認同是一種深層的心理狀態，可以有效提升成員對所屬社群的知識分享行為，進而讓成員及社群從中獲益。本研究旨在探討虛擬社群（線上品牌社群）成員對所屬社群的認同過程。本研究之研究模型整合了分別屬於個人層級認同、互動層級認同及整體層級認同的識別相關認同、關係認同以及整體認同，同時探討各別的前因與結果因素。從文獻得知，識別相關認同及關係認同均能促發成員對虛擬社群的整體認同之產生，而其結果因素為共同消費與共同生產。本研究以品牌相機的線上台灣粉絲團為研究對象，並且以發放網路問卷為試測方式。研究結果顯示，識別相關認同及關係認同對整體認同的影響相當，而結果因素則為共同消費及共同生產。識別吸引力則為主要影響因素，可以分別促發以上三種認同的產生。本研究證實了識別相似度、識別獨特性及識別尊榮感為識別吸引力的前因，其中以識別尊榮感最具影響力。上述前因皆是源自於成員本身的識別，而非社群專屬之識別。另外，本研究也證實了離線活動與享樂性以及領袖熱誠分別對關係認同的正向及負向影響。

Identification is a primary psychological substrate which ultimately benefits community and members within. This research presents an empirical test of identification process in the context of virtual community　(online brand community). It investigates the tripartite model of identification and intends to find out what the antecedents and consequences of identity-related identification (individual level), relational identification (interpersonal level) and collective identification (collective identification) are. The model of this research asserts that collective identification towards a virtual community is induced by both identity-related identification and relational identification. In turn, it is expected that collective identification will impact both co-consumption and co-production. This model was tested in the context of camera Taiwanese fans clubs. The results indicated that members do identify with their belonged virtual community through the effects of relational identification and identity-related identification and the collective identification positively impact both co-consumption and co-production. The research also validated that identity similarity, identity distinctiveness and identity prestige are accounted as antecedents of the virtual community’s identity attractiveness meanwhile identity prestige is the most influential factor. In addition, identity attractiveness triggers identification from all levels. Furthermore, the three abovementioned antecedents are shaped by the members within as a whole, not the enduring features of the community itself. Besides, offline activities and enjoyability positively affect relational identification, on the other hand, leader enthusiasm is negatively related with relational identification.

Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: Expanding the role of relationship marketing. Journal of Applied Psychology. 90(3), 574-585.

Albert S., & Whetten, D. (1985). Organizational Identity. Research in Organizational Behavior, 7, 263-295.

Albert, S., Ashforth, B. E., & Dutton, J. E. (2000). Organizational identity and identification: Charting new waters and building new bridges. Academy of Management Review, 25(1), 13-17.

Anderson, C., & Berdahl, J. L. (2002). The experience of power: Examining the effects of power on approach and inhibition tendencies. Journal of Personality and Social Psychology, 83(6), 1362-1377.

Aron, A., & Aron, E. (2000). Self-expansion motivation and including other in the self. In W. Ickes & S. Duck (Eds.), The social psychology of personal relationships (pp. 109-128). Chichester, UK: Wiley.

Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.

Ashforth, B.E. (1998). Becoming: How does the process of identification unfold?. In D. A. Whetten & P. C. Godfrey (Eds.), Identity in organizations: Building theory through conversations (pp. 213-222). Thousand Oaks, CA: Sage Publication.

Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.

Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103-138.

Berdahl, J. L., & Martorana, P. V. (2006). Effects of power on emotion and expression during a controversial group discussion. European Journal of Social Psychology, 36(4): 497-509.

Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39, 555-577.

Bentler, P. M., & Bonnett, D. G. （1980）. Significant tests and goodness of fit in the analysis of covariance structure. Psychological Bulletin, 88, 588-606.

Bentler, P. M. (1990) Comparative fit indexes in structural models. Psychological Bulletin, 238–246.

Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(4), 76-88.

Blanton, H., & Christie, C. (2003). Deviance regulation: A theory of action and identity. Review of General Psychology, 7(2), 115-149.

Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate. [Review]. Mis Quarterly, 29(1), 87-111.

Brewer, M. B. (1991). The social self - on being the same and different at the same time. Personality and Social Psychology Bulletin, 17(5), 475-482.

Brewer, M. B., & Gardner, W. (1996). Who is this ''we''? Levels of collective identity and self representations. Journal of Personality and Social Psychology, 71(1), 83-93.

