| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 102 === This study discussed about why people are willing to share information in a virtual road-running community. Recent years, road running has become more and more popular in Taiwan. In 2013, 284 road-running races were held in Taiwan, and various forms of virtual communities boomed in this trend. Related information is shared and accumulated in these virtual communities. This study used a model based on the Theory of Reasoned Action(TRA) proposed by Ajzen and Fishbein. By using four dimensions of social capitals: network, beliefs, trust, and norms as independent variables, we discussed about whether social capitals affect sharing attitude and sharing intention. The results revealed: (1) Emotion network, trust, and motivation to comply had positive effect on sharing attitude, which was consistent with previous studies. (2) Normative belief, motivation to comply, and sharing attitude had positive effect on sharing intention, but normative belief had no effect on sharing intention. These results are consistent with Ajzen’s proposal. (3) Information had no effect on sharing attitude. The result of which social capitals affect sharing behavior may be provided to community operators as a reference of motivating information sharing.
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