網路社群的普及，不僅讓網路使用者有更多機會接收到最新的資訊、知識，亦可以將自身的資訊與知識分享予社群成員。由於參與社群動機皆有所不同，透過網路社群所提供的功能，使成員之間能夠進行資訊、訊息的傳遞與接收，藉此獲得自身的需求。本研究旨在探討網路社群成員參與網路社群動機影響資訊分享及知識分享，更進一步探討自戀性人格及群體認同是否對成員參與網路社群動機與其資訊分享、知識分享產生干擾效果。
本研究以網路社群-Facebook社團成員為研究對象，利用網路問卷調查法進行資料蒐集，其有效問卷為512份並以路徑分析統計方法進行數據分析。研究結果發現，資訊學習、人際社交及資訊搜尋網路社群參與動機與資訊分享的行為為正向顯著關係；社群成員的人際社交網路社群參與動機與知識分享行為之間是為正向顯著關。此外，自戀性人格與群體認同亦會調節社群參與動機與資訊分享、知識分享間的關係。最後，本研究根據上述結果，提出相關理論與實務管理意涵。

While the prevalence of networking community provides the internet users more opportunity to receive up-to-date information and knowledge, the internet users make use of networking community to share information and knowledge with the community members. As the community members have different motives to join the community, the types of motives may influence their willingness to share information and knowledge with community members. Thus, the purposes of this study are to examine whether motives to participate in networking community have influence on information and knowledge sharing as well as investigate the moderating effects of community members’ narcissism and group identity between motives and sharing information or knowledge. 
Data was collected from 512 Facebook community members via on-line survey and analyzed using structured equation modeling. The results showed that information learning, personal interaction, and information searching were positively associated knowledge sharing, and personal interaction was positively associated with knowledge sharing. In addition, narcissism and group identity had moderating effects on the relationship between motives to participate in networking community and information sharing or knowledge sharing. Both theoretical and practical implications are discussed.

目錄	I
表目錄	IV
圖目錄	V
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	3
第四節 研究流程	4
第二章 文獻探討	5
第一節 網路社群	5
第二節 網路社群參與動機	8
第三節 知識管理	9
第四節 知識分享	11
第五節 資訊分享	12
第六節 自戀性人格	13
第七節 群體認同	15
第八節 各變項間之關係探討	16
第三章 研究方法	20
第一節 研究架構	20
第二節 研究設計	20
第三節 變數衡量	21
第四節 信效度分析	23
第五節 分析方法	26
第四章 結果與討論	28
第一節 敘述性統計	28
第二節 差異分析	34
第三節 相關分析	39
第四節 路徑分析	40
第五章 結論與建議	54
第一節 研究結論	54
第二節 學術意涵	56
第三節 實務意涵	57
第四節 研究限制與建議	58
參考文獻	61
中文部分	61
英文部分	63
附錄 問卷	72

表目錄
表 3-1研究變數之收斂效度表 ................................ ................................ .............. 24
表 3-2變數之信度表 ................................ ................................ .............................. 25
表 3-3組合信度表 ................................ ................................ ................................ .. 25
表 4-1樣本特性 ................................ ................................ ................................ ...... 29
表 4-2網路社群參與動機構面敘述分析統計表 ................................ .................. 32
表 4-3性別與各變數間的差異分析 ................................ ................................ ...... 34
表 4-4年齡與各變數間的差異分析 ................................ ................................ ...... 35
表 4-5教育程度與各變數間的差異分析 ................................ .............................. 36
表 4-6上網時數與各變間的差異分析 ................................ .............................. 37
表 4-7上網工具與各變數間的差異分析 ................................ .............................. 38
表 4-8相關分析 ................................ ................................ ................................ ...... 40
表 4-9高自戀性人格及低路徑係 數 t檢定比較表 ........................... 50
表 4-10 高群體認同及低路徑係數 t檢定比較表 ................................ . 51

圖目錄
圖 1-1 研究流程 ................................ ................................ ................................ ....... 4
圖 3-1 研究架構 ................................ ................................ ................................ ..... 20
圖 4-1 網路社群參與動機之徑架構關係圖 ................................ ..................... 40
圖 4-2 高自戀性人格樣本之網路社群參與動機架構關係圖 ............................. 41
圖 4-3 低自戀性人格樣本之網路社群參與動機架構關係圖 ............................. 42
圖 4-4 自戀性人格對資訊學習網路社群參與動機分享之交互作用圖 . 43
圖 4-5 自戀性人格對際社交網路群參與動機資訊分享之互作用圖 . 43
圖 4-6 自戀性人格對資訊搜尋網路社群參與動機分享之交互作用圖 . 44
圖 4-7 自戀性人格對際社交網路群參與動機知識分享之互作用圖 . 44
圖 4-8 自戀性人格對資訊搜尋網路社群參與動機知識分享之交互作用圖 . 45
圖 4-9 高群體認同樣本之網路社參與動機架構關係圖 ................................ . 46
圖 4-10 低群體認同樣本之網路社參與動機架構關係圖 ............................... 47
圖 4-11 11 群體認同對人際社交網路參與動機資訊分享之互作用圖 群體認同對人際社交網路參與動機資訊分享之互作用圖 ... 48
圖 4-12 群體認同對資訊搜尋網路社參與動機分享之交互作用圖 ... 48
圖 4-13 群體認同對人際社交網路參與動機知識分享之互作用圖 ... 49
圖 4-14 群體認同對資訊搜尋網路社參與動機知識分享之交互作用圖 ... 49

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