本研究旨在探討組織信任和組織公民行為之間的關係。所謂組織信任乃組織成員對其主管和服務機關所抱持的一種認知和信念系統。它包括組織成員對主管工作能力的評價、對主管之行為舉止是否可靠或前後一致的認知，以及對組織中成員互動是否真誠、可靠的瞭解。至於組織公民行為則為組織成員自發性的一種對組織長期績效有益的利社會行為，這種行為除與組織的正式規範無關外，也不受組織中獎懲機制的約束。根據國內外零星的研究，組織信任和組織公民行為之間確有正相關存在。惟多數之實證調查均係以私部門為對象，甚少及於政府機關。且使用之量表亦以私部門之運作現況為基礎編製而成，因此無法完全顯現公部門組織運作的實況。 本研究在整理和歸納國內外理論性和實證性文獻之後，除分別對組織信任和組織公民行為提出整合性及分析性的概念架構外，並進一 步編製公部門組織公民行為量表。最後並以此新編量表作為測量工具 ，檢驗我國行政院所屬一級部會非主管級公務員在組織信任和組織公民行為之間的關連性。在經由因素分析之後，組織信任得到「主管信任」和「機構信任」兩個因素，組織公民行為則得到「敬業」、「樂群」、「守分」、「忠誠」和「熱心」五個因素。而研究的結果則發現，組織信任和組織公民行為有顯著之中度正相關。另在組織信任各構面和組織公民行為各構面之間的關聯性分析方面，則發現除「機構信任」和「敬業」兩者為極弱度正相關，且缺乏顯著性外，其他變項之間都能達到顯著的正相關。 此外，本研究亦探討七項人口變項（性別、年齡、教育程度、官等、擔任公職年資、在服務機關任職年資和薪資水準）和組織信任以及組織公民行為之間的關連性，結果發現此七項人口變項在整體組織信任和組織公民行為的表現上，均無顯著性差異存在。 最後，本研究並根據研究發現提出討論，並分別從組織信任和組織公民行為兩個面向探討研究結果對公部門管理的涵義。同時，並從理論模式、研究方法和研究主題三方面提供後續研究之建議。 第一章 緒論•••••••••••••••1 第一節 研究動機與目的•••••••••••••••01 第二節 研究方法••••••••••••••••••09 第三節 研究範圍、研究流程與研究限制••••••••11 第二章 文獻探討••••••••••••16 第一節 組織信任之理論與實務之研究•••••••••16 第二節 組織公民行為之理論與實務之研究•••••••56 第三節 組織信任與組織公民行為關係文獻之探討••••97 第三章 研究設計••••••••••••103 第一節 研究架構與研究變項說明•••••••••••103 第二節 研究問題與研究假設•••••••••••••107 第三節 問卷設計••••••••••••••••••115 第四節 研究調查過程••••••••••••••••128 第四章 資料分析與結果討論•••••••133 第一節 資料初步分析••••••••••••••••133 第二節 組織信任與組織公民行為之關聯性分析•••••140 第三節 人口變項與組織信任之關聯性分析•••••••152 第四節 人口變項與組織公民行為之關聯性分析•••••160 第五章 結論與建議••••••••••172 第一節 結論••••••••••••••••••••173 第二節 研究貢獻及對管理實務的涵義•••••••••190 第三節 對後續研究之建議••••••••••••••201 參考文獻•••••••••••••••204 附錄：本研究所使用之問卷•••••••224

本研究旨在探討校長親信關係的決定因素及其對行政幹部工作態度的影響。本研究採便利取樣選取一二九所公立中等學校為研究對象，回收有效問卷共計主管問卷81份，部屬問卷415份。本研究依校長及行政幹部對雙方關係的看法，將部屬區分為親信幹部（校長認為部屬是親信，部屬也自認是親信）、信任幹部（校長認為部屬是親信，部屬卻不自認是親信）、接近幹部（校長不認部屬是親信，部屬卻自認是親信）、一般幹部（校長不認為部屬是親信，部屬也不自認是親信）四類。本研究並以各項統計方法進行數項假設考驗，所得重要結果如下： 一•本研究所選預測變項（部屬工作能力、部屬忠誠度、逢迎行為、共事時間、關係基礎、人口統計相似性、工作價值觀），對校長知覺的親信關係解釋力較高，對部屬知覺的親信關係解釋力較低。 二•部屬的工作能力、逢迎行為、忠誠度對校長知覺的親信關係具有顯著的解釋力。 三•忠誠度在校長知覺的信任關係上扮演重要的影響力。 四•無論那一類型幹部與校長在體諒貼心與安全信賴二項的知覺皆有明顯不同。在瞭解相知、開放接納二項的知覺皆沒有顯著不同。 五•與其他幹部比較，校長與親信幹部在各項親信關係的知覺較趨於一致。 六•校長在親信關係方面的知覺高於行政幹部，與過去的研究不同。 七•本研究發現親信關係部份知覺差距與部屬工作態度達顯著負相關，顯示校長與部屬知覺差距愈大，則工作態度表現愈低，反之亦然。 八•校長知覺的親信關係、部屬知覺的親信關係二者皆與部屬的工作態度有正相關，然部屬工作態度顯然較受到部屬知覺的親信關係影響。 九•親信幹部與一般幹部在部屬知覺親信關係上的差異最為明顯。 十•接近幹部在部屬知覺親信關係與工作態度上的表現特殊，與信任幹部及一幹幹部比較，皆強於此二類幹部。 十一•不同類別幹部在組織承諾與工作滿意二項上的表現有顯著差別。 另本研究根據研究結果提出數點建議以供參考。 / The determinants of the confidant relationship between the principals and the subordinates, and the influence of relationship on the subordinates' working attitudes Wen-Song Shyu Abstract The purpose of this study is to explore the determinants of the confidant relationship between the principals and the subordinates, and the influence of relationship on the subordinates' working attitudes. A convenient sampling technique is used, and the research samples 129 public high schools as the object of study. 