| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 99 === In recent years, with the rapid growth of information technology, a large numbers of virtual communities appear. More and more users begin to participate in virtual communities and are eager to search interested information. Enterprises try to focus on managing virtual communities to accelerate knowledge sharing and team learning for innovation. However, the challenge is how to enhance the motivation to share knowledge interactively and increase customer loyalty. This paper aims to investigate the relationships among collective learning, customer loyalty, social capital and knowledge sharing in virtual communities. Empirical data was collected from PTT & Facebook and tested using regression modeling (SPSS) to verify the fit of the hypothetical model. The results show that social capital significantly influences team learning, knowledge sharing and e-loyalty. Furthermore, the study finds that the team learning significantly affect knowledge sharing behavior. By investigating on virtual communities, the integrated model better explains behavior than other proposed models. This study might help executives of virtual communities and organizations to manage and promote these determinants of knowledge sharing to stimulate members’ willingness to share knowledge and enhance their virtual community loyalty. The empirical evidence reported here makes a valuable contribution in this highly important area.
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