本研究旨在探討自我效能、虛擬社群意識與控制信念對於網路知識分享行為之影響關係。並利用問卷調查法收集Facebook虛擬社群中大學生使用者(N=447)對於知識分享行為相關構面實際感受之資料，最後使用Pearson積差相關、多元迴歸分析法進行數據分析。研究結果指出:

一、大學生使用Facebook之習慣為短時間、多次數，且普遍有認為自己是其中一份子的經驗，在Facebook中分享個人知識或想法的信心程度普遍偏高。
二、大學生其分享行為傾向內控信念，當控制信念越傾向內控，其自我效能程度也會越高；而虛擬社群意識越強烈，其自我效能程度亦會越高。
三、大學生自我效能、虛擬社群意識與控制信念對於知識分享行為皆達顯著相關。
四、在所有衡量因素當中，以知識分享自我效能、歸屬感、個人態度與主觀規範對於大學生在Facebook中的知識分享行為最具有預測力。

This research aims to discuss the effect of self-efficacy, sense of virtual community and locus of control toward internet knowledge sharing behaviors.The researcher collects data through questionnaire survey,investigating the university student users'(N=447) feelings on knowledge sharing behaviors in virtual community with related variables.Then,the researcher finally carries on Pearson's Correlation and Multiple Regression Analysis methods for data analysis.The major findings are as follows:

1.University students are used to use Facebook within short time,high frequency,and think of themselves as part of the community.In general,they have high confidence on sharing personal knowledge or ideas on Facebook.
2.University students' knowledge sharing behaviors tend to be internal locus of control.The more tendency of internal locus of control they retain,the higher self-efficacy they have.And the stronger of sense of virtual community they retain,the higher self-efficacy they have.
3.There are significant correlations between university students' self-efficacy and knowledge sharing behaviors;sense of virtual community and knowledge sharing behaviors;locus of control and knowledge sharing behaviors.
4.Among all factors, knowledge sharing self-efficacy,sense of belonging,and personal attitude are the most predictive of all toward university students' knowledge sharing behaviors on Facebook.

第一章 緒論....................1
  第一節 研究背景與動機........1
  第二節 研究目的與問題........5
  第三節 名詞釋義..............6
  第四節 研究範圍與限制.......11
第二章 文獻探討...............13
  第一節 網路知識分享.........13
  第二節 自我效能.............20
  第三節 虛擬社群意識.........27
  第四節 控制信念.............32
  第五節 變項間關係探討.......38
第三章 研究設計...............42
  第一節 研究架構與假設.......42
  第二節 研究對象.............44
  第三節 研究工具.............47
  第四節 研究流程.............65
  第五節 資料分析方法.........66
第四章 資料分析結果	...........68
  第一節 樣本基本資料分析.....68
  第二節 描述性統計分析.......71
  第三節 問卷量表信度檢驗.....76
  第四節 積差相關分析結果.....77
  第五節 多元迴歸分析結果.....82
第五章 研究結論與建議.........93
  第一節 研究結果與討論.......93
  第二節 研究建議............100
  第三節 研究貢獻............103
參考文獻.....................105
附錄一 預試問卷量表	..........118
附錄二 正式問卷量表	..........123
附錄三 專家效度檢核表........128