81 effective questionnaires from the principals and 415 from the subordinates are obtained. According to the cognition of their mutual relation, this research categorizes the subordinates into confidant subordinates（i.e. the principal considers them as his confidants, and they also consider themselves as the principal’s confidants）, trusted subordinates（i.e. the principal considers them as his confidants, but they don’t consider themselves as the principal’s confidants）, accessing subordinates（i.e. the principal doesn’t consider them as his confidants, but they consider themselves as the principal’s confidants） and ordinary subordinates（i.e. neither the principal considers them as his confidants, nor they consider themselves as the principal’s confidants）. Also through compiling statistics from questionnaire survey, this study examines several hypotheses and concludes the following outcomes: 1.The chosen predictive variables（competence, loyalty, flattering activities, the duration of working as colleaques, the bases of the relationship, the similarity of the demographics, the job values）are more likely to explain the principals' perceptions of confidant relationship rather than the subordinates' . 2.The subordinates' loyalty, competence and flattering activities highly interpret how the confidant relationship is developed. 3.Loyalty plays an important role in affecting the principals' perceptions of trusting relationship . 4.No matter which kind of subordinates staffs are, their perceptions in consideration and reliability are quite different from the principals', while both perceptions are not very different in understanding and openness. 5.Compared with the other staffs, the principals' and the confidant subordinates' perceptions in confidant relationship are more likely the same. 6.The perceptions of the principals in confidant relationship are higher than those of their subordinates, which is different from the results of previous studies. 7.The perception differences in confidant relationship have the negative correlation with the subordinates' working attitude. It shows that the higher perception differences are, the worse working performance is, and vice versa. 8.The principals' and subordinates' perceptions in their confidant relationship both have the positive correlation with the subordinates' working attitude. However, the subordinates' working attitudes obviously are influenced by the subordinates' perceptions of confidant relationship . 9.The most significant difference of subordinates' perceptions in their confidant relationship is between the confidant subordinates and the ordinary subordinates. 10.Accessing subordinates' perceptions in confidant relationship and their working attitude show a unique result, which is better when compared with the trusted and ordinary subordinates. 11.There are significant differences in organizational commitment and job satisfaction among the four kinds of subordinates. Besides, this research also provides several suggestions for reference according to the consequences. Keywords: confidant relationship, differential matrices, vertical dyad linkage mode, leader-member exchange theory, working attitude

