虛擬社群間互動資源轉移之研究

The Transformation of Interactive Resources Between Virtual Communities

林明澔(Ming-Hao Lin)

指導教授 ： 蔡義昌 ； 劉士豪

中原大學/商學院/資訊管理研究所/碩士(2001年)

https://doi.org/10.6840/cycu200100363

摘要

建置經營一具價值的虛擬社群所需花費的相關人力資金是相當高昂的，以一個新社群在其基礎建設成本、行銷費用不變的情況下，如何降低社群的社群成員關係經營成本，勢必能夠加強新社群的經營競爭能力。因此，本研究以「社群間互動資源轉移」為出發點，善用社群原有之「社群分裂現象」，在兩社群聯盟合作關係的基礎下，試圖探索「社群互動資源」的組成結構，以及互動資源在社群間的轉移狀況。

本研究透過建立「虛擬社群行為紀錄系統」進行網友行為資料庫的建立，並以集群分析法分析網友行為後，四大研究結論主要如下：

1. 虛擬社群互動資源結構可分為「有形」及「無形」，其中有形互動資源包括「訪客黏度」以及「文章客觀屬性」；無形互動資源包括「信任」。

2. .兩水平社群網站間的策略聯盟對於社群網站間互動資源轉移有影響，而且能夠為新水平社群帶來重要的「社群互動資源」。

3. 若新虛擬社群與具水平關聯性的虛擬社群進行聯盟合作，一方面對新社群而言可以降低其初期創造及經營互動資源的成本，另一方面對原社群而言可以達到滿足其社群成員的終身需求。所以，藉由聯盟方式以降低新社群網站的互動資源經營成本的方式，將可使聯盟雙方達到雙贏。

4. 使用不同集群方法時，除了考慮「觀測構面特徵成熟與否」，也可以將「變數間具複共線性與否」納入共同討論，以作為詮釋集群分析結果的參考依據。此外，三種集群分析方法有其使用上的先後順序，意即先使用直接集群法，若結果無法解釋則使用因素成分集群法，同樣若結果無法解釋時則使用階層式集群法。

關鍵字

社群聯盟合作 ； 互動資源轉移 ； 互動資源 ； 虛擬社群 ； 訪客黏度

並列摘要

It cost much to operate a valuable virtual community, including of the cost of infrastructure, marketing and member-relationship. Since we can’t avoid the cost of infrastructure and marketing of the virtual community. If we can reduce the cost of member-relationship, it can strengthen the competition edge of the virtual community. Therefore this study starts from the point of “The transformation of interactive resources between virtual communities” and takes good use of the fractional phenomenon of virtual community. In the basis of alliance between virtual communities, this study try to explore the component of interactive resources of virtual community and the transformation of interactive resources between virtual communities.
Therefore this study establish the “Behavioral-Recording system” to record the behavior of the member in the virtual community. As for the analysis method, this study uses the clustering method. Acording to the result of statistic analysis, the conlusion are listed briefly as follows:
1. The componenet of interactive resources includes tangible resources, including of “Stickness” and “The objective attribute of article” and intangible resources, including of “Trust”.
2. The alliance between virtual communities has influence on the transformation of interactive resources between virtual communities and can create the important interactive resources for the new horizontal virtual communities.
3. The alliance between virtual communities can have mutual benefits to each other.
4. When we use the clustering method, we can consider “The characteristic of variables” and “The multicollinearity between variables”. The three ways of using clustering method also have the sequence.

並列關鍵字

stickness ； interactive resources ； transformation of interactive resources ； alliance between virtual communities ； virtual community

參考文獻

6. Christopher W. Hart, and Michael D. Johnson, “Growing the Trust Relationship,” Marketing Management, Spring, 1999.

8. Devilin, G., and Mark Bleackley, “Strategic Alliances–Guidelines for Success,” Long Range Planning, May, 1988, 18-23.

10. Fred E. Webster, Jr., “The Changing Role of Marketing in the Corporation,” Journal of Marketing, Vol.56, October, 1992.

12. Gordan A. Wyner, “Customer Relationship Measurement,” Marketing Research, Summer, 1999.

13. Green, Paul E. and Abba M. Krieger, “Alternative Approaches to Cluster-based Market Segmentation,” Journal of Marketing Research Society, Vol 37 No.3, pp.221-237.