隨著網際網路的快速成長，社交媒體帶來了新的社會文化型態，虛擬社群取代傳統社交活動並深植人心，突破時間及空間的限制，以多元化的方式傳遞各種訊息已經在人們日常生活中佔據重要地位。在web2.0的時代，透過虛擬社群的影響，牽動許多包括政治、經濟、教育、人文……的重大改變，試著去探討網路虛擬社群的社群公民成員行為、社群意識、或者是社群行銷的模式者眾，但在不斷創新的數位科技演進下，社群參與行為的型態也持續地更新。NOKIA在1997年提出的「科技始終來自人性」，時至今日仍為許多創新設計的考量重要因素，我們也確實看到不論外在環境如何變化，以人為本才是致勝的關鍵。因此本研究從虛擬社群成員在社群參與時的角色扮演行為特徵為基礎，從參與者及期待者二個不同的角色任務在心理上的認知進行調查，進而分析出各種不同的人格特質表現，利用問卷及質化訪談的結果歸納分析，發現社群成員熟識與否，改變其參與社群者的人格特質，並且也找出若要建構一個活躍及温馨的社群，社群成員的人格特質首要為「外向」與「親和」，據此了解成員與社群及活躍度之間的關係。文末並就研究結果提出學術貢獻與實務上的建議。

With the rapid growth of the Internet, social media has brought new social and cultural forms. Virtual communities have replaced traditional social activities and become deeply rooted. They have broken through the limitations of time and space, and have delivered various messages in a diversified way. People occupy an important position in daily life. In the era of web2.0, through the influence of the virtual community, it has affected many major changes including politics, economy, education, humanities, etc., trying to explore the behavior of community members, community awareness, and Or it may be a model of community marketing, but with the continuous innovation of digital technology, the type of community participation behavior is also constantly updated. NOKIA's "Technology always comes from human nature" proposed in 1997 is still an important factor for many innovative designs to this day. We do see that no matter how the external environment changes, people-oriented is the key to success. Therefore, this research is based on the characteristics of the virtual community members' role-playing behaviors when participating in the community, and investigates the psychological cognition of the two different role tasks of the participants and the expectants, and then analyzes the different personality traits. , Using the results of questionnaires and qualitative interviews to find out whether the members of the community are familiar or not, change the personality traits of those who participate in the community, and also find out the personality of the community members to build an active and warm community The main traits are "extroversion" and "affinity", based on which you can understand the relationship between members and the community and activity. At the end of the article, it also puts forward academic contributions and practical suggestions on the research results.

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