The Effect of Consumption Value Social Capital and Sense of Virtual Community on the Value of Co-created Information

摘要

The proliferation of virtual community has considerably and positively influenced the dissemination of information value and there have already been many studies discussing knowledge sharing in virtual communities However whether participation in a virtual community facilitates the value of co-created information requires further discussion On the basis of consumption value theory (social value emotional value and epistemic value) and social capital theory (structural capital relational capital and cognitive capital) in this study it is tested whether consumption value or social capital will enhance the sense of virtual community and then further co-create valuable information In addition extrovert/introvert type and virtual community origin are taken to measure the moderating effect of relationships among consumption values social values sense of virtual community and the value of co-created information In this study an investigation of members of virtual communities in Taiwan was conducted (e g Mobile01; Eyny & Backpackers etc ) and 429 valid responses were collected The study data was analyzed using Structural Equation Modeling The analytical results indicate that social value and social capital (structural capital relational capital and cognitive capital) positively affect sense of virtual community and that sense of virtual community is positively influential to the value of co-created information Moreover extrovert/introvert type significantly moderates the relationship between sense of virtual community and the value of co-created information In conclusion it is suggested that administrators or any profiteers can know more about the target object (e g virtual community participants) and related behavioral motives (e g posting a high-quality article is an attempt to win admiration from other members) through consumption values Also as long as the administrators of a virtual community are able to maintain the consolidation of social capital and sense of virtual community among members virtual community members will be more willing to participate and will contribute more valuable information

獎項日期	2014 11月 21
原文	English
監督員	Hsin-Hsin Chang (Supervisor)