隨著網際網路的普及，虛擬社群與日俱增，網球社群成員的互動也愈來愈頻繁。在探討虛擬社群時，經常標榜網路的無遠弗屆，鮮少考量地域性的議題。有鑑於此，本研究透過建置一個地理資訊系統與網球虛擬社群做結合，探討網球社群成員對於地理資訊系統的接受程度，並且針對網球社群的特性、社群功能使用特性、人際互動狀況、網路忠誠度來了解其對於使用地理資訊系統的影響，研究成果可作為未來設計網球社群網站時的參考依據。
本研究採用研究發展法及問卷調查法，並以目前國內最主要的網球社群網站網球王為範疇，以網球王社群成員為主要的研究對象進行分析。研究發展法主要係利用Google Maps系統為基礎開發，結合網球社群網站與地理資訊系統，透過地理圖標的建置與地理圖標上活動的發佈與討論，供網球社群成員進行互動使用。再依據科技接受模型進行問卷調查，透過問卷瞭解網球社群成員的特性、使用特性、人際互動、網路忠誠度，以及其接受地理資訊系統的情況，並且根據統計量化結果分析網球社群成員的現況與接受地理資訊系統的程度。本研究受訪者總共577人，研究問題依研究性質採用描述性統計、交叉分析、皮爾森積差相關分析、T檢定及單因子變異數分析（ANOVA）與迴歸分析。
主要研究發現如下：
1. 社群成員參與網球王網站的動機以提升球技為主；
2. 網球王網站的常用功能以具備互動性的功能為主，以話題討論尤佳；
3. 社群成員在網球王網站上的互動品質佳，然而互動頻率有待加強；
4. 網球王社群成員不常參與在網站中發貣之實體活動，地理資訊系統有助於拉近成員之間的距離；
5. 網球王社群成員回流續訪意願高，因此網路忠誠度表現上較佳；
6. 網球王社群成員人際互動愈高，對於網球王網站的忠誠愈認同；
7. 網球王社群成員對於地理資訊系統覺得愈容易使用，社群成員對於系統的有用性就愈高；
8. 對網路王社群網站忠誠度愈高的成員，對該網站所架設的地理資訊系統之有用性愈認同；
9. 認為地理資訊系統有用與易用之程度愈高的社群成員，其使用態度愈愉悅；
10. 網球王社群成員使用態度愈愉悅，則對系統使用的接受意願愈高。
依據上述結論提出三點建議：
1. 網球王社群網站應利用更多元的功能與服務來發掘潛在社群成員；
2. 網球王社群網站應透過互動性較佳的功能來強化成員之間的互動關係；
3. 網球王社群網站應提升虛擬與實體互動的結合，增加社群活動的多元性，提升社群的獨創性，使得社群網站經營更加持久；
4. 網球王社群網站英將系統操作介面的簡易化與一致性，讓社群成員更加容易使用。

With the widespread of the Internet, virtual communities become very popular, and members of virtual communities interact more frequently. When the concept of virtual communities is discussed, the boundless feature of the Internet is often mentioned but the issue of locality is seldom considered. Therefore, this study constructed a geographic information system and combined it with a tennis virtual community to investigate its members’ acceptance level to the geographic information system. Besides, this study investigated the influence of characteristics of members, functionality usage characteristics of the tennis virtual community, interpersonal interaction and e-loyalty of the tennis community on the geographic information system. This study shows the feasibility of promoting members’ interaction by combining the geographic information system on tennis community websites. The research findings can be used as references for the establishment of tennis community websites in the future.
This study mainly used methods of research and development and questionnaire survey and the scope was the largest tennis community website in Taiwan – TennisKing, and the subjects were its members. For the research and development method, this study utilized Google Maps as the basis to do development and combined TennisKing website with the geographic information system, and then constructed geographic icons and released and discussed them provided for the members to interact and use. Then this study conducted a questionnaire survey based on the technology acceptance model (TAM) to survey members’ characteristics, functionality usage characteristics, interpersonal interaction, e-loyalty, and the acceptance level to the geographic information system through the closed-ended questionnaire, and analyzed their current status and acceptance level. There were 577 interviewees, and the research questions were analyzed by descriptive analysis, cross analysis, Pearson product-moment correlation, T-test, one-way ANOVA and regression analysis.Based on the results, the findings were:
1. Members’ primary motive in participating in the TennisKing website mostly was to promote the tennis skill.
2. The functions of the website with heavy usage was ones with better interactive function; topic discussion was the best one.
3. The interaction quality was good; the interaction frequency needed improvement.
4. Real (non-virtual) activity needed improvement; the geographic information could provide assistance.
5. Visitors’ willingness of revisit was positive; their e-loyalty was high.
6. The more frequent the interpersonal interaction was, the higher their e-loyalty was.
7. The easier for members to cognize the system, the more they perceived it as useful.
8. The higher their e-loyalty was, the more they perceived it as a useful system.
9. The more useful and easier to use the system was, the more pleasant their using attitude was.
10. The better their using attitude was, the more they wanted to use it.
Based on the above conclusions, this study proposed 3 suggestions:
1. To find out potential community members.
2. To strengthen member’s interaction.
3. To promote the activity of the community
4. To improve the ease to use and integration of the system operation.

Aangeenbrug, R. (1991). A critique of GIS. Geographical Information Systems: Principles and Applications, 1, 101-107.
