以科技社會建構觀點探討Web 2.0服務創新

Exploring Service Innovations of Web 2.0 Based on the Viewpoint of Social Construction of Technology

鍾純青(Chun-Chin Chung)

指導教授 ： 邱文宏

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2010年)

摘要

Web2.0以「使用者為中心」為核心價值，造就了使用者主動參與的新文化，社會文化的改變帶動了網路科技的發展，惟近年Web 2.0相關研究，多專注於Web2.0技術、社群網站服務、網站黏性與滿意度、網站經營獲利模式與網路行銷等議題，較少探討社會文化因素如何形塑Web 2.0科技的發展。故本研究目的為以科技社會建構觀點探討Web 2.0網站服務創新內涵之社會文化因素。本文採單一產業個案導向之質性研究方法，挑選5家網站規模及使用人口數具代表性之Web2.0網站為本研究個案，透過次級資料蒐集、參與式觀察與深度訪談，共蒐集409件創新事件據以發展個案資料庫，並以每一創新事件為分析單元，依類型比對、解釋建構進行資料分析。研究發現為：一、影響Web2.0網站服務創新之社會文化因素為科技條件、關係性、自主性、休閒性與政治/法律條件等五項因素；二、Web2.0網站服務與經營，首先必須建立在科技與傳播媒體環境的成熟條件下，才得以推展，故「科技條件」事件數比例在社會文化因素下為最高；三、企業廣告主、使用者及網站本身的的「關係性」價值是未來經營重心；三、「自主性」的服務創新以自我風格、自我實現、自我滿足為創新內涵；四、網路可以填補實體生活中「休閒性」不足之處，未來網路休閒成長空間可期；五、數位內容涉及著作權及版權問題，在盜版侵權日益嚴重的今日，法律層面的考量及措施更是刻不容緩。

關鍵字

Web 2.0、服務創新 ； web2.0服務創新 ； 科技決定論 ； 科技社會建構

並列摘要

With “User-Orientation” as the core value, Web2.0 creates a new culture of user’s initiative participation. Social culture changing drives the development of the network technology. While the related research of Web 2.0 in recent years mainly focuses on Web2.0 technology, Community Web Services, Website dependency and satisfaction, site management revenue mode and network marketing and so on issues, the topic of how the social culture factors shapes the development image of Web 2.0 technology is seldom explored. Therefore, the purpose of this study is to explore the social culture factor of exploring the Web2.0 service innovation with the view of constructing technology society. This study is based on the qualitative research method of a single industry case-oriented, selecting 5 websites as the cases of studying Web2.0 sites, which are typical and similar in website scale and users population. Through secondary data collection, participant observation and deep interview, 409 innovation events are collected to develop the cases data base. Each event is an analysis unit and events are compared according to the types to explain the construction and analyze the datum. The research finds: A) the social culture factors affecting Web2.0 service innovation are technology, relationship, independency, amusement and political / legal conditions and so on; B) the service and operation of Web2.0 sites which are firstly based on the mature condition of technology and media environment can be developed, thus “technology condition” events share the highest percentage of the social culture factors; C) the “relationship” between business advertisers and website as well as between the users and website, are the focus of future operation; D) the service innovation of “independency” has the innovation connotations of self-style, self-realization and self-satisfaction; E) network can complement the shortage of “ amusement” in real life and network amusement is expected to have a great growth space; F) under the situation of today’s piracy increasing, the problems of digital contents involved copyright shall be considered and solved on the legal aspect, which are urgent.

並列關鍵字

web2.0 service innovation ； technology determinism ； social construction of technology ； service innovation

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