網路社群投資平台經營關鍵因素之研究

Web2.0科技進步，促使社群網絡間人際互動頻繁、聯準會因應武漢肺炎影響，刺激經濟，不斷降息，熱錢效應往市場投資，大盤從9000點漲至16000點，散戶投資於證卷市場中也越來越多。在此趨勢中，有些人開始成立網路社群，若此試用社群平台能帶給投資人互惠獲利，那麼其要推銷書籍、投資軟體等，應會帶來巨額商機。但虛擬社群的互動模式是與實體商店截然不同，且參與者的投資動機多元、想法各自不同，因為無地域限制、不需見面即可互動，易形成社群詐騙的實例。如何讓既有社群孕育出新社群增進人與人間連結，建立信任的人際群體關係，創造互惠社群模式是本研究要了解的問題。本文以社會網絡相關論點，歸納出3大層面，12項準則。並以關鍵事件法方式予以釐清參與者加入社群後其滿意或不滿意現象為何？據此態樣設計問卷，執行重要屬性分析，研究發現網路社群經營關鍵成功因素是：知識貢獻、互動回饋、網絡禮儀。

關鍵字

科技接受模式；遠距教學；關鍵事件法

並列摘要

The advancement of Web2.0 technology has promoted frequent human interaction between social networks, the Fed responds to the impact of Wuhan pneumonia, stimulate the economy, continues to cut interest rates, and invest in the market with hot money effects. The market has risen from 9,000 points to 16,000 points, and retail investors invest in the securities market Taiwan is also increasing. In this trend, some people have begun to establish online communities. If this trial community platform can bring mutual benefits to investors, then it should bring huge business opportunities to promote books, investment software, etc. However, the interactive mode of the virtual community is completely different from that of the physical store, and the participants have multiple investment motives and different ideas. Because there are no geographical restrictions and no need to meet to interact, it is easy to form an example of community fraud. The purpose of this study is concerned about how to make existing communities nurture new communities, increase the connection between people, establish trusting interpersonal group relationships, and create a mutually beneficial community model. This article summarizes 3 major levels, totally amounting to 12 criteria based on social network theory. The key event method was conducted to clarify why the participants were satisfied or dissatisfied with joining the community? Based on this, the questionnaire was then designed and the important attribute analysis was also performed. This findings in this research indicate that the key success factors of the online community operation were: knowledge contribution, interactive feedback, and network etiquette.