, 12(5), 264-272.
32. Johnson, D. and J. Wiles. (2003). Effective affective user interface design in games. Ergonomics, 46(13-14), 1332-1345. doi:doi: 10.1080/00140130310001610865
33. Kassem, N. O., Lee, J. W., Modeste, N. N., & Johnston, P. K. (2003). Understanding soft drink consumption among female adolescents using the theory of planned behavior. Health Education Research, 18(3), 278-291.
34. Kim, K. H., Park, J. Y., Kim, D. Y., Moon, H. I., & Chun, H. C. (2002). E-lifestyle and motives to use online games. Irish Marketing Review, 15(2), 71.
35. Koh, J., Kim, Y., & Kim, Y. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8(2), 75-94.
36. Lee, M. (2009). Understanding the behavioural intention to play online games: An extension of the theory of planned behaviour. Online Information Review, 33(5), 849-872.
37. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. The Journal of Strategic Information Systems, 11(3), 297-323.
38. Nick, Y. (2006). Running head: MMORPG DEMOGRAPHICS, MOTIVATIONS, AND EXPERIENCES. Teleoperators and Virtual Environments, (15), 309-329.
39. Nonaka, I., & Takeuchi, H. (1997). The knowledge-creating company. The Economic Impact of Knowledge, , 183.
40. Nonaka, I., & Takeuchi, H. (1995). The knowledge creation company: How japanese companies create the dynamics of innovation. Oxford University Press.New York, USA, , 304.
41. Novak, T. P., Hoffman, D. L., & Duhachek, A. (2003). The influence of goal-directed and experiential activities on online flow experiences. Journal of Consumer Psychology, 13(1), 3-16.
42. Nunnally, J. C., & Bernstein, I. (1994). The assessment of reliability. Psychometric Theory, 3(1), 248-292.
43. P. Sweetser and P. Wyeth. (2005). GameFlow: A model for evaluating player enjoyment in games. ACM Computers in Entertainment, 3(3), 1-23.
44. Purser, R. E., & Pasmore, W. A. (1992). Organizing for learning. Research in Organizational Change and Development, 6(3), 7-114.
45. Rollings, A., & Adams, E. (2003). Andrew rollings and ernest adams on game design New Riders.
46. Rouse, R. (2001). In Plano (Ed.), Game design: Theory and practice Word ware.
47. Ruggles, R. (2009). Knowledge management tools Routledge.
48. Sherry, J. L. (2004). Flow and media enjoyment. Communication Theory, 14(4), 328-347.
49. Song, S., & Lee, J. (2007). RETRACTED: Key factors of heuristic evaluation for game design: Towards massively multi-player online role-playing game. International Journal of Human-Computer Studies, 65(8), 709-723.
50. Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137-155.
51. Thomas-Hunt, M. C., Ogden, T. Y., & Neale, M. A. (2003). Who's really sharing? effects of social and expert status on knowledge exchange within groups. Management Science, 49(4), 464-477.
52. Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. JITTA: Journal of Information Technology Theory and Application, 11(2), 5.
53. Wang, Y., Wang, Y., Lin, H., & Tang, T. (2003). Determinants of user acceptance of internet banking: An empirical study. International Journal of Service Industry Management, 14(5), 501-519.
54. Wasko, M. M., & Faraj, S. (2000). “It is what one does”: Why people participate and help others in electronic communities of practice. The Journal of Strategic Information Systems, 9(2), 155-173.
55. Wasko, M. M., & Faraj, S. (2005). Why should I share? examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, , 35-57.
56. Wellman, B. (1982). Studying personal communities. Social Structure and Network Analysis, , 61-80.
57. Yao, M. Z., & Flanagin, A. J. (2006). A self-awareness approach to computer-mediated communication. Computers in Human Behavior, 22(3), 518-544. doi:http://dx.doi.org.ezproxy.lib.tku.edu.tw/10.1016/j.chb.2004.10.008
58. 余泰魁 、鄭時宜 , (2005). 影響虛擬社群線上行為因素之研究. 國立金門技術學院學報, (1), 91-102.
59. 余泰魁 、鄭時宜. (2004). 虛擬社群線上聊天行為模式之研究. Electronic Commerce Studies, 2(2), 117-135.
60. 侯正裕. (2011). 「遷移到虛擬新世界」—以人口遷移理論探討MMORPG. 中山管理評論, 19(1), 141-172.
