摘要
隨著網際網路的蓬勃發展，人們傾向花費越來越多的時間停留在網路的虛擬世界中，而人們對於網際網路的依賴性也愈來愈深，網路已離不開民眾日常生活。 因此，許多實體社會網絡中的人際互動在網路空間中不斷的發生，其中最重要的行為之一即是助人行為。本研究以布農文教基金會所推出的「布農部落-檜木精油液體皂」產品作為試用品，設計出一個網路助人行為的情境，藉此來了解一般消費者的助人行為。根據本研究的結果顯示，在網路的環境中，越高的金錢回饋將能夠吸引更多的人願意提供幫助，卻無法有效地提升助人的品質，而提供低金額報償、禮物報償或是無報償雖然無法吸引太多的人願意提供幫助，卻能夠表現出不錯的助人品質。若以額外付出心力而言，提供金錢報償會比提供禮物報償讓人們更願意提供額外的幫助；若以再次提供幫助的意願而言，提供高金錢報償則會讓人們更願意在一個被協助者需要幫助的程度較低的情況中提供協助。
並列摘要
Along with the fast growing of the Internet, people tend to spend more and more time sticking to the online virtual world. People rely on the Internet more deeply and have become part of the daily life as well. Hence, many interactions that happened in the real world also appear in the virtual environment. One of the most important behaviors of human interaction is helping behavior. In this research, the researcher designs a product trail online activity that sponsor by Bunun foundation as an online helping environment in order to understand customers’ helping behavior. According to the research result, in the virtual environment, if we use money as the feedback, the higher pay will attract more people that are willing to offer help, but the helping quality is so-so. Although we can’t attract as many people as the higher pay case, instead, the people who provide to help usually show pretty good helping quality if we offer little money, gift or even nothing. While asking people to make extra effort, provide money than gift as the feedback would attract people more willing to help others. Besides, if we ask people to provide their help again in the future, people show more willingness if they only have to provide less effort but can get higher pay back.