虛擬社群之三疊認同模型

Abstract

認同是一種深層的心理狀態，可以有效提升成員對所屬社群的知識分享行為，進而讓成員及社群從中獲益。本研究旨在探討虛擬社群（線上品牌社群）成員對所屬社群的認同過程。本研究之研究模型整合了分別屬於個人層級認同、互動層級認同及整體層級認同的識別相關認同、關係認同以及整體認同，同時探討各別的前因與結果因素。從文獻得知，識別相關認同及關係認同均能促發成員對虛擬社群的整體認同之產生，而其結果因素為共同消費與共同生產。本研究以品牌相機的線上台灣粉絲團為研究對象，並且以發放網路問卷為試測方式。研究結果顯示，識別相關認同及關係認同對整體認同的影響相當，而結果因素則為共同消費及共同生產。識別吸引力則為主要影響因素，可以分別促發以上三種認同的產生。本研究證實了識別相似度、識別獨特性及識別尊榮感為識別吸引力的前因，其中以識別尊榮感最具影響力。上述前因皆是源自於成員本身的識別，而非社群專屬之識別。另外，本研究也證實了離線活動與享樂性以及領袖熱誠分別對關係認同的正向及負向影響。Identification is a primary psychological substrate which ultimately benefits community and members within. This research presents an empirical test of identification process in the context of virtual community (online brand community). It investigates the tripartite model of identification and intends to find out what the antecedents and consequences of identity-related identification (individual level), relational identification (interpersonal level) and collective identification (collective identification) are. The model of this research asserts that collective identification towards a virtual community is induced by both identity-related identification and relational identification. In turn, it is expected that collective identification will impact both co-consumption and co-production. This model was tested in the context of camera Taiwanese fans clubs. The results indicated that members do identify with their belonged virtual community through the effects of relational identification and identity-related identification and the collective identification positively impact both co-consumption and co-production. The research also validated that identity similarity, identity distinctiveness and identity prestige are accounted as antecedents of the virtual community’s identity attractiveness meanwhile identity prestige is the most influential factor. In addition, identity attractiveness triggers identification from all levels. Furthermore, the three abovementioned antecedents are shaped by the members within as a whole, not the enduring features of the community itself. Besides, offline activities and enjoyability positively affect relational identification, on the other hand, leader enthusiasm is negatively related with relational identification.