本研究以數位時代雜誌2008年評比，全國3C產品討論社群網站排名第一的Mobile01網站上，手機討論版「開箱文」專業級作者為研究對象。旨在探索「開箱文」分享現象；並瞭解寫手分享「開箱文」的動機與回饋，以思考此現象在網站管理上所代表的意涵。
本研究以社會認知理論為研究理論基礎，探討各構面與「開箱文」分享行為有關項目。所建立之研究架構，分別為個人面 (能力、成就感、興趣、正面回饋結果預期) 、環境面 (產品來源、交流、回饋) 、行為面 (開箱文發表過程、回饋反應) 。
採個案研究法，以研究者探討相關文獻、觀察對象網站，依基本問題分類架構自編之「訪談大綱」邀訪「開箱文」專家，進行開放式專家深度訪談。訪談後將訪談內容繕打成逐字稿，整理逐字稿內容，綜合網站蒐集資料，描述「開箱文」分享現象；再以內容分析法擷取逐字稿中與研究議題相關之重要語句，成為本研究最小分析單元，共選取語幹264筆。以研究架構各項目為類目，依分類基準將語幹編碼歸類，以聚焦問題，共得有效語幹252筆。分析語幹後，根據研究之主要發現，歸納出下列二點結論：
一、「開箱文」寫手分享動機是基於個人的「能力」、「成就感」、「興趣」並藉由「自購」或網站環境提供的「產品來源」來撰寫，經由「交流回饋」產生對「正面回饋」的「結果預期」行為。
二、「負面回饋」可能導致「開箱文」寫手不願意再進行分享，造成網站資料來源損失。
依據本研究結論，對網站經營者、管理者、產品廠商、「開箱文」寫手及瀏覽「開箱文」網友，提出相關建議。作為網站經營者、管理者及產品廠商擬定相關管理策略之參考。

This study uses Business Next magazine 2008 number one rating 3C product discussion group website Mobile01’s “open box experience” professional writers as study objects. The purpose of this study is to explore “open box experience” sharing phenomenon and to understand writers’ motivation and feedback in order to analyze the website management implication on this phenomenon.
This study is based on soial cognitive theory, explores each dimension based on social cognitive theory and related items. The structure of this study includes people (capacity, attainment, enjoyment, positive feedback outcome expectation), environment (source of the product, exchange, feedback), behavior (the process of open box experience publication, reactions to feedback).
This study adapts case study method. Researcher explored related journals, observed study object website. Based on the basic question categorization structure to construct interview questions, invited “open box experience” experts and conducted open-ended expert in-depth interview. After each interview, the interview contents were typed into transcription. The transcription and the website data were used to describe “open box experience” sharing phenomenon. Then the theme words which are related to the study were extracted from the transcription and became this study’s basic elements. There are 264 themes extracted, coded and categorized in order to focus on the question. Finally, there are 252 effective themes selected and analyzed. Based on the major study findings, there are two conclusions:
1. The motivation of “open box experience” writing is based on people’s capacity, attainment and enjoyment. It also resulted by positive feedback outcome expectation by “self purchase” or product source provided by online environment as well as exchange and feedback.
2. Negative feedback can result in keeping “open box experience” writers from sharing and cause the lost of information for websites.
Based on the above conclusions, this study provides suggestions to website owners, administrators, product vendors, “open box experience” writers and readers. The suggestions can be used as references for website owners, administrators, product vendors when they are forming management strategies.

第一章　緒論 1
第一節　研究背景 1
第二節　研究動機 2
第三節　研究目的 3
第二章　文獻探討 5
第一節　虛擬社群 5
第二節　知識分享 10
第三節　知識分享動機理論 13
第三章　研究方法 21
第一節　研究流程 21
第二節　研究架構 22
第三節　研究設計 26
第四節　研究限制 30
第五節　研究過程 32
第四章　「開箱文」分享現象描述 38
第一節　何謂「開箱文」 38
第二節　誰會發表「開箱文」 52
第三節　如何撰寫一篇「開箱文」 55
第四節　發表「開箱文」的時機 58
第五節　發表「開箱文」的版面 63
第六節　發表「開箱文」對工作及家庭生活的影響 64
第五章　研究結果與討論 66
第一節　「個人面」討論 66
第二節　「環境面」討論 75
第三節　「行為面」討論 83
第四節　「交互影響」討論 94
第六章　結論與建議 97
第一節　研究結論 97
第二節　實務建議 98
第三節　研究貢獻 99
第四節　後續研究方向 100
參考文獻 101
中文文獻 101
英文文獻 101
網路資料 104
附錄 106
附錄一　訪談邀請函及同意回函 106
附錄二　訪談逐字稿 110
附錄三　編碼員語幹類目編碼結果 127
附錄四　「個人面」語幹編碼 129
附錄五　「環境面」語幹編碼 134
附錄六　「行為面」語幹編碼 139
附錄七　「無效」語幹編碼 145