61. 劉上裕 、葉榮椿 、王子玲 、黃宏隆等 . (2011). 影響線上遊戲玩家使用行為相關因素之研究. 美和學報, 30(1), 147-172.
62. 劉月純. (2012). 臺灣遊戲產業發展與全球趨勢分析. 臺北: 財團法人資訊工業策進會產業情報研究所(MIC).
63. 張世宗. (2006). 游藝學-傳統童玩與現代兒童. 歷史月刊, (224), 4-10.
64. 張意珮. (2002). 線上遊戲使用者轉換因素之研究 ,Available from AiritiLibrary.
65. 彭淑芸、饒培倫、楊錦洲等. (2004). 網路沉迷要素關連性模型之建構與分析. 師大學報: 人文與社會科學類, 49(2), 67-84.
66. 徐嘉靖,、許尚華. (2009). 探索多人線上角色扮演遊戲的遊戲社群社交互動性因素,碩士論文, 國立交通大學工業工程與管理系所
67. 朱文禎、陳哲賢. (2007 年春季). 探討虛擬社群之知識分享行為:以線上遊戲社群為例. 電子商務研究, 第五卷(第一期), 55-80.
68. 林倩如、王智弘,、林旻沛等. (2012). 網路成癮傾向兒童之短期動力取向團體心理治療方案. 中華團體心理治療, 18(4), 11-27.
69. 林東清. (2007), 知識管理 (再版), 台北市: 智勝文化.
70. 童國偉. (2011). 以同儕互動理論分析知識分享之影響因素. 嶺東科技大學資訊管理與應用研究所學位論文, , 1-39.
71. 羅家德. (1999). 虛擬社群版主特質對經營績效之影響-以CityFamily網路同學會為例, 學位論文, 國立中山大學
72. 翁漢騰 、張世宗 、張恬君等 . (2010). 單人動作遊戲之創作元素分析. [creative element analysis of single player action game]. 商業設計學報, (14), 83-96.
73. 莊丙農. (2008). 從沈浸理論探討免費線上遊戲玩家對購買電腦周邊產品行為意圖之研究 (碩士論文).
74. 莊智凱 、周長青 、李建邦等 . (2014). 探討Facebook涉入程度、人格特質與網際人關係對路成癮之影響. Journal of Data Analysis, 9(3), 165-186.
75. 葉建亨 、黃文楨. (2011). 整合社會資本與社會交換理論探討虛擬社群知識分享意願. 資訊管理學報, 18(3), 75-99.
76. 葉思義 、宋昀璐 . (2004). 數位遊戲設計:遊戲設計知識全領域. 台北: 碁峰資訊.
77. 謝佩玲. (2014). 影響線上遊戲玩家沈浸與價值共創因素之研究. [DOI: 10.6510/JTLM.2(2).15] 觀光與休閒管理期刊, 2(2), 197-211.
78. 邱光輝 、紀東昀 . (2014). 共依附對虛擬社群成員繼續分享知識意圖之影響. 輔仁管理評論, 21(1), 1-32.
79. 郭冠樟 、葉乘豪 . (2012 年夏季). 以沉浸理論、網路外部性、計畫行為理論探討體感遊戲機購買意圖之研究. 電子商務研究, 10(2), 199-216.
80. 陳俐文. (2010). 結合棒球轉播及線上文字報導建構以事件為主之影片擷取系統 (碩士論文). Available from 國立雲林科技大學資訊工程研究所碩士班.
81. 陳怡安. (2003). 線上遊戲的魅力-以重度玩家為例 (碩士論文).南華大學
82. 陳秀菁 、吳麗娟 、林世華等. (2004). 大學生的共依附特質、人際親密能力與親密感之相關研究. 教育心理學報, 36(2), 145-164.
83. 陳美如 、王渝薇 、范錚強等 . (2016). 玩線上遊戲是計劃行為嗎? 從非計劃型的因素探討. 資訊管理學報, 23(2), 217-245.
84. 黃彥達. (2015). 數位時代論壇. New York:
85. 黃日鉦 、林承賢. (2013). 以計畫行為理論探討縮短數位落差之持續使用行為. International Journal, 5(1), 057-078.
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2017-02-15公開。
  • 同意授權瀏覽/列印電子全文服務,於2017-02-15起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2486 或 來信