表目錄
表 1-3-1 網路知識分享行為構面之名詞解釋...…….…..…………………...………7
表1-3-2 自我效能衡量因素名詞解釋…….………..……………………………......8
表1-3-3 虛擬社群意識衡量因素名詞解釋..…….………...………………………...9
表1-3-4 控制信念衡量因素名詞解釋..………….……….…..…...…………..…….9
表2-1-1 知識分享定義……………..…….……………..………………………….17
表2-1-2 網路知識分享相關文獻………………………………….……………….18
表2-2-1 自我效能之衡量因素……………………………….………………..…....24
表2-3-1 虛擬社群定義……………………………………..……………………….27
表2-3-2 虛擬社群意識之衡量因素………..………..…………………………..….28
表2-4-1 控制信念之衡量因素……………………………..……………………….34
表2-4-2 行為工程模式架構……..………………………………………………….35
表2-4-3 行為影響模式………..…………………………………………………….35
表3-1-1 操作型變數……………..………………………………………………….43
表3-2-1 台灣地區2012 年百大網站前十名………………..…..………………….44
表3-3-1 背景資料題項內容……………..………………………………………….47
表3-3-2 網路知識分享行為題項內容….…………..………………………...…….48
表3-3-3 主觀規範題項內容………….…………………………………………….49
表3-3-4 歸屬感題項內容……….………………………………………………….49
表3-3-5 信任題項內容…………………………………………………….……….50
表3-3-6 知識創造自我效能題項內容…….……………………………………….50
表3-3-7 知識分享自我效能題項內容……….…………………………………….51
表3-3-8 環境資訊題項內容……….……………………………………………….51
表3-3-9 環境資源題項內容……….……………………………………………….52
表3-3-10 個人能力題項內容……….…………...………………………………….52
表3-3-11 個人態度題項內容……….……………..……………………………….53
表3-3-12 研究構面信度分析表…………………………………………………….54
表3-3-13 網路知識分享行為之信度表…………………………………………….54
表3-3-14 主觀規範之信度表……………………………………………………….55
表3-3-15 歸屬感之信度表………………………………………………………….55
表3-3-16 信任之信度表…………………………………………………………….56
表3-3-17 知識創造自我效能之信度表…………………………………………….57
表3-3-18 知識分享自我效能之信度表…………………………………………….57
表3-3-19 環境資訊之信度表……………………………………………………….58
表3-3-20 環境資源之信度表……………………………………………………….59
表3-3-21 個人能力之信度表……………………………………………………….60
表3-3-22 個人態度之信度表……………………………………………………….60
表3-3-23 各構面項目分析結果…………………………………………………….63
表4-1-1 樣本資料彙整…………….……………………………………………….69
表4-2-1 網路知識分享行為敘述性統計表…………….………………………….71
表4-2-2 虛擬社群意識敘述性統計表…….……………………………………….72
表4-2-3 自我效能敘述性統計表……………………………………………….….73
表4-2-4 控制信念敘述性統計表…….…………………………………………….74
表4-3-1 正式樣本各構面信度分析表……………………………………………..76
表4-4-1 控制信念與自我效能之相關分析摘要表…….………………………….77
表4-4-2 虛擬社群意識與自我效能之相關分析摘要表…………………….…….78
表4-4-3 自我效能與網路知識分享行為之相關分析摘要表…….……………….79
表4-4-4 虛擬社群意識與網路知識分享行為之相關分析摘要表…….………….79
表4-4-5 控制信念與網路知識分享行為之相關分析摘要表…….……………….80
表4-4-6 整體構面與網路知識分享行為之相關分析摘要表…….……………….81
表4-5-1 控制信念與整體自我效能之逐步迴歸分析摘要表…….……………….83
表4-5-2 控制信念與知識創造自我效能之逐步迴歸分析摘要表………….…….84
表4-5-3 控制信念與知識分享自我效能之逐步迴歸分析摘要表………….…….85
表4-5-4 虛擬社群意識與自我效能之逐步迴歸分析摘要表……………….…….86
表4-5-5 虛擬社群意識與知識創造自我效能之逐步迴歸分析摘要表…….…….86
表4-5-6 虛擬社群意識與知識分享自我效能之逐步迴歸分析摘要表…….…….87
表4-5-7 各構面與網路知識分享行為之逐步迴歸分析摘要表………………..….88
表4-5-8 網路知識分享行為整體表現之逐步迴歸分析摘要表…….…………….90
表4-5-9 假說驗證結果…….…………………………………………………….….91

圖目錄
圖 2-1-1 知識創造與Ba 模型………………………………………..…………….15
圖2-2-1 社會認知理論PBE 互動模式……………….…………………………....20
圖2-2-2 效能預期與預期結果關係圖………….….……………………………….22
圖2-2-3 SECI 模式……………….…………………………...…………………….25
圖3-1-1 研究架構圖…………………………………….………………………….42
圖3-4-1 研究流程……..…………………………………………………………….65

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