Adler, P. Richard and Christopher, J. Anthony (1999). Internet Community Primer Overview and Business Opportunities. Harper Collins Publishing Inc.
Adler, R., & Christopher A.(1998). Internet Community Primer – Overview and Business Opportunity [Online]. from: http://www.digiplaces.com/pages/primer_00_toc.htm
Ajzen, I. and M. Fishbein (1980). Understanding attitudes and predicting social behavior, Prentice-Hall.
Al-Kodmany, K. (2002). E-Community Participation: Communicating Spatial Planning and Design Using Web-Based Maps. Socio-Economic Applications of Geographic Information Science, 69-92.
Anderson, R. E. & Srinivasan, S. S. (2003). E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing. 20(2), 123-138.
Atkinson, M. and C. Kydd (1997). Individual characteristics associated with World Wide Web use: An empirical study of playfulness and motivation.The DataBase for Advances in Information Systems, 28(2), pp.53-62.
Bagozzi, R.P., F. Davis and P.R. Warshaw (1992). Development and test of a theory of technological learning and usage. Human Relations, 45(7), New York, 16pgs.
Bass, F.M. (1974). The Theory of Stochastic Preference and Brand Switching. Journal of Marketing Research. 11, 1-20.
Bill, R., Korduan, P. (2004). Internet-GIS Development for Municipalities and Counties Based on Open Source Softwares. XXth ISPRS Congress Commission. 4, 141-146.
Brown, G. H. (1952). Brand loyalty-fact or fiction?. Advertising Age. 23, 53-55.
Butler, J. and R. Cantrell (1984). A behavioral decision theory approach to modeling dyadic trust in superiors and subordinates. Psychological Reports 55(1), 19-28.
Cunningham, Ross M. (1956). Brand Loyalty-What, Where, How Much?, Harvard Business Review. 34, 116-128.
Davis, F., R. Bagozzi, et al. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science. 35(8), 982-1003.
Elwood, S. (2006). Negotiating knowledge production: the everyday inclusions, exclusions, and contradictions of participatory GIS research. The Professional Geographer. 58(2), 197-208.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega. 28 (6), 725-737.
Grabner-Krauter, S. and E. Kaluscha (2003). Empirical research in on-line trust: a review and critical assessment. International Journal of Human-Computer Studies .58(6), 783-812.
Hagel III, J. and Armstrong, A. G. (1997). Net Gain: Expanding Markets through Virtual Communities. The Mckinsey Quarterly. 1(1), 140-153.
Igbaria, M., T. Guimaraes, et al. (1995). Testing the determinants of microcomputer usage via a structural equation model. Journal of Management Information Systems. 11(4), 87-114.
Javalgi, R. & Moberg, C.R. (1997). Service loyalty: implications for service providers. The Journal of Services Marketing. 11, 165-179.
Karahanna, E. and D. Straub (1999). The psychological origins of perceived usefulness and ease-of-use. Information & Management. 35(4), 237-250.
Kaya, B. K. (1998). Uses and gratification of the world wide web: From couch potato to web potato. The New Jersey of communication 6(1), 21-40.
Kingston, R. (2002). Web-based PPGIS in the United Kingdom. Community participation and geographic information systems, 101-112.
Kingston, R., S. Carver, et al. (2000). Web-based public participation geographical information systems: an aid to local environmental decision-making. Computers, Environment and Urban Systems. 24(2), 109-125.
Kuehn, A.A. (1962). Consumer Brand Choice as a Learning Process. Journal of Advertising Research. 2, 10-17.
Lederer, A., D. Maupin, et al. (2000). The technology acceptance model and the World Wide Web. Decision Support Systems. 29(3), 269-282.
Lipstein, Benjamin (1959), The Dynamics of Brand Loyalty and Brand Switching. Proceedings, Fifth annual Conference of the Advertising Research Foundation. New York.
Mayer, R., J. Davis, et al. (1995). An integrative model of organizational trust. Academy of management review. 709-734.
McDermott, R. (2000). Knowing in community: 10 critical success factors in building communities of practice. IHRIM Journal 12.
Moon, J. and Y. Kim (2001). Extending the TAM for a World-Wide-Web context. Information & Management. 38(4), 217-230.
Morris, M. and A. Dillon (1997). How user perceptions influence software use. IEEE software. 14 (4), 58-65.
Newman, Joseph W. & Werbel, Richard A.(1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of Marketing Research. 5, 404-409.
Obermeyer, N. J. (1998) The evolution of public participation GIS. Cartography and Geographic Information Systems, 25 (2), 65-66.
Oliver, Richard L. (1997). Satisfaction: A behavioral Perspective on the Consumer. Boston: Irwin McGraw-Hill.
Painho, M., M. Peixoto, P. Cabral and R. Sena. (2001). Web GIS as a teaching tool, http://www.isegi.unl.pt/labnt/papers/ESRI_2001.pdf.
