論網路虛擬社群中的從眾行為現象

A Study of Conformity Behavior in the Virtual Communities

詹壬菡(Ren-Han Zhan) ； 方彩欣(Tsai-Shin Fong)

《設計研究學報》 5期 (2012/07) Pp. 153-167

https://doi.org/10.29701/JDR.201207.0012

摘要

現今的生活中，隨著電腦科技的進步及寬頻傳輸的發展，網路的普遍性已經很高。全球上網人數的急遽增加，加上智慧型手機和行動網路的發達，人類的生活和網路連結越來越緊密，網路線上媒體成了我們和外界溝通的方式。人們無時無刻地「掛」在網路上，總想掌握每一個在網路上發生的最新消息，和朋友們即時互動，而虛擬社群滿足了此種需求。電腦網路不再只是媒體的一種，也展現了社會生活的另一個空間，在網路訊息交換的過程中，人類進入了各式各樣的虛擬社群，在網路中與人們互動，發展人際關係。虛擬社群連結了我們在真實生活中的人際關係，我們依賴不同的虛擬社群以幫助我們達到現實生活上所無法達成的需求。現實生活中，人會因為自我需求的滿足，想得到團體認同而做出和團體具有一致性的行為，學理上稱之為「從眾行為」，而相對的在虛擬社群上，我們也會投射個人心理需求，做出與現實生活中相仿的從眾行為。本研究從理論的角度深入分析虛擬社群裡的從眾現象之原因；即使場域改變了，但社群裡人際關係的真實互動仍與現實相同，因此人們依然會將現實生活裡的真實心理活動帶到虛擬社群中。隨著虛擬社群漸漸的融入了我們的生活，影響與日俱增；如：虛擬社群裡的分享與互動，對商業帶來無遠弗屆的影響，社群裡的互動與推薦產生了評價與口碑，而口碑對商家產生正向與反向的影響力。本研究歸納之相關理論可提供教育界與業界作為虛擬社群行為研究的內容參考依據。

關鍵字

虛擬社群 ； 從眾行為 ； 社群行銷 ； 口碑行銷

並列摘要

Nowadays, as computer technology and broadband transmission develop, internet usage becomes part of daily routine. The number of people using internet increases abundantly. The newly developed smartphone and wifi make people get on internet easy. The internet media becomes the important source connecting people with the outside world. People ”hang out” on the internet and interact with friends any time, a virtual community has started to form.A virtual community is not only a type of media but also a place to interact with one another. Gradually during the information exchange process, there is no clear line between inventional world and the reality world. People started to indulge in the virtual community circle. Something can never happen in reality becomes something possible in virtual community. In reality, individuals tend to conform or follow the actions or beliefs what most people believe, the Bandwagon Effect also known as Conformity behavior. On the other side, the similar Conformity behavior is also discovered in the virtual world.This research is mainly conducted to discuss the ”conformity behavior” in the computer based virtual community. Regardless it is real world or virtual world, the Bandwagon Effect well exists in both societies. People still use the same emotional pattern in this non-real world. As people start to mix the reality world and the web world together, the web world is no longer virtual but something has great impact to real world society. For example, the share of positive experience and opinions of one specific product may bring huge business profit to this specific company. The result of this research can be used as a great reference to the educational and commercial industry.

並列關鍵字

Virtual community ； Conformity ； Word of mouth ； Social Marketing