| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士在職專班 === 106 === With advances in technology, the exchange and sharing of information are no longer subject to time and space constraints. The rapid development of computers and mobile devices has led to a gradual shift toward online communication. Therefore, virtual communications, which integrate with real-life organizations, have gradually become mainstream in the present era. A huge amount of information and knowledge can be obtained through the Internet and virtual communities and information sharing behavior in virtual communities has become one of the most contemporary important issues needing detailed investigation.
Thus, this research uses the perspective of virtual community members to investigate whether the information sharing behavior in virtual non-profit communities is influenced by variables of the theory of planned behavior. Further, it aims to determine whether the commitment and trust mentioned in the relationship marketing theory are influential in information sharing behavior. This research adopts an empirical approach to collect data by distributing printed and online questionnaires to virtual community members of nonprofit organizations. A total of 389 questionnaires were collected. The results of the analysis indicate that attitude, subjective norm, and perceived behavioral control have a positive effect on the intention to exhibit information sharing behavior. Moreover, relationship commitment and the intention to exhibit information sharing behavior have a positive effect on information sharing behavior. However, the view that the trust present in virtual communities will affect information sharing behavior is not supported by the results of this analysis.
Therefore, this research suggests that the virtual community operators should establish and pursue a common vision of the virtual community. Further, they should improve the attitude, subjective norms, and relationship commitment of virtual community members toward the community and control both the depth and level of difficulty of discussion topics to improve the perceived behavioral control of its members by the virtual community. These would help the community to gain a competitive advantage over other virtual communities.
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