「社會行銷」概念與技術於1971年由學者Kotler & Zaltman提出，為首次行銷概念技術擴大應用至非營利部門在社會公益上的研究。行銷學者Kotler認為，社會行銷可擴大應用至社會各領域的公益推廣，包含公部門。由是，本研究基於擴大化應用的精神，以我國環保機關推動之「不燒紙錢宣導政策」為個案，探究行銷概念擴大化後，公部門在行銷理論基礎上，即交換理論在公私部門差異上導致社會行銷分析公部門個案時產生哪些差異？以及社會行銷擴大應用至公部門，在理論基礎上有哪些問題？同時以社會行銷概念及技術對個案進行分析。 因此，本研究在研究方法上，以個案研究的方式，先進行社會行銷及交換理論在公私部門差異的文獻基礎進行一回顧與整理，再依研究目的與問題針對理論基礎設計深度訪談的問題，依目的性抽樣原則尋找最能符合本研究目的之訪談者進行深度訪談，共十一位。訪談完成即整理逐字稿以進行後續分析。 經本研究分析，在理論面及實務面均提出研究貢獻與建議： 一、理論面： （一）社會行銷因為公私部門在本質上存有差異，導致源自於私部門的行銷理論基礎─交換理論，用於分析公部門社會行銷政策時，在各社會行銷步驟中均產生差異。 （二）交換理論自利假定在公私部門中產生差異，因此有關法律強制力、公民及消費者、自願交換關係及通路概念在未來社會行銷擴大應用至公部門時，有理論適用上的問題。 二、實務面： （一）「不燒紙錢宣導政策」經社會行銷八步驟分析，屬於同社會行銷概念及技術的行銷個案，但因其為公部門推動者，故在細部特徵上有公私部門假定上、本質上的差異。 （二）「不燒紙錢宣導政策」的推動，雖滿足公共利益的需求，但執行過程中直接法源不明確、推動組織鬆散、忽略利害關係人權益為實務需加強之處。 / The very concept of “Social Marketing”, first introduced by Philip Kotler and Gerald Zaltman, is used to apply marketing techniques to the area of nonprofit organizations to promote public interest. In Kotler’s mind, marketing techniques can be applied to both public and private sectors. However, whether this application adequate is needed to be answered. In this thesis, author uses a case named “campaigning the policy against burning golden papers in worship” implemented by the R.O.C government as an example to examine the adequacy of the “Exchange Theory” behind the concept of social marketing to understand marketing cases in the public sector. In order to find the conceptual problems through case study, author first adopts the eight stages of social marketing to describe the case throughout. Then, author design several interview problems to ask various actors who related to the case. Finally, author combines theoretical arguments, case details, and qualitative data from in-depth interview to analyze the adequacy of applying exchange theory in public sector through social marketing. Several findings are presented as follows. First, many differences were found in all the eight stage of social marketing. These differences illustrate many possible inadequacies of applying marketing techniques, supported by exchange theory, to public sector. Second, based on the above differences founded, the intention of broadening the concept of marketing to non-profit organizations should take them into considerations. Especially, the strategic marketing scheme, such as 4Ps, should be reevaluated according to the findings. Thirdly, practically speaking, there are supporting factors to make a marketing campaign successful in public sector: ambiguities in regulation, lack of solid implementation organization, and the missing of stakeholders opinion collection and interest-protection activities in the process.

