隨著網際網路的蓬勃發展,人與人在網路上互動越趨頻繁,直至近幾年虛擬社群的誕生,網路社群中凝聚了各方成員,促成資訊的分享與交換行為進而創造價值,許多企業都想利用這些價值來達成企業相關目標,但企業在社群中從事的活動不是都被社群成員接受的,過去相關研究認為關鍵在於企業活動不受到社群成員的信任所致。本研究從社會契約的觀點來探討此問題,認為企業活動必須在吻合社群宗旨的前提下進行,才能獲得社群成員的接受,進而建立信任關係。研究方式採調查法,經由文獻探討建立研究架構與研究問卷,問卷透過網路社群發放,共回收310份有效問卷。實證結果發現,企業在社群裡的活動必須視社群的類型做調整,未因應社群類型的企業活動,會被社群成員視為與社群宗旨不吻合,將不利於獲得社群成員的信任。資料的分析結果也顯示,企業在交易型社群中適合進行產品開發與產品支援活動,如果兩者活動搭配進行,也有助於社群成員的認同;至於在興趣型社群中則適合單獨採行產品開發活動,較不適合進行市場行銷與產品支援活動。
With the booming development of Internet, people interact on the network more often. Especially after the appearance of virtual community, which not only brings people together to share and exchange information, but also contribute to value creation. Many companies want to utilize resources in the communities to achieve their business goals, but they found themselves unwelcome by communities. Previous studies had found this is a problem of trust. But they provided few suggestions for enterprises how to engage in network communities. In this study the social contract theory was employed to explore this issue. It proposes that business activities of enterprises must be consistent with the purpose of communities they engage in. Under this premise, an enterprise's business activities can be accepted by community members. A survey was conducted in which 310 valid samples were gathered. Empirical results indicate that an enterprise's business activities must be in accordance with the type of community they engage in, or they won't gain trust by community members. The result of analysis also shows that enterprises in communities of transaction are welcome to do both product development and product support activities, but are not welcome to do marketing activities. While enterprises in communities of interest, they are only welcome to do product development activities.