虛擬社群提供會員更深入的資訊，能創造出比入口網站更高的黏度與忠誠度，因此虛擬社群的相關議題成為近年來注目的焦點。虛擬社群經營的進入門檻已經大大降低，任何人、任何主題都可以在網路上建立專屬的虛擬社群。因此在眾多虛擬社群的激烈競爭的情況下，虛擬社群經營者該如何打開所經營的虛擬社群的名聲，是一個重要的課題。

本研究以自我中心社會網路的角度，試圖了解透過不同的人際關係網路類型以及關係強度的口碑行銷，是否對虛擬社群的使用意願產生不同程度的影響。而虛擬社群的使用意願是否可由認知有用性、認知易用性與形象來預測，並更進一步探討不同的人際關係類型以及關係強度在影響使用意願的途徑有什麼樣的差異。

本研究以滾雪球的抽樣方式，回收347份有效樣本。研究結果發現：
1. 虛擬社群透過人際關係網路中的口碑推薦，可以增加被推薦人的使用意願。
2. 虛擬社群在人際關係網路中的口碑推薦時，被推薦人認知關係的強度對虛擬社群的使用意願改變會有顯著的影響差異，而被推薦人對於推薦人的認知關係類別則沒有差異。
3. 透過強關係的推薦，對於使用意願的改變沒有直接的影響。使用意願的改變，主要是來自於透過形象的增加與提升認知有用性的間接影響。
4. 透過弱關係的推薦，對於認知有用性、認知易用性、形象與使用意願的改變沒有顯著的影響。

Virtual community (VC) has become a common practice among Internet users to promote information sharing and collaboration. As so, any individual can establish his/her own community under given agenda or issue for information sharing. However, the effectiveness of VC practices; in particular, the influencing factors on the perceived value of VC members are still under investigated. More empirically studies are needed as to how to manage and guide the VC activities.

Based on the ego-center social network model, this study examines the factors affecting the intention of using VC via word of mouth promotion. The perceived usefulness、perceived ease of use and image are considers as the de factors in the model. In addition, the word of mouth promotion is regarded as a social norm influencing the participation of VC practice.

347 persons resulted from a snowball sampling participated in the study. The results of the data analysis are:

1. Assisted by word-of-mouth promotion, people are more willing to use the VC.
2. The strength of the relationship between the promoter and user significantly influences the intention to use VC, but the influence of the types of relationship is insignificant.
3. There is no direct influence between strength of the relationship and the intention to use. The intention of use is mainly affected by the enhancement of image and the perceived usefulness.
4. Under the weak relationship between promoter and user, there is no significant impact towards the change of perceived usefulness, perceived ease of use, image and the intention of using VC.

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