- 學位論文
從使用者經驗探討社會網絡平台－噗浪的Karma值機制設計
Exploring the Design of Karma Mechanism from Users’Experiences: An Example of Social Network Sites－Plurk
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摘要
近年來，Web2.0出現了許多新興的社會網絡服務平台，其中，微網誌的發展更是受到大眾的矚目並發展迅速。在眾多的微網誌平台中，噗浪(Plurk) 在國內擁有最多的使用者，並以創新的Karma值吸引大眾的注意。本研究的主要的目的以目標設定理論與自我效能理論為基礎，並且藉由質性研究的方式，透過面對面的深度訪談進行，從使用者的經驗探討Karma值的意義、吸引使用者持續使用噗浪的原因、Karma值設計的成功和失敗之處與追求目標以突破困境的可能原因。從研究文本分析的結果發現，Karma值帶給使用者的意義很多元，包含(1) 活躍程度、(2) 使用頻率、(3) 情感指數、(4) 互動指標、(5) 抒發情緒的數值、(6) 噗浪的幕後推手、與(7) 自我效能的表徵。另外，研究結果亦發現使用者持續使用噗浪的可能原因包含了 (1)朋友持續使用、(2) 明確的Karma值追求目標與回饋機制、(3) Karma值追求帶來心理的滿足感與成就感、(4) Karma值追求刺激同儕競爭。此外，自我效能是影響個人持續追求Karma值、突破困境的重要因素。最後，本研究的結果發現，Karma值設計可能成功的原因包含(1) 創新Karma值帶給使用者的新鮮感、娛樂性、及吸引力，有助於初期吸引大量的使用者。(2)Karma產生使用者之間的良性競爭與交流，有助於黏著度的提升。(3) Karma值追求過程中適度的困境，有助於激發使用者持續使用噗浪的動機。而失敗的可能原因有(1) Karma值成為使用者每天生活的壓力、(2) 追求高Karma值的困難度過高，導致低自我效能使用者放棄追求、(3) 新平台的出現帶走了使用者、(4)假期模式保留Karma值，導致使用者日益疏離噗浪的使用。最後，本研究依據研究結果提出學術與實務意涵，以供社會網絡平台設計者參考。
並列摘要
Recently, more and more new types of social network service platform have emerged. Micro blogging grows rapidly and gains large notice from public. Plurk is the most popular micro-blogging platform in which has the largest members in Taiwan. The most innovative feature of Plurk is its Karma mechanism. Based on Goal-setting theory and Self-efficacy theory and using in-depth interview methodology, the purpose of this study is to explore the meaning of Karma, the reason users continue using Plurk, the possible successful and failed designs of karma mechanism, and how users overcome the difficulties on the way to achieve the goal of Karma value from user’s experience. The result revealed that the meaning of Karma from user experiences are various, including (1) user''s active degree in Plurk, (2) user’s usage frequency in Plurk, (3) user''s emotional value, (4) the index of interaction degree, (5) the number of emotional expression, (6) backstage driving force of Plurk and (7) users’ self-efficacy symbol. Moreover, the results also revealed the reasons why Karma mechanism attracts users continuously use Plurk including: (1) user’s friends continuously use, (2) the clear goal for users to pursue high Karma and gain feedback, (3) the process of pursuing high Karma generates the perceptions of satisfaction and accomplishment to users, (4) the process of pursuing Karma brings the competition among users and their friends. Moreover, this study found that the self-efficacy is the most important factor supporting users to overcome the difficulties during the process of pursuing the high karma. The results show that the successful designs of Kama mechanism are (1) the karma mechanism bring the perceptions of novel, entertainment, and attraction to users, which is helpful to attract a large number of user to join Plurk at the beginning, (2) the positive competition of Karma and interaction between users and their friends during the karma pursuing process is beneficial to promote users’ stickiness, (3) some moderate difficulties during the Karma pursuing process is useful to motivate users to use Plurk continuously. The possible causes of the failure of karma mechanism design include (1) pursuing the Karma become a pressure in users’ diary lives, (2) as pursuing high karma become more and more difficult, users with low self-efficacy may give up on pursuing the high karma continuously, (3) other new social network platform continuously emerge, result in users transfer to those platforms, (4) the vacation mode of Karma may make users alienate Plurk day by day. Finally, this study proposes some practice and academic implications for social network platform designers and researchers.
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