Web 2.0的概念最早是在2003由Tim O’Reilly所提出。近年來Web 2.0話題不斷的發燒，Web 2.0網站也成了一波新的創業熱潮。Web 2.0的最大特色即為以使用者為中心，在這個使用者意識抬頭的年代，如何吸引網路使用者有意願使用，並且願意持續不斷的使用，成為網站經營者最關心的課題。
由於Web 2.0網站是以使用者為中心，其網站中的主要內容皆為使用者所分享及提供，所以要使Web 2.0網站不斷的成長壯大，就有賴於無數的網路使用者願意將自己所擁有的資源分享出來，故本研究所提出的第一個研究變數即為網路使用者的「分享行為」。
成功的網站除了能夠吸引尚未接觸的使用者願意使用之外，最重要的是要讓使用者第一次使用之後，還會有意願不斷的持續使用該網站，要做到這一點，還是得依靠眾多的網路使用者共同創造出來的力量，網站經營者所需要做的就是提供一個完善的平台，讓眾多的使用者完全的融入這個網路的平台，創造出一種不可取代的「社群關係」，且形成高度的忠誠度。故本研究所歸納出來的第二個研究變數即為「社群忠誠度」。
網路使用者之所以願意將自己所擁有的資訊及創作分享給其他人，背後必定有其動機，趨使使用者產生分享的行為，本研究以Eccles & Wigfield (1983)所提出的期望價值理論為基礎，探討使用者先透過所知覺到的價值，再進一步產生分享的行為。此價值包含正向影響的「成就價值」、「內隱價值」、「效用價值」，以及Eccles & Wigfield(1995)在隨後所提出的負向因素「成本代價」。
本研究以實證的方式進行，研究對象為台灣知名網路相簿及部落格網站「無名小站」的使用者。以使用者的角度來探討網路使用者的特性及偏好，期望為Web 2.0的經營者提供一參考的依據。

Web 2.0, the brand-new concept brought up by Tim O’Reilly in 2003. In recent year Web 2.0 has been the hot topic, and its’ website also creates a great mass fervor of starting a business. The prominent feature of Web 2.0 is “user-centered”. It is an important subject for websites’ owners to find out how to invite more internet users and maintain their willingness of usage.
Because of its’ user-centered characteristic, the content on websites applied on Web 2.0 is all offered and shared by users. In order to make Web 2.0 websites thrifty, it should depend on more and more internet users willing to share resources they have. Internet users’ “sharing behavior” is the first variable discussed in this research.
In addition to attracting more users who haven’t used, it is the most important for a successful website to have users want to keep using his website after their first usage. In order to make it, it still needs numerous users to create mutually, and what owners of websites should do is provide a thorough platform to let most users reconcile to it and form community relations that can not be replaced. It is the second variable, “community loyalty”.
There must be reasons why internet users want to share their information and creations to others. This research based on Expectancy-Value Theory, mentioned by Eccles and Wigfield in 1983 discuss that users perceive the value and then generate the sharing behavior. The value is included “Attainment Value”, “Intrinsic Value”, “Utility Value” influencing in positive way and “Cost” noted by Eccles and Wigfield (1995) influencing in negative way.
We use empirical study to investigate users of the famous Blog in Taiwan, Wretch, through a web questionnaire. This research is in the light of users to discuss internet users’ traits and favorites and hope to provide some suggestions to owners running Web 2.0.

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