本研究計畫的目標是透過對品牌社群 (brand community) 成員的研究，來瞭解品牌社群的行為和影響行為的前置因素。本研究將探討微軟公司軟體開發社群中的領導成員 (lead users) 和一般成員。領導成員在微軟也稱為 MVP (Most Valuable Professionals)。這些領導成員被微軟公司視為重要的資源，他們的意見經常影響微軟品牌社群的創新和發展。MVP的活動主要是在微軟的品牌社群中，同時也和其他微軟公司的社交活動交錯在一起。一般的成員也參與開發和社交活動，不過可能和MVP們有不同的行為。本研究試圖建構一個以計畫行為理論 (TPB) 為基礎的模型，融入了社會意圖、品牌認同以及三種認知：品牌知識、主觀的社群壓力、以及社群參與。由於本研究有機會衡量到真正的行為，研究將試圖探討社群的行為，而非僅止於一般研究探討的行為意圖。研究資料將分為兩大部分。其中，將透過真正參加微軟在台灣和上海的MVP活動，來進行問卷的發放和回收。目標是每一位參加者。另外，針對台灣和大陸的一般成員，將會採取網路和郵寄問卷的方式，來進行資料蒐集。This proposed research investigates the antecedents and the behavior in the Microsoft brand community (MBC), for both Lead users and regular members. Lead users in the MBC are called Microsoft Most Valuable Professionals (MVP). The group of MVPs is highly regarded as a very valuable resource within the Microsoft brand community, and their opinion strongly influences innovations in the MBC. MVP activities are center within the Microsoft brand and intermingle with other social activities in the MBC. Other non-MVP members of the Microsoft brand community may also participate in development and social activities within MBC, but may have different behavior than MVPs. A model is proposed based on the theory of planned behavior, incorporating social intentions and three aspects of cognition (brand knowledge, normative community pressure, and community engagement) and beliefs (brand identification). This research attempts to look into behavior, instead of stopping at the level of behavioral intention. Data will be collected from Microsoft MVPs from both Taiwan and China, through questionnaire surveys administered during Microsoft MVP activities, targeting at every participant. In addition, mail questionnaire will also be administered to collect data for non-MVP members of the development communities. 研究期間：10008 ~ 10107