本研究主要目的是希望藉由對中小學教師婚姻配對模式的發現，了解中小學男女教師的開放性與同質性程度，並對婚姻擠壓理論與交換理論加以探討。研究者以1990年台閩地區戶口及住宅普查報告為資料，進行對數化線性模式分析，以及交叉分配表分析。結果如下： 一、男性教師配偶的職業地位，「低於小學」的比例隨年齡層的下降而下降；女性教師配偶的職業地位，「高於中學」的比例隨年齡層的下降而下降。 二、女性教師與職業地位低於小學者結婚的比例，在50歲以上仍是低於男性教師；但在49歲以下的各年齡層，則高於男性教師，其間40至49歲此轉折點，正好同於女性成為教師主力的年齡層。 三、男性教師因婚姻而水平社會流動的比例，隨年齡層的下降而上升；向下流動的比例，則是隨年齡層的下降而下降。 四、女性教師向上流動的比例，有逐年縮小的趨勢，但仍高於男性教師；而在向下流動方面，則無明顯的變化，維持在五成左右。 五、女性教師的婚姻以教育同質性為主；男性教師以向下婚為主；並且教育程度相距愈遠，結為夫妻的比例愈低。 六、對於女性教師而言，教育程度在其擇偶條件中，佔有比職業地位更大的比重。 七、本研究支持婚姻擠壓理論與交換理論。 本研究針對上述發現加以討論，並提出若干後續研究的建議。 第一章 緒論 第一節 研究動機**********************1 第二節 研究目的與待答問題*****************6 第三節 名詞釋義**********************7 第二章 文獻探討 第一節 社會流動的理論基礎*****************9 第二節 社會流動相關研究之評析***************18 第三節 適配婚姻的相關理論*****************26 第四節 適配婚姻的相關研究*****************34 第五節 城鄉差距對婚姻配對之影響的相關研究*********47 第三章 研究設計與實施 第一節 研究架構**********************51 第二節 研究假設**********************54 第三節 資料來源**********************55 第四節 資料處理**********************56 第四章 研究結果 第一節 中、小學教師的描述性分析**************57 第二節 中、小學教師配偶的職業地位分析***********68 第三節 中、小學教師的社會流動***************84 第四節 中、小學教師配偶的教育程度*************96 第五節 料理家務之男性教師配偶的教育程度、教師配偶的職業類別、 與處於向下社會流動的女性教師其配偶的教育程度****109 第五章 討論 第一節 結論與討論*********************121 第二節 研究限制與建議*******************132 參考書目**************************137 圖 目 錄 圖1 Blau與Duncan的地位取得基本模型************.11 圖2 中小學之別對教師配偶職業地位的影響***********71 圖3 教師性別與其配偶職業地位之關係*************72 圖4 城鄉對教師配偶職業地位的影響**************73 圖5 教師年齡層與其配偶職業地位的關係************74 圖6 中小學之別與教師性別對其配偶職業地位的交互作用*****75 圖7 中小學之別與城鄉對教師配偶職業地位的交互作用******76 圖8 中小學之別與教師年齡層對其配偶職業地位的交互作用****77 圖9 城鄉與教師性別對其配偶職業地位分布的作用********78 圖10 教師性別與年齡層對其配偶職業地位分布的交互作用****..79 圖11 中小學之別、教師性別、與年齡層對其配偶職業地位分布的交互 作用*************************.81 圖12 城鄉、教師性別、與年齡層對其配偶職業地位分布的交互作用..83 圖13 中小學之別對教師婚姻社會流動類型的影響********..85 圖14 教師性別對其婚姻社會流動類型的影響**********..86 圖15 城鄉對教師婚姻社會流動類型的影響***********..87 圖16 教師年齡層對其婚姻社會流動類型的影響*********..88 圖17 中小學之別與教師性別對其婚姻社會流動類型的交互作用**..89 圖18 中小學之別與教師年齡層對其婚姻社會流動類型的交互作用*..90 圖19 城鄉與教師性別對其婚姻社會流動類型的交互作用*****..90 圖20 教師性別與年齡層對其婚姻社會流動的交互作用******..92 圖21 中小學、教師性別、與年齡層對其婚姻社會流動的交互作用*..93 圖22 城鄉、教師性別、與年齡層對其婚姻社會流動的交互作用**..95 圖23 中小學與教師配偶的教育程度之關係***********..98 圖24 教師性別與其配偶教育程度之關係************..99 圖25 城鄉與教師配偶的教育程度之關係************..100 圖26 教師的年齡層與其配偶教育程度的關係**********..101 圖27 教師的教育程度與其配偶教育程度的關係*********..102 圖28 城鄉與教師性別對教師配偶教育程度的交互作用******..103 圖29 教師性別與年齡層對其配偶教育程度的交互作用******..105 圖30 教師性別與教育程度對其配偶教育程度的交互作用*****..106 圖31 城鄉與教師教育程度對教師配偶教育程度的交互作用****..108 表 目 錄 表1 中、小學各學年度教師男女性別比例表***********37 表2 職業地位分類表*********************53 表3 中小學教師人口特徵之統計考驗**************58 表4 中、小學教師性別、年齡分布情形*************59 表5 中小學教師城鄉、年齡分布情形**************60 表6 中小學教師教育特徵之統計考驗**************61 表7 中小學男女教師的教育程度分布情形************61 表8 各年齡層教師教育程度的城鄉分布情形***********62 表9 中小學教師婚姻狀況之統計考驗**************64 表10 中、小學教師婚姻狀況表****************..64 表11 各年齡層教師婚姻狀況之城鄉分布情形**********..65 表12 已婚中、小學教師的年齡分布情形************..66 表13 各年齡層已婚教師的城鄉分布情形************..66 表14 中小學教師配偶的就業情形***************..68 表15 中小學教師配偶無工作之因***************..69 表16 教師配偶之職業地位統計考驗**************..70 表17 中、小學教師配偶的職業地位分布************..71 表18 男女教師之配偶的職業地位分布情形***********..71 表19 城鄉教師之配偶的職業地位分布*************..72 表20 各年齡層教師之配偶的職業地位分布***********..73 