本研究主要目的是在探討影響大學生之Facebook知識分享的因素，以及使用者對於Facebook特性之看法，是否有利於促進大學生從事知識分享的相關活動。不同於過去知識分享之相關研究，大多是從個人或環境等單一角度來探討影響使用者分享之因素。本研究嘗試結合個人分享因素(利他、信任、知識分享自我效能)與分享環境因素(分享承擔特質、社會承擔特質與科技承擔特質)，藉此瞭解影響大學生於Facebook中的分享因素。

本研究以使用Facebook之大學生作為研究母群，採用網路問卷調查法，問卷回收時間於2014年3月4日至4月11日，共獲得有效樣本673份。問卷調查結果以描述性統計、信度分析、探索性因素分析、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析和階層迴歸分析等方法進行資料分析。

經資料分析後發現，部分分享因素與分享環境所呈現的承擔特質對於分享態度、意願及行為具有正向預測力；透過調節效果的檢定發現，分享承擔特質與科技承擔特質對信任關係與分享意願有調節作用，當使用者認為分享環境缺乏分享功能或容易使用的情況下，提升成員間的信任關係，對於分享意願的提升是最有效果的。另外，本研究也針對背景變項進行差異分析，結果發現不同背景變項在分享態度、意願及行為部分具有顯著差異。

最後，本研究根據分析結果擬出相關建議，以供進行分享活動及未來相關研究之參考。

The purpose of this research is to investigate the factors that influence college students’ sharing behaviors and whether their perception regarding the characteristics of Facebook benefits college students in knowledge sharing.Differ from the previous knowledge sharing research which were mostly probed from the single perspective of an individual person or an environment, this study attempts to combine personal sharing factors (Altruistic, Trust and Knowledge Sharing Self-efficacy) and environmental factors (Sharing Affordance, Social Affordance and Technology Affordance) to understand the factors that affect collage students’ Facebook sharing behaviors.

As the population of this research was collage Facebook users, the researcher employed online questionnaire survey to collect data. The online survey started from March 4th to April 11th and received a total of 673 valid samples. The researcher adopted descriptive statistics, reliability analysis, exploratory factor analysis, T-test, one-way ANOVA, Pearson’s product-moment correlation and hierarchical regression analysis methods to analyze the survey results.

After data analysis, the research found that sharing attitude and behaviors would be positively influenced by the sharing environment and some of the sharing factors. By conducting the moderating effect test, the researcher found that sharing affordance and technology affordance had moderation effects on trust and sharing intention. In addition, when users were exposed to either low sharing affordance or low technology affordance, the most effective way to enhance the sharing intention was to elevate the trust relationships among members. Moreover, the researcher employed variance analysis to background variables and found that different background variables had significant impact on sharing attitude, sharing intention, and sharing behaviors.

Finally, the research results provided suggestions for future study as well as a reference for conducting sharing activities.

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