Using social network theory to investigate users' content contribution on online community

[[abstract]]近年來，有許多各式各樣的的社群網站相繼發展，是人們日常生活中不可或缺的一部分，而人們可以透過社交媒體，進行分享、發佈訊息，以及將自我造的內容貢獻出來，並且持續不斷的貢獻，逕成功的在網路世界中崛起，像這樣的狀況時有所聞。然而，目前對於內容貢獻的相關研究理論相當少見，因此，本研究探討社群網站成員在內容貢獻之情況，並針對使用者動機結合社會網絡中心性，社會網絡密度，社會網絡效益理論加以分析。 本研究採用問卷調查法，到各大知名社群網站進行發放，最終回收有效問卷共303份，並透過統計軟體Smart PLS 中的結構方程模式，來驗證本研究模型。在各項假說驗證下，本研究結果發現：（一）使用者動機與社會網絡中心性及社會網絡密度，是具有正向的影響。（二）社會網絡效益會影響社會網絡密度及中心性，且具有顯著性。（三）社會網絡中心性、密度及效益會產生正像的影響，另外社會網絡密度及效益是具有顯著性的影響。本研究最後根據研究結果，提出學術與實務上的管理意涵，以供後續研究之參考。[[abstract]]In recent years many sites have a wide range of community development is that people are an integral part of everyday life and people can pass through social media share publish messages and will contribute out of the self-made content and continuing contribution to the successful path of the rise in the Internet world when the situation like this heard However current research theories contributed quite rare for the content therefore the present study was to investigate the contribution of the community in the case of members of the site content combined with the social network of central motivation for the user the density of social networks social network effects theory analysis This study used questionnaires to various well-known social networking site to distribute them and ultimately recovered a total of 303 valid questionnaires and through statistical software Smart PLS equation model of the structure to verify this research model Under the hypothesis verification results of this study found that: (1) User motivation and social networks and social center of the network density is having a positive impact (2) The benefits of social networks affect social network density and centrality and has a significant nature (3) Social network centrality density and efficiency will have a positive impact in addition to social network density and efficiency is the impact of having a significant nature Finally according to the findings of this study suggest that the management of academic and practical implications on the follow-up study for referenc