Web 2.0網站提供者在過去幾年致力於推廣創新及多功能整合服務，而Web 2.0的互動特性，使得使用者對社會互動的人性化空間需求持續被強化。Web 2.0網站的營運者需要了解使用者造訪網站的動機並發展特定服務，方能滿足使用者需求以激勵使用者長期使用。本論文發展兩個研究，從外在動機、付出、社會動機與內在動機角度，建構一個可解釋功利導向與享樂導向使用者行為之Web 2.0 整合動機模式，並同時考量社會角色的影響。研究1以虛擬世界為標的，共回收729份有效問卷，並區分四種社會角色探討各動機模式之差異。研究結果發現，內在動機(例如：娛樂性)是強化使用者虛擬世界使用意圖的關鍵要素，外在、付出及社會動機的影響則因不同社會角色而有所差異。習慣型使用者特別關注外在動機(例如：有用性)；主動型與個人型使用者尤其重視社會動機(例如：社會存在感)；潛藏型使用者則強調付出動機(例如：平台的易用性)。研究2以開放知識網站為標的，共回收331份有效問卷，並區分兩種社會角色探討動機模式之差異。研究結果發現，內在動機(例如：娛樂性)是激發知識貢獻者行為的首要因素；知識閱讀者則特別強調開放式知識網站的外在動機(例如：有用性)。本論文並以研究1與研究2之研究結果為基礎進行綜合分析，驗證網站型態(享樂型/功利型)對Web 2.0 整合動機模式的調節影響。結果顯示，內在動機同時為驅動功利型與享樂型Web 2.0網站使用者的首要因素。其中，享樂型網站的使用者較強調社會動機，而功利型網站使用者則特別重視外部動機。最後，本論文針對研究結果提出學術與管理意涵。

Web 2.0 sites providers have been promoting increasingly innovative and multi-functional integrated services during the past several years. The interactive characteristic of Web 2.0 will be enhanced due to the consumers’ overwhelming demand of new pervasive human space for social interaction. The practitioners of Web 2.0 sites need to examine users’ motivations and develop specific services to stimulate long-term usage. This research developed a unified motivation model of Web 2.0 usage from extrinsic, intrinsic, social, and effort motivation perspectives. The unified motivation model can explain users’ behaviors in either hedonic or utilitarian Web 2.0 sites, the influences of social role in the motivation model of two types are also considered. Two studies were conducted in this research. Study 1 targeted the virtual worlds and investigated the differences of motivation models among the four social roles (e.g. habitual, active, personal, and lurker user). 729 valid samples were collected from the Chinese virtual world, i-Partment. The results of Study 1 indicated intrinsic motivation was the main influencing factor in terms of on users’ intentions toward virtual worlds. The influences of extrinsic, effort, and social motivations were different from distinct social roles. Aside from intrinsic motivation (e.g. enjoyment) as the first priority factor for overall users, habitual users specially were concerned about extrinsic motivation (e.g. usefulness), while active users and personal users particularly emphasized on social motivation (e.g. social presence), and lurkers emphasized effort motivation (e.g. the platform should be easy to use). Study 2 targeted the open knowledge websites and investigated the differences of motivation models between the two social roles (e.g. contributor and reader). 331 valid samples were collected from the Chinese Wikipedia. The results of Study 2 showed that intrinsic motivation (e.g. enjoyment) was found as the primary factor for stimulating knowledge contributors’ behaviors, while knowledge readers particularly emphasized the extrinsic motivation (e.g. usefulness) of open knowledge websites. Finally, based on the results of Study 1 and Study 2, a comprehensive analysis was conducted to examine the moderating effects of website type (e.g. hedonic and utilitarian) on the unified motivation model of Web 2.0 usage. The results showed that intrinsic motivation as the major predictor of users’ intention toward two types of Web 2.0 usage. Insightfully, while social motivation was particularly emphasized for hedonic Web 2.0 site usage, extrinsic motivation was valued for utilitarian Web 2.0 site usage. Finally, insightful suggestions for theoretical and practical implications were discussed for academics and practitioners.

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