虛擬社群中的社群意識、社群依附與從眾行為之研究

Abstract

本研究主旨為探討虛擬社群中的從眾行為，以及虛擬社群成員間的社群意識、社群依附的相互關係，並分析在虛擬社群裡的從眾行為之原因；隨著全球上網人數的急遽增加，人類的生活和網路連結越來越緊密，網路媒體成為和外界溝通的方式，使得虛擬社群融入了我們的生活中，而人們將現實生活裡的真實心理活動帶到虛擬社群中，社群影響力與日俱增，為值得研究之社會現象。本研究以台灣使用人數最多之虛擬社群網站Facebook之參與成員為調查對象，發放網路問卷收集資料，並以迴歸分析進行研究假設之實證，分析網路虛擬社群之社群意識、社群依附與從眾行為的關係，以及社群中的資訊共享與互動體驗所造成的影響。最後，研究結果可供社會心理學、網路管理及社群經營者作為參考依據。This study investigates conformity behavior within virtual communities and delineates the interrelationships among members’ sense of community and community attachment. It further analyzes the psychological and social mechanisms that drive conformity in digital collective settings. With the global proliferation of internet usage, online platforms increasingly mediate interpersonal interaction, embedding virtual communities into the fabric of everyday life. Individuals often transpose real-world psychological tendencies into these environments, thereby magnifying the influence of virtual communities—an evolving sociocultural phenomenon and a compelling subject for empirical inquiry.Focusing on Facebook, the most widely used virtual community platform in Taiwan, the study employs a web-based survey to collect data and utilizes regression analysis to evaluate the proposed hypotheses. Results elucidate how sense of community and community attachment predict conformity behavior and how information exchange and interactive experiences within the community intensify these effects. The findings yield implications for research in social psychology, online behavior, and virtual community management.