虛擬社群之經營

The Management of Virtual Community

莊雅婷(Ya-Ting Chuang)

指導教授 ： 游光昭

國立臺灣師範大學/科技學院/工業科技教育學系/碩士(2000年)

摘要

網路經濟中的文化生命將駐留在狂熱者及次文化等小型的同好社群中，同時，透過虛擬社群的互動與學習力量，將能實踐「我不只運用所擁有的聰明才智，還要擷取他人的智慧結晶」之理想。因此本研究主要目的是探討以學習及分享某特定專業知識的虛擬社群之經營要點。研究者透過虛擬社群意義之探究、社群的設計理念與功能之瞭解，發展此類虛擬社群之經營要點。
研究首先進行文獻資料的蒐集與分析，並進行專家訪談，再依據專家訪談之結果設計兩份網路問卷，分別針對虛擬社群經營者與Learning Pioneer社群成員進行意見調查，並配合研究者實際建置與經營虛擬社群Learning Pioneer的經驗進行綜合探討，最後歸納出經營虛擬社群之九大要點，分別為社群的平台工具、社群的內容、社群的經營者、社群的義工、社群的討論、社群的規章與風格、社群的宣傳、社群的活動、以及其他經營議題等，分述如下：
在社群的平台工具部分，探討社群經營者對平台工具之態度以及平台工具之建置選擇。在社群的內容部分，探討社群內容的重要性、來源、尋找方法、著作權之考量、及內容產生週期應穩定。在社群的經營者方面，探討社群經營者的個人魅力、特質以及社群經營者必須具備良好的文字表達能力。在社群的義工方面，探討社群義工的重要性，社群的義工的來源、特質及招募的注意事項。在社群的討論部分，探討促進討論的工具、方法以及如何處理專業知識社群的發言門檻問題，以提高社群成員的討論並維繫社群的專業形象與內容。在社群的宣傳部分，則探討社群宣傳工具、方法。在社群的規章與風格方面，歸納出經營社群時必須建立社群規章、塑造特定的風格及社群的品牌形象。在社群的活動部分，則歸納出經營社群時需要有虛擬與實體的活動搭配，以及應規劃會員專屬活動。最後，在其他經營議題方面，則發現經營社群的初期應較強調量的問題，後期應著重在質的要求，以及社群經營需訂定行動計劃。
本研究結果將作為研究者未來經營社群的重要指導方針，另方面亦提供給欲藉由虛擬社群的力量，進行學習與知識分享活動者，一個社群建置與經營的參考依據。

關鍵字

電子學習 ； 虛擬社群 ； 虛擬社群經營者

並列摘要

The culture and life of Internet will stay in hobby tribe built by fans and sub-culture. We can carry out the ideal that” We not only use our own intelligence but also grasp others’ wisdom” via the power of interaction and learning of virtual community. Hence the purpose of this study was to explore how to manage the virtual community on learning and sharing of specific domain knowledge. We studied the meaning of virtual community, the design theory and the function of virtual community to develop criteria of managing virtual community.
The research method included literacy review, expert interview, and questionnaire investigation, then correspond with researcher’s experience of building and managing virtual community-Learning Pioneer. Concerning the questionnaires, we developed two types of questionnaires. One is to investigate virtual community managers’ opinions , and the other is to understand the members’ ones .Finally, according to data analysis ,we can get the criteria of managing virtual community as the following：
1、 platform of virtual community：discussing the attitude toward
platform and platform alternatives.
2、 content of virtual community：explore the importance ,source of
content, the way of collection, copy right issue and the cycle of
content providing.
3、 virtual community manager：explore manager’s characteristic, related
knowledge and skill, including excellent writing skill.
4、 volunteer of virtual community：the importance, source, characteristics and recruitment of volunteers.
5、 Discussion：explored how to promote discussion and related tool, how to solve the problem of discussion barriers to prompt the discussion and sustain the professional image and content.
6、 Promotion of virtual community：disscussed the tool and ways of promotion.
7、 Rule and style of virtual community：induced managers must build rules of community ,specific style and brand image.
8、 Activities of virtual community：the conclusion is running community needs real, virtual and member-only activities
9、 Other management issue：One was that we should emphasize on
quantity issue of virtual community in the beginning, then focus on raising the quality of it. Another was that making action plan is necessary.
The finding of this study will not only be the researcher’s important guidance of running virtual community, Learning Pioneer, but also a reference of building and managing virtual community for people who are willing to learn and share knowledge by taking advantage of it.

並列關鍵字

e-learning ； virtual community ； virtual community manager

參考文獻

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