探討網際網路事件達成關鍵多數之影響因素

A Study of the Factors of Incident to Reach the Critical Mass in the Internet.

陳奕璋(Yi-chang Chen)

指導教授 ： 張東生 ； 陳德釗

國立中央大學/管理學院/企業管理學系碩士在職專班/碩士(2011年)

摘要

網際網路之流行或爆紅甚至是暢銷的事件、觀念或產品並非線性活動而是一種複雜的現象，期許能從竄紅事件、觀念或產品中，探尋混沌的市場裡那些是可解讀的共通因子，以作為可詮釋的要素。
擴散過程中最關鍵之處，就是關鍵多數（Critical Mass）的達成，在物理學上稱為「臨界質量」，意指裂變物質在特定條件下達成自持鏈式裂變反應所需之最小質量，或是如原子反應堆達到臨界質量點，便會自發出現核連鎖反應，這臨界特定現象，就如同製造社會流行風潮，且像流行性傳染病一樣，只要達到了一定「引爆點」，流行就會突發性地迅速傳播開來，再引申之，商業活動只要能掌握製造流行風潮的規律或方法，就能因此産生資訊傳遞巨變的效果，達成擴大能見度的目的。
本研究使用「Google Insight」搜尋功能，找出迅速竄升已達搜尋關鍵多數熱門事件所在區段，採用紮根及內容分析法歸納整理代表性案例所呈現的因素。研究發現事件之擴散達成關鍵多數的因素中，其實皆圍繞著不可或缺的社群、環境、事件三大環節上，爰將共同因素再區分成類屬之環節構面:
其一、社群：感受性、口碑及分享、參考群體或意見領袖。
其二、環境：大量曝光的平台、新聞媒體、排行競賽。
其三、事件：創新品質、依附效果、話題性、故事性。

關鍵字

創新擴散 ； 關鍵多數 ； 網路外部性 ； 紮根理論

並列摘要

In Internet, popular events, ideas or products are non-linear activities but a complex phenomenon. The goal of this study is to find out the common factors from the events, ideas or products that can be interpreted as key elements in a chaotic marketplace.
In the process of diffusion, the most crucial point that physics known is the "critical mass" of reaching .The critical mass means that under certain conditions of fissile material to achieve self-sustaining fission chain reaction of the minimum required quality, or such as atomic reactor to achieve critical mass point, then a nuclear chain reaction will be spontaneous.
The critical mass phenomenon, just as creating social fad and epidemic diseases, so long as to reach a certain "tipping point", the popular will suddenly spread quickly. As long as the commercial activities to master the rule of pop culture or methods, therefore, it can make great effects through the information transmission to achieve the purpose of expanding visibility.
This research takes the function of「Google Insight」as a tool to find the hot zone of rapidly risen events as reached "critical mass". According to the content analysis and grounded theroy to analysis the factors from the representative cases. The result of the research shows that the diffusion of the incident reached a "critical mass," in fact, the factors are included in the three major dimensions of the community, environment and event. The factors can be divided into categories as follow：
1. The community: impressibility, word of mouth and sharing, reference groups or opinion leaders
2. The environment: massive exposure platform, the media, ranking or competition
3. The event: innovative quality, attachment effect, topic, story

並列關鍵字

grounded theory ； network externality ； innovation diffusion ； critical mass

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