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系統識別號 U0002-2506201419450600
中文論文名稱 虛擬社群參與價值認知對組織公民行為影響之研究
英文論文名稱 Value perception from participating in virtual communities and the impact on organizational citizenship behavior
校院名稱 淡江大學
系所名稱(中) 管理科學學系博士班
系所名稱(英) Doctoral Program, Department of Management Sciences
學年度 102
學期 2
出版年 103
研究生中文姓名 周菡苹
研究生英文姓名 Han-Ping Chou
學號 894560027
學位類別 博士
語文別 英文
口試日期 2014-06-08
論文頁數 109頁
口試委員 指導教授-李培齊
指導教授-婁國仁
委員-方世榮
委員-賴奎魁
委員-陳水蓮
委員-李旭華
委員-吳玫瑩
委員-施雅月
中文關鍵字 虛擬社群  組織公民行為  維基人 
英文關鍵字 Virtual community  Organizational citizenship behavior  Wikipedian 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 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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