供應鏈的運作過程包含一系列的價值創造活動，這些活動乃是由許多不同的組織所負責執行，且每個活動之間存在相互影響的關係。在這一牽涉跨組織合作的價值網絡中，所遭遇的困難主要是來自跨組織互動過程中所隱藏的不確定問題，而這些問題的產生主要導因於供應鏈夥伴間的活動缺乏調和。針對供應鏈分散管控結構所衍生出的問題，近年來以資訊科技為基礎的跨組織系統 (inter-organizational system, IOS)提供了有效的解決方案。此IOS的形成，主要是認為透過IOS的應用，供應鏈組織可藉由跨組織資訊分享的力量來改善夥伴間的協調以及資源整合。而此意謂IOS的效益產生端賴系統內建的資訊分享機制能相容於供應鏈結構特徵，並能有效協助組織來因應所面臨的不確定問題。是以，建立一個相容於環境的資訊分享機制是配置IOS解決方案過程的重要關鍵，且對於供應鏈不確定的診斷在資訊分享機制規劃過程有其重要性存在。 對於供應鏈不確定問題的診斷是一極為複雜且具挑戰的任務，其須要透過一結構化的框架來協助分析夥伴間錯綜複雜的互動行為過程所隱藏的不確定因素。因此，本研究乃採用結構化的方法來製作一符合統計效度的不確定因素衡量量表，並以此量表為工具透過個案研究的方法來探索收斂組裝型供應鏈，這一特定型態供應鏈所面臨的不確定問題。在了解供應鏈所面臨的不確定問題之後，本研究試圖針對此供應鏈型態提出一資訊分享機制規劃的參考架構，藉此架構引領供應鏈運作環境中的資訊科技規劃，並依此提升供應鏈整合。 在針對個案探討之後，本研究發現缺乏妥善規劃資訊分享機制是導致個案公司目前仍難以有效因應所面臨的不確定問題之主要原因。所施行的資訊分享實務與供應鏈環境間的不相容使得其目前仍難以有效因應需求的變異以及物料供給的管控。此外，本研究發現資訊分享模式會受到所面臨的不確定問題之屬性以及嚴重性程度的影響。在收斂組裝型供應鏈的案例中，受到供應鏈結構特徵的影響，資訊分享應著重於物料供給方面的議題。因為在該型態供應鏈運作環境中，供應端的夥伴結合相對於需求端而言較為複雜，且與領導廠商間的關係又非似需求端夥伴間來的密切。是以，在收斂組裝型供應鏈中，有必要投注較多的心力於建制與供應夥伴間的資訊分享。 / Supply chain management is a complicated task because of uncertainties involved. The uncertainty that occurs in the processes of inter-organizational coordination is due to a lack of harmony in supply chain participant activities. Recent developments in Inter-organizational Systems (IOS) have contributed to the provision of IT-based solutions for harmonizing supply chain participant activities. Applying IOS to the supply chain often attempts to improve the efficiency of coordination and resource integration among participants via inter-organizational information sharing. This intention implies that the effectiveness of IOS depends on whether information sharing mechanism built into the system can fit for supply chain characteristics and can help the supply chain cope with uncertainties that disrupt the integration of the supply chain. Hence, establishing an environment-suited information sharing mechanism is critical in deploying IOS solutions, and diagnosing supply chain uncertainties is important in planning information sharing mechanism. Diagnosing supply chain uncertainties is a complex and challenging task, it needs a structural framework to support in analyzing the intricacy of interactions among supply chain members, resulting in the construction of an instrument to assist in the understanding of uncertainty-related behaviors of supply chain participants. Therefore, this study takes a structural approach to produce a validated uncertainty scale, and applies a case study approach with this instrument to investigate the uncertainty problems in a specific supply chain type, convergent assembly supply chain. After understanding the uncertainty problems, this study proposed a reference model to assist this supply chain type in planning an information sharing mechanism, leading to a well-suited IT framework to improve supply chain integration. Falling short of a sounding information sharing mechanism is central to the problems in convergent assembly supply chain based upon the findings of case studies. The incompatibility between supply chain environment and existing information sharing practices has led to the problems in demand variation and material supply. Based on the characteristics of supply chain environment, planning inter-organizational coordination and information sharing simultaneously can effectively resolve the supply chain problems. Moreover, the research results suggested that the pattern of information sharing is influenced by the scale and severity of the uncertainty embedded in supply chain. In the case of convergent assembly supply chain, information sharing is focused on issues related to material supply owing to the structural characteristics of supply chain. The combination of participants in supply side is more complex and is not familiar with the leading company as demand side’s participants. Therefore, it needs to pay more attention for establishing information sharing among supply side’s participants.

網際網路的應用，逐漸開始改變人們生活的範圍以及習慣，透過網路滿足各項需求，在網路上可以看到相當多主題和性質不盡相同的線上虛擬社群，例如：提供人們交誼聯繫的社群、或是讓人們對共同的興趣討論和分享資訊的平台。其中，企業利用此平台讓品牌與社群使用者溝通並提供社群使用者在社群內瀏覽資訊和分享交流以及人際互動。目前在網路上常見的虛擬品牌社群主要可分為三類，「品牌官方網站討論區」、「第三方討論區」以及「臉書品牌粉絲專頁」，擁有一個良好的資訊交流、成員之間互動以及品牌形象的溝通對於三種社群而言都是相當重要，且是社群成員參與的主要動機。 為了探究不同類型的虛擬品牌社群會不會因為本來組成性質的差異，造成社群成員在參與這些不同社群與品牌互動時，發展成不同的社群模式，進而企業影響品牌行銷策略。本研究選擇在台灣使用過不同虛擬品牌社群的使用者作為研究對象，進行量化分析。「品牌官方網站討論區」是由官方所主導，品牌的力量最強，「第三方討論區」是讓對有共同興趣的成員交流討論的社群，而「臉書品牌粉絲專頁」因為其成員來自臉書其參與社群的目的是和朋友維持社交友誼。研究結果發現不同的虛擬品牌社群的功能特性對於成員在社群內交流互動的參與行為有不同的影響，因此企業在研擬網路社群行銷策略時，必須針對各自特性做出最合適的決策。

