A study on the member engagement behavior in virtual communities - Based on the case of Taiwan Plurkers on Education &; Technology

• Main Authors: Ming-Chang Cheng, 鄭明彰
• Other Authors: Huang-Ming Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/67657137374659046944

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 101 === Facebook has become the world''s largest social networking site, it also owns rapid growth in Taiwan, and contributes to the rise of many virtual communities. Where "Taiwan Plukers on Education and Technology (TPET) is Taiwan''s largest and most popular Facebook based virtual communities with the aim of providing a platform for Taiwan and overseas Chinese teachers to exchange, discussion and knowledge sharing. However, the sustainable developments of this community depends on members’ affective commitment and active engagement behavior to obtain the most potential benefits. In order to get insights of the dynamics of TPET members’ engagement behavior, this study bases on the “Stimulus-Organism-Response” (SOR) and adopts the multi-criteria decision analysis method, DEMATEL-Based ANP (DANP). Under the principle of theoretical saturation, 14 active TPET members were interviewed in depth to investigate the dynamic relationship among dimensions and factors related to information system (IS) characteristics, members’ emotion and cognition, and engagement behavior. Major findings of this study can be listed as follows: (a) in terms of IS characteristics, perceived usefulness affects perceived ease of use, and perceived aesthetic influence perceived entertainment; (2) improving IS characteristics can enhance engagement behavior; (3) learning is the most challenging factor in engagement behavior dimension; (4) trust is the most essential factor for engagement results; (5) all interviewed experts place high emphasis on engagement behavior; and (6) loyalty and advocacy are two ultimate goals of TPET. These conclusions can provide helpful guidance for TPET managers’ decision making regarding to enhance members’ engagement behavior and promote the sustainable development of the community, and ultimately improve the quality of teaching to create more innovative educational value for students.