Brewer, M. B., & Silver, M. (2000). Group distinctiveness, social identity and collective mobilization. In S. Stryker, T. J. Owens & R. W. White (Eds.) Self, identity, and social movements. (pp. 153-171). Minneapolis: University of Minnesota Press.

Brodsky, A. E., & Marx, C. M. (2001). Layers of identity: Multiple psychological senses of community within a community setting. Journal of Community Psychology, 29(2), 161-178.

Brown, S., Kozinets, R. V., & Sherry, J. F. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19-33.

Browne, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136–162). Newbury Park, C.A.: Sage.

Carmeli, A., Atwater, L., & Levi, A. (2011). How leadership enhances employees' knowledge sharing: the intervening roles of relational and organizational identification. Journal of Technology Transfer, 36(3), 257-274.

Cheney, G. (1982). Organizational identification as process and product: A field study. Unpublished master’s thesis. Purdue University.

Cheney, G. (1983). On the various and changing meanings of organizational membership - a field-study of organizational identification. Communication Monographs, 50(4), 342-362.

Christ, O., van Dick, R., Wagner, U., & Stellmacher, J. (2003). When teachers go the extra mile: Foci of organisational identification as determinants of different forms of organisational citizenship behaviour among schoolteachers. British Journal of Educational Psychology, 73, 329-341.

Cross, S. E., Bacon, P. L., & Morris, M. L. (2000). The relational-interdependent self-construal and relationships. Journal of Personality and Social Psychology, 78(4), 791-808.

Cyr, S., & Choo, C. W. (2010). The individual and social dynamics of knowledge sharing: an exploratory study. Journal of Documentation, 66(6), 824-846.

Dacin, T. M., Ventresca, M. J., & Beal, B. D. (1999). The embeddedbess of organizations: Dialogues and directions. Journal of Management, 25(3), 317-356.

Deaux, K. (1996). Social identification. In E. T. Higgins & A. W. Kruglanski (Eds.), Social psychology handbook of basic principles (pp. 777–798). New York: Guilford.

Devendorf, S. A., & Highhouse, S. (2008). Applicant-employee similarity and attraction to an employer. Journal of Occupational and Organizational Psychology, 81, 607-617.

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.

Dimmock, J. A., Grove, J. R., & Eklund, R. C. (2005). Reconceptualizing team identification: New dimensions and their relationship to intergroup bias. Group Dynamics-Theory Research and Practice, 9(2), 75-86.

Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263.

Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self-categorisation, commitment to the group and group self-esteem as related but distinct aspects of social identity. European Journal of Social Psychology, 29(2-3), 371-389.

Faust, K. (1997). Centrality in affiliation networks. Social Networks, 19(2), 157-191.

Gainer B., & Fischer, E. (1994). Community and consumption. Advances in Consumer Research 21, 137.

Gautam, T., Van Dick, R., & Wagner, U. (2004). Organizational identification and organizational commitment: Distinct aspects of two related concepts. Asian Journal of Social Psychology, 7(3), 301-315.

Gusfield, J. R. (1975). The community: A critical response. New York: Harper Colophon.

Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998) Multivariate Data Analysis. Upper Saddle River, N.J.: Prentice Hall.

Heaphy, E. D., & Dutton, J. E. (2008). Positive social interactions and the human body at work: Linking organizations and physiology. Academy of Management Review, 33(1), 137-162.

Hedges, A., & Kelly, J. (1992). Identification with local areas: Summary report on a qualitative study. London: HMG, Department of Environment.

Heller, K. (1989). The return to community. American Journal of Community Psychology, 17(1), 1-15.

Henry, K. B., Arrow, H., & Carini, B. (1999). A tripartite model of group identification - Theory and measurement. Small Group Research, 30(5), 558-581.

Hinkle, S., Taylor, L. A., Foxcardamone, D. L., & Crook, K. F. (1989). Intragroup identification and intergroup differentiation - a multicomponent approach. British Journal of Social Psychology, 28, 305-317.

Hu, L., & Bentler, P. M.（1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.

Huffman, C., Ratneshwar, S., & Mick, D.G. (2000). Consumer Goal Structures and Goal Determination Processes: An Integrative Framework. In S. Ratneshwar, D. G. Mick, & C. Huffman (Eds.), The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (pp. 9-35). London and New York: Routledge.