Pickles, J. (1995). Representations in an electronic age: Geography, GIS, and democracy. Ground truth: The social implications of geographic information systems, 1–30.
Rafaeli, Sheizaf (1986). The Electronic Bulletin Board：A Computer-Driven Mass Medium.Computer and the Social Science. 2, 123-136.
Reicheld, F. F. and Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review. 68, 105-110.
Rheingold, H. (1993). A Slice of Life in My Virtual Community. Global networks: Computers and international communication. 57-80.
Rheingold, H. (2000). The virtual community: Homesteading on the electronic frontier. MIT press.
Sheppard, E. (1995). GIS and society: Toward a research agenda. Cartography and Geographic Information Systems. 22(1), 5-16.
Sieber, R. (2001). A PPGIScience?. Cartographica: The International Journal for Geographic Information and Geovisualization. 38(3), 1-4.
Sieber, R. (2003). Public Participation Geographic Information Systems across Borders. The Canadian Geographer. 47(1), 50-62.
Sieber, R. (2004). Rewiring for a GIS/2. Cartographica: The International Journal for Geographic Information and Geovisualization. 39(1), 25-39.
Sieber, R. (2006). Public participation geographic information systems: A literature review and framework. Annals of the Association of American Geographers. 96(3), 491-507.
Sieber, R. (2006). Public participation geographic information systems: A literature review and framework. Annals of the Association of American Geographers 96(3), 491-507.
Smith, E. R.（2001）. Seven steps to building e-loyalty. Medical marketing and Media,
36, 94-102.
Smith, M. (1992). Voices from the WELL: The logic of the virtual commons. Department of Sociology, UCLA, California (USA) from: http://www. sscnet. ucla. edu/soc/csoc/papers/voices/Voices.htm.
Szajna, B. (1996). Empirical evaluation of the revised technology acceptance model. Management science. 85-92.
Tellis, G. J. (1988), Advertising exposure, loyalty, and brand purchase: a two-stage model of choice, Journal of Marketing Research. 25(2), 134-144.
Tulloch, D. and T. Shapiro (2003). The Intersection of Data Access And Public Participation: Impacting GIS Users’ Success?. URISA Journal. 15, 55-60.
Wenger, E. (1998). Communities of practice: Learning as a social system. Systems thinker 9(5), 1-5.
Parasuraman, A.,V.A.Zeithaml,and L.L.Berry(1996). The Behavioral Consequences of Service Quality. Journal of Marketing. 31-46.
江宗展（民91年）。Web GIS之研究與實作-以自由軟體為工具。未出版之博碩士論文，國立交通大學土木工程學系，新竹市。
李仲彬（民90年）。我國地方政府推動地理資訊系統之成效及其影響因素－以高雄市與台中市為例。未出版之博碩士論文，國立中正大學政治學研究所，嘉義縣。
李俊銘（民97年）。以Google Maps 結合WebGIS 發展具旅次路徑規畫之公車動態資訊系統。未出版之博碩士論文，國立成功大學測量及空間資訊學系，台南縣。
周天穎（民90年）。地理資訊系統理論與實務。台北市：儒林圖書有限公司。
林信成、林瑜嫻（民96年）。台灣棒球維基館網站推展成效探討。教育資料與圖書館學，45(2)，199-232。
林惠君（民94年）。網路虛擬社群消費者瀏覽行為和資訊中介商的功能對消費者行為意向之關聯性研究 。未出版之博碩士論文，私立長榮大學資訊管理研究所，桃園縣。
財團法人台灣網路資訊中心（民99年）。九十八年度台灣寬頻網路使用調查報告。上網日期：2010年1月1日。網址：http://www.twnic.net.tw/download/200307/1001e.pdf
財團法人資訊工業策進會（民96年）。Web 2.0 網路上有錢，創意在裡面，台北市 : 經濟部技術處。
連征忠（民91年）。虛擬社群成員間信任關係之探討。未出版之博碩士論文，私立大葉大學事業經營研究所，彰化縣。
陳品均（民96年）。Web 2.0應用服務策略行動之研究-以Yahoo!、Google、MSN為例。未出版之博碩士論文，國立台灣大學商學研究所，台北市。
陳靖旻（民97年）。影響虛擬社群成員知識分享因素之探討－社會資本理論觀點。未出版之博碩士論文，國立中央大學資訊管理研究所，桃園縣。
黃惠愉（民94年）。從技術接受度探討地理資訊系統採用之行為。未出版之碩士論文，私立立德管理學院地區發展管理研究所，台南市。
楊笙貝（民92年）。以XML 為基礎之Web GIS 研究－以SVG 為例立。未出版之博碩士論文，中山大學海洋環境及工程學研究所，高雄市。
溫在弘（民86年）。GIS的定義。上網時間：98年4月1日，檢自http://www.ascc.sinica.edu.tw/nl/86/1325/04.txt
劉明德、林傑斌（民91年）。地理資訊系統GIS理論與實務。台北市：文魁資訊股份有限公司。220
羅清俊（民96年），分配政治在台灣地區的初探：台灣省政府環境保護補助款分配之分析。中國行政評論，6(2)，43-72。