表21 中、小學男女教師之配偶的職業地位分布*********..74 表22 中、小學教師配偶職業地位的城鄉分布**********..75 表23 各年齡層中小學教師之配偶的職業地位分布********..76 表24 男女教師之配偶職業地位分布的城鄉比較*********..77 表25 各年齡層男女教師之配偶的職業地位分布*********..79 表26 中、小學男女教師之配偶職業地位分布的各年齡層比較***..80 表27 各年齡層男女教師之配偶職業地位分布的城鄉比較*****..82 表28 教師配偶之婚姻社會流動統計考驗************..84 表29 中、小學教師社會流動情形***************..85 表30 男、女教師社會流動情形****************..86 表31 教師社會流動情形的城鄉比較**************..87 表32 各年齡層教師的社會流動情形**************..88 表33 中、小學男女教師的婚姻社會流動情形**********..88 表34 各年齡層中小學教師的婚姻社會流動***********..89 表35 男女教師的社會流動情形之城鄉比較***********..91 表36 各年齡層男女教師的社會流動情形************..91 表37 各年齡層中小學男女教師的社會流動情形*********..93 表38 各年齡層男女教師的社會流動情形之城鄉比較*******..94 表39 教師配偶之教育程度統計考驗**************..97 表40 中小學之別對教師配偶教育程度的影響**********..98 表41 教師性別對教師配偶教育程度的影響***********..99 表42 城鄉對教師配偶教育程度的影響*************..99 表43 教師年齡層對教師配偶教育程度的影響**********..100 表44 教師教育程度對教師配偶教育程度的影響*********..102 表45 教師性別與城鄉對教師配偶教育程度的交互作用******..103 表46 教師年齡層與性別對教師配偶教育程度的交互作用*****..104 表47 教師教育程度與性別對教師配偶教育程度的交互作用****..105 表48 教師教育程度與城鄉對教師配偶教育程度的交互作用****..107 表49 中學男性教師之配偶為料理家務者與有工作者之教育程度比較..110 表50 小學男性教師之配偶為料理家務者與有工作者之教育程度比較..111 表51 中學教師之配偶的職業類別***************..113 表52 小學教師之配偶的職業類別***************..114 表53 中學教師之配偶任教職者的分布*************..116 表54 小學教師之配偶任教職者的分布*************..117 表55 向下流動之女性教師的配偶教育程度***********..120 / The purpose of the present study is to understand the social openness and the educational homogamy of high and elementary school teachers by examining their mate selection preference, and to discuss marriage squeeze theory and exchange theory. The data was 1990 census data of Taiwan and Fukien statistically analyzed by logit and cross-table frequencies. Important findings are the following: 1.For the career status of the mates of male teachers, the ratio of "lower than elementary school" was declined by age declining; for the career status of the mates of female teachers, the ratio of "higher than high school" was declined by age declining. 2.For the ratio of "lower than elementary school", female teachers were lower than male ones when they were above age 50 ; female teachers were higher than male ones when they were below 49 years old. The turning point of age 40-49 was the same with the point of female teachers becoming the majority of teachers. 3.The ratio of horizontal mobility of male teachers was raised by age declining; the ratio of downward mobility was declined by age declining. 4.The ratio of upward mobility of female teachers had the trend of being declined by age declining, but it was still higher than the ratio of male teachers; on downward mobility, the ratio of female teachers had not changed significantly, about 50%. 5.On education, the majority of female teachers' marriage was homogamous; male teachers' marriage was downward ; the more the educational degrees between both persons were differential, the lower the probability was. 6.For female teachers' mate selecting, education was more valued than career status. 7.Marriage squeeze theory and exchange theory were supported. The present research discussed the findings and proposed some suggestions concerning further research.

