虛擬社群是近年來最為蓬勃發展的網站，也有越來越多廠商紛紛經營或加入虛擬社群以共同發展電子商務、新的商業模式，而其中又以興趣導向之虛擬社群最為廣受歡迎。在虛擬社群中，具有相同興趣的使用者可彼此交流、分享或搜尋相關產品資訊與使用口碑，促使了資訊透明的提升。然而在虛擬社群上，使用者可輕易地搜尋、查看各個廠商的產品或口碑資訊，以選擇最適合的產品，也因而將帶給廠商更難以預測的品牌忠誠變動；另一方面，虛擬社群本身也期望發展成新的電子商務平台，藉由提供購買的服務來成為使用者新的購物管道以創造價值。

然而，目前的研究尚未對虛擬社群應具備的特性有一個整體的看法；另外，過去的研究多聚焦在使用者對網站本身忠誠，鮮少注重使用者對網站上廠商的品牌忠誠探討。是故，本研究將根據過去文獻整理而提出虛擬社群應具備的網站特性，以及資訊透明如何影響品牌忠誠、購買意願、顧客影響力。本研究針對六個主要的虛擬社群回收407份網路問卷，並採取結構方程模式來驗證研究模型。而最後的結果顯示，本研究所提出的虛擬社群特性:資訊分享、網站設計、網站信任、網站推廣皆會對資訊透明有顯著地正向影響；而資訊透明也對品牌忠誠、購買意願及顧客影響力有顯著地正向影響。其中，資訊透明對使用者本身品牌忠誠有顯著地正向影響，同時也會促使使用者關注甚至購買其他品牌，但使用者依然會以本身品牌為優先考量；而當資訊透明高且虛擬社群有提供優惠的情況下，則使用者的購買意願會更為強烈；最後，希望藉由本研究的結果提出管理意涵給予虛擬社群經營者、相關廠商作為行銷策略制定的參考。

壹、緒論 9
1-1研究背景
1-2研究目的
貳、文獻探討
2-1虛擬社群(Virtual Community)
2-2虛擬社群的特性
2-3虛擬社群的價值-「資訊透明」
參、研究架構與假設
3-1資訊分享與資訊透明
3-2網站設計與資訊透明
3-3網站信任與資訊透明
3-4網站推廣與資訊透明
3-5資訊透明
3-6品牌忠誠
3-7購買意願
3-8顧客影響力
3-9 總結
肆、研究方法
4-1 資料收集
4-2 樣本統計分析
4-3信度與效度分析
伍、資料分析與結果
5-1 網站特性與資訊透明(H1a~H1d)
5-1-1資訊分享
5-1-2網站設計
5-1-3網站信任
5-1-4網站推廣
5-1-5資訊透明
5-2 資訊透明與品牌忠誠
5-3 資訊透明與購買意願
5-4 顧客影響力
陸、結論
6-1研究結果
6-2研究貢獻
6-3研究限制與未來建議
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