有越來越多的消費者在進行購物決策時，會藉由產品討論社群取得商品資訊，作為進行購物決策的依據，虛擬社群儼然成為影響消費者購物決策的一環。為了解虛擬社群是否能夠對消費者購物行為產生影響，以及虛擬社群應具備何種特質，才能滿足消費者尋找商品資訊時的需求。本研究採用探討個人媒介使用感受的社會臨場感理論發展研究架構，說明消費者如何在尋找商品資訊的過程中獲得價值形成對社群的好感，進而產生對社群中推薦商品的購買意圖。
　　經由網路問卷收集431位，曾在購物前至產品討論社群尋找商品資訊的有效樣本，並透過SEM方法驗證研究架構。研究結果顯示，消費者對虛擬社群的正向態度，會正向且顯著的影響個人對社群推薦商品的購買意圖，消費者對社群的態度主要來自於，個人對社群的知覺娛樂與實用價值；而社會臨場感會影響消費者對社群的知覺價值。此外，社會臨場感會因性別之不同而有所差異。最後本研究依據研究結果提供管理上的建議。

With the increasing number of consumers who would retrieve product information in virtual community (VC) before shopping in order to help them making decision, virtual community has become an important role in decision making. Despite much research has been done on VC issue, little is known about the impact of social presence in VC on consumers’ purchase decision. Therefore, the study proposed a research framework based on social presence theory to explore how social presence influences consumers’ attitudes towards the VC and the effect on their intention to purchase the social-recommended product.
The research model was evaluated with structural equation modeling and tested using a questionnaire survey of 431 who had visited VC to find the product information before shopping. The results revealed that the attitude towards the VC had a significant positive effect on consumers’ intention to purchase the social-recommended product, while perceived hedonic value and utilitarian value were the predictors of attitude towards the VC. In addition, perceived hedonic value and utilitarian value were influenced by social presence. Finally, gender has significant effects on social presence. Implications of these findings were discussed for practitioners.

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