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隨著社群網路不斷快發展而使得上社群網站成為使用者每日生活的一部分，而社群商務也因此蓬勃發展。社群商務是社群網站使用者因社交活動而彼此交換分享產品或服務資訊的行為。根據Forrester Research在2011年的報告，預測至2015年時社群商務的產值將達300億美金。因此社群商務將隨社群網站不斷的發展，將越來越重要。 因此，本研究文獻回顧及焦點訪談藉由社群網站行為-參與及瀏覽二種行為、社會資本-結合型社會資本(親密朋友)及橋接型社會資本(普通朋友)來預測社群網站使用者採用社群商務-給予及接受二種意願。 本研究以社群網站臉書的使用者為研究對象，研究以紙本及線上二種方式來搜集使用者問卷。紙本問卷主要以北部某大學生為主要搜集對象，線上問卷則以在電腦教室的大學生、社群網站臉書的線上使用者及BBS-批踢踢實業坊的使用者同時也是社群網站臉書上的使用者為主。有效問卷970份。經由信度分析、效度分析及共同方法變異分析，確認本研究之信效度，並採用偏最小平方法(Partial Least Square,PLS)，來進行結構方程模式(Structural Equation Modeling, SEM)研究模型分析。 總體研究一開始先進行分析社群網站行為、線上社會資本及採用社群商務三者主構面皆為二階構面之間的關係。結果發現社群網站行為對線上社會資本及線上社會資本對採用社群商務三個主構面皆是顯著正向的關係。接著本研究模型整體分析社群網站行為-參與及瀏覽、線上社會資本-結合型(親密朋友)及橋接型(普通朋友)對使用者採用社群商務的意願-給予及接受皆有正向顯著的影響。因此本研究並繼續在就個別研究子構面進行探討。 參與行為和瀏覽行為皆對結合型(親密朋友)社會資本有顯著的正向影響，但瀏覽行為對於結合型(親密朋友)社會資本的正向影響程度大於參與行為對於結合型(親密朋友)社會資本的正向影響程度。參與行為和瀏覽行為皆對橋接型(普通朋友)社會資本有顯著的正向影響，但瀏覽行為對於橋接型(普通朋友)社會資本的正向影響程度大於參與行為對於橋接型(普通朋友)社會資本的正向影響程度。 參與行為對採用社群商務意願（給予）有顯著的正向影響，但瀏覽行為對採用社群商務意願（給予）沒有影響。參與行為和瀏覽行為皆對採用社群商務意願（接受）皆有顯著的正向影響，但參與行為與瀏覽行為二種行為對於採用社群商務意願（接受）沒有顯著的不同。 結合型(親密朋友)及橋接型(普通朋友)社會資本對採用社群商務意願（給予）皆有顯著的正向影響，且橋接型(普通朋友)社會資本對於採用社群商務意願（給予）的正向影響程度大於結合型(親密朋友)社會資本對於採用社群商務意願（給予）的正向影響程度。結合型(親密朋友)及橋接型(普通朋友)社會資本對採用社群商務意願（接受）皆有顯著的正向影響，但結合型(親密朋友)及橋接型(普通朋友)二種社會資本對於採用社群商務意願（接受）沒有顯著的不同。 綜上所述，總體而言，瀏覽行為對於社會資本優於參與行為對於社會資本的影響。參與行為對於採用社群商務意願優於瀏覽行為對於採用社群商務意願。橋接型(普通朋友)社會資本對於採用社群商務意願優於結合型(親密朋友)社會資本對於採用社群商務意願。 此外，在經由量化分析研究，本研究獲得全部研究假設分析的結果，接著本研究並採用事後質性分析(Post Hoc Qualitative Analysis)，利用半結構式深度訪談，對象包括大學部1-4年級的學生及上班族來做事後質性分析。事後質化分析的結果是將量化分析的所支持的假設加以驗証及探究更深一層的說明，並提供解釋量化分析所不支持假設的可能原因。 本研究理論貢獻在於採用社群網站行為-參與及瀏覽及線上社會資本-結合型(親密朋友)及橋接型(普通朋友)來預測採用社群商務-給予及接受之意願。較少研究採用社群網站行為及社會資料理論來解釋社群商務。管理意涵在於社群網站的營運者，應思考如何藉由社群網站來增加對使用者的〞黏性〞及提昇使用者瀏覽網站的流量，並依據使用者之前瀏覽的記錄，來推測並提供使用者所喜好的内容。更進一步來說，為增加使用者的參與行為可依照使用者彼此間的互動來分析使用者社群網站上的行為以推薦使用者加入其有興趣的粉絲團及社團，以增加親密朋友及普通朋友之使用者彼此的互動，同時增加線上結合型及橋接型社會資及使用者採用社群商務的意願。此外，本研究建議社群網站經營者應努力發展線上朋友介紹功能，並藉由大數據的資料分析擴大使用者的交友範圍。對於使用者線下的朋友，希望將其成為本身結合型(親密朋友)或橋接型(普通朋友)的社會資本。對於使用者線上不認識的朋友，希望能其成為橋接型(普通朋友)的社會資本，因為他們可能加入同一粉絲團或社團，以促進社群網站的使用者採用社群商務的意願。 / Following the fast growing of social network sites (SNS) such as Twitter, LinkedIn and Facebook in the cyber world recently, the social commerce has become an important emerging issue in these SNS. According to the Forrester Research (2011) predicted the total value of output for social commerce will reach US$30 billion in 2015. Because the development of social commerce will follow the continueous growing of SNS, the social commerce will play a pivotal role in the e-commerce. According to the literature review and focus group discussions, the study explored and applied SNS behavior including participating and browsing, social capital theory including bonding (close friends) and bridging (ordinary friends) to predict SNS users to adopt giving and receiving social commerce intention (SCI). The study applied an empirical research on SNS users i.e. FB users to be research target samples. The data collection were applied by paper_based and online_based as two way to collect sample data. With regard to sample data from paper_based survey, the study adopted undergraduate students of a university located in northen Taiwan was the research main collection samples for paper_based survey. As to online_based survey, the study utilized undergraduate students, who are the same as paper_ based survey in the same university with computer lab classes, FB users of researchers’ friends and Taiwan largest Bulletin Board System-PTT who are also FB users to collect online users’ data. The total valid samples are 970 from online_based and paper_based survey. After reliability analysis, validity analysis and common method variance testing, the study confirmed that reliability and validity of study samples met the requirement of each statistical testing and were qualified for testing the study whole research model. Then, the study adopted partial least square (PLS) to proceed with structural equation modeling (SEM) research model testing. As to whole model research testing, in the beginning the study was testing the relationship among SNS behavior, online social capital and SCI. The three constructs are second order constructs. The testing results show the effects of SNS behavior on online social capital and the effects of online social capital