實務管理意涵

第五章研究結論與意涵

第四節實務管理意涵

其次，在行銷實務與管理方面，本研究具有下列幾項貢獻：

1. 由於線上社群成員之社群協作行為關乎於線上社群之永續發展與競爭優勢，本研究針對了社群合作行為與社群公民行為進行衡量，此種衡量工具能夠提供社群行銷或管理人員剖析其線上社群協作現況，藉以判斷其線上社群之協作優勢或弱勢為何，得知該如何設計其社群機制、互動或規則，有效地促進成員們價值共創之社群協作，以維持其線上社群互動之現況或補強其社群協作之弱勢。

2. 社群投入度是每位線上服務與社群管理者所應重視的概念，才能夠讓這些管理者瞭解到如何強化使用者之社群投入狀態來促進社群協作行為之展現。本研究提出了積極奉獻、全神貫注與精力充沛三構念來評估成員的社群投入狀態，此量表具有不錯的信效度，一方面將有利於社群管理者評估目前或潛在社群成員之投入情形，另一方面則有助於社群管理者邀集或挑選更多對於社群協作活動具有強烈投入傾向的社群成員，加入其線上社群之中。

3. 本研究結果證實個人對於社群活動參與之正向結果預期(包括了對個人與對社群之結果預期)有助於線上社群投入度之生成，進而促使社群成員展現更多的線上社群協作行為。因此，本研究建議社群管理者必須針對社群參與提供明確的或結果，讓使用者們預期參與社群活動能夠帶來何種好處，實際可

行之方法例如提供社群成員具體酬賞或成就象徵，提升他們對於參與社群活動的個人動機。同時，必須將個人行為的結果與社群發展緊密結合，例如標明社群之排名或與其他社群之比較，此種作法將有利於提高成員們透過社群活動參與，促進社群發展的意識。當一成員預期參與社群活動可以獲得正向結果時，他們的社群投入度將有所提昇，也能夠帶來正向的社群協作行為。

4. 本研究結果強調社群交換與互動機制之重要性，有助於社群管理者透過線上社群之集體互動機制，活絡社群交換，激發社群成員之社群投入度，以產生有助於社群發展的社群協作行為。本研究發現社群信任會正向影響社群投入度，意謂著一個令人信任的社群是社群投入與社群協作所必要的。因此，本研究建議社群管理者可以設計成員彼此間的信任評比機制，以提升目前或潛在成員對於一線上社群的知覺信任感，當一線上社群之知覺信任度提高時，

便能夠正向改善成員們的社群投入度，進而帶來更多社群協作行為。

5. 本研究發現社群規範會正向影響社群投入度，可見內隱的成員互動規則是活

絡社群投入度的重要機制。因此，本研究建議社群管理者設計讓社群成員能夠自訂並公告社群規範的功能(例如活動行事曆)，以便讓一成員預知其社群的各項社群活動，透過社群活動的頻繁進行，增加社群成員對於社群活動的積極參與，以形成一種潛在的社群規範。當社群成員得知何時及如何參與社群活動時，有時候為了服從社群規範，獲得社會酬賞，他們便可能展現高度社群投入傾向，熱衷於社群協作行為之進行。

6. 本研究發現社群支持會正向影響社群認同，進而正向影響到社群投入度，此結果顯示出正向的社群支持能夠刺激一成員對其社群產生認同感，進而提高他們在社群活動參與過程的投入狀態。過去組織研究指出公平酬賞、員工發展、在職訓練等方式都可以呈現出一組織對於其員工的支持與重視。因此，

本研究建議社群管理者必須規劃適當的社群支持機制，讓社群成員們(特別是新成員)感受到社群整體或管理者對其貢獻的重視，像是公平對等酬賞或

社群貢獻獎勵等，都可以讓成員們感受到該社群的支持程度，進而將之轉化成為社群認同，而展現出正向投入狀態與社群協作行為以為回報。

7. 有鑑於社群投入度對於線上社群協作之重要性，除了主觀衡量社群成員之社群投入度外，本研究建議社群管理者亦應當關切社群投入度之客觀指標，例如社群活動存續時間、團隊協作人次、成員關係網絡大小等。藉由成員們社群活動之實際指標，社群管理者不僅得以區辨哪些社群成員傾向擁有較高社群投入度，還得以瞭解哪些成員是需要社群管理者多加關注。

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在文檔中以投入度觀點探討線上社群協作之形成因素、歷程與結果 (頁 114-141)

第五章 研究結論與意涵

第四節 實務管理意涵

參考文獻

第五章研究結論與意涵

第四節實務管理意涵