限量商品是近年來廠商主打的銷售方式，透過人們預期限量商品「物以稀為貴的」心理行為來吸引消費者的注意。而由於網際網路的普及，也讓虛擬社群開始在網路平台上的快速興起，隨著資訊傳遞快速發展下促進了人們之間的資訊分享行為。本研究目的為探討虛擬社群中的資訊分享行為，了解社群是如何進行分享及互動的過程。本研究以深度訪談的研究方法與網路民族誌來進行研究，研究對象為網路平台Facebook中的Flyknit Club社團中的成員為研究對象。研究結果發現：(1)虛擬社群為具有共同興趣的人尋求資訊與分享的重要管道；(2)與其它的社群平台比，Facebook社團的資訊分享的方便性與快速性獲得成員們的喜愛；(3)由於Flyknit球鞋採限量發售的方式，因此Flyknit Club社團中資分享的類型大多為交易買賣方式；(4)引起其它成員的回饋為社團中成員的資訊分享最主要之原因(5)資訊分享的過程中成員會有頻繁的情感交流與互動，也促進了成員們的資訊分享動機；(6)在社團中的資訊分享行為會因為社團的整體環境而受到影響。本研究提出以下兩個建議：(1)虛擬社群可以整理相關Flyknit球鞋的相關問題並在社團中設為置頂文章供成員們使用；(2)虛擬社群可以使用獎懲制度來確保成員們資訊分享內容之品質。

The Limited Edition is the main sales method for business in recent years, To appeal the attention of consumers, the business will anticipate the mental behavior of people. Due to the generalization of the Internet, the virtual community rapidly flourishes on the network platform. Hence, the development of information transmission fosters the information sharing behavior among publics. The purpose of this study is to discuss the information sharing behavior in virtual community, and understand how does the virtual community process sharing and interaction. The method of this study applied narrative research and netnography. The research subject is the member of Flyknit Club of network platform. The findings are (1) The virtual community is the mian channel for the people who have same interest to search and share the information. (2) Compare with other communities, the sharing information of the club on Facebook is the most convenient and fasters which result in the favorite of the members.(3)The main reason of sharing information for the club members is leading the feedback of other members.(6)The information sharing behavior in the clubs is affected by the overall surrounding of the clubs. The suggestions of the study are (1) The virtual community should focus on the main questions and set in to top articles in the clubs.(2) The virtual club can offer reward system to ensure the quality of information sharing contents among members.

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