在科技進步及網路的普及化下，網路品牌社群逐漸興起壯大，並成為消費者獲取產品知識，分享產品使用心得的重要媒介。同時，線上品牌社群也成為公司了解消費者、保留顧客的一種行銷工具，並成為顧客關係管理的重要的一部份。
在此篇研究中，我們探討了社群成員知識分享的原因，並以社群成員的社會認同、社群公民行為做為重要的影響因子，同時延伸討論其對於成員參與社群、推薦社群與社群忠誠的三種行為意圖的影響。此外，本研究納入成員與社群間的心理合約做為影響成員的干擾因子，藉此探討其如何影響知識分享與三種行為意圖。經由文獻探討後，本研究選定台灣線上魔獸世界遊戲社群作為探討對象，並以問卷調查方式回收361份問卷，資料分析結果顯示社會認同與社群公民行為彼此間具有正向關係，並對於知識分享與三種行為意圖具正向顯著的影響效果，而干擾因子心理合約在此呈現較薄弱的影響關係。

In an internet generation, online brand community becomes an important media for consumer to learn product and share their using experience. Meanwhile, online brand community has become an increasingly popular marketing tool for company to understand consumers and retain customers by maintaining good relationship with members. For these reasons, it is important for company to realize the factors urge members share knowledge and participate in online brand community.
This study explores the relationship between community member’s social identity, community citizenship behaviors and member’s behavioral intentions. Besides, this study examines the psychological contract as a moderator to influence member’s behavioral intentions. Based on the purpose of this study, the hypotheses are developed to examine. Questionnaires are used to collect data, and 361 completed questionnaires of World of Warcraft (WOW) online game members in Taiwan are put into analysis. The results showed that social identity and community citizenship behaviors lead members to share their knowledge and made them have highly intentions to participate, recommend, and be loyal to the community and to the brand. However, psychological contract works less important to influence members, company should create the mutually beneficial believe within the community.

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