The Effects of Knowledge Sharing, Knowledge Quality, and Partnership Quality on Virtual Community Member's Satisfaction

[[abstract]]在企業的商業網站中，虛擬社群的經營已是商業模式裡重要的一環；成功的虛擬社群可以提升網站之競爭優勢。虛擬社群之成員對該社群的滿意度會提高虛擬社群的成功機會，因而網站經營者莫不急於找尋影響虛擬社群成員滿意度之關鍵因素。本研究根據台灣第一屆網站評比的得獎網站，網站類型涵蓋資訊學習、電腦通訊、投資理財類型等，以這些網站之虛擬社群成員做為填寫對象，探討網路虛擬社群中的知識分享(knowledge sharing)、知識品質(knowledge quality)及夥伴關係品質(partnership quality)對社群成員滿意度之影響，其中夥伴關係品質包含四個指標：相互信任(mutual trust)、相互了解(mutual understanding)、相互承諾(mutual commitment)及相互衝突(mutual conflict)。研究結果發現：(1)在四個夥伴關係品質指標中，相互信任、相互了解及相互衝突對社群成員的滿意度有影響，而相互承諾則無影響；(2)虛擬社群成員的滿意度受到知識分享、知識品質及相互信任等三個因素的直接影響，且知識分享則是該三個因素中最重要的；(3)知識分享受到相互信任的直接影響；(4)知識品質受到相互信任與相互衝突的直接影響；(5)相互衝突與相互了解直接影響相互信任。[[abstract]]Virtual community has been identified as one of the most sources that contributes to the competitive advantage of Internet business models. Members' satisfaction is established as a key predictor of virtual community success. This paper examines the effects of knowledge sharing, knowledge quality, and partnership quality on virtual community member's satisfaction. The partnership-related variables are identified from relevant literature and the concepts of partnership quality is clarified by distinguishing its components including mutual trust, mutual understanding, mutual commitment, and mutual conflict. Results indicate that knowledge sharing, knowledge quality, and mutual trust may serve as the key predictors of member's satisfactio