近年來在網路上快速成長的虛擬社群已成為知識分享的重要平台，當用戶在社群討論區瀏覽時，發現文章內容與使用者見解有差異，使用者會考慮是否參與討論來降低資訊的不確定性以解決心中之疑慮或是選擇在旁觀察他人討論。使用者選擇加入討論以從中反思並學習，進而釐清真相獲得共識；使用者在旁觀看他人討論並得到樂趣，兩種行為都會使人對知識分享感到滿意並獲得主觀幸福感，但感受程度應有其差異。為了瞭解虛擬社群使用者在面對不確定資訊時的行為及後續對幸福的感受程度差異，本研究以知識分享的角度將用戶區分為兩類型：主動參與的發文者及被動瀏覽的潛水者，並透過其觀點及行為模式，來了解虛擬社群中主動分享知識是否帶給使用者更多好處。
本研究以批踢踢實業坊為虛擬社群研究之範疇進行網路問卷施測，最終取得391份有效樣本，實證結果顯示虛擬社群用戶會傾向瀏覽與自己觀點相似的文章，也較傾向在與自己立場一致的文章中發言。另外主動參與討論會透過反思學習降低資訊不確定性進而提高對知識分享的滿意程度及幸福感；瀏覽文章則能使社群用戶感受樂趣，提昇對被動知識分享參與的滿意感及幸福感。
發文者及潛水者在社群參與中皆能獲得顯著地滿足感及幸福感，但主動參與者的主觀幸福感受較潛水者來得顯著，驗證「施比受更有福」的概念，本研究鼓勵虛擬社群使用者多參與社群活動、進行知識分享以增加幸福感受，並且建議虛擬社群營運應鼓勵潛水者轉變為發文者，改變虛擬社群的知識分享風氣，提昇虛擬社群內涵的深度及廣度。

Virtual communities (VCs) grow rapidly and have become one important platform of knowledge sharing recently. Members browse the community forum and find out that certain opinions posted by others have difference with members’ views. Members will consider whether to participate in the discussion to reduce the uncertainty and resolve doubts in their mind or browsing the discussion by others. This study proposes that: in order to solve the inconsistency, members may actively participate in the discussion or passively follow up the discussion initiated by others. Through expressing their opinions and discussing with others, members can learn from communication, clarify the truth, get a consensus with others members, and reduce the uncertainty. On the other hand, through merely following up the discussion posted by others, members can generate the feeling of enjoyment. Both behaviors contribute members’ subjective well-being. This study further analyzes the above issue in terms of two types of members: active participants (posters) and passive participants (lurkers).    
Data collected from 391 valid users of PTT Bulletin Board System provide strong support for most of these hypotheses. Empirical results show that users tend to browse post which consistent with their views, and also tend to reply post which consistent with their opinions. Moreover , expressing their opinions and discussing with others, members can learn from communication, clarify the truth, get a consensus with others members, and reduce the uncertainty. On the other hand, through merely following up the discussion posted by others, members can generate the feeling of enjoyment. Both behaviors contribute members’ subjective well-being. However, posters’ subjective well-being significantly more than lurkers, proof of concept of "more blessed to give than to suffer," this study encourage users to participate in VCs activities, and knowledge sharing to increase well-being. Than suggested that the managers of VCs should be encouraged lurkers convert to posters by changing knowledge sharing atmosphere of VCs, enhancing the depth and breadth of VCs.

目  錄
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	6
第三節 研究流程	7
第二章 文獻探討	8
第一節 知識分享	8
第二節 虛擬社群參與	11
第三節 參與行為對社群成員的回饋	15
第四節 影響虛擬社群成員參與之資訊	22
第三章 研究設計	24
第一節 研究假說	24
第二節 研究架構	29
第三節 研究對象及範圍	30
第四節 操作性定義及問卷設計	32
第五節 資料收集	35
第六節 資料分析方法	39
第四章 資料分析與結果	40
第一節 樣本基本資料分析	40
第二節 驗證模型與假說	43
第五章 結論與建議	68
第一節 研究發現	68
第二節 研究貢獻	71
第三節 研究限制	74
第四節 未來研究建議	76
參考文獻	77
圖目錄
圖 1 1 研究流程圖	7
圖 3 1 研究架構圖	29
圖 3 2基本資料	37
圖 3 3問卷首頁	38
圖 4 1 本研究SEM路徑分析結果	62
表目錄
表 4 1樣本基本資料	41
表 4 2 PTT知識分享研究量表題項與命名	43
表 4 3觀察變項之樣本數、平均數、標準差、偏態與峰度	46
表 4 4本研究 CFA 模型適配度分析結果	50
表 4 5 各構面之Cronbach’s Alpha與組成信度	51
表 4 6本研究之整體因素負荷量結果	53
表 4 7 本研究之整體變項參數估計表	56
表 4 8 AVE與潛在變項成對相關係數平方比較表	59
表 4 9 潛在變項成對相關係數95%信賴區間檢驗	60
表 4 10 整體模型路徑係數表	62
表 4 11知識分享參與程度高低對於各路徑關係比較	66

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