顧客社群中社會網絡關係之研究

在現在資訊爆炸的年代，所有資訊曝光可以透過網絡連結而產生影響力，讓大眾跟網絡的連結，所形成的強度和形態，更是與產生的影響有相當的關係。對於以社群力量來經營顧客的互動的事業，已經是現代企業十分重要的工作，因此了解社群如何透過議題來連接，所形成的網絡關係對企業經營的影響，值得進行研究。針對社會網絡研究中的社會支持四個面向作實務及理論方面探討，本研究選擇以社群關係為經營核心的個案公司採用深度訪談法進行個案研究，探討顧客社群的網絡關係並了解顧客社群的網絡關係對網絡結構之影響及顧客社群的社會網絡關係對於顧客與企業互動的影響。研究發現社會支持面向的資訊支持為主要核心，且情感性的支持越高成員凝聚略大，並且社群內的中心成員的中介能力提升有助於該社群的網絡關係更加緊密，所帶來社會網絡關係對企業及顧客雙方皆能互利，而企業與顧客的網絡關係越緊密，對企業來說帶來更多的業績及會員，並且可以跟顧客關係越來越緊密；然而對顧客來說，可以有豐富的資源可以運用，另外也可增加龐大的人脈關係。

關鍵字

社會網絡；社群經營；社會支持

並列摘要

In the era of information explosion, all information exposure can be influential through network connections, and the strength and shape of the connection between the public and the network is quite related to the impact. For the interactive business of operating customers with community power, it is already a very important task for modern enterprises. Therefore, it is worthwhile to study how the community connects through issues and the impact of the formed network relationships on business operations. In view of the social support in the social network research, four aspects are oriented to practical and theoretical aspects. This study selects case companies with community relations as the core of the business to conduct case studies using in-depth interviews to explore the network relationships of customer communities and customer communities. The impact of the network relationship on the network structure and the social network relationship of the customer community on the interaction between the customer and the enterprise. The study finds that social support-oriented information support is the main core, and the higher the emotional support, the greater the concentration of members, and the intermediary ability of the central members in the community will also affect the social network, and the social network relationship to the enterprise and customers. Both have a huge impact.