成就需求理论与虚拟社群激励机制关系之的研究.doc

成就需求理論與虛擬社群激勵機制關係之研究 顏君霖 義守大學資訊管理系 副教授 摘　要 本研究以McClelland（1953）所提出人類三種需求為基礎，嘗試了解個人需求與虛擬社群激勵機制的關係，是否在個人需求程度不同之下會有所偏好的激勵機制，而這樣的關係是否受到個人網路社群的經驗背景程度的不同而有所差異。 本研究發現（1）不同的人口統計變數，包括性別、月收入與電腦能力等，會有不同偏好的激勵機制。（2）對於偏好牽制型的激勵制度，個人的成就需求與親和需求是重要的決定因素。（3）以個人的權力需求而言，其均不影響激勵制度的偏好。（4）網路社群經驗顯著的干擾個人需求對於其激勵制度的偏好，且對於權利需求與親和需求兩者的干擾程度最大。 關鍵詞：虛擬社群、激勵機制、個人需求、網路社群經驗。 Abstract The development of Internet changes our life rapidly in 21th century. Among Internet users. Virtual community （VC） not only connects people tightly, but also satisfies needs for people. And VC becomes a platform in business trade, education, knowledge management and management administration. Therefore, many researchers begin to discuss how to make people stick on VC and how to promote people’s contributions in VC more. Base on three needs of people which bring up by McClelland（1961）. This study examines how three needs of people affect various motivation systems （MS） and examines the influence of individual background variables of VC on MS. This study targeted on members of VC. 323 persons resulted sampling participated by internet survey. This study finds: （1） Different individual characteristic variables, including gender, income and computer abilities, will impact people’s preference of MS. （2） On “containing type”, need for achievement and need for affiliation impact a person’s preference to “containing type”. On “individual value type”, need for achievement is the most important to impact people’s preference to “individual value type”. （3） On need for power, it does not impact people’s preference to MS. （4） Internet and community experience affect personal needs, and it makes most influence to need for power and need for affiliation. （5） A person who has more internet and community experience and need for power, he will prefer to individual value type of MS. Keywords: Virtual Community, Motivation, Individual Needs, Internet and Community Experience. 緒論 研究背景與動機 Balle（1991）指出，資訊社會的特質之一，在於其改變人類文化環境與心智習慣的快速，這是由於網際網路