對消費者來說，虛擬社群是提供一個空間讓成員間彼此交流。虛擬社群不論對企業或消費者都有利益存在，也代表著虛擬社群的存在是E世代不可或缺的一部分。然而，過去的研究中較少從期望理論探討到虛擬社群成員的知識分享之意圖。因此，本研究採取期望確認理論為基礎，並探討虛擬社群意識及虛擬社群特性其影響性。透過網路問卷調查，共收集有效問卷153份，並進行統計分析。分析結果發現：(1).虛擬社群意識對知識分享滿意度具有正面影響。(2).虛擬社群意識與知識分享持續意圖具有正面影響。(3).知識分享期望確認與知識分享持續意圖具有正面影響。(4).知識分享滿意度與知識分享持續意圖具有正面影響。(5).虛擬社群特性與知識分享滿意度具有正面影響。(6).虛擬社群特性與知識分享持續意圖具有正面影響。 For consumers, virtual communities provide a space for members to communicate with one another. Virtual communities benefit both enterprises and consumers, which suggests that the existence of communities is an indispensable part of the E-generation. However, previous studies have paid little attention to the willingness to share knowledge among members of virtual communities based on the expectation theory. Therefore, this study took the expectation confirmation theory as its basis and explored the influence of virtual community awareness and virtual community characteristics. Through an online questionnaire survey, a total of 153 valid responses were collected and statistically analyzed. The results showed the following: (1) virtual community awareness has a positive impact on knowledge sharing satisfaction; (2) virtual community awareness has a positive impact on the sustained willingness to share knowledge; (3) expectation confirmation of knowledge sharing has a positive impact on the sustained willingness to share knowledge; (4) knowledge sharing satisfaction has a positive impact on the sustained willingness to share knowledge; (5) virtual community characteristics have a positive impact on satisfaction from knowledge sharing; and (6) virtual community characteristics have a positive impact on the sustained willingness to share knowledge.
