網路社群的普及，不僅讓網路使用者有更多機會接收到最新的資訊、知識，亦可以將自身的資訊與知識分享予社群成員。由於參與社群動機皆有所不同，透過網路社群所提供的功能，使成員之間能夠進行資訊、訊息的傳遞與接收，藉此獲得自身的需求。本研究旨在探討網路社群成員參與網路社群動機影響資訊分享及知識分享，更進一步探討自戀性人格及群體認同是否對成員參與網路社群動機與其資訊分享、知識分享產生干擾效果。 本研究以網路社群-Facebook社團成員為研究對象，利用網路問卷調查法進行資料蒐集，其有效問卷為512份並以路徑分析統計方法進行數據分析。研究結果發現，資訊學習、人際社交及資訊搜尋網路社群參與動機與資訊分享的行為為正向顯著關係；社群成員的人際社交網路社群參與動機與知識分享行為之間是為正向顯著關。此外，自戀性人格與群體認同亦會調節社群參與動機與資訊分享、知識分享間的關係。最後，本研究根據上述結果，提出相關理論與實務管理意涵。 While the prevalence of networking community provides the internet users more opportunity to receive up-to-date information and knowledge, the internet users make use of networking community to share information and knowledge with the community members. As the community members have different motives to join the community, the types of motives may influence their willingness to share information and knowledge with community members. Thus, the purposes of this study are to examine whether motives to participate in networking community have influence on information and knowledge sharing as well as investigate the moderating effects of community members’ narcissism and group identity between motives and sharing information or knowledge. Data was collected from 512 Facebook community members via on-line survey and analyzed using structured equation modeling. The results showed that information learning, personal interaction, and information searching were positively associated knowledge sharing, and personal interaction was positively associated with knowledge sharing. In addition, narcissism and group identity had moderating effects on the relationship between motives to participate in networking community and information sharing or knowledge sharing. Both theoretical and practical implications are discussed.
