| Summary: | 博士 === 國立臺灣大學 === 商學研究所 === 99 === With rapid growth of information technology and the popularity of internet, that activating the appearance of virtual community, which regards as a new communication way and platform. After all, knowledge sharing among virtual community members, not only can solve the problems, but also can proceed human communicating.However, Davenport(1997) and Atreyi, Bernard & Wei(2005) point out, actively sharing knowledge is not matched the human being’s nature. Besides, in the past, most related studies focus on knowledge exchanging and transferring of actual community, rarely exploring the knowledge sharing model and important factors of virtual community.
In view of this, the doctoral thesis is divided into two parts: Study 1 and Study 2. In Study 1, taking case study, participanting observation and focus groups interviewing 60 community members of The Traditional Chinese Version of Wikipedia, Yahoo! Kimo Knowledge +, Baidu Zhidao and Baidu Baike, deeply exploring the qualitative data about relationships among knowledge sharing, incentive mechanisms, and member’s satisfaction, and accordingly deducing two research propositions.
In Study 2, using survey data from 284 community members of The Traditional Chinese Version of Wikipedia, Yahoo! Kimo Knowledge +, Baidu Zhidao and Baidu Baike, investigating the conditions under which motivation, incentive mechanism, member’s satisfaction, member’s loyalty and trust affect knowledge sharing behavior. Data analysis will be made by SPSS 17.0 and LISREL 8.54. Finally, the findings of this study are that (1) the incentive mechanism is a significant predictor of a virtual community member’s motivation to obtain knowledge, (2) incentive mechanism positively affects a member’s satisfaction with virtual communities that willingly engage in knowledge sharing with others, (3) member’s satisfaction positively affects a member’s loyalty, (4) trust positively affects a member’s knowledge sharing motivation, (5) trust positively affects a member’s satisfaction, and (6) trust positively affects a member’s loyalty.
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