雷斯特•梭羅（Laster C. Thurow, 2000；齊思賢譯）在其《Building Wealth》一書中用「節儉難發大財，知識能致巨富」一語道出了「知識」的重要性。近來，Web2.0概念的出現，使得國內外知識社群有許多成功的案例，例如Microsoft微軟技術社群討論區、全球知名的Wikipedia維基百科與國內近來剖受好評的Yahoo!奇摩知識＋等網站，透過大眾主動分享的行為，創造與累積寶貴的知識。由此可知，由大眾主動分享的行為，是具有如此強大的影響力，此種「自願性義工」的出現，沒有任何利益卻又願意主動去分享知識幫助他人的行為，而究竟是什麼原因讓這些「義工」願意去與他人互動交流？因此了解知識社群平台中「人」的因素是很重要且極富意義的。

過去的研究大多只探討知識分享者（單層面）參與知識分享行為的意願，而本研究以科技接受模型(TAM)為理論基礎，並加入「社會影響」因素，將知識分享者分為知識買方與知識賣方（多層面），探討影響知識買賣雙方參與知識社群之知識分享行為的意願因素，以Yahoo!奇摩知識＋為研究標的。因此本研究主要目的為二：(1)瞭解影響知識買賣雙方參與知識社群互動意願之因素；(2)瞭解知識買賣雙方參與知識社群互動意願因素是否會因為不同的背景（例如：性別、年齡、教育程度等）而有所差異。

經由國內最大之BBS站─「批踢踢實業坊」與Yahoo!奇摩知識＋交流中心等方式散佈問卷所在的網址，進行為期三週的調查，有效問卷資料回收403份。經分析結果，在學術上本研究將科技接受模型延伸應用，此外也發現不論知識買方或知識賣方均在性別上（男性與女性）、年齡上（未成年與已成年）及教育程度上（高中職含以下與大學專含以上）存在認知差異；而在實務意涵上，讓欲導入知識社群平台的組織瞭解如何增加社群使用者參與知識社群之知識分享意願的動機，並建議針對不同人格特質與背景（例如：性別、年齡、教育程度等）應採取不同的策略。

Thanks to available of the Internet, knowledge communities are proliferating at an unprecedented rate, such as Microsoft Technical Communities, Wikipedia and Yahoo! Kimo Knowledge+, etc. The reasons that person participate in the knowledge community is an important area of research.

This study presented an extended technology acceptance model (TAM) that integrates social influence factors into the TAM to investigate what determines individual to participate in knowledge community ─ Using Yahoo! Kimo Knowledge+ as the example. Then, we proposed two separate models for knowledge buyers (knowledge askers) and knowledge sellers (knowledge answerers), respectively. Therefore, the purposes of this study are summarized as follows: (1) Understand the interactive factors that influence knowledge buyers and sellers to participate in knowledge community. (2) Investigate the different perceptions between personal backgrounds, such as gender, age and education level.

A web-based questionnaire was designed to verify the proposed models. The theoretical models was empirically evaluated using survey data collected from 403 users about their perceptions of Yahoo! Kimo Knowledge+. The samples were collected from PTT BBS in Taiwan, Yahoo! Kimo Knowledge+ Service Center, Bahamut, etc. The results of this study reveal that the TAM is statistically significant for both models, but the social influence factors tend to be different between gender groups, age groups and education level groups. Finally, the implication of this study to both researchers and practitioners are discussed.

