| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 105 === The rapid growth of information technology and World Wide Web has promoted the development of virtual communities. Users can exchange own information and expect they can obtain a variety of ideas by using virtual communities. Generally, value co-creation behavior may facilitate economic and social values for user of virtual communities. Few studies, however, have been conducted to examine the factors affecting value co-creation behavior in virtual community.
The major purpose of this study is to employ the perspectives of task-technology fit model and literature of social media to propose a research model. Data collected 289 users of Lego communities were used to test the proposed model. The results show that self-efficacy and task characteristic have significant influences on self-efficacy fit, while task characteristic and technology characteristic affect task-technology fit positively, while social characteristic and technology characteristic affect social fit positively. The results also reveal that self-efficacy fit is positively related to knowledge contribution behavior and virtual community citizen behavior, whereas Task-technology fit and social technology are positively related to virtual community citizen behavior.
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