社會臨場感、社群認同與知識分享意圖之探討－以社群媒體Instagram為例

文化大學機構典藏 CCUR > 商學院 > 全球品牌與行銷碩士在職學位學程 > 博碩士論文 > Item 987654321/53117

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题名:	社會臨場感、社群認同與知識分享意圖之探討－以社群媒體Instagram為例 Exploring the Social Presence, Community Identification and knowledge-Sharing : An Example of Instagram as a Social Media Platform
作者:	李建良
贡献者:	全球品牌與行銷碩士在職學位學程
关键词:	社會臨場感社群認同知識分享意圖 Social Presence Community Identity Knowledge Sharing
日期:	2023
上传时间:	2024-03-07 11:03:29 (UTC+8)
摘要:	Instagram成為全球最受歡迎的社交媒體平台之一，不僅可以讓使用者建立社交關係，也是網路知識分享的重要平台之一。然而，網路知識分享意圖不僅受到個人動機的影響，也與社群因素有關，包括社會臨場感與社群認同，人們會受到社群認同的特性而影響其知識分享意圖，也會因為社會臨場感效果不同，而傾向選擇某一社群平台進行知識分享，因此本研究以社會臨場感、社群認同與知識分享意圖作為主要討論面向。本研究以Instagram社群媒體使用者為研究對象，採取文獻收集及問卷調查法探討社會臨場感、社群認同與知識分享意圖之間的關係。社會臨場感指在虛擬環境中感受到的真實感和存在感。本研究設定假說為H1:社會臨場感對社群認同有正向影響、H2:社會臨場感對知識分享意圖有正向影響、H3:社群認同對知識分享意圖有正向影響。本研究結果發現當使用者視自己為Instagram社群的一部分時，他們會感受到社群身份的認同和貢獻感，進而促使他們更具有參與知識分享意圖。使用者對於Instagram社群的歸屬感和認同感使他們更願意分享自己的知識和經驗，進一步豐富了社群中的內容和互動。當使用者感受到在Instagram社群中存在著與他人的實時互動和共享經驗的臨場感時，他們更傾向於分享自己的知識和經驗。 Instagram has become one of the most popular social media platforms globally, enabling users to establish social connections and serve as an essential platform for online knowledge sharing. However, the intention to share knowledge on the internet is not only influenced by individual motives but also related to community factors, including social presence and community identification. People are influenced by the characteristics of community identification, affecting their knowledge sharing intentions, and they tend to choose a specific community platform for knowledge sharing based on different social presence effects. Therefore, this study focuses on social presence, community identification, and knowledge sharing intention as the main discussion aspects. This study targets Instagram social media users and employs literature review and questionnaire surveys to explore the relationship between social presence, community identification, and knowledge sharing intention. Social presence refers to the sense of reality and existence experienced in a virtual environment. The hypotheses set for this study are as follows: H1: Social presence has a positive effect on community identification, H2: Social presence has a positive effect on knowledge sharing intention, and H3: Community identification has a positive effect on knowledge sharing intention. The findings of this study reveal that when users perceive themselves as part of the Instagram community, they experience a sense of community identity and contribution, which further drives their intention to engage in knowledge sharing. Users' sense of belonging and identification within the Instagram community make them more willing to share their knowledge and experiences, thus enriching the content and interaction within the community. When users perceive a real-time interaction and shared experiences with others in the Instagram community, they are more inclined to share their knowledge and experiences.
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