中文部分
(一) 碩博士論文
1. 方瑞華，「虛擬社群網站之使用者評估─以台北市鄰里社區聯網為例」，國立台灣大學圖書資訊研究所，民國91年。
2. 牛貞淑，「虛擬社群知識分享之研究」，國立高雄第一科技大學資訊管理研究所，民國92年。
3. 王文彥，「知識分享內外在動機與知識分享行為之研究─以A公司為例」，國立中央大學人力資源管理研究所，民國91年。
4. 王宜敏，「影響資訊人員知識分享行為之因素―以社會交換理論為基礎來探討」，國立中山大學人力資源管理研究所，民國89年。
5. 王聰哲，「虛擬團隊中成員特徵、團隊特徵、信任對知識分享的影響」，國立清華大學科技管理研究所，民國92年。
6. 江如玉，「資訊系統整合業廠商合作關係之探討」，國立中山大學資訊管理研究所，民國90年。
7. 江姿慧，「使用者參與虛擬社群之行為研究」，國立台灣科技大學資訊管理研究所，民國89年。
8. 吳清涼，「虛擬社群之知識分享與知識管理過程之研究─以網路讀書會為探討對象」，南華大學資訊管理研究所，民國91年。
9. 吳盛，「以計畫行為理論探討資訊人員的知識分享行為」，國立中山大學資訊管理研究所，民國92年。
10. 呂惠甄，「影響教育人員知識分享因素之探究：以思摩特網路社群為例」，國立中正大學教育研究所，民國91年。
11. 李明仁，「虛擬社群與網友忠誠度之研究」，國立台灣科技大學資訊管理研究所，民國89年。
12. 林東清，「由社會交換理論探討資訊系統委外合夥關係之影響因素」，國立中山大學資訊管理研究所，民國90年。
13. 金承慧，「研發機構組織成員知識分享行為意圖研究─以工研院研發人員為例」，元智大學資訊傳播研究所，民國92年。
14. 洪明奇，「以科技接受模式探討供應鏈管理之採用」，國立中正大學資訊管理研究所，民國90年。
15. 高志忠，「知識管理於知識社群建立之影響分析」，南台科技大學工業管理研究所，民國93年。
16. 高薰芳與陳美娟，「國小專家教師專業知能形成歷程要素之研究」，國立台北師範學院第15期學報。
17. 張顯榮，「台北市國小校長知識分享意願與行為之研究」，國立台北市立師範學院國民教育研究所，民國92年。
18. 許晉龍，「虛擬社群之研究」，國立台灣科技大學管理研究所，民國87年。
19. 郭佳怡，「企業知識社群與中階主管管理才能相關之研究」，國立彰化師範大學商業教育研究所，民國91年。
20. 陳文廣，「影響使用者接受知識社群分享知識因素之研究」，輔仁大學資訊管理研究所，民國92年。
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22. 傅秋梅，「醫療電子學習對知識社群與學習績效之影響」，國立東華大學企業管理研究所，民國92年。
23. 傅馨巧，「電子郵件行銷之研究：人們為什麼閱讀即轉信？」，國立台灣科技大學資訊管理研究所，民國93年。
24. 湯令儀，「知識分享網路之研究」，國立政治大學企業管理研究所，民國88年。
25. 黃卉怡，「影響網際網路虛擬社群成員間信任取得之因素」，國立中正大學企業管理研究所，民國90年。
26. 黃玉湘，「我國社區大學學員學習動機與學習滿意度之研究」，國立中正大學成人及繼續教育研究所，民國90年。
27. 黃剛銘，「虛擬社群激勵機制之研究」，南華大學管理研究所，民國92年。
28. 黃智聖，「企業知識社群之研究」，國立中山大學企業管理研究所，民國90年。
29. 黃勢民，「國民小學教師知識分享及其影響因素之研究」，國立台北師範學院教育政策與管理研究所，民國92年。
30. 楊棍智，「知識分享之研究─以社會交換之觀點」，義守大學管理研究所，民國91年。
31. 詹雅璟，「以知識社群建立策略性議題決策機制之研究」，國立台灣科技大學資訊管理研究所，民國92年。
32. 蔡靜誼，「影響線上遊戲玩家行為之研究」，國立台灣科技大學資訊管理研究所，民國93年。
33. 謝政益，「網路電話接受度之研究」，國立台灣科技大學資訊管理研究所，民國92年。

(二) 書籍
1. Davenport, T. H. & Prusak, L.著，胡瑋珊譯，「知識管理」，台北：中國生產力，民國88年。
2. Drucker, P. F.著，傅振焜譯，「後資本主義社會」，台北，時報文化，民國83年。
3. Thurow, L. C.著，齊思賢譯，「知識經濟時代」，台北，時報文化，民國89年。
4. Robert Y. Cavana, Brian L. Delahaye & Uma Sekaran著，莊立民與王鼎銘合譯，「企業研究方法」，台北：雙葉書廊有限公司，民國93年。
5. 吳明隆，「SPSS統計應用學習實務：問卷分析與應用統計，第二版」，台北：知城數位科技股份有限公司，民國94年。
6. 吳明隆、涂金堂，「SPSS與統計應用分析」，台北：五南圖書出版股份有限公司，民國94年。
7. 邱皓政，「量化研究與統計分析：SPSS中文視窗版資料分析範例解析」，台北：五南圖書出版股份有限公司，民國91年。
8. 林東清，「知識管理」，台北：智勝文化事業有限公司，民國92年。
9. 張紹勳，「研究方法」，台北：滄海書局，民國89年。
10. 盧希鵬，「網路行銷：電子化企業經營策略」，台北：雙葉書廊有限公司，民國94年。

(三) 網站資料
1. Yahoo!奇摩知識＋網站，http://tw.knowledge.yahoo.com/
2. Yahoo!奇摩新聞，http://tw.news.yahoo.com
3. 東森新聞報，http://www.ettoday.com/
4. 游玉梅，http://home.kimo.com.tw/tomkao886/km.htm
5. 番薯藤新聞，http://news.yam.com/
6. 經濟部工業局知識管理電子報網站，http://proj.moeaidb.gov.tw/KMPP/
7. 廖肇弘，http://www.knowledgelite.net/sub/myarticle/KM/KM-06.htm
8. 維基百科，http://en.wikipedia.org/wiki/Main_Page
9. 數位之牆，http://www.digitalwall.com/
10. 數位時代論壇，http://www.bnext.com.tw/
11. 潘英海等人，「中央研究院虛擬社群之研究─以汐止社大與平埔研究社群為例」，中央研究院民族研究所、中央研究院計算中心，民國90年。

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