網路社群中的資訊分享,幫助人跨越空間與時間,展開資訊的交流。本 文結合「資訊公共財」及「社會認知理論」兩個核心概念,探究 Facebook 旅遊社團的資訊分享行為如何形成與維持。Facebook 社團作為一資訊共享平 台,其所具備的「連結性」和「共同性」,是如何經由「信任」、「互惠」及「規 範」所構建而成,來促使社團中的成員們願意主動分享資訊及參與互動。
再進一步聚焦於個人層面,以「自我效能」、「預期結果」切入,剖析 對資訊分享行為的影響。本研究採取半結構式訪談進行,關注社團成員的資 訊交流經驗。研究發現,成員的信任來自於彼此沒有利益衝突,而社團發文 規範,有助形成信任關係。互惠機制雖非強制性,但能夠激勵成員成為潛在 的資訊貢獻者,而和諧的互動氣氛則有賴於明確的社團管理規範。自我效能 則影響資訊分享行為的內容與品質,預期結果帶給資訊分享者社交愉悅與滿足,以及幫助他人的正面影響。本文將資訊公共財概念納入討論,為未來資 訊分享行為的研究,提供新的分析架構,同時給予社群經營者,在促進成員 分享資訊及互動的建議。

關鍵詞:公共財、共同性、社會認知理論、連結性、資訊分享行為 

This study combines the two core concepts of "public good" and " social cognitive theory" to explore how the information sharing behaviors of Facebook travel group form and maintain. As a platform for information sharing, the Facebook group has to form "connectivity" and "communality" through "trust", "reciprocity" and "normative". For the individual level, "self-efficacy" and "outcome expectation " are two key factors for information sharing behavior. This study conducts by semistructured interview. It found that the trust of the members because of the non-existence of conflicts. Also, the norm of the posting helps to form the trust. Although the reciprocal mechanism is not mandatory, it still motivate members to become potential information contributors in the future. The harmonious atmosphere of interaction depends on the clear group norms. Self-efficacy affects the content and quality of the information, and outcome expectations bring member social pleasure and satisfaction. Also, it brings positive influences about helping others. This study incorporates the concept of public good into discussion and proposes a new analytical framework for future research. There are some suggestions for the administrator to enhance the interaction.

Keywords: public good、information sharing behavior、connectivity、 communality、social cognitive theory