互联网技术的普及使人类交往的方式逐渐社交媒体化、在线化和虚拟化，线下的传统社群不断向线上的虚拟社群扩展，在微博、微信、豆瓣、知乎等虚拟社群分享信息正在成为一种生活方式。什么因素影响着人们在虚拟社群进行信息分享的动机？本文将从个体日常生活、虚拟社群中的关系、社会文化心理这三个视角进行多层级分析。研究发现，微观层次上，参与虚拟社群的信息分享有利于个体建立自我认同，实现自我重现；中观层次上，信息分享的动机来源于虚拟社群的互信、互惠机制；宏观层次上，互联网时代下的分享、参与精神促使着用户参与虚拟社群中的狂欢。

With the popularity of the Internet, the human communication becomes more social, online and virtual. The traditional offline communities gradually expand to online virtual communities. Sharing information in virtual communities like Micro-blog, Wechat, Douban and Zhihu has been a kind of lifestyle. What are the influences of people’s incentives to share information in virtual communities? The paper analyzes the question from the aspects of personal daily life, the relationships in virtual communities and the whole social culture. This study finds that on the micro level, sharing information in virtual communities help individuals to build self-identity and self-reproduction. On the medium level, the incentives come from the mutual beneficial mechanism. On the macro level, the spirit of sharing and participating in the age of Internet has encouraged people to engage in carnival in virtual communities.