經營虛擬社群是資訊時代博物館開拓廣大網路族群有效方法之一。國外的博物館已善用「多對多」或「使用者之間」的互動形式經營專屬的虛擬社群，但國內的博物館仍偏向於「一對多」或「博物館與使用者之間」的社群交流。本研究從文獻建構「招募虛擬社群成員、規劃虛擬社群內容、促進虛擬社群互動、管理虛擬社群」四大構面，以藝術類博物館為對象，以問卷方式統計分析20位網站經營者以及73位網站成員對於館方經營虛擬社群方式之看法，並透過六位在博物館學、資訊科技、觀眾研領域等不同領域專家深入訪談確認調查結果。招募虛擬社群成員方面，透過博物館結合知名社群平台成為虛擬社群成員的比例最高，可藉由網路傳播力量迅速累積成員數；規劃虛擬社群內容方面，經營者與成員對提供話題、藝文資訊有較高認同程度，可藉大眾話題或邀請專家達人為討論區主持人，以持續更新相關資訊吸引成員再次造訪社群；促進虛擬社群互動方面，創意與經驗活動交流的認同程度，比情感交流為高，可結合知名平台作為輔助官方網站的交流工具，開設與實體活動相關的創作競賽及討論區，以增進成員間之互動；管理虛擬社群方面，對經營者而言最重要的是，具備藝文與資訊相關專業知識、訂定社群規章維護品質、編輯成員創作累積資產、定期分析社群發展狀況以利改進。

In this information age, manage a virtual-community is a good method to develop museum members. The foreign museums manage own virtual-community with the interaction of「many to many」, but the domestic museums manage own virtual-community with the interaction of 「one to many」. I deduce four perspectives from the relational researches: Recruit the virtual-community members, Plan the virtual-community contents, Promote the virtual-community interaction, Manage the virtual-community. By analyzing the survey of 20 managers and 73 members in art museums, and discuss with experts, I would provide the correct study.
According to the survey analysis,「Recruit the virtual-community members」: A lot of people became members through the famous social websites which connected with the museum, so the museum can use the famous social websites for recruiting members. 「Plan the virtual-community contents」: Managers and members had a higher agreement on art and subject information, so the museum can provide a public subject and invite art expert be a host, if keep renewing the art information, it will attract members come back to the virtual-community. 「Promote the virtual-community interaction」: The interaction of creation and experience had a higher agreement, so the museum can provide a competition and forum about museum activities, it will good for promoting the interaction of virtual-community. 「Manage the virtual-community」: The manager should have knowledge of art and information, know how to execute standard and edit member’s creation.

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