隨著Web 2.0 概念的蓬勃發展，許多的網站開始提供各種的Web 2.0服務給使用者使用，其中，又以社交分享相關的應用最為廣泛。Web 2.0的核心概念在於以使用者為中心，重視分享與互動，然而，少有研究探討何種因素影響個人持續使用與分享的因素，所以本論文第一部分將針對這項議題進行探討。而在Web 2.0的社交相關的服務中，又以部落格為最多人使用的服務，因此，在本論文的第一項研究中將以部落格服務的使用者為我們的研究對象，以社會認知理論為基礎發展模式，探討影響個人在個人部落格中持續分享的因素，同時，本項研究針對男女使用上的差異進行探討與比較。本研究模型使用結構化方程式模型對研究模式進行驗證。本研究總共收集到525位部落格擁有者的回覆，研究結果發現，相對於個人的因素（個人結果期待與自我表達），環境因素（主觀規範）對於使用者持續發表的意願更具有影響力。在性別差異方面，本研究發現，男生主要受到個人結果期待的影響，而女生分享的主要原因為自我表達。
除此之外，大多數的網友們不願意付費去使用這些服務，所以，何種的網路服務能讓使用者願意去付費使用是一項很重要的議題。而在Web 2.0的服務中，已有些提供社交服務的網站成功的讓會員們願意付費使用，因此，在本論文的第二項研究中將以付費使用社交網站的使用者為對象，並以價值理論架構為基礎，探討影響個人付費使用的因素。本研究收集到288位社交網站使用者的回覆，研究的結果發現認知價值是使用者付費的主要原因，且認知價值可以增加使用者的滿意度，但相較於認知價值，滿意度無法直接影響付費意願。另外，本研究也發現內向使用者與外向使用者的重視的價值不同，內向使用者較重視情感價值、品質價值與金錢價值，而外向使用者較重視社交價值。
最後，本研究針對這二項研究的結果提出實務上的建議，且研究的結果與發現將可作為網路服務提供業者日後經營策略規劃之參考。

Web 2.0 services, such as blogs and Youtube, have been popular on the Internet recently. Web 2.0 services’ aim is to facilitate creativity, collaboration, and sharing between users. However, little research has been conducted to understand what motivations influence individual users to continuously share information through Web 2.0 services. Among Web 2.0 services, most services were widely used for communication and social purpose. In these services, blog services have the largest number of users and many of them used to post information on their blogs frequently. Therefore, we propose a research model based on Social Cognitive Theory and survey blog users to examine what factors influence people to share information continuously on the Web in the study 1. Meanwhile, this study intends to understand the gender difference in the factors. The casual model was validated using structural equation modeling (SEM) techniques with 525 samples. The results found that environmental factors (subjective norms) had more significant influence than did personal factors (personal outcome expectations and self-expression) on the intention to post information on blogs. Additionally, we found that females were mainly influenced by self-expression while males were mainly affected by personal outcome expectations.
Additionally, there is another issue that few users are willing to pay fees for Web 2.0 services. In the Web 2.0 services, social networking sites (SNS) are the success cases that made profits from the members’ subscription fees. For the reason, our study proposed a model which based on value-based theory to examine factors affecting the SNS members’ intention to pay through an empirical survey in the study 2. We received 288 SNS members’ responses and used SEM techniques to test our hypotheses. The results showed that perceived value had strong impact on the intention to pay for the service and members’ satisfaction. Surprisingly, we found that satisfaction did not significantly influence the intention. Moreover, the result indicated that there are gender and personality differences in the perceived value. Finally, this study discusses the implications of these findings and offer directions for future research.

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