線上口碑社群互動網路結構影響效果之研究

The influences of social network structure in online community

江成欣(Cheng-hsin Chiang)

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/博士(2013年)

摘要

社群媒體已成為企業行銷相關產品與服務的利器，透過與消費者的口碑互動、與消費者的價值共創，企業可更進一步瞭解消費者的需求，並設計相關服務與產品。本研究以線上口碑社群為研究對象，分為三個研究探討探討口碑社群討論網路的網路結構對於口碑社群潛水者的影響、口碑社群討論網路結構對於網路成員對產品態度的影響、口碑社群網絡形成的內部結構及影響。從集體行動理論、社會影響理論探討、小群體理論探討前述的三個主題，且應用多元回歸分析、階層線性模式（HLM）、指數隨機圖形模型（ERGM）等分析方法進行研究分析。本研究分相對象為美妝口碑社群—UrCosme的日系品牌美妝產品口碑討論社群，分析口碑社群參與者的互動關係對於不同研究亦提的影響。研究結果顯示，口碑社群互動網路結構特性，會影響潛在使用者對於產品口碑的瀏覽意願，社群中有少數意見領袖、不同討論的小群體、都對於吸引潛在使用者來閱讀產品口碑有正向影響；但是如果口碑社群互動密度過高、只有單向的訊息傳遞，則會降低潛在消費者的閱讀產品口碑的意願。社群整體網路結構特性對於社群成員形成產品態度的研究中，整體互動密度越高、社群成員在網路中處於資訊傳遞者的位置，對於社群成員對產品形成態度的分數越高；產品口碑越分歧、社群成員僅接受訊息，則會降低社群成員對產品的態度。在跨層次調節效果上，網路密度是重要的調節變數，調節了資訊傳遞者位置及資訊接受者位置對社群成員的產品態度。在內部網路結構的影響上，有互惠關係會促使網路連結的形成，但是掮客效果則會因為不同的網路結構形式，而對形成網路連結有不同的影響效果；社群成員在社群中的活躍程度是影響社群成員形成連結的主要因子，社群成員傾向與在社群同樣活躍的人形成連結。本研究結果在理論面可以驗證集體行動理論、社會影響理論在口碑社群中在線上社群的應用與解釋能力及形成社群成員連結影響；亦可提供線上社群經營者瞭解口碑社群網路結構的影響，進而設計相關口碑社群的經營策略。

關鍵字

線上社群 ； 社會網路分析 ； 集體行動理論 ； 網路結構 ； 社會影響理論

並列摘要

This study focuses on investigating the structure of online product review communities and its impacts on consumer behavior. The study is divided into three topics. Study 1 investigates product discussion network structure and its impacts on attracting the attention of lurkers. Collective action theory is used to explain how network structure characteristics incite the interests of lurkers. The results indicate that network density decreases the attraction of the lurkers, while the existences of opinion leaders, the number of components increase lurkers’ attention. Study 2 investigates the factors that influence individual’s attitude in online communities. The study applies hierarchical linear model to examine the impacts of group network structures and individual’s position in the network on individual’s attitude to the product. Network cohesion and individual’s brokerage position increase individual’s attitude to the product; product rating controversy and individual’s indegree centrality decrease the attitude to the product. Furthermore, the moderation effects of network cohesion on individual’s indegree centrality and brokerage position are confirmed. Study 3 focuses on network patterns and actor attributes that have tendency to form a tie. Reciprocal relations have a significant tendency to form a tie. The brokerage position in different network patterns has different influences in forming a tie. People are likely to form a tie with those who have similar active level in product discussion network. The aim of these studies is to apply social network structure features, collective action theory and social influence theory to interpret consumers’ behaviors in product review online communities. The results provide some insights to online community operators.

並列關鍵字

Online community ； social network analysis ； collective action theory ； network structure ； social influence theory

參考文獻

Agarwal, N., Lim, M., and Wigand, R. 2012. "Raising and Rising Voices in Social Media A Novel Methodological Approach in Studying Cyber-Collective Movements," Business & Information Systems Engineering (4:3) Jun, pp 113-126.

Bagozzi, R. P., and Dholakia, U. M. 2002. "Intentional social action in virtual communities," Jouranl of interactive marketing (16:2), pp 2-21.

Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., and Wallace, M. 2008. "The effects of the social structure of digital networks on viral marketing performance," Information Systems Research (19:3), pp 273-290.

Bargh, J. A. 2002. "Losing consciousness: Automatic influences on consumer judgment, behavior, and motivation," Journal of Consumer Research (29:2), pp 280-285.

Basuroy, S., Chatterjee, S., and Ravid, S. A. 2003. "How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets," Journal of Marketing (67:4), pp 103-117.