on SCI are significantly positive. Hence, the research continues to proceed with the research model testing. The research findings of whole research model testing have shown SNS behavior as a second order construct of participating and browsing, online social capital-bonding and bridging are both significantly positive influence to adopt social commerce intention as a second order construct as SCI (giving and receiving). Hence, the study will continue to explore the relationships between each sub-construct in the research. Participating and browsing behavior are both significantly positive on bonding social capital. Moreover, browsing behavior is more significantly positive associated with bonding social capital than participating behavior is associated with bonding social capital. Participating and browsing behavior are both significantly positive on bridging social capital. Browsing behavior is more significantly positive associated with bridging social capital than participating behavior is associated with bridging social capital. Participating behavior is significantly positive on adopting SCI (giving). However, browsing behioavr is no significant influence on adopting SCI (giving). Participaiting behavior and browsing behavior both have significantly positive influences on SCI (receiving). However, there are no significant differences between participating behavior and browsing behavior on adopting SCI (receiving). Bonding and bridging social capital are both significantly positive on SCI (giving). Moreover, bridging social capital is more significantly positive associated with SCI (giving) than bonding social capital is associated with SCI (giving). Bonding and bridging social capital are both significantly positive on SCI (receiving). However, there are no significant differences between bonding and bridging social capital on adopting SCI (receiving). To Sum up, generally speaking, browsing behavior is better on social capital than participating behavior is on social capital. Participating behavior is more suitable on adopting SCI than browsing behavior is on social capital. Bridging social capital is more appropriate on adopting SCI than bonding social capital is on adopting SCI. Besides, after quantitative data analysis, the study proceeds with the post hoc qualitative analysis. Utilizing semi-structured in-depth interviews with undergraduate students and working persons to continue post hoc qualitative analysis. The aim of post hoc qualitative analysis is to validitate and provide insight for the hypotheses which are supported by quantitative analysis. Moreover, it provides the explainations for the hypotheses which ae not supported by the quantitative analysis. The theory contributions of the study are applying SNS behavior including participating and browsing, social capital theory including bonding and bridging to predict SNS users to adopt SCI (giving and receiving). Seldom researches SNS behavior and social capital theory to explain social commerce individually. With regard to managerial implications are for SNS operators to think how to utilize SNS to increase users stickiness and raise users’ browsing quantities - following the users’ accumulated browsing behaivors history to predict and provide the contents which users may have interest. Moreover, regarding the interacting behavior for SNS users of participating behavior is to analyze the behaviors of SNS users and to recommend uers to join the fan pages or clubs that they may be interested in. Doing so is to increase the interactions with close friends and ordinary friends to enhance online bonding and bridging social capital and the users’ intentions to adopt SCI simotenously. In addition, the study recommends SNS operators to adopt friends introducing functions thoroughly and apply big data statistical analysis to enlarge the users’ friends rang to make more SNS friends. For the SNS offline friends, the study wish to let SNS users’ offline friends to become their online bonding or bridging social capital. For the SNS online unknown friends, the study wish to let SNS users’ online unkown friends to become their online bridging social capital because they may join the same fan pages or clubs to enlarge and accelerate SNS users to adopt SCI.

