Trust-Building Mechanisms in Virtual Communities: A Framework for Facilitating Knowledge Sharing

[[abstract]]知識虛擬社群提供一個讓擁有共同興趣的成員能夠相互交換知識的平台，但是此類社群並沒有明確的規範可以確保知識貢獻者所幫助的成員，在未來會提供相對的利益以及協助回饋知識貢獻者的幫助，從賽局理論的觀點而言，如此會導致社群成員對於知識分享充滿不確定感，進而降低他們的知識分享意願。本研究主要的目的在於提出一個整合模式，探討影響信任發展的因素以及信任對於知識分享行為的影響，根據信任建立機制的文獻，本研究認為建立知識虛擬社群成員的信任的機制可以區分為四種－經濟基礎、關係基礎、自律行為以及資訊系統基礎等機制，從上述的四種機制，本研究共提出九項影響信任發展的因素，包括知識成長、問題回應、社會互動鏈結、共同遠景、心理合約履行、社群意象、知識分享效能、資訊系統品質、服務品質以及知識品質。本研究針對一個技術性知識虛擬社群成員進行問卷施測，共蒐集213份有效問卷，本研究的成果可以瞭解影響知識虛擬社群成員信任建立以及知識分享行為的因素，提供學術界及專業社群經營者參考之用。[[abstract]]Supported by information technologies virtual communities provide an attractive place for individuals to exchange knowledge of specific domain with others based on common interest However from the perspective of game theory the lack of explicit guarantee that knowledge contributors will receive reciprocal benefits or future help from those they help may increase perception of uncertainty and thus impedes members’ knowledge sharing willingness Motivated by such situation this study formulates and tests a theoretical model to examine how members’ trust develops in VCs to facilitate knowledge sharing intention and behavior Drawing from prior literature on trust nine trust-building factors derived from four trust-building mechanisms (calculus-based relationship-based self-regulation and system-based) that can apply to VCs are proposed－knowledge growth perceived responsiveness social interaction ties shared vision psychological contract fulfillment community-related image members’ efficacy for knowledge sharing system quality service quality and knowledge quality Data collected from 213 members of a technical virtual community provides support for the proposed model The results help in identifying how the factors fall into four trust-building mechanisms build trust in the context VCs The study discusses the theoretical and managerial implications of this study and proposes several future research direction