在Web2.0時代下，虛擬社群於近年來快速而蓬勃地發展，依創市際市調公司調查(2009)，虛擬社群已相當普遍，且其使用時間有逐漸增加的趨勢，顯示網路已是最具影響力的媒體之一，相信在此驅勢下，未來虛擬社群將成為各企業網路行銷之重點。目前在虛擬社群相關研究中，多集中於知識分享與成員間的信任關係，另過去研究顯示社會臨場感對虛擬社群具正面作用，故本研究整合社會臨場感與網路人際關係之觀點探討虛擬社群。
　　研究中以網路問卷取得資料，前測以Yahoo奇摩家族、Facebook社團與ptt實業坊為研究對象，以初步了解因素結構，而正式研究中考量客觀性問題，選定以「遊戲基地Gamebase」為研究對象，並由Amos以結構方程模式(SEM)進行資料分析，共計有效樣本數509位，並依社群類型作出興趣型、人際關係型、幻想型與交易型的分群比較。
    經分析後，台灣虛擬社群使用者集中於19-28歲，其使用動機包含「獲取資訊」與「人際互動」，網路人際關係因素為「信任感」與「對等性」，而社會臨場感因素為「有效達意」與「建立關係」，研究發現不同的使用動機會重視不同的社會臨場感因素，而「對等性」是成員間「建立關係」之基礎，另唯有「建立關係」的成員才具有忠誠性，研究中亦作出社群類型的分類討論與後續研究建議。

Virtual community has rapidly develop in recent years under Web 2.0 . According to market research company survey, Virtual community is very popular in Taiwan, and the using time is getting more and more increasing. The internet is one of the mostly influence media in Taiwan now. Overall, we believe that virtual community will be a priority in the marketing. Most research in virtual community focuse on knowledge sharing and the trust between members. Moreover, the research also suggests that social presence is benefit virtual community, so we want to integrate social presence and online social network to survey virtual community .
  In pretest, Data collected from Yahoo, Facebook, ptt by online survey in order to confirm factor structure first, and data collected from Gamebase in formal study. In total, there are 507 samples in research, All data were used in structure equation modeling（SEM）and make multiple teams comparison.
  The results show the most virtual community member in Taiwan is 19 to 20 years old, the factors of Using motive include finding information and interpersonal interconnectivity, the factors of Online social network include interpersonal trust and reciprocity, and the factors of Social presence include effective communication and establish relationship. Moreover, The research find that the different Using motive factor is influence different Social presence factor, the reciprocity is the base of establish relationship, and establish relationship can positive influence Member loyalty, multiple teams comparison and suggestion on following research of my study are discussed.

第一章　緒論............................................1
  第一節　研究背景......................................1
  第二節　研究動機......................................2
  第三節　研究目的......................................4
  第四節　研究流程......................................5
第二章　文獻探討........................................6
  第一節　虛擬社群......................................6
  第二節　社會臨場感...................................13
第三章　研究方法.......................................19
  第一節　研究架構.....................................19
  第二節　變數定義與衡量...............................19
  第三節　研究假說.....................................27
  第四節　研究設計.....................................32
  第五節　分析方法.....................................36
第四章　資料分析.......................................39
  第一節　前測結果.....................................40
  第二節　樣本描述.....................................44
  第三節　探索性因素分析...............................48
  第四節　驗證性因素分析...............................51
  第五節　路徑分析.....................................56
第五章　結論與建議.....................................66
  第一節　研究結論.....................................66
  第二節　實務與學術貢獻...............................69
  第三節　後續研究建議.................................70
  第四節　研究限制.....................................72
參考文獻...............................................73
附錄 問卷..............................................79


表目錄
表1-1　台灣主要虛擬社群平台使用率……………………………………………..1
表1-2　虛擬社群新型態互動方式…………………………………………………..3
表2-1　虛擬社群的分類……………………………………………………………..7
表2-2　虛擬社群的使用動機………………………………...…………………….10
表2-3　網路人際關係之衡量………………………………...…………………….11
表2-4　忠誠程度的四個階段………………………………………………………12
表2-5  社會臨場感之衡量…………………………………………………………14
表2-6　社會臨場感的應用…………………………………………………………15
表2-7　虛擬社群的互動方式………………………………………………………17
表3-1　社會臨場感觀念性定義……………………………………………………20
表3-2　網路人際關係觀念性定義…………………………………………………22
表3-3　使用動機觀念性定義………………………………………………………24
表3-4　成員忠誠觀念性定義………………………………………………………27
表3-5　各構念之因素結構…………………………………………………………28
表3-6　前測樣本……………………………………………………………………33
表3-7　遊戲基地主題討論板………………………………………………………34
表4-1　前測抽樣結果………………………………………………………………40
表4-2　因素分析前測結果…………………………………………………………40
表4-3　路徑分析前測結果…………………………………………………………43
表4-4　樣本分類結果………………………………………………………………45
表4-5  樣本特性……………………………………………………………………46
表4-6  樣本使用習慣………………………………………………………………47
表4-7  各構念相關性不合標準之問項……………………………………………48
表4-8  各構念探索性因素分析結果………………………………………………49
表4-9  各構因素負符量不合標準之問項…………………………………………51
表4-10 衡量模式模型適配度………………………………………………………52
表4-11 收斂效度分析結果…………………………………………………………53
表4-12 區別效度分析結果…………..……………………………………………..55
表4-13 結構模式模式適配度………………………………………………………57
表4-14 路徑係數……………………………………………………………………57
表4-15 研究假說檢驗………………………………………………………………60
表4-16 分群模式模型適配度…………………………………………………...….61
表4-17 總合模式與各類型樣本路徑係數…………………………………………63
表4-18 總合模式與分群模式之比較………………………………………………65

圖目錄
圖1-1　研究流程……………………………………………………………………..5
圖3-1　研究架構……………………………………………………………………19
圖3-2　修正後研究架構……………………………………………………………32
圖4-1  資料分析流程………………………………………………………………39
圖4-2  衡量模式……………………………………………………………………52
圖4-3　結構模式……………………………………………………………………56
圖4-4　總合模式與各類型樣本路徑分析…………………………………………61

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