中文文獻
王石番 (1991) 。傳播內容分析法 — 理論與實證。台北：幼獅。
吳盛、林東清、林杏子 (2006) 。以社會交換理論觀點探討影響虛擬團隊成員知識分享行為因素。資訊管理學報。13 (1) ，頁193-219。
郭峰淵、曾繁絹、劉家儀 (2006) 。從社會認知觀點探討醫師專業知識分享。圖書資訊學刊。4 (1/2) ，頁97-114。
張春興、林清山 (2002) 。教育心理學 (三十一刷) 。台北：東華。
謝宗諭 (2005) 。虛擬社群知識分享行為研究 — 期待與價值扮演的角色。國立中央大學資訊管理研究所碩士論文。桃園：未出版。
英文文獻
Adler, R.P. and Christopher, A.J. (1998). Internet community primer – overview and business opportunity. 2008年7月14日取自http://www.digiplaces.com/
Alavi, M. and Leidner, D.E. (2001). Review: knowledge management and knowledge management systems: conceptual foundations and research issues. MIS Quarterly, 25(1), 107–136.
Anne, B. (1994). Communities On-Line: Community-Based Computer Networks. Beverly, MA: Sage Publishing.
Bandura, A. (1962). Social Learning Through Imitation. In N. R. Jones (Ed.), Nebraska Symposium on Motivation. Lincoln, NE: University of Nebraska Press.
Bandura, A. (1977). Self–efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215.
Bandura, A. (1986). Social foundations of thought and action: a social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
Bandura, A. (1997). Self–efficacy: the exercise of control. New York, NY: Freeman.
Blau, P. M. (1964). Exchange and Power in Social Life. New York, NY: Wiley.
Bruner, J.S. (1966). Toward a theory of instruction. Cambridge, MA: Belknap Press of Harvard University Press.
Compeau, D.R. and Higgins, C.A. (1995). Computer self–efficacy:development of a measure and initial test. MIS Quarterly, 19, 189–211.
Cooper, D. R. and Schindler, P. S. (2007). Business research methods (10th ed). New York, NY: McGraw-Hill.
Davenport, T.H. and Prusak, L. (1998). Working knowledge: how organizations manage what they know. Boston, MA: Harvard Business School Press.
Eccles, J.S., Adler, T.F., Futterman, R., Goff, S.B., Kaczala, C.M., Meece, J.L., and Midgley, C. (1983). Expectancies, values, and academic behaviors. in J.T. Spence (ed.), Achievement and Achievement Motivation. (pp.75–146). San Francisco, CA: W.H. Freeman.
Emerson, R. M.(1962). Power-Dependence Relations. America Sociological Review, 27, 31-41.
Ericsson K. and Simon, H.A. (1993). Protocol Analysis: Verbal Reports as Data, Revised Edition. Cambridge, MA: MIT Press.
Fernback, J. and Thompson, B. (1995). Virtual Communities: Abort, Retry, Failure?. Albuquerque, NM: International Communication Association.
Gerbner, G. (1973). Cultural Indicators: The third voice. In G. Gerbner, L. Gross, & W. Melody (Eds.), Communication technology and social policy. New York, NY: John Wiley & Sons, Inc.
Hagel III, J. and Armstrong, A.G. (1997). Net Gain – Expanding markets through virtual communities. New York, NY: McKinsey & Company, Inc.
Hendriks, P. (1999). Why share knowledge? The influence of ICT on motivation for knowledge sharing. Knowledge and Process Management. 6(2), 91–100.
Holthouse, D. (1998). Knowledge Research Issues. California Management Review, 43(3), 277-280.
Homans, G. C. (1958). Social Behavior as Exchange. The American Journal of Sociology. 63, 597-606.
Kozinet, R. V. (1999). E-Tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption. European Management Journal, 17(3), 252-264.
Nonaka, I. and Takeuchi, H. (1995). The knowledge – creating company. New York, NY: Oxford University Press.
Raynor, J.O. (1982). Future orientation, self–evaluation, and achievement motivation: use of an expectancy–value theory of personality functioning and change. In N. T. Feather (Eds.), Expectation and Actions: Expectancy–Value Models in Psychology (pp.97–124). Hillsdale, NJ: Lawrence Erlbaum Associations, Inc.
Reve, T. and Stern, L. W. (1979). Interorganizational Relations in Marketing Channels, Academy of Management. The Academy of Management Review, 4(3), 405-416.
Rheingold, H. (1993). The virtual community: homesteading on the electronic frontier. New York, NY: Haper Perennial.
Robert H. Z.(2000). Hobbes' Internet Timeline Copyright (c)1993-2006. 2009年6月1日，取自：http://www.zakon.org/robert/internet/timeline.html
Rokeach, M. (1973). The nature of human values. New York, NY: Free Press.
Romm, C., Pliskin, N. and Clarke, R. (1997). Virtual Communities and Society: Toward an Integrative Three Phase Model. International Journal of Information Management, 17(4), 261-270.
Rothaermel, F. T. and Sugiyama, S. (2001). Virtual Internet Communities and Commercial Success: Individual and Community-level Theory Grounded in the Atypical Case of TimeZone.com, Journal of Management, 27(3), 297-312.
Rotter, J.B. (1982). The development and application of social learning theory. New York, NY: Praeger Publishers.
Rubin, H. J. and Rubin I. S. (1995). Qualitative interview: The art of hearing data. Thousand Oaks, CA: Sage.
Thibaut J. W. and Kelley, H.(1959). The Social Psychology of Groups. New York, NY: Wiley.
Wenger, E.C., McDermott, R. and Snyder, W.M. (2002). Cultivating communities of practice: A guide to managing knowledge. Boston, MA: Harvard Business Publishing.
Wijnhoven, F. (1998). Knowledge logistic in business contexts. Analyzing and diagnosing knowledge sharing by logistics concepts. Knowledge and Process Management, 5, 143-157.
Yin, R. K. (2003). Case Study Research: Design and Methods. London: Sage Publications.