本研究之目的在於探討線上社群協作與其前置因素之關係，並且檢驗社群投入度之中介效果。首先，本研究應用角色內與角色外行為分類，提出角色內與角色外線上社群協作之類型。其次，依據社會認知理論與社會交換理論，本研究提出線上社群協作之前置因素，包括對個人之結果預期、對社群之結果預期、知覺社群信任、知覺社群規範、知覺社群支持與知覺社群認同。最後，本研究基於投入度觀點，檢驗社群投入度對於線上社群協作及其前置因素之中介效果。 本研究之研究情境為玩家公會社群，本研究自一知名大型多人線上遊戲中收集340份有效問卷進行資料分析與假設檢驗，研究結果顯示：(1) 除社群禮貌外，社群投入度對於社群合作行為、助人行為與運動家精神皆有正向影響；(2) 對個人之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(3) 對社群之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(4) 知覺社群信任與線上社群協作行為之關係，會受到社群投入度所中介；(5) 知覺社群規範與線上社群協作行為之關係，會受到社群投入度所中介，但社群規範對於運動家精神亦有直接負向效果；(6) 知覺社群認同與線上社群協作行為之關係，會受到社群投入度所中介，但社群認同亦會直接正向影響社群合作與助人行為；(7) 然而，知覺社群支持與線上社群協作行為之關係，並不會受到社群投入度所中介。針對上述之研究結果，本研究進一步闡述其學術研究意涵、實務管理意涵，以及研究限制與未來研究方向。 / The purpose of this study is to investigate the relationships between online community collaboration and its antecedents by examining the mediating effect of community engagement. First, this study proposes a classification of online community collaboration by following the typology of in-role and extra-role behaviors. Accordingly, this study will further examine some of online community collaboration behaviors, including community cooperation, helping behavior, community courtesy, and sportsmanship. Second, drawing upon social cognitive theory and social exchange theory, this study identifies several antecedents of online community collaboration, including person-relevant outcome expectancy, community-relevant outcome expectancy, perceived community trust, perceived community norms, perceived community support, and perceived community identification. Finally, from the perspective of engagement, this study will examine the mediating effect of community engagement on the proposed model. The research setting of this study is online gaming communities. After collecting 340 valid responses from a famous Massive Multiplayer Online Game (MMOG), our results show that (1) community engagement affects community cooperation, helping behavior and sportsmanship positively, but does not have a significant effect on community courtesy; (2) the relationships between person-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (3) the relationships between community-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (4) the relationships between perceived community trust and three online community collaboration behaviors are mediated by community engagement; (5) the relationships between perceived community norms and three online community collaboration behaviors are mediated by community engagement, but perceived community norms also has a direct and negative impact on sportsmanship; (6) the relationships between perceived community identification and three online community collaboration behaviors are mediated by community engagement, but perceived community identification also has direct and positive impacts on community cooperation and helping behavior; (7) the relationships between perceived community support and online community collaboration behaviors are not mediated by community engagement. According to these findings, this study concludes with research implications, managerial implications, research limitations and future research directions.