EXPLORING THE ANTECEDENCES OF KNOWLEDGE COLLECTING DECISION IN VIRTUAL COMMUNITY: THE MODERATIONG ROLE OF DESIRE FOR CONTROL

• Main Authors: Chien-Ping Liang, 梁倩蘋
• Other Authors: Tze-Hsien Liao
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9sm55d

碩士 === 大同大學 === 事業經營學系(所) === 102 === Nowadays, Internet which is an effective way to access information is widely used by people. As long as having problems in lives, people often use the Internet to solve problems and find the answers. People also can increase their knowledge through the information shared by others. In recent years, the Internet has leaded to a proliferation of virtual communities and offered people a different way to exchange information. The virtual community is no longer confined to face-to-face communication, but is able to share knowledge with members any-time and any-where. Thus, managers have to facilitate members searching and collecting knowledge in virtual community in order to make community sustainable. The purpose of this study is to use Social Influence Theory to discuss knowledge collecting decision in the virtual community. The moderating effect of “desire for control” is also verified. This study conducted the convenience sampling and the 242 Facebook users contributed to the research participants. Through confirmatory factor analysis to examined the reliability and validity of models. Besides, this study used structural equation modeling to test hypotheses and moderating effects. The results showed that “perceived and social value” positively influences “subjective norm”, “cognitive identity”, and “group norm”. “Self-discovery” positively influences “evaluation identity” and “group norm”. “Entertainment value” positively influences “cognitive identity”, “evaluation identity”, and “group norm”. Besides, “Group norm” positively influences “cognitive identity” and “evaluation identity”. “Cognitive identity” and “evaluation identity” positively influence “subjective norm”. Additionally, “Group norm”, “cognitive norm”, “evaluation identity”, and “subjective norm” positively influence “knowledge collecting decision”. Finally, “desire for control” has a moderating effect on the relationship between “cognitive identity” and “knowledge collecting decision”, the relationship between “group norm” and “cognitive identity”, the relationship between “group norm” and “evaluation identity”, the relationship between “cognitive identity” and “subjective norm”, and the relationship between “evaluation identity” and “subjective norm”. The research results will lead to some suggestions of community managements.