知識社群平台治理策略對用戶參與度之影響因素研究

Research on the Influencing Factors of Knowledge Community Platform Governance Strategies on User Participation

裴超颿(Chao-Fan Pei)

指導教授 ： 孔令傑

國立臺灣大學/管理學院/創業創新管理碩士在職專班/碩士(2021年)

https://doi.org/10.6342/NTU202102738

摘要

全球知識服務在新冠疫情的衝擊下面臨著多元的變革，無論從學習方式、互動型態與用戶學習體驗都以不同類型的知識服務平台改變著知識工作者的生活。以平台管理者而言，最關注的問題莫過於如何提升平台價值；由於平台價值主要基於網路效應，而網路效應的強弱則源於用戶數量與用戶參與度，因此如何提升平台用戶參與度是平台管理者的重要任務。

然而，由於平台上存在著立場不同的利害關係人，因此用戶行為複雜度與用戶間的競合關係會隨著平台人數的增加而快速提高，若平台未能妥善處理這些潛在爭端，小則引發公關危機，影響平台短期發展，大則爆發信任危機，影響平台生存。加上外部市場競爭壓力與內部資源有限等限制條件，所以選擇適合平台發展的治理策略是平台管理者需要謹慎考慮的關鍵問題。

本研究從知識社群平台管理者的角度出發，以數據驅動(Data Driven)的方式量化不同平台規則設計所帶來的效益，使用多元線性回歸與多元非線性回歸等方法對平台數據進行量化分析，發掘影響用戶參與知識服務平台之顯著影響因素及背後的原因，進而提供平台管理者在規畫平台治理策略之參考。

關鍵字

知識服務 ； 知識服務平台 ； 平台治理 ； 平台治理策略 ； 用戶參與度

並列摘要

Global knowledge services are facing rapid and diverse changes under the impact of the COVID-19, Different types of knowledge service platforms are changing the lives of knowledge workers in terms of learning methods, interaction patterns and user learning experience. In terms of platform managers,what they are most concerned about is how to increase the value of the platform. Due to the value of the platform is mainly based on network effects and strength of the network effect stems from the number of users and user engagement. Therefore, in addition to increasing the number of users, how to increase platform user participation is an important issue for platform managers.

However, There are stakeholders with different positions on the platform, the complexity of user behavior and the co-opetition relationship between users will increase rapidly as the number of people on the platform increases.If the platform manager fails to properly handle these potential disputes, A small case will cause a public relations crisis, which will affect the short-term development of the platform, or a large case will lead to a crisis of user trust, which will affect the survival of the platform.Coupled with the constraints of external market competition pressure and limited internal resources, choosing a governance strategy suitable for platform development is a key issue that platform managers need to consider carefully.

This research starts from the perspective of the knowledge community platform manager. Quantify the benefits of different platform governance designs in a data-driven way. Quantify Analysis of platform data using methods such as multiple linear regression and multiple nonlinear regression. Discover the significant influencing factors and reasons behind users' participation in the knowledge service platform, and provide platform managers with a reference for planning platform governance strategies.

並列關鍵字

Knowledge service ； knowledge service platform ； platform governance ； platform governance strategy ； user engagement ； user participation

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