THE RESEARCH ON MOTIVATION SYSTEM OF VIRTUAL COMMUNITY

• Main Authors: Kang-ming Huang, 黃剛銘
• Other Authors: Li-Chuan Chu
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/33817304938377978707

碩士 === 南華大學 === 管理研究所 === 91 === 　　This research mainly explores the motivation effects of the virtual community on various motivation system (MS) and examines the influence of the individual characteristic variables on the motivation effects. 　 　　By using descriptive statistics, reliability test, factor analysis, T-test, ANOVA, and regression analysis to test the empirical data, this research finds: 　 1.Every type of MS has significant impact on the motivation effects of different kinds of MS on members. 2.Among all the types of MS, the specific “individual-values type” especially has the better impact on virtual community members. And the three most-treasured kinds of MS are “the account’s limits of authority”, “the host of board” and “the accumulated scores.” But this does not imply these kinds of MS are available. 3.The most significant motivation impact on “individual values type” of MS in personal characteristics and psychological characteristics is “self-affirmation”, followed by ”virtual community members who participate in the established virtual monetary system”, “Community-devoting experiences of one or two years”, “social connection”, “students” and “male”. 4.The most significant motivation impact on “containing type” of MS in personal characteristics and psychological characteristics is “recreation”, followed by ” self-affirmation”, “students”, “virtual community members who participate in the established virtual monetary system” and “Community-devoting experiences of one or two years”. 　 　　Finally, according to the research, that is suggested establishing the virtual community, adopting diversified motivation mechanisms, and maintaining the open policy for community members, in a hope to benefit the operations of virtual community managers. Besides, forming alliance-management and enforcing virtual monetary mechanism are also good ways to stimulate the growth of community and to accumulate the experiences’ quality of members.