過去消費者依賴朋友、家人的消費經驗作為制定購買決策的參考。現在，購物前消費者會先上虛擬社群搜尋產品資訊，亦會在虛擬社群中主動分享自己的經驗、交換心得。本研究以Fashion Guide華人第一時尚美容網作為對象，探討社群成員參與虛擬社群的前置與後果變項。就前置因素而言，本研究探討個人、群體與網站因素對於參與行為的影響。此外，本研究亦探討參與行為對社群以及品牌標誌所創造的價值效果。研究總共收集337份有效樣本，並運用結構方程式之最小平方法 (Smart PLS) 進行研究模型資料分析，多項假說得到實證結果支持。最後，本研究根據結論提出實務與理論意涵、限制與未來研究方向。

People share life and exchange information from the virtual community. From the past experience, it can be found that attracting users continued participating is important for virtual community survival. This study investigates the antecedent factors of customer participation in the virtual community. In addition, this study provides a framework for understanding how a virtual community yields community-related and brand-related values for a virtual community. This study targeting a famous virtual community - Fashion Guide -a total of 337 effective samples were collected. Smart Partial Least Squares were employed for statistical analyses. The empirical results support multiple hypotheses. The implications of the study are discussed, along with limitations and suggestions for future research.

根據台灣網路資訊中心調查報告指出，民眾最常使用的網路功能以網路社群的比例最高。網路社群是一個讓網友意見交流的空間，社群中成員共同討論出的意見可能會影響到其他成員的決策。社群猶如資訊的匯集地，匯集了網友對產品的評價與意見，進而影響到人們對於品牌的觀感。本研究以Fashion Guide華人第一時尚美容網作為對象，探討成員參與虛擬社群的前置與價值創造。本研究將社群參與行為的價值創造，區分為對社群的價值創造以及對品牌標誌的價值創造。實證結果顯示參與行為對社群及品牌標誌產生顯著的影響力。就社群的價值而言，結果顯示參與有助於對社群的知識分享、社群情感依附與社群忠誠度行為。就品牌標誌的價值而言，結果顯示參與有助於對品牌標誌的購買意願、品牌標誌情感依附與品牌標誌忠誠行為。可知成員的參與行為對社群的價值創造扮演著極為重要的角色，建議社群經營者致力於提升成員的社群參與行為。另一方面，本研究亦分別探討個人、群體與網站因素，對於參與行為的影響。就個人層面，結果顯示經驗開放性、嚴謹性與科技準備度特質高對參與行為產生了正面顯著影響。因此，建議社群管理者可以經驗開放性、嚴謹性與科技準備度高的人格特質作為主要的目標族群及思考如何使他們成為社群的愛用者。在群體層面，研究顯示關係互動會提升參與程度。因此建議社群管理者可提升互動的廣度，讓使用者能進行頻繁的交流，例如在社群當中建立良好的互動機制讓大家有機會進行互動與討論，或是可實體參與的外部活動來提升成員的參與行為。在網站層面，研究顯示社群網站聲望與認知有用性有助於提升參與行為。據此建議經營者仔細思考該如何提升社群的聲與與正面形象。例如經營者可以在社會福利上多盡點心，舉辦公益活動或是對環境維護上盡份力，提倡資源回收等，以提升社群的形象。此外，研究亦建議管理者將心力多花在豐富社群資訊，甚至可以對使用者進行調查，了解他們感興趣的主題為何，豐富該主題內容，以提升民眾對於社群有用性的認知。

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