隨著網際網路的發展，人們花費更多時間群聚在網路空間裡活動，實體社群 的概念也因此延伸至虛擬網路中。在網路空間瀏覽時，可以看到相當多主題和性 質不盡相同的線上虛擬社群，例如：提供人們交誼聯繫的社群、或是以論壇討論 形式存在，讓人們對共同的興趣討論和分享資訊的帄台。其中，資訊瀏覽和分享 的交流以及人際往來討論的互動，是網友參與虛擬社群的核心活動，故不論對哪 種虛擬社群來說，擁有一個良好的資訊交流和互動環境是相當重要的，也成員社 群經營者關心的問題。 本研究以探究社會群體活動特性的社會資本為基礎，將過去學者所定義的社會資本三構面：認知面（cognitive dimension）、結構面（structural dimension）、關係面（relational dimension），應用至虛擬社群成員交流互動的參與行為探討，並選擇在台灣具有代表性的虛擬社群–Facebook 和Mobile01 作為研究對象，Facebook 是讓參與成員和朋友維持社交友誼的社群，Mobile01 則是讓對相同主題有興趣的成員一起交流討論的社群，兩個虛擬社群主要內容和群聚成員參與的動機和目的都不盡相同，各代表了不同性質種類的虛擬社群。研究結果發現不同構面的社會資本對於成員在社群內交流互動的參與行為有不同程度的影響，而不同性質的虛擬社群在同一構面的社會資本下對於參與成員的行為債向也會有不同程度的影響。 / With the rapid development of internet, much more people have spent much more time surfing through internet. The concept of community in the real life also extends to the virtual network. There are so many kinds of virtual community in the virtual network space that it provide different content and benefit for members, including social contacts and common topic discussion. Actually, the information sharing and interpersonal social interactions are the core activities for members in the virtual communities. Therefore, it is important to form a good environment in the virtual communities. This research uses social capital, constituting cognitive dimension, structural dimension and relational dimension, to examine the behavior of members in virtual communities. We choose two different types of virtual community, Facebook and Mobile01, as our sampling source. Facebook provides members to stay in touch with their friends, and Mobile01 provides members to discuss common topic of conversation and interest. Therefore, members in these virtual community have different purpose and motivation. The results found that different social capital can influence members’ behavior in different ways. Also, different types of virtual communities can influence members’ behavior in different ways through the same social capital dimension.

由於跨組織關係的出現，企業為增加全球競爭力，供應鏈管理已成為非常重要的議題。其所重視的不僅是功能性的連結，亦著重於內部的流通，因此非常注重供應鏈成員間的資訊分享，用以創造長期永久的利潤。而為達到此目的，企業與企業彼此會互相逹成共識，進而相互結盟成為夥伴關係，這樣的夥伴關係是建立於相互信任、共擔風險與利益共享上，因此可藉由夥伴關係的建立，達到相互的信任進而願意資訊分享，如此不但可取得競爭優勢，並可創造出比企業個體更大的事業績效（Lambert et al., 1996）。 由上述得知，供應鏈組織中夥伴關係的建立常會牽涉到信任的形成，並用此來考量是否願意分享資訊。所以本研究針對資訊分享的議題，探討合作夥伴的信任程度對資訊分享的意願兩者是否有影響，藉由此協助企業在實施供應鏈管理上能有較適當的依循。即是希望建構一個信任函數，並經由運算設定此函數的門檻值進而探討資訊分享意願，若合作夥伴達信任門檻值，則彼此是願意資訊分享的；而針對未達門檻值的合作夥伴，可藉由信任函數中最具效益的構面指標，進行最有效的績效改善，提升供應夥伴的品質、服務、交貨速度及成本等等，用以達到信任門檻值，增加合作夥伴間資訊分享的意願。 因此本研究主要目的為建構一信任函數模型，使合作夥伴達到信任門檻，增加資訊分享意願，最終希望能提升整體供應鏈的績效表現。 / Because of Inter-organizational Relationships’ appearance, enterprises are in order to increase the global competitiveness, supplying chain management has already become very important topic. That pays attention to not only functional linking of ones, also focus on internal circulation. Therefore it pays much attention to supplying the information sharing among a member of the chain. And for achieve this purpose, among enterprises reach an agreement to form an alliance and become the partnership. Such a partnership is founded on trust in each other, taking risks together and benefits-sharing. So they can reach mutual trust then would like to carry on information sharing by setting up the partnership. That not only can make the competition advantage, but also can create the performance greater than the individual enterprise （Lambert et al., 1996）. Consequently setting up the partnership regular involves in forming trust in supply chain. So we can use this viewpoint to consider would like to share information or not. Hence the research focuses on information sharing to probe into the relation between the degree of trust in the partnership and the willingness of information sharing.That is that builds and constructs a trust function, and sets up the threshold value via operation and then discusses the willingness of information sharing. If the cooperative partner reaches the value of threshold will willing to share information between each other. And aimed at cooperative partners who can’t reach the value of threshold, they can precede the most effective performance by using the beneficial dimension. Then improve their quality, service, delivery pace and cost, etc., in order to reach the will of information sharing.