網路合購是一個系統嗎？：以PTT合購板為例

Does Buy-Together on Internet is a system? : A case on PTT "BuyTogether"

蔡虹音(Hung-Yin Tsai)

指導教授 ： 李丁讚

國立清華大學/人文社會學院/社會學研究所/碩士(2009年)

摘要

過去的網路研究經常將網路使用者集體隱喻為「社群」，而未能深入質疑社群隱喻的性質是否真正符合網路使用者集體的性質。社群隱喻投射了早期研究者對網路使用者集體的平等、民主、公開討論、互相信賴等價值的追求，認為網路這個新媒介能夠突破物理空間的種種限制，以平等、理性的方式討論公共議題。隨著網路逐漸普及與演變，更方便的媒介不斷出現，漸漸可以發現網路的使用者集體並不如早先所想的「烏托邦」。但網路既非「烏托邦」，卻產生許多早先研究者所不能想像到的陌生人之間彼此信賴合作，以集體的力量謀求福利。

本研究試圖通過對BBS站台批踢踢實業坊（ptt.cc）合購板的觀察，重新發現其他的可能隱喻，以瞭解網路使用者的生活方式與集結模式，進一步瞭解網路使用者集體如何在資訊有限、資源有限的情況下彼此信任、進而合作互利。為瞭解合購的發展，以參與觀察、統計分析方法，分別研究合購的量變與質變，進一步以盧曼（Luhmann,N）的系統理論和薩林斯（Sahlins,M）的結構概念來分析合購現象，發現合購板的交易與討論會累積整體期待值，當期待值累積至一定程度時，普遍相信他人會依照規則行動，因此人預期自己精力與金錢的投注會獲得計畫中的報償，當群體相信規則存在並相信他人也會依此規則行動時，結構透過實踐而產生了。

關鍵字

合購 ； 系統理論 ； 網路社群

並列摘要

Over the past network research often Internet users metaphor for "community", but
not questioned in depth the nature of the community metaphor is really in line with
the collective nature of the Internet users. Community metaphorical projection of the
early researchers of the Internet users of collective equality, democracy, open
discussion and mutual trust between the pursuit of such values that the network on
this new medium can overcome the physical space restrictions, equal and rational
manner, the discussion a public policy issue, with the Internet becoming more
common with the evolution of a more convenient medium emerging, gradually the
network users can find the collective is not as earlier thought, "Utopia." But the
Internet is neither a "utopia", but it led to many earlier researchers can not imagine
mutual trust between strangers together to the benefit of collective strength.
This study attempts to BBS sites PTT (ptt.cc) “BuyTogether” board observation,
re-discovered other possible metaphors to understand the user's lifestyle and build-up
networking model, a better understanding of Internet users collectively How the
information is limited, the case of limited resources, mutual trust, cooperation and
mutual benefit in turn. To understand the combined purchase of development in order
to participant observation, statistical analysis methods, studied the quantitative and
qualitative change in merger and acquisition, and further to Luhmann (Luhmann, N)
of the systems theory and Sahlins (Sahlins, M) to analyze the structure of the concept
of merger and acquisition phenomenon, found that merger and acquisition
transactions and discussion boards will be looking forward to the cumulative total
value, when the expected value is accumulated to a certain extent, it was generally
believed that others will follow the rules of engagement, so expect their energy and
money, the betting will be planned in the reward, when the groups believe that the
rules exist and I believe others will be so when the rules of engagement, structure,
through practice, which came into being.

並列關鍵字

Buy-Together ； System Theory ； Internet Community

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