InsightXplorer Limited (2010a). ARO observation: Usage of community website in 2009. Retrieved October 17, 2011, from http://news.ixresearch.com/?p=1211

InsightXplorer Limited (2010b). ARO observation: Usage of community website. Retrieved October 17, 2011, from http://news.ixresearch.com/?p=1915

InsightXplorer Limited (2011). IX survey on digital camera. Retrieved October 17, 2011, from http://www.insightxplorer.com/specialtopic/2011_06_03.htm#

Jackson, J. W. (2002). The relationship between group identity and intergroup prejudice is moderated by sociostructural variation. Journal of Applied Social Psychology, 32(5), 908-933.

Jackson, J. W., & Smith, E. R. (1999). Conceptualizing social identity: A new framework and evidence for the impact of different dimensions. Personality and Social Psychology Bulletin, 25(1), 120-135.

J¨oreskog, K. G., & S¨orbom (1996). LISREL 8: User’s Reference Guide. Chicago: Scientific Software International.

Jones, C., & Volpe, E. H. (2011). Organizational identification: Extending our understanding of social identities through social networks. Journal of Organizational Behavior, 32(3), 413-434.

Keltner, D., Gruenfeld, D. H., & Anderson, C. (2003). Power, approach, and inhibition. Psychological Review, 110(2), 265–284.

Koh, J., & Kim, Y. G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International Journal of Electronic Commerce, 8(2), 75-93.

Kristof, A. L. (1996). Person-organization fit: An integrative review of its conceptualizations, measurement, and implications. Personnel Psychology, 49(1), 1-49.

Liden, R. C., Wayne, S. J., & Stilwell, D. (1993). A longitudinal-study on the early development of leader member exchanges. Journal of Applied Psychology, 78(4), 662-674.

Linardatos, L., & Lydon, J. E. (2011). Relationship-Specific Identification and Spontaneous Relationship Maintenance Processes. Journal of Personality and Social Psychology, 101(4), 737-753.

Mael, F., & Ashforth, B. E. (1992). Alumni and their alma-mater - a partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13(2), 103-123.

Marin, L., & Ruiz, S. (2007). "I need you too!" - Corporate identity attractiveness for consumers and the role of social responsibility. Journal of Business Ethics, 71(3), 245-260.

Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social Capital Production in a Virtual P3 Community. Journal of Consumer Research, 34(6), 832-849.

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.

McMillan, D. W., & Chavis, D. M. (1986). Sense of community - a definition and theory. Journal of Community Psychology, 14(1), 6-23.

Miller, V. D., Allen, M., Casey, M., & Johnson, J. R. (2000). Reconsidering the organizational identification questionnaire. Management Communication Quarterly, 13, 628-658.

Muniz, A. M., & O'Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.

Obst, P., Zinkiewicz, L., & Smith, S. G. (2002). Sense of community in science fiction fandom, part 1: Understanding sense of community in an international community of interest. Journal of Community Psychology, 30(1), 87-103.

Obst, P. L., & White, K. M. (2005). An exploration of the interplay between psychological sense of community, social identification and salience. Journal of Community & Applied Social Psychology, 15(2), 127-135.

Oreilly, C., & Chatman, J. (1986). Organizational commitment and psychological attachment - the effects of compliance, identification, and internalization on pro-social behavior. Journal of Applied Psychology, 71(3), 492-499.

Patchen, M. (1970). Participation,Achievement,and Involvement on the job. Englewood Cliffs, N.J.: Prentice Hall.

Phinney, J. S. (1990). Ethnic-identity in adolescents and adults - review of research. Psychological Bulletin, 108(3), 499-514.

Pratt, M. G. (1998). To be or not to be: Central questions in organizational identification. In D. A. Whetten & P. C. Godfrey (Eds.), Identity in organizations (pp. 171–207). Thousand Oaks, CA: Sage Publication.

Preece, J. (2001). Online communities: Usability, Sociability, Theory and Methods. In R. Earnshaw, R. Guedj, A. van Dam and T. Vince (Eds.), Frontiers of human-centred computing, online communities and virtual environments (pp. 263-277). Amsterdam: Springer Verlag.

Puddifoor, J. E. (2003). Exploring "personal" and "shared" sense of community identity in Durham City, England. Journal of Community Psychology, 31(1), 87-106.

Puddifoot, J. E. (1995). Dimensions of community identity. Journal of Community & Applied Social Psychology, 5(5), 357-370.

