本研究旨在瞭解社群網站─Facebook中使用者的資訊分享行為受到期望回饋、分享任務價值等動機因素之影響程度，以及不同背景之Facebook使用者在資訊分享行為、期望回饋和分享任務價值的差異情形。
本研究以Facebook的使用者為研究對象，主要透過網路問卷的方式進行資料收集，有效樣本共計906份。分析方法包括敘述統計、單因子變異數分析、皮爾森積差相關和多元迴歸。研究結果摘述如下：
1. 19歲以上之Facebook使用者其使用Facebook的時間集中於3小時以上，遠高於過去研究之結果。
2. 不同性別與年齡其轉貼分享行為存在差異。男性之轉貼分享行為顯著多於女性之轉貼分享行為；19歲以上族群之轉貼分享行為亦顯著多於18歲以下之轉貼分享行為。
3. Facebook使用者其一般分享行為會受到期望回饋、內隱價值、時間成本代價此三個變項的正向影響，受到情緒成本代價的負向影響；而成就價值、社交效用性及隱私成本代價則未獲得統計上顯著之支持。
4. Facebook使用者其轉貼分享行為會受到年齡、內隱價值、時間成本代價此三個變項的正向影響，期望回饋、成就價值、社交效用性、情緒成本代價及隱私成本代價則未獲得統計上顯著之支持。
最後，則根據本研究之發現提出未來在研究上以及實務應用上之建議。

The main purposes of this study were to investigate the effects of expected feedback and task values of Facebook users on information sharing behaviors, and to exam the differences of those variables among various demographic background participants. A total of 906 data were collected via on-line questionnaires. And within the study, descriptive statistic, One-Way ANOVA, Pearson’s product-moment correlation, and multiple regressions were administrated for analysis. The results were found as the following:
(1) Comparing to the studies in the past, the study found that users spent much more time on the site, especially for those who were older than 18 years old spent over 3 hours a day.
(2) There were significant differences found in forwarding behavior among different age and gender groups, but not the general sharing behavior. The frequency of forwarding behavior for male users was higher than female users; in addition, older users, aged over 18, tended to forward more information on Facebook than younger users (ranged from 12 to 18 years old).
(3) Users’ general sharing behavior on Facebook was influenced by his/her perceived expected feedback, intrinsic value, time cost, and emotional cost. Expected feedback, intrinsic value, and time cost affected the general sharing behavior positively, but emotional cost affected it negatively. Moreover, intrinsic value was the most important factor to determine whether the users behave general sharing behavior.
(4) Users’ forwarding behavior on Facebook was positively influenced by age, his/her perceived intrinsic value, and time cost, and where intrinsic value was also the most important determinant.
At last, this study provided with advices on future studies and practical applications based on the findings.

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