Study on the influence of user interaction in virtual communities- a social network perspective

以社會網路觀點研究虛擬社群中成員互動之影響

梁懷文(HASH(0x1cbe3cd0))

指導教授 ： 王俊程

國立清華大學/科技管理學院/科技管理研究所/碩士(2008年)

摘要

In this study, user interaction in virtual communities are investigated using social network analysis in order to realize which conditions of community would result in large amount of people affected to have high purchase intention. We would also like to examine whether influences of opinion leaders are greater than the condition of network structure formed by on-line users. Besides, Brand awareness and price are also taken into account to see if they would moderate the relations between social network index and purchase intention. The conclusion is that influences of opinion leaders are not greater than number of cliques and degree of clique overlap in virtual communities. Nevertheless, opinion leader is important regarding to a brand which has lower brand awareness.

關鍵字

意見領袖 ； 口耳相傳 ； 社會網路分析

並列摘要

HASH(0x1cbeb460)

並列關鍵字

Opinion leader ； Word-of-mouth ； Social network analysis(SNA)

參考文獻

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Berner, E. S., Baker, S., Funkhouser, E. et al. (2003). Do local opinion leaders augment hospital quality improvement efforts? A randomized trial to promote adherence to unstable angina guidelines. Med Care,41,420-431.