Research on Integration of the Fair Theory Level of Satisfaction and Knowledge Sharing Behavior in a Virtual Community

[[abstract]]摘要 Armstrong and Hagel( 1996）指出，網路上的虛擬社群已成為主要的知識分享的平 台。虛擬社群係指在網際網路上一群興趣或背景相同的人，因互動所凝聚而成的團 體。人們為了各種不同的目的，在虛擬的世界進行溝通與交流，使得人際互動的管道 更加多元，也讓知識的流傳更無遠弗屆。本研究以Locke(1991)及Locke & Latham(2004) 的動機研究觀點為架構，結合公平理論提出社群成員參與虛擬社群知識分享行為之研 究模型。本研究主要探討虛擬社群知識分享行為對公平性的影響，以及知識分享公平 性對知識分享滿意度的影響。 本研究以JavaWorld@TW專業虛擬社群中的成員來驗證本研究的十二個假說。結 果顯示，成員對知識分享的滿意度會受到分配公平、程序公平、互動公平的影響，知 識分享行為的知識品質則會影響分配公平、程序公平、互動公平的構面，分享知識的 次數，對於分配公平、程序公平、互動公平並無顯著影響。[[abstract]]ABSTRACT Armstrong and Hagel (1996 ) pointed out that virtual communities have increasingly become the major knowledge sharing platform on the internet A virtual community refers to people with common interests and backgrounds become united as a group based on their dynamic interpersonal interaction on the internet People who communicate and make exchanges in the virtual world all come with different aims and purposes; it thus not only adds multiple dimensions to the channels of interpersonal interaction but also helps to spread knowledge out afar without confining to borders The structure of this research is based on the view point of motive study done by Locke (1991) and Locke & Latham (2004) combined with the integration of the Fair Theory to set forth the research model for the member participation in a virtual community and the knowledge sharing behavior This research mainly is to probe into the impact of the knowledge sharing behavior on the study of fairness; and also the influence of the knowledge sharing fairness to the level of knowledge sharing satisfaction This research verifies 12 hypotheses that are originally studied with members of professional virtual community at JavaWorld@TW The result shows that the members’ satisfaction to what knowledge is shared will be influenced by distribution fair procedure fair and interaction fair; the knowledge quality of the knowledge sharing behavior will thus affect the outlook of distribution fair procedure fair and interaction fair on the other hand the number of times for the knowledge sharing makes no significant impact on distribution fair procedure fair and interaction fai