| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 98 === The internet revolution has led to expansion of virtual community and thus the community becomes the main sharing platform in the modern society. With various needs of virtual community, the communications in the virtual world not only make interaction of people more diverse but spread knowledge information over the world.
However, the success of community is not evident since the successful community may encourage users to participate the browsing of virtual community and it also has to inspire users’ interest in the community to share knowledge with other users. Therefore, this study proposes an extended model of sharing willingness of virtual community members which specifies the impact of different determinants for users based on original technology acceptance models.
The proposed model attempts to find out the determinants which online users decide whether to participate the interactive community continuously. The online surveys are collected from 216 BBS members. This research model and associated hypothesis were tested by SEM analysis carried out by using the AMOS program.
The result of this study finds out that not only the influence of perceived usefulness on attitude to use and intention in the TAM but also the influence of trust on attitude to use and intention.
Thus, we can understand that in order to enhance the intention of the user’s continuance of participation in information and knowledge sharing, the manager of the website should improve and establish the perceived usefulness and trust of online user enthusiastically. Besides, this study also finds out that the safety awareness of the website is one of the important factors which establish the level of trust of the website to the user. Therefore, corporations and the website runner can better the intention of the user’s continuance of participation in information and knowledge sharing by establishing the safety mechanism of the interactive website; So as to apply this information as a reference to improve the product and procedure and as a foundation of new product development as well.
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