Web2.0 社群資訊品質之評估 －以PTT股票版為例

An Exploration of Information Quality of Web2.0 Communities －An analysis of PTT stocks board articles

張雅苹(Ya-ping Chang)

指導教授 ： 陳建宏

國立暨南國際大學/管理學院/資訊管理學系/碩士(2008年)

https://doi.org/10.6837/NCNU.2008.00132

摘要

Web2.0蔚為目前網站主流，已有越來越多以Web2.0概念設計網站出現於網路上；在Web2.0概念下，每位讀者皆可以貢獻自己的心得與其他人互相交換意見與交流，而一般使用者也越來越習慣以這些網站作為資訊來源。事實上這些業餘專家所撰寫出來的資訊，不一定有足夠的資訊品質與正確性，如何評估這種來源的資訊，進而運用於決策上，值得謹慎探究與驗證。本研究以國內最大Web2.0風格的BBS社群-批踢踢實業坊(PTT)股票討論版為對象，以其社群使用者自主發佈與交流的投資相關文章與討論為基礎，分析其資訊特質，以及其相對在投資市場上的模擬投資績效，根據實證結果對Web2.0資訊特質的評估提出初步的探索成果。
實證結果顯示，PTT股票討論版中社群成員推薦投資標的，短期(5日、10日)投資報酬績效優於中期(24日、50日)投資報酬績效。投資報酬績效與文章涵蓋內容的特性有相關，而無法由PTT系統所提供的作者背景資料來鑑別出所提供投資建議資訊的好壞。利用Kozinets(1999)所提的社群角色將發文作者加以區分為四類，則可明顯看出不同類型角色所提供的投資建議，其投資報酬績效有顯著不同。
從PTT股票版資訊分析結果顯示，Web2.0社群提供的投資資訊具有一定程度的參考價值，而資訊提供者在社群中扮演的角色，可能是鑑別資訊品質優劣的有效指標。

關鍵字

Web2.0 ； 網路社群 ； 投資報酬績效 ； 股票投資 ； PTT

並列摘要

As Web 2.0 becomes the mainstream concept of the internet, more and more websites are designed with this concept. In a Web 2.0-based website, everyone can easily share and exchange opinion with each other. Although Web 2.0-based websites are getting important as information sources, the quality and validity of the information shared among the users may not be sufficiently verified. As an information source, further research is essential to know how to evaluate the quality of information shared among these amateur users before further usage in decision making. This research selected the PTT stock board, one of the most representative Web2.0 community in Taiwan, and empirically analyzed the characteristics and quality of members’ articles.
According to the research results, the key findings are: (1) Investment suggestions made the PTT members have better return-on-investment in short term (5 days, 10 days) investments than middle term (24 days, 50 days) ones. Articles focused on different aspects of investment targets have different investment performance. Authors’ profile information provided by the PTT community seems not relate to the quality of articles. This study further classified article authors into four society roles based on Kozinets’ (1999) framework. The result shows that different roles’ articles have significant difference on return-on-investment.
Base on the empirical results of PTT stock board, investment information offered by Web2.0 community members is useful to some extent; the author’s roles in that community could be a good indicator to differentiate good and bad sources of information.

並列關鍵字

Web2.0 ； Virtual Community ； Return-on-investment ； Stock investment ； PTT

參考文獻

ㄧ、中文文獻

1 王淑芬(1995)，投資學，華泰文化

2 天下雜誌(2006)，更個人化的網路內容上場，天下雜誌，384，184-192

3 安德魯．基恩著，尤傳莉譯(2008)，你在看誰的部落格？：一群打亂長尾、扼殺文化的業餘者，早安財經出版事業有限公司。

4 朱道凱譯(1998)，John Hagell III, Arthur G. Armstron著，網路商機：如何經營虛擬社群，臉譜出版有限公司