近年來，網路科技持續發展，網路世界形成許多虛擬社群。使用者可以在各式各樣的虛擬社群中滿足他們多樣化的需求，如資訊分享、社交或滿足幻想。本研究主要為探討哪些因素會驅使網路使用者在虛擬社群中，如在討論版、社群網站、即時通訊裡使用個人圖像（Avatar）。研究主要參考U. Dholakia et al.（2004）與S.Okazaki（2009）的社群參與意圖模型，加入網路個人圖像使用的因素，構出個人圖像選擇與社群參與行為之模型。此外並探討個人圖像的使用，是否對於虛擬社群的凝聚力，提高黏性有所幫助，以及對於社群活動參與行為造成何種影響。

本研究利用網路回收135份問卷，有效問卷為109份。之後採用Partial Least Square（偏最小平方法）對研究模型進行分析。分析結果發現使用者對於虛擬社群的三種知覺價值目的價值、社交強化功能、社群本身帶給使用者的樂趣，皆會促進網路使用者在該虛擬社群中使用網路個人圖像。此外，三種知覺價值中，僅有社交強化會提昇網路使用者的虛擬社群參與意願；此外尚證實使用者參與社群的意願的提高，其虛擬社群參與行為將增加，亦會促進使用者使用網路個人圖像的意圖。最後，虛擬社群中網友使用個人圖像，將使其對該社群的社會認同有所提昇，並因為社會認同的提昇，使用者在該社群中將有更多的參與行為。

In recent years, online communities keep thriving as the internet technology continues to grow. Internet users could fulfill their diversified needs and desires, such as information transactions, social activities, and fantasies in the variety of virtual worlds. The purpose of this research is to explore what factors would give internet users the drives to use the Avatar in virtual environments, such as in a forum, or in an instant messaging venue. The author took U. Dholakia et al. (2004) and S. Okazaki(2009)’s model of consumer participation to build up a causal model of Internet Avatar Usage and Participation Behavior in virtual environments. Otherwise, the study discussed the stickiness – would the use of internet avatar make us participate more in virtual environments?

A total of 135 responses of the internet questionnaires were collected and 109 responses were usable. Then the Partial Least Square Regression was introduced to test the model. The results reveal that the three perceived values – Purposive value, Social Enhancement, and Intrinsic Enjoyment would give the user the drives the use Avatar, and only Social Enhancement would strengthen users the desire to participate in the online communities. Also, it was tested that the rise of participation desire would cause higher participation behaviors, and the intention to use internet avatars. Finally, it was proved that the use of Avatar would cause the social identity of the community stronger, and the strong social identity could make the users to participate in more activities in the virtual community.

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