網際網路的蓬勃發展促使虛擬社群快速增加，虛擬社群在成員們的生活中扮演愈來愈重要的角色。決定虛擬社群成功與否的一項重要關鍵因素為：成員們主動分享資訊的動機。過去研究顯示人們通常會抗拒資訊的分享(Ciborra & Patriota, 1998)。換言之，虛擬社群面對最大的挑戰是資訊的提供；亦即，個體是否願意分享資訊給其他社群成員。此外，要長期分享與撰寫文章是件不容易的事情，因此，本研究旨在探討虛擬社群成員的分享動機為何，並且從中找出影響虛擬社群成員長期分享與貢獻的因素為何。透過辨識出虛擬社群成員分享行為的動機，可以有效地幫助學術界與實務界了解，如何刺激成員們為社群貢獻。
過去研究主要是從個人心理因素(例如：信任、滿意)的角度檢測社群成員的參與行為，為了補充現有概念、方法的不足，以及更專注於了解社會影響(social influence)此一角色對虛擬社群成員參與的影響(Bagozzi & Dholakia, 2002) ，因此本研究從社會心理的觀點(social psychological lens)來探討社群成員分享、貢獻的行為意圖。此外，過去學者對於社群成員參與行為的研究，多以「計畫行為理論」(Ajzen, 1991)為基礎。但是學者包含 Ajzen 與 Bagozzi建議，其他變項有助於行為的解釋與預測時，可以考慮納入計畫行為理論中，擴展其適用性。基於此，本研究透過消費者行為的文獻回顧，延伸計畫行為理論，納入其他變項，探討各個構念與行為意圖之間的關係。
本研究採質性研究中的深度訪談法，於 2017 年 2 月至 3 月間，共訪談五位長期撰寫的美食旅遊部落客。訪談內容經過整理與分析後，本研究發現透過「實質獎酬」、「競賽」、「成就感」、「樂趣」、「主觀規範」、「社群認同」皆可以有效提高社群成員的長期分享意願。

An important key factor in determining the success of a virtual community is the motivation of members proactive contribution behavior. But previous studies have shown that people often resisted sharing information. In other words, under-contribution was a problem for many virtual communities. Thus, the aim of this study was to explored the motivation of why bloggers keep sharing the information to others. Through the literatures review of consumer behaviors, this study extended the theory of planned behavior and also included additional variable, further investigated the relationship between every constructs (tangible rewards, competitions, achievement, enjoyment, subjective norms, community identification) and behavioral intentions. In addition, by identified the important mechanisms for sharing intention could help academics and businesses to understood, how to stimulated members to contributed to the community.
This study adopted in-depth interview, in order to understand the motivation of sharing. The study found that sharing behavioral intentions of virtual community members would be affected by tangible rewards, competitions, achievement, enjoyment, subjective norms, community identification. The results deepen research in this field and provided the key factors that affected the sharing behaviors.

謝　詞 I
中文提要 II
英文摘要 III
目　錄 IV
圖　次 VI
表　次 VII
第一章　緒論 1
第一節　研究背景 1
第二節　研究動機與目的 4
第三節　研究流程 6
第二章　文獻探討 7
第一節　虛擬社群參與行為 7
第二節　行為意圖 14
第三節　線上產品評論 18
第四節　獎酬 22
第五節　競賽 24
第六節　成就感 25
第七節　樂趣 26
第八節　主觀規範 26
第九節　認同 28
第十節　社會影響理論 33
第三章　質性研究方法 35
第一節　 受訪對象簡介 37
第二節　 部落格平台、部落客與企業之間的關係 39
第三節　 分享美食旅遊文章之動機分析 51
第四節　 質性訪談內容分析結果 62
第四章　 研究命題與架構 67
第一節　 實質獎酬對行為意圖的影響 67
第二節　 競賽對行為意圖的影響 68
第三節　 成就感對行為意圖的影響 69
第四節　 樂趣對行為意圖的影響響 70
第五節　 主觀規範對行為意圖的影響 72
第六節　 社群認同對行為意圖的影響 73
第七節　 觀念性架構 76
第五章　結論與建議 77
第一節　研究結論 77
第二節　管理意涵 79
第三節　研究限制與建議 80
參考文獻 81
附錄一 訪談問卷 95
附錄二 訪談逐字稿 97
著作權聲明 245

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