在以往Web 1.0的時代中，網際網路上的資訊，幾乎全都是由網站營運業者所提供，例如，Yahoo！奇摩提供的新聞、股市等訊息、Microsoft網站上關於電腦技術的知識等。這些網站營運業者幾乎全都是用集權的方式來控制使用者，完全掌握了網站內容生產與管理的權力，使用者只能夠默默的去接受這些制式化的網站內容，不能自己去創造或管理這些內容。現在已經進入Web 2.0的時代，這些網站經營者逐漸體會到，使用者的分享才是網站經營成敗的關鍵。於是，他們開始改集權為分權，將編輯網站內容的權力，下放給這些原本備受控制的使用者。 在這樣的背景下，由於網站內容是由使用者來主導，一個網站是否能成功，往往取決於使用者是否願意在其上分享個人的知識和心得。然而，在虛擬社群網站上分享知識必定會花費使用者許多的時間與精力，一般人通常不會在沒有期望的情況下從事此種分享行為。究竟什麼因素會影響個人在網路虛擬社群環境下的知識分享意願，這是一個值得探討的議題。因此，本研究將探討在網路虛擬社群環境下，影響個人知識分享之因素。藉由整理並研讀相關文獻，提出「期望報酬」、「吸收能力」、以及「組織中自尊」三個影響因素，希望藉由統計方法找出這些因素與個人「知識分享態度」之間的關係，並找出「知識分享態度」對於「知識分享意圖」之影響。 本研究使用SPSS 14.0與LISREL 8.50進行相關統計分析以及結構方程模式驗證，得到的實證結果如下： 1. 「期望報酬」對於「知識分享態度」無有正向且顯著的影響 2. 「吸收能力」對於「知識分享態度」有正向且顯著的影響 3. 「組織中自尊」對於「知識分享態度」有正向且顯著的影響 4. 「知識分享態度」對於「知識分享意圖」有正向且顯著的影響 In the past era of Web 1.0, the information in Internet, such as news and information of stocks provided by Yahoo! or knowledge about computer technique in Microsoft website, was almost provided by website managers. These website managers nearly controlled users in the way of centralization. All what users can do are merely accept content, and have no ability of creating or managing it. It has been the era of Web 2.0, website managers realize that users are major keys of website success or failure. Therefore, they are starting changing centralization management to distributed one, and giving the right of editing website content to users. In this background, because website content is dominated by users, the critical point of website success is that users intend to share their knowledge to the website. However, sharing knowledge in the virtual community must spend users a lot of time and energy. Common users usually have no intention of sharing knowledge in this situation. What factor will influence one’s intention to sharing knowledge in the virtual community is an issue worthy of discussion. So this study will investigate factors affecting users to share knowledge in the virtual community. We propose three factors, which are “anticipated extrinsic reward”, “absorptive capacity”, and “organization-based self-esteem”, and expect to find relationships among these three factors and attitude toward knowledge sharing, and influence attitude toward knowledge sharing on intention to share knowledge. The statistical analysis was done using the Structural Equation Model (SEM) of SPSS 14.0 and LISREL 8.50. The results obtained from correlative statistical analysis and model verification are summarized as follows: 1. “Anticipated extrinsic reward” has no positive effect on the individual’s “attitude toward knowledge sharing” in the virtual community. 2. “Absorptive capacity” has a positive effect on the individual’s “attitude toward knowledge sharing” in the virtual community. 3. “Organization-based self-esteem” has a positive effect on the individual’s “attitude toward knowledge sharing” in the virtual community. 4. “Attitude toward knowledge sharing” has a positive effect on the individual’s “intention to share knowledge” in the virtual community.
