網際網路中有許多自主性參與的虛擬社群，亦衍生出以知識為主要內容的知識社群。創市際市場顧問在2007年2月，針對台灣地區網路使用者進行一項關鍵字搜尋行為調查，網路使用者最常使用搜尋工具之第二名，即為「Yahoo!奇摩知識+」、「維基百科」等之類的知識平台，這兩個社群都是以知識為內容，但在構成上有不少差異之處。本研究目的為探討使用者對此兩個社群之觀感和評價，並且分析社群成員知識分享之動機。 在先導測試中發現使用者對此兩知識社群確實有不同觀感，據此以「問卷調查法」作為研究方法。本研究架構分為兩階段，第一階段為分析使用者對這兩社群之觀感；第二階段分析「Yahoo!奇摩知識+」之社群成員知識分享動機，以理性行動理論為基礎，發展使用者動機對其分享行為之影響。本研究認為可能影響使用者知識分享行為之因素有「期望回報」、「聲譽和地位」、「個人興趣」、「對團體的歸屬感」和「主觀規範」。 本研究採用線上問卷，共回收618份，有效問卷共566份。研究結果發現多數使用者認為此兩知識社群是有幫助的，但各有需要改善之處。本研究發現「個人興趣」會正面影響使用者對於知識分享的態度，「主觀規範」會正面影響使用者對於知識分享之行為意向。本研究發現「對團體的歸屬感」對知識分享行為意向並無間接影響，但卻會直接正面影響知識分享行為意向，這和之前的文獻是有所出入的。 There are many virtual communities in Internet which people join actively. Some communities are called knowledge communities, because their main content is knowledge. In February 2007, InsightXplorer Limited did an investigation about keyword searching behavior. It is found in their study that “Yahoo! Kimo Knowledge plus” and “Wikipedia” are the most popular knowledge communities. These two communities focus on the same issue -“knowledge”. However, there are still many differences between these two communities. The refore, this study aims to users’ perception and evaluation of these two communities, and to analyze the motivations of knowledge sharing behavior. Basically, there are two phases in this study. In the first phase, this research analyzes the users’ perception on these communities. In the second phase, this research analyzes the motivations of knowledge sharing behavior in “Yahoo! Kimo knowledge plus”. 618 samples are collected from Internet survey, and only 566 of them are valid samples. It is found that many users regard these two communities as useful communities. Both communities have some rooms to improve. In “Yahoo! Kimo knowledge plus”, “self-interest” exerts a positive effect on individuals’ knowledge sharing attitudes, and “subject norm” affects individuals’ intentions to share knowledge. Also, “belongingness” affects individuals’ intentions to share knowledge directly.
