近年來，由於網際網路的興起讓世界各地的虛擬社群迅速地發展。虛擬社群是否會成功取決於成員之間的社會互動，雖然其成員大多來自於不同的背景、領域，但因成員之間有著共同的興趣與利益，進而建立彼此關係。過去關於虛擬社群的研究著重於虛擬社群的態度或行為之前因變數研究，卻很少針對後果變數進行相關的實證研究與發展。本研究認為，是否強化社會影響因素對虛擬社群參與行為之解釋值得更進一步探討；此外，先前研究多以預期參與虛擬社群後的社會資本來解釋虛擬社群之參與決策，卻鮮少探討個人實際參與社群後之社會資本感受。是以本研究試圖以社會影響理論，解釋虛擬社群參與決策，並利用社會資本理論，探討虛擬社群參與決策之後果變數。
本研究使用問卷法，以Facebook使用者為研究對象進行實證。回收問卷共計318份有效樣本，之後運用SPSS 21版與AMOS 21版作為主要統計分析工具。依照研究目的、研究假設及衡量構面，進行問卷分析並驗證假設。
研究結果發現：群體規範對認知認同、情感認同、與評價認同有顯著正向影響。認知認同、情感認同、與評價認同對主觀規範有顯著正向影響。主觀規範、認知認同、情感認同、評價認同、與群體規範對參與渴望有顯著正向影響。參與渴望對參與意圖有顯著正向影響。參與意圖對參與行為有顯著正向影響。參與行為對線上社會資本、與離線社會資本有顯著正向影響。本研究亦進一步發現，參與渴望完全中介主觀規範、認知認同、情感認同、評價認同、與群體規範對參與意圖的影響。

In recent years, the rising up of the Internet makes virtual communities grow rapidly. The success of virtual communities depends on the social interaction between members. Although most of members have different background and domains, the members have the same interests and thus build the relationships. This study found that the past studies related to virtual communities focused on discussing the antecedents of virtual community attitude or behavior; however, few studies explored its consequences. Therefore, whether strengthening the explaining of social influence factors on virtual community participation behavior needs to be further explored. Furthermore, past studies ask the participants “image” their feeling of social capital if they visit virtual community; few studies discussed their feeling when they “actually” participate in virtual community. Therefore, this study aimed to apply Social Influence Theory to discuss antecedents of the virtual community participation decision, and then investigated its consequences using the Social Capital Theory.
This study used convenience sampling and 318 Facebook users took part in the survey. SPSS 21 and AMOS 21 were the main statistical analysis. Based on the research purpose, research framework, and measures, this study then tested the hypotheses.
The results showed that group norm positively influences cognitive identity, affective identity, and evaluative identity; cognitive identity, affective identity, and evaluative identity positively influence subject norm. Besides, subject norm, cognitive identity, affective identity, evaluative identity, and group norm positively affect participation desire. Furthermore, participation desire positively affects participation intention; participation intention positively influences participation behavior. Participation behavior positively affect online social capital and offline social capital. This study additionally found that participation desire fully mediates the effects of subject norm, cognitive identity, affective identity, evaluative identity, and group norm on participation intention.

摘要i
誌謝辭iii
目錄iv
表目錄vi
圖目錄vii
第一章 緒論1
第一節 研究動機與背景1
第二節 研究目的與內容2
第三節 研究流程4
第二章 文獻探討6
第一節 虛擬社群6
第二節 社會影響理論17
第三節 社會資本理論20
第三章 研究方法25
第一節 研究架構與假說25
第二節 變數定義與衡量29
第四章 研究結果34
第一節 人口統計資料分析34
第二節 衡量模式-信度與效度分析36
第三節 結構模式-假說檢定39
第四節 中介效果之檢定42
第五章 結論與建議44
第一節 結論44
第二節 理論貢獻46
第三節 管理意涵46
第四節研究限制與未來研究建議47
參考文獻49
附錄一：虛擬社群相關研究彙整58
附錄二：問卷61

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