近年來，隨者網路的普及，線上虛擬社群已成為人們經常用於知識經驗分享與搜尋的平台。過去探討知識分享活動之研究，大多專注於知識提供者的角色，反觀在知識市場的知識搜尋者，相關研究明顯缺乏。本研究將透過個人、系統、環境等三大構面，探討各構面中對於知識搜尋者搜尋知識之關鍵影響因素。在個人構面中採用「知識成長」、「搜尋辛勞」、「電腦自我效能」及「先備知識」；在系統構面中採用「認知有用性」、「認知易用性」及「相容性」；在環境構面中則以社會資本理論，分為「關係面」「結構面」、「認知面」，共採用「未來義務」、「信任」、「互惠規範」、「版主的影響」、「主要群體的影響」、「次要群體的影響」、「助益環境」、及「共享價值」，來探討這些變數對於知識搜尋者之「知識搜尋意圖」的影響。
本研究利用網路問卷調查法，以國內三大程式語言社群之使用者為主要調查對象，有效問卷為515份。研究結果顯示，個人構面中的「知識成長」、「搜尋辛勞」、「電腦自我效能」等因素，均會對搜尋者之「知識搜尋意圖」造成顯著影響，而「先備知識」對於「知識搜尋意圖」之影響並不顯著；在系統構面中的「認知有用性」、「相容性」對於「知識搜尋意圖」具有顯著影響，而「認知易用性」的影響不顯著；環境構面的「未來義務」、「互惠規範」、「次要群體的影響」、「共享價值」對於知識搜尋者之「知識搜尋意圖」具有顯著影響，而「信任」、「版主的影響」、「主要群體的影響」、「助益環境」對於「知識搜尋意圖」則皆不顯著。

In recent years, with the popularity of Internet, online virtual community has become one of the most common platforms for users to share and seek knowledge. Past studies of knowledge sharing research emphasized heavily on the role of knowledge provider. However, the role of knowledge seeker was apparently ignored.
This study adopted three dimensions, including personal, system and environment, to explore the key factors that affect the knowledge seekers' intention. Exogenous variables include knowledge growth, seeking efforts, computer self-efficacy, prior knowledge, perceived usefulness, perceived ease of use, compatibility, future obligation, trust, norm of reciprocity, perception of moderator, primary group effects, secondary group effects, facilitating condition and shared value.
A web survey was conducted to distribute the questionnaires to three popular programming virtual communities in Taiwan. The result indicated that knowledge growth, seeking efforts, computer self-efficacy, perceived usefulness, compatibility, future obligation, norm of reciprocity, community influence, and shared value significantly affect knowledge seeker's knowledge seeking intention. Implications for academics and practitioners are also provided.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 5
第三節 研究貢獻 7
第四節 研究流程 9
第二章 文獻探討 11
第一節 知識市場的角色 11
第二節 虛擬社群中知識分享相關研究 15
第三節 知識搜尋者相關研究 23
第四節 影響知識搜尋者搜尋知識之因素 27
第三章 研究方法 39
第一節 研究架構 39
第二節 研究假說 41
第三節 研究變數之操作型定義與衡量 49
第四節 研究設計與研究對象 57
第四章 資料分析方法 60
第一節 基本資料分析 60
第二節 信度與效度檢測 66
第三節 假說檢定 71
第五章 結論與建議 89
第一節 研究結論 89
第二節 研究啟示 96
第三節 研究限制 100
第四節 未來研究方向 101
參考文獻 102
附錄 112

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