Raban, D. R., & Rabin, E. (2009). Statistical inference from power law distributed web-based social interactions. Internet Research, 19(3), 266-278.

Rheingold, H. (1993). The Virtual Community: Homesteading on the Electronic Frontier. London: MIT Press.

Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295.

Rothaermel, F. T., & Sugiyama, S. (2001). Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management, 27(3), 297-312.

Rousseau, D. M. (1998). Why workers still identify with organizations. Journal of Organizational Behavior, 19(3), 217-233.

Ryu, S., Ho, S. H., & Han, I. (2003). Knowledge sharing behavior of physicians in hospitals. Expert Systems with Applications, 25(1), 113-122.

Schau, H. J., Muniz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51.

Schlenker, B. R. (1986). Self-identification: Toward an integration of the private
and public self. In R. Baumeister (Ed.), Public self and private self (pp. 21-62). New York: Springer-Verlag.

Shamma, H. M., & Hassan, S. S. (2011). Integrating product and corporate brand equity into total brand equity measurement. International Journal of Marketing Studies, 3(1), 11-20.

Shen, Y. C., Huang, C. Y., Chu, C. H., & Liao, H. C. (2010). Virtual Community Loyalty: An Interpersonal-Interaction Perspective. International Journal of Electronic Commerce, 15(1), 49-73.

Sluss, D. M., & Ashforth, B. E. (2007). Relational identity and identification: Defining ourselves through work relationships. Academy of Management Review, 32(1), 9-32.

Smith, S. G., Zinkiewicz, L., & Ryall, C. T. (1999). Sense of community: Yet another group identification?. Australian Journal of Psychology, 51, 18.

Sproull, L., & Faraj, S. (1997). Atheism, sex and databases: The net as a social technology. In S. Kiesler (Ed.), Culture of the internet (pp. 35-51). Mahwah NJ: Lawrence Erlbaum Associates.

Steckler, N., & Fondas, N. (1995). Building team leader effectiveness - a diagnostic-tool. Organizational Dynamics, 23(3), 20-35.

Swann, W. B., Jr. (1987). Identity negotiation: Where two roads meet. Journal of Personality and Social Psychology, 53, 1038-1051.

Taiwan Network Information Center. (2011). A survey on broadband usage in Taiwan. Retrieved October 15, 2011, from http://www.twnic.net.tw/download/200307/1101f.pdf

Tajfel, H. (Ed.). (1978). Differentiation between social groups: Studies in the social psychology of intergroup relations. London: Academic Press.

Tajfel, H. (1981). Human groups and social categories. Cambridge: Cambridge University Press.

Tajfel, H., & Turner, J. C. (1985). The social identity theory of intergroup behavior. In S. Worcehl & W.G. Austin (Eds.), Psychology of Intergroup Relations (2nd ed., pp 7-24). Chicago: Nelson-Hall.

Tost, L. P., Gino, F., & Larricj, R. P., (2011). When power makes others speechless: The negative impact of leader power on team performance (Working paper No 11-087). Retrieved from Harvard Business School website: http://www.hbs.edu/research/pdf/11-087.pdf

Tucker,L.R., & Lewis,C.（1973）The reliability coefficient for maximum likelihood factor analysis.Psychometrika,38, 1-10.

Turban, D. B., & Jones, A. P. (1988). Supervisor subordinate similarity - types, effects, and mechanisms. Journal of Applied Psychology, 73(2), 228-234.

Turner, J. C. (1982). Toward a cognitive redefinition of the social group. In H. Tajfel (Ed.), Social identity and intergroup behavior (pp. 15-40). Cambridge, England: Cambridge University Press.

Turner, J. C. (1985). The social identity theory of intergroup behavior (2nd ed.). Chicago: Nelson-Hall.

Turner, J. C. (1999). Some current issues in research on social identity and self-categorization theories. In N. Ellemers, R. Spears, & B. Doosje (Eds.), Social identity context, commitment, content (pp. 6–34). Oxford: Blackwell.

Turner, J. C., Oakes, P. J., Haslam, S. A., & McGarty, C. (1994). Self and collective - cognition and social-context. Personality and Social Psychology Bulletin, 20(5), 454-463.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.

Wellman, B., & Gulia, M. (1999). Virtual communities as communities. In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 167-194). London: Routledge.

Wu, W. Y., & Sukoco, B. M. (2010). Why should I share? Examining consumers' motives and trust on knowledge sharing. Journal of Computer Information Systems, 50(4), 11-19.