虛擬社群增加交易機制影響之研究---以批踢踢(PTT)實業坊各版為例

The research of effects on virtual community adds business transaction--- Using various boards of PTT as example

劉璟鴻(Ching-Hong Liu)

指導教授 ： 王秉鈞

元智大學/資訊學院/資訊社會學碩士學位學程/碩士(2011年)

摘要

近年來Facebook、Twitter等知名社交型社群網站逐漸走向商業化，逐步增加交易機制，希望藉此提升其成員的參與度。然而，增加交易機制的影響為何？是否真能促進社群成員對於該社群的參與度？截至本研究寫作為止，尚未發現國內外有針對此議題加以探討之專文。因此本研究希望透過PTT各版成員的發文以及回推文數量，並輔之以專家問卷來探討：「交易機制的存在與否，對於PTT各版面成員的參與程度是否產生顯著的差異」。

本研究將PTT所有看版分為：「允許交易」和「不允許交易」及「並存」三大類別，並從通過本研究提出之篩選準則的版面中，利用亂數表於每類抽出20個版面。但，「並存」類型版面原本就為數不多，通過篩選後僅剩10個版面，故此10個版面全數入選。本研究即以這50個版面進行2個月的第一手資料收集。資料收集後經過編碼、分析，最後再利用專家問卷的結果予以協助與驗證。

研究結果發現：
(1)有交易機制的版面其成員的參與度的確高於沒有機制的版面。
(2)兩者皆為有交易機制之版面類型中，「並存」類型較「允許交易」之版面類型更能吸引成員的參與。換句話說，將交易類型與其它型文章區隔於不同版面，更能吸引成員的參與。

基於上述結果，本研究建議PTT各版版主：為提升該版成員的參與度，應盡量將該版面朝向「並存」類型之版面經營。

關鍵字

社群 ； 虛擬社群 ； 批踢踢(PTT) ； 交易機制

並列摘要

In recent years, a few famous social networks, such as Facebook and Twitter, have been gradually commercialized, and business transaction has been added in hopes of encouraging the participation of the members. However, what is the influence on adding business transaction? Can the participation of the members in a social network really be improved? Before this paper was conducted, there was not any paper be found aimed at this issue domestically or internationally. Therefore, with the assistance of the expert questionnaire, the quantity of articles posted, replied, and recommended by the members of each board in the PTT were employed to investigate “Whether the existence of business transaction would significantly influence the participation of the masters in each board in the PTT”

In this investigation, all the boards in the PTT were divided into three categories, respectively “Trading Allowed,” “No Trading Allowed,” and “Paired Boards.” In addition, the random number table was used to select 20 boards in each category, all met with the selection criteria in this study. However, there were not many boards in the category of “Paired Boards” originally, and there were only 10 boards after the selection, so all these 10 boards were chosen. The 50 boards were adopted to the first-hand data collection for two months in this investigation. After the data were collected, they were coded, analyzed, and eventually verified by using the result of the expert questionnaire.

The research findings include:
(1) The participation of the members in the boards with business transaction was indeed higher than that in the boards without any business transaction.
(2) In the two categories both with business transaction, it tended to be easier for the boards in “Paired Boards” to attract the participation of members than the boards in “Trading Allowed.” In other words, placing separately the articles of “Trading Allowed” and those of “No Trading Allowed” would better attract the participation of members.

Based on the results, the host of each board in PTT is suggested: to develop toward the category of “Paired Boards” as much as possible to improve the participation of the members.

並列關鍵字

community ； virtual community ； PTT ； business transaction

參考文獻

10.林其青（2001），電子商務租稅與規劃。互網科技股份有限公司，初版一刷，15-20。

25.簡俊成、方婷婷（2005），「虛擬社群商業化之紮根理論研究」。管理評論，第24卷第3期，43-67。

17.莫佳雯（2007），虛擬社群成員再訪意圖之探討-以 Fashion Guide 社群為例。國立中央大學資訊管理研究所碩士論文。

19.張淳矞（2009），以動態網絡分析探討網路社群口碑。國立交通大學傳播研究所碩士論文。

24.駱碧蓮（2010），中華職棒虛擬社群參與行為意圖模式之研究，國立臺灣師範大學運動與休閒管理研究所碩士論文。