網際網路的出現，使得人際社會得以在虛擬的環境下發展。將近半個世紀的孕育，虛擬的社群逐漸成為許多網路族每日生活的一部份，近年來電子商務盛行，虛擬社群更躍為網路公司從事電子商務的重要平台之一，因為社群的分群特性，自然而然地形成特定的市場區隔，有利於網際網路行銷之推展。然而儘管專家與實務經驗說明虛擬社群的發展需要會員的互動，事實上許多網路社群卻都因為缺乏互動，在尚未形成區隔之前便已宣告解體。

本研究嘗試將個人化技術應用在虛擬社群的環境中，首先由相關文獻中瞭解目前虛擬社群的評估指標、個人化技術的操作層次、項目與技術觀點，以及忠誠度的涵意，再建立實驗系統，以實地實驗的方式進行分組實驗操控。在實驗過程中搜集相關資料作為評估行為忠誠的資料來源，並於最後以問卷調查會員之滿意度與認知忠誠。在資料整理後進行時間數列等統計分析，以瞭解實驗社群發展的狀況與操控的效果。

研究結果顯示，個人化技術能有效促進會員互動，使社群的環境能快速形成，而運用推播技術則能使網站與會員的關係延長，當社群發展漸趨於穩定時，推播促使會員重複造訪網站。此外，本研究亦說明了行為忠誠與認知忠誠兩層次忠誠度的涵意，並指出社群會員即使具有認知上忠誠，卻未必在行為上具有忠誠的現象。最後提出進一步的研究建議，作為實務與後續研究之參考。

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