越來越多的消費者為了搜尋產品的相關資訊而加入該線上品牌社群的討論。對管理者而言，了解消費者想要參與品牌社群的因素且更進一步了解促使消費者願意貢獻分享知識的因素是具有價值的。本研究探討三個社群特徵 (認同感、儀式與傳統、道德責任)及成員的預期報酬包括:社會預期 (社會地位、聯繫)及個人預期 (知識、愉悅感)對成員知識分享行為及行為意圖的影響，以及成員信任的干擾效果。本研究問卷架構在社會認知理論的基礎上，從一個台灣的Wii社群中，共蒐集到281份有效問卷去作分析。從研究中發現社群的特徵扮演一個重要的角色，促使成員分享他們的知識並致使他們參與社群，將社群推薦給其他人並對該品牌具有忠誠度。管理者應持續維持一個良好的社群環境並在社群中營造出友好的氛圍。其它的研究結果、管理意涵及未來研究建議將在論文中討論並提出。

More and more consumers join the discussion in a brand community in order to search the information about the product. It is valuable for managers to understand the factors which consumers want to join this community and further to understand the factor which encourage consumers to contribute and share their knowledge in the online brand community. This study explores how the effect of three markers of community (consciousness of kind, rituals and traditions, and moral responsibility) and members’ expectations (social status, affiliation, knowledge, and enjoyment) influence members’ knowledge sharing behavior and their intentions, together with the moderating effect of members’ trust. Based on social cognitive theory, this study conducted the survey which was participated by 281 members of Wii community in Taiwan, the findings indicated that community’s characteristic plays an important role in motivating members to share their knowledge and lead to their intentions to participate, recommend the community to others and be loyal to a brand. Managers should keep maintaining a good brand community environment and creating a cordial atmosphere within community. Other findings, managerial implications and suggestions for future research are also provided in the paper.

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