網路的普及帶動虛擬社群的發展，並增加資訊分享的機會。資訊分享是資訊行為中的一環，也是人們相當自然且普遍的一種行為。本研究採網路民族誌和深度訪談法實際瞭解美容社群的資訊分享行為。彙整本研究結果發現，虛擬社群能聚集志同道合之人分享資訊，不過其分享動機深受社群整體環境影響；成員重視經驗分享之資訊，進而影響個人資訊分享類型；完整的分享內容能促使他人分享，並讓資訊分享能強化與延伸；成員會因應不同的需求利用各種分享平台，進行多元管道的資訊評估；虛擬社群成員會參考或實際運用所獲取之資訊且再次進行資訊分享；社群成員角色和貢獻由貢獻參與程度低逐步發展為貢獻參與程度較高之成員，但亦可能逐漸轉型貢獻參與程度低之成員。 本研究提出兩點社群經營與圖書館運用之建議：一、虛擬社群可採用激勵制度刺激社群成員分享，並輔以檢舉或懲戒制度確保分享內容之品質，避免社群成員流失；二、圖書館可著重經營虛擬社群並重視社群成員之意見，增進圖書館使用者間的交流。至於後續之研究方向則有下列四點建議：一、增加不同類型的網路資訊分享平台研究；二、擴大不同族群、情境或主題的資訊分享研究；三、檢視資訊分享行為在資訊行為中的角色；四、如何取信於網路社群的信任以利研究進行。 The Internet has helped the development of virtual communities, which increases opportunities for information sharing. Information sharing is a natural and common behavior in information behavior. This research takes the approach of netnography and intensive interviews to investigate cosmetics website’s information sharing. The conclusions of the study are summarized as follows. The virtual community can attract people for information sharing, but the motivation of sharing is affected greatly by the community members and the quality of sharing; members respect and value personal experience sharing, which in turn affects their sharing; the quality sharing of information can encourage other members’ contribution, which further strengthens and extends the information; members use a variety of online sharing platforms to assess information obtained from different channels; members value the information obtained, and would share again with other people; roles and contributions of the community members might change and increase, but the opposite might happen if the sharing quality becomes poor. Based on the results of the study, suggestions are proposed for managers of virtual communities and the library to consider: 1. virtual communities can adopt incentive system to stimulate information sharing among members; on the other hand, warning system should also be set up to maintain good quality of sharing; 2. libraries are advised to pay more attention on developing virtual communities to increase users’ interaction. The following suggestions are made for future researchers to consider when embarking on related questions: 1. to investigate different online sharing platforms; 2. to research the information sharing by different groups, different conditions, and subjects. 3. to study the role of information sharing in information behavior; 4. to investigate how trust between the researcher and the members of the community can be obtained to facilitate research regarding the virtual community.
