影響虛擬社群使用地理資訊系統之因素研究 -以網球王社群網站為例

Abstract

隨著網際網路的普及，虛擬社群與日俱增，網球社群成員的互動也愈來愈頻繁。在探討虛擬社群時，經常標榜網路的無遠弗屆，鮮少考量地域性的議題。有鑑於此，本研究透過建置一個地理資訊系統與網球虛擬社群做結合，探討網球社群成員對於地理資訊系統的接受程度，並且針對網球社群的特性、社群功能使用特性、人際互動狀況、網路忠誠度來了解其對於使用地理資訊系統的影響，研究成果可作為未來設計網球社群網站時的參考依據。 本研究採用研究發展法及問卷調查法，並以目前國內最主要的網球社群網站網球王為範疇，以網球王社群成員為主要的研究對象進行分析。研究發展法主要係利用Google Maps系統為基礎開發，結合網球社群網站與地理資訊系統，透過地理圖標的建置與地理圖標上活動的發佈與討論，供網球社群成員進行互動使用。再依據科技接受模型進行問卷調查，透過問卷瞭解網球社群成員的特性、使用特性、人際互動、網路忠誠度，以及其接受地理資訊系統的情況，並且根據統計量化結果分析網球社群成員的現況與接受地理資訊系統的程度。本研究受訪者總共577人，研究問題依研究性質採用描述性統計、交叉分析、皮爾森積差相關分析、T檢定及單因子變異數分析（ANOVA）與迴歸分析。 主要研究發現如下： 1. 社群成員參與網球王網站的動機以提升球技為主； 2. 網球王網站的常用功能以具備互動性的功能為主，以話題討論尤佳； 3. 社群成員在網球王網站上的互動品質佳，然而互動頻率有待加強； 4. 網球王社群成員不常參與在網站中發貣之實體活動，地理資訊系統有助於拉近成員之間的距離； 5. 網球王社群成員回流續訪意願高，因此網路忠誠度表現上較佳； 6. 網球王社群成員人際互動愈高，對於網球王網站的忠誠愈認同； 7. 網球王社群成員對於地理資訊系統覺得愈容易使用，社群成員對於系統的有用性就愈高； 8. 對網路王社群網站忠誠度愈高的成員，對該網站所架設的地理資訊系統之有用性愈認同； 9. 認為地理資訊系統有用與易用之程度愈高的社群成員，其使用態度愈愉悅； 10. 網球王社群成員使用態度愈愉悅，則對系統使用的接受意願愈高。 依據上述結論提出三點建議： 1. 網球王社群網站應利用更多元的功能與服務來發掘潛在社群成員； 2. 網球王社群網站應透過互動性較佳的功能來強化成員之間的互動關係； 3. 網球王社群網站應提升虛擬與實體互動的結合，增加社群活動的多元性，提升社群的獨創性，使得社群網站經營更加持久； 4. 網球王社群網站英將系統操作介面的簡易化與一致性，讓社群成員更加容易使用。With the widespread of the Internet, virtual communities become very popular, and members of virtual communities interact more frequently. When the concept of virtual communities is discussed, the boundless feature of the Internet is often mentioned but the issue of locality is seldom considered. Therefore, this study constructed a geographic information system and combined it with a tennis virtual community to investigate its members’ acceptance level to the geographic information system. Besides, this study investigated the influence of characteristics of members, functionality usage characteristics of the tennis virtual community, interpersonal interaction and e-loyalty of the tennis community on the geographic information system. This study shows the feasibility of promoting members’ interaction by combining the geographic information system on tennis community websites. The research findings can be used as references for the establishment of tennis community websites in the future. This study mainly used methods of research and development and questionnaire survey and the scope was the largest tennis community website in Taiwan – TennisKing, and the subjects were its members. For the research and development method, this study utilized Google Maps as the basis to do development and combined TennisKing website with the geographic information system, and then constructed geographic icons and released and discussed them provided for the members to interact and use. Then this study conducted a questionnaire survey based on the technology acceptance model (TAM) to survey members’ characteristics, functionality usage characteristics, interpersonal interaction, e-loyalty, and the acceptance level to the geographic information system through the closed-ended questionnaire, and analyzed their current status and acceptance level. There were 577 interviewees, and the research questions were analyzed by descriptive analysis, cross analysis, Pearson product-moment correlation, T-test, one-way ANOVA and regression analysis.Based on the results, the findings were: 1. Members’ primary motive in participating in the TennisKing website mostly was to promote the tennis skill. 2. The functions of the website with heavy usage was ones with better interactive function; topic discussion was the best one. 3. The interaction quality was good; the interaction frequency needed improvement. 4. Real (non-virtual) activity needed improvement; the geographic information could provide assistance. 5. Visitors’ willingness of revisit was positive; their e-loyalty was high. 6. The more frequent the interpersonal interaction was, the higher their e-loyalty was. 7. The easier for members to cognize the system, the more they perceived it as useful. 8. The higher their e-loyalty was, the more they perceived it as a useful system. 9. The more useful and easier to use the system was, the more pleasant their using attitude was. 10. The better their using attitude was, the more they wanted to use it. Based on the above conclusions, this study proposed 3 suggestions: 1. To find out potential community members. 2. To strengthen member’s interaction. 3. To promote the activity of the community 4. To improve the ease to use and integration of the system operation.