- 學位論文
影響使用者參與線上虛擬實境社群之因素研究 - 以Second Life為例
A Study on the Factors of User Participation in the Online Virtual Reality Communities - Case of Second Life
摘要
摘要 在網路滲入世界各家庭中，成為不可或缺之工具的21世紀，廠商透過網站進行行銷活動已是必然趨勢。而在網路的使用者中，虛擬社群成員使用網路次數及停留時間等皆高於一般使用者，被視為充滿商機的顧客群，所以近年來虛擬社群的研究逐漸被重視，也越來越多廣告主願意撥出部份行銷預算用在線上遊戲或虛擬社群等新媒體上。 雖然虛擬社群之研究不算少數，但網路技術的持續蛻變與進步對虛擬社群的經營與行銷模式卻有不同以往的影響，故本研究採用新型態虛擬社群之一的第二人生(Second Life)來做為探討與研究的對象，並加入了社會臨場感層面來了解Second Life這個線上虛擬實境社群是否會對使用者帶來不同以往的誘因與消費模式的改變。 本研究以綜合的觀點去探討使用者進行線上虛擬實境社群的使用行為，由技術、動機、任務、社會臨場感層面來探討使用者參與線上虛擬實境的意圖是受到哪些因素影響，進而影響其使用行為。
並列摘要
Abstract In this day and age, the internet has become an indispensable tool of various families in the 21st century. Manufacturers excuting the marketing activities through the website is the inevitable trend. In the internet, the members of virtual community who use it more often than general users, they are seen as the customers fulling of the business. Therefore, the researches of virtual community has become important in recent years, and more and more advertisers are willing to spent marketing budget on the online games or virtual communities. Although there are many studies of virtual community, the network technology continue changing and progressing have bring the different impact from the past on the management and marketing of virtual communities. In this study, we use the second life which is one of the new type of virtual community to explore and research, and add the social presence to know if the Second Life bring the defferent attract fators and the changes in consumption patterns from the past. The study use an integrated view to research the using behavior of the user to participate the online virtual reality communities. By the technology, motivation, tasks, social presence layers to find out the factors of user participation in the online virtual reality communities