[[alternative]]Using Use and Gratification Theory and Group Identification Theory to Investigate the Interactive Behavior of Long-Term Care Online Social Community

[[abstract]]隨著網路快速發展，網路社群已經由起初的人際交流平台，延伸至現在可作為有共同目標的線上凝聚社群。網路社群服務因不受地域、時間限制，目前已有許多專業長期照護人員藉由網路平台成立許多線上社群，並在社群內進行知識及經驗的交流，甚至發展出社員對社群的凝聚力。長期照護線上社群不僅可成為照服員彼此交流的園地，且可以促進彼此照護知識的交流與成長，對長期照護品質的提升將有莫大的助益，因此如能瞭解此類型線上社群互動的影響因素，將可更加強化社群的運用。本研究以Facebook上已設立的長期照護相關網路社群為探討對象；為掌握可能的影響因素，首先就長期照護社群的30位成員作初步質性訪談，並據此以可詮釋參與動機的使用與滿足理論為基本理論，參酌社群認同、離線活動參與，以及群體多樣性等構念。透過網路社群發放問卷後，總計回收230份有效樣本，經採PLS進行模式檢測後，衡量模式具備良好信、效度。研究結果顯示，自我探索、目的性價值、娛樂價值，以及離線活動參與顯著影響社群認同；社群認同顯著影響持續參與意圖，而群體多樣性亦顯著具有調節效果。[[abstract]]With the rapid development of the Internet, Accessing Internet has extended from the interpersonal communication to an online community cohesion that shares a common goal. Online community services are not subject to geographical and time constraints, there are various long-term care online system that were established by long-term care workers that exchange knowledge and experience in the community, and then develop to community cohesion. Online community of long-term care system not only can exchange knowledge with each other, but also to upgrade quality of long-care. To understand the impact of factors for this type of online community, the community will have a great benefit. In this study, we will discuss on long-term care community that already established on Facebook. In order to under influencing factors, investigate to 30 members of community for preliminary qualitative interviews and confirm participation motivation. Then according to this finding investigation to a theoretical model based on Use and Gratification Theory、Group Identification Theory, Social Community and Offline Activities；Group Identification was integrated with Diversity to explore the moderating effect. The total 230 usable questionnaires were collected. The results showed that the most important factor for intent of group was Group Identification, follow by Self-Discovery, the third was Purposive Value, Maintaining Interpersonal Interconnectivity and Offline Activities. In addition, Diversity was significantly for Group