37 / 372
37
臺大管理論叢
2016/6
第
26
卷 第
2
期
37-72
DOI: 10.6226/NTUMR.2016.DEC.0129
發言或緘默：心理安全與自我效能在社會資本影
響社群網站使用者知識分享行為上所扮演的中介
角色
To Say or Not to Say: The Mediating Role of Psychological Safety
and Self-Efficacy on the Influence of Social Capital on Users’
Knowledge Sharing Behavior in Social Network Sites
摘 要
隨著以電腦為媒介環境與網路的普及，社群網站紛紛出現。社群網站不僅改變人們溝通
與知識分享的方式，也創造出社群經濟
(Socialnomics)
與社群商務
(Social Commerce)
，因
而吸引研究者及行銷人員的興趣。過去社群網站研究聚焦於使用者行為，且大多採用探
索性的研究途徑。本文提出一個整體架構，視社會資本的三個面向（結構、認知與關係）
為社群網站使用者知識分享行為的影響因素，並以使用者心理安全與知識分享自我效能
作為中介變數。本文使用
439
位
使用者的問卷調查結果，以結構方程式模型驗
證理論架構。結果顯示：認知社會資本對使用者在
上的知識分享行為有著最高
的正向影響，而且知識分享自我效能則擁有最高的中介效果。這項研究結果提供了豐富
的學術洞見與行銷意涵。
【關鍵字】
社會資本、心理安全、知識分享自我效能、社群網站
Abstract
The prevalence of the computer-mediated environment and the Internet have led to the
emergence of social network sites. Social network sites have not only changed the way
people communicate and share knowledge with one another, but have also created
socialnomics and social commerce. Previous studies on social networks have focused on user
behavior and mostly adopted an exploratory approach. In contrast, this article develops a
holistic model that incorporates three facets of social capital (structural, cognitive, and
relational) as determinants of users’ knowledge sharing behavior and examines the mediating
roles of users’ psychological safety and knowledge sharing self-efficacy. The proposed
structural equation model is empirically tested with survey data from 439 Facebook users in
Taiwan. The results show that cognitive social capital exerts the strongest positive impact on
Facebook users’ knowledge sharing behavior and that knowledge sharing self-efficacy
indeed plays a mediating role. The findings provide important insights for both theory and
practice.
【
Keywords
】
social capital, psychological safety, knowledge sharing self-efficacy, social
network site
王仕茹
/
國立臺灣師範大學管理研究所副教授
Shih-Ju Wang
, Associate Professor, Graduate Institute of Management, National Taiwan Normal
University
黃恆獎
/
國立臺灣大學國際企業學系暨研究所教授
Heng-Chiang Huang
, Professor, Department of International Business, National Taiwan University
楊昀璇
/
國立臺灣師範大學管理研究所碩士
Carolyn Yun-Shiuan Yang
, Master, Graduate Institute of Management, National Taiwan Normal
University
Received 2013/3, Final revision received 2014/12