本研究主要目的是藉由網際網路參與者在網際網路的參與過程中所認知的激勵價值建構出網際網路組織公民行為的架構。我們藉由激勵理論、組織公民行為來觀察網際網路參與者的行為，並進一步了解團隊凝聚力對於不同參與者所認知的激勵價值，是否會影響其網際網路參與及組織公民行為。本研究透過212位維基人(Wikipedian)作為問卷對象，除透過因素分析、結構方程模式証明本研究架構之外，此研究架構亦進一步利用模糊化聚集法強化驗證結果。研究結果証實: (1) 本研究提出之衡量網際網路參與者的認知激勵價值所建構出網際網路組織公民行為之模式具有實際可行性，且網際網路參與者的參與度對網際網路組織公民行為具有正向的影響。(2) 對於功利價值認知(utilitarian-value perception)的參與者，團隊凝聚力並不影響其網際網路參與行為；然而，對於享樂價值認知(hedonic-value perception)的參與者而言，團隊凝聚力對其網際網路參與行為則具有相當的影響性，當團隊凝聚力愈高，則其對於網際網路參與程度愈高，並顯著協助提升參與者的組織公民行為；一旦團隊凝聚力低，則會減低其對於網際網路的參與程度。

For this study, we constructed a framework to examine organizational citizenship behaviors (OCBs) from the individual motives (utilitarian value perception / hedonic value perception) of participating in virtual communities through virtual community participation. We collected data from 212 Wikipedians by using structural equation modeling (SEM) and fuzzy clustering, and demonstrated that group cohesiveness has a moderating influence on the relationships among participants with the hedonic value perception and virtual community participation towards virtual community OCB. Although group cohesiveness did not moderate the relationship between the utilitarian value perception and virtual community participation towards virtual community OCB, the relationship between utilitarian value perception participants and virtual community participation towards OCB was notably strong, regardless of the level of group cohesiveness. Group cohesiveness is more crucial for hedonic value perception participants than utilitarian value perception participants in influencing participation on virtual community OCB.
By considering the influence of group cohesiveness in virtual community participants, we incorporated group-level motivation, which has received little attention in the virtual community literature. Our findings revealed that information regarding group-level motivation is scant, and that understanding it can advance virtual community participation to evoke OCB in virtual communities.

中文論文提要	i
Abstract	ii
Table of Content	iii
List of Figures	iv
List of Tables	v
Chapter 1 Introduction	1
1.1 Background and Motivation	1
1.2 Objectives	2
1.3 Research Procedure	3
1.4 Outline of the Dissertation	5
Chapter 2	Literature Review	7
2.1 Motivation Theory	7
2.2 Wikipedia       15
2.3 Virtual Community	19
2.4 Group Cohesiveness	22
2.5 Organizational Citizenship Behavior	28
Chapter 3	Research Methodology	36
3.1 Research Design	36
3.2 Operational Definition of Structural Factors	40
3.3 Analysis Methods	48
Chapter 4	Research Analysis and Result	62
4.1 Descriptive Statistics	63
4.2 The Measurement Model	64
4.3 Clustering Result	78
Chapter 5	Conclusion	83
5.1 Research Results	83
5.2 Implication	87
5.3 Limitations and Future Research	89
Reference	92
Appendix A: Questionnaire Item Sources	105
Appendix B: Questionnaire (Chinese)	107

List of Figures

Figure 1-1 The Outline of This Dissertation	6
Figure 2-1 Maslow hierarchy of needs theory	8
Figure 2-2 Herzberg’s two-factor theory	9
Figure 2-3 Expectancy theory	11
Figure 2-4 Research framework	35
Figure 3-1 A two-step process of PLS path model assessment	53
Figure 3-2 Clustering result under different membership grade 	59
Figure 3-3 The fuzzy clustering flowhcart of research data analysis.	61
Figure 4-1 Results of path analysis of utilitarian value perception.	76
Figure 4-2 Results of path analysis of hedonic value perception.	76


List of Tables
Table 2-1 Definition of virtual communities	21
Table 2-2 Literatures of OCB in virtual community	31
Table 3-1 Definitions and measurements methods – utilitarian/hedonic value perception	42
Table 3-2 Definitions and measurements methods – group cohesiveness	43
Table 3-3 Definitions and measurements methods – virtual community participation	45
Table 3-4 Definitions and measurements methods – OCB	47
Table 4-1 Demographics of the study subjects	63
Table 4-2 Descriptive statistics (Means and SD.)	64
Table 4-3 Reliability analysis of the formal questionnaires	66
Table 4-4 Reliability Statistics - Organizational Citizenship Behavior	68
Table 4-5 Split-half reliability results – organizational citizenship behavior	68
Table 4-6 Reliability statistics - participation	69
Table 4-7 Split-half reliability results – participation	69
Table 4-8 Reliability statistics – group cohesiveness	69
Table 4-9 Split-half reliability results – group cohesiveness	69
Table 4-10 Reliability statistics – utilitarian value perception	70
Table 4-11 Split-half reliability results – utilitarian value perception	70
Table 4-12 Reliability statistics – hedonic value perception	71
Table 4-13 Split-half reliability results – hedonic value perception	71
Table 4-14 Validity analysis of the formal questionnaires	72
Table 4-15 Correlations of latent variables – utilitarian value perception	73
Table 4-16 Correlations of latent variables – hedonic value perception	73
Table 4-17 Inter-construct correlations	73
Table 4-18 Hypotheses testing results	77
Table 4-19 Summaries of results and relevant hypotheses	78
Table 4-20: α-cut value and its corresponding clustering result in Step1   79
Table 4-21: α-cut value and its corresponding clustering result for features of utilitarian value perception   80
Table 4-22: α-cut value and its corresponding clustering result for features of hedonic value perception.	80
Table 4-23: α-cut value and its corresponding clustering result for eliminating outliers in U.	81
Table 4-24: α-cut value and its corresponding clustering result for eliminating outliers in H.	82

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