在網路普及之下虛擬社群盛行，而為了使虛擬社群永續經營與成長，需依靠社群成員之間的交流與虛擬社群公民行為。虛擬社群公民行為能解決成員的問題，或是提升虛擬社群的功能，為社群成員行為研究的重點。過往對於虛擬社群公民行為的研究著重於其原因的探討，針對該行為對於社群成員的公民行為知覺與後續行為研究相對較少。本研究以虛擬社群公民行為倦怠與持續參與意圖為主軸，探討使用者在參與虛擬社群公民行為之後的影響，並以心理資本為干擾變相進行研究。
本研究針對具有虛擬社群參與和互動經驗的人進行調查，共收集279份有效問卷，經由結構方程模型進行研究。研究結果顯示，自娛樂趣、自尊提升、社群地位提升、情感支持等使用者需求滿足和虛擬社群認同呈正相關；互動樂趣與資訊需求的效果未達獲得支持。虛擬社群認同感與虛擬社群公民行為呈正相關。心理資本在社群公民行為與社群公民行為倦怠之間具有干擾效果。社群公民行為和持續參與意圖成負相關。最後，本研究依照研究結果提出理論與實務的建議，期待對未來的相關研究與應用有所幫助。

The virtual communications are pretty current as internet become more and more prevalent. For sustainable development, the interaction between members and the virtual communication citizenship behavior (VCCB) are the indispensable to a virtual communication. The purpose of this research is to clarify the impact of VCCB on members.
This research collected 279 replies from those experienced virtual community. The results are as following. Some need fulfillment has positive impact on community identity, such as solitary playfulness, self-esteem enhancement, social enhancement, and emotion support. PsyCap indeed has moderation effect between VCCB and VCCB fatigue. The negative relationship between VCCB fatigue and continued participation intention is also supported.
This research discussed theoretical implications and implications for practice with conclusion as well, looking forward to make some help for future researches.

學位論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 5
第四節 研究方法與流程 6
第二章 文獻探討 8
第一節 虛擬社群 8
第二節 虛擬社群公民行為(Virtual Communication Citizenship Behavior) 13
第三節 虛擬社群認同 16
第四節 心理資本 18
第三章 研究方法 21
第一節 研究模型 21
第二節 研究假說 24
第三節 操作性定義 29
第四節 研究設計 30
第四章 資料分析 34
第一節 樣本基本資料分析 34
第二節 研究模型衡量 36
第三節 假說驗證 51
第五章 結論與建議 54
第一節 需求滿足的影響對虛擬社群認同的影響 54
第二節 虛擬社群認同對虛擬社群公民行為之影響 57
第三節 虛擬社群公民行為對公民行為倦怠，以心理資本為干擾變項的影響 57
第四節 虛擬公民行為倦怠對持續參與意圖的影響 58
第五節 理論及實務意涵 59
第六節 研究限制與未來研究方向 61
第六章 參考文獻 64
附錄 本研究正式問卷 71

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