現今資訊科技發達,網際網路成長快速,使得人們的生活離不開資訊及網際網路。在過去,網際網路僅侷限在資訊的獲得、工作效率的提升與電子化通訊的應用,隨著網際網路的進步與成熟,更發展出電子商務。虛擬社群網站的出現對於電子商務商無非是一個助力,然而虛擬社群網站的經營成效將是一個急需思考的重要課題。虛擬社群網站的興起帶動一波新的創業熱潮,然而,如何有效經營虛擬社群網站,並且讓口碑以及使用量得以延續是虛擬社群網站經營的重要課題。 本研究以Hagel 及 Armstrong (1997) 所提出的報酬遞增動態循環模型來進行探討,以目前台灣具有高參與度以及討論度高的四個標竿社群網站:愛評網(iPeen)、愛料理(iCook)、愛瘦身(iFit)、VoiceTube做為研究對象,透過次級資料之收集與分析,分析其在虛擬社群網站經營與報酬遞增動態循環模型的關聯性,並進一步驗證模型在虛擬社群網站經營實務上的應用。本研究結果發現,此四個標竿社群網站在經營上皆有運用及符合報酬遞增動態循環模型所提及的交易活動、消費者輪廓資料、內容吸引度以及會員忠誠度等四個循環指標。最後,針對上述研究結果提出之本研究之貢獻與建議。
With the development of information technology, the Internet developed rapidly and attracting a lots of users’ participation. In the past, Internet only limited access to information, improved work efficiency and the use of electronic communications, following with the Internet's progress and mature, more developed e-commerce. The emergence of virtual community sites for e-commerce provider is nothing more than a help, but operating results virtual community website will be an important issue that needs to think about. Driven by the rise of virtual community websites wave of new business boom, however, how effective operating virtual community sites, and let word of mouth as well as the continuation of usage is an important issue virtual community site operates. In this study used Hagel and Armstrong (1997) of the increasing returns dynamically loop to discuss the four benchmark community sites in Taiwan with high involvement and high discussion (iPeen, iCook, iFit, VoiceTube), through secondary collection and analysis of data, the analysis of its relevance and increasing returns dynamically loop in the virtual community website operators, and further validate the model used in the virtual community website operators practice. The results of the study found that these four benchmark are using social networking sites and increasing users’ returns with a dynamic cycle models mentioned transaction offerings, member profiles, content attractiveness and member loyalty. Finally, the contribution of this study and the recommendations of the response to these findings.