從早期的ARPANet、MUD、BBS、Newsgroup一直到如今的WiKi多人協同創作超文本系統以及結合搜尋功能的討論版(如Yahoo! 奇摩知識+)，所使用的資訊科技不斷翻新，不過這幾種形式的社群之間卻不存在著相互取代的問題，仍並存提供網友們多元化的交流方式。

近年來網路的發展走向個人化，個人部落格、相簿、微型網誌等風行全球，社群討論版上增加許多個人化的工具(如個人顯示圖片、暱稱、檔案、等級、甚至是部落格)讓個人有更多的機會可以呈現以及表達自我。於此同時維基百科、開放式課程計畫卻反其道而行，它們以明確的宗旨吸引認同網站遠景的會員加入，並且成就了諸如全球最多語言以及條目的百科全書。因此，本研究提出自我呈現以及社會認同概念來代表「個人-社會」，探討其對於社群成員對於社群參與行為、承諾行為以及知識貢獻的影響，並且探討參與行為、承諾行為以及知識貢獻行為之間的關係。

研究發現，社群成員的參與行為對於承諾行為以及知識貢獻行為都有正向且強烈的影響，因此，參與行為可以說是其他正向行為的預測因子。此外，研究發現社群成員對於社群的認同有助於發展成員的參與行為以及承諾行為。社群成員的自我呈現渴望則對於承諾以及參與行為都具有解釋能力，惟對於知識貢獻沒有直接的影響。

Since APRANET, the predecessor of global internet, came into being during the 1960s, the advancements of networking technologies over the decades have created online communities such as MUDs, BBS, and newsgroups that allow users in different locations to exchange messages and share information. Nowadays, there are even wiki websites that invite all users to edit any page or to create new pages, and Yahoo! Answers, a community-driven knowledge market website where users can submit their questions and answer questions asked by other users. With such a variety of digital communities, individuals choose their own favorites to interact with others.

Especially in recent years, with personal blogs, online photo albums, and micro-blogging taking the lead, more personalized features such as the display picture and user name, deep profiling, avatar and even personal page, are integrated into online discussion forums for individual users to freely present themselves. On the other hand, there are Wikipedia and MIT OpenCourseWare, both web-base collaborative projects that invite the collaboration and contributions of users identifying with their founding goals. Based on these observations, this thesis takes personal and social perceive into account. The research adopted self-presentation and social identity as the factors that can affect community member’s participation, commitment, and knowledge contribution in the online communities.

As hypothesized, community member’s participation can motivates their commitment and knowledge contribution to the community. Furthermore, community member's identification with the online communities fosters their participation and commitment while community member’s self-presentation, reflecting the degree of their participation and commitment though, has no direct relation in making any knowledge contribution to online communities.

第一章 緒論 - 1 -
第一節 研究背景與動機 - 1 -
第二節 研究問題與目的 - 3 -
第二章 文獻探討 - 4 -
第一節 認同 (IDENTITY) - 4 -
2.1.1 認同的定義 - 4 -
2.1.2 認同的分類 - 6 -
2.1.3 線上社群的認同 - 7 -
第二節 自我呈現 (SELF-PRESENTATION) - 9 -
2.2.1 自我概念的意涵 - 10 -
2.2.2 自我呈現 - 12 -
2.2.3 網路中的自我呈現 - 13 -
第三節 承諾 (COMMITMENT) - 14 -
2.3.1 承諾的類型 - 15 -
第四節 參與 (PARTICIPATION) - 17 -
第五節 知識貢獻 (KNOWLEDGE CONTRIBUTION) - 18 -
第三章 研究方法 - 20 -
第一節 研究架構 - 20 -
第二節 研究假設 - 21 -
3.2.1 參與、承諾與貢獻 - 21 -
3.2.2 自我呈現、社會認同的影響 - 22 -
第三節 研究變項及操作型定義 - 23 -
3.3.1 自我呈現 (Self-Presentation) - 23 -
3.3.2 社會認同 (Social Identity) - 24 -
3.3.3 參與 (Participation) - 25 -
3.3.4 承諾 (Commitment) - 26 -
3.3.5 知識貢獻 (Knowledge Contribution) - 27 -
第四節 研究設計 - 27 -
3.4.1 研究對象及抽樣方法 - 27 -
3.4.2 問卷設計 - 28 -
第五節 資料分析方法 - 28 -
3.5.1 敘述性統計 - 28 -
3.5.2 因素分析 - 29 -
3.5.3 信度分析 - 29 -
3.5.4 相關分析 - 29 -
3.5.5 路徑分析 - 29 -
第四章 資料分析與解釋 - 30 -
第一節 敘述性統計 - 30 -
4.1.1 人口特徵 - 30 -
第二節 因素分析 (FACTOR ANALYSIS) - 34 -
第三節 信度分析 (RELIABILITY ANALYSIS) - 37 -
第四節 相關分析 (CORRELATION ANALYSIS) - 38 -
第五節 路徑分析 (PATH ANALYSIS) - 39 -
4.5.1 知識貢獻影響因素 - 40 -
4.5.2 承諾影響因素 - 41 -
4.5.3 參與影響因素 - 43 -
第六節 分析結果 - 44 -
第五章 結論與建議 - 46 -
第一節 研究結論 - 46 -
第二節 研究建議 - 47 -
第三節 研究限制 - 48 -
參考文獻 - 49 -
中文文獻 - 49 -
英文文獻 - 52 -
附錄一、正式問卷 - 61 -

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