評估社群網站價值模型之研究

A Model to Evaluate the Value of Social Network Sites

曾翔(Hsiang Tseng)

指導教授 ： 黃明蕙

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.03104

摘要

近年來，伴隨資訊科技進展，Web 2.0服務蔚為網路世界主流。其中社群網站(Social Network Sites)為眾多Web 2.0服務中最成功的模式之一。但因社群網站若干特殊性質，如何衡量社群網站價值亦為亟待解決之問題。
若將社群網站比擬為企業；網站會員比擬為顧客，則一些商業上之價值衡量模型即可能適用於社群網站。顧客爭取、顧客挽留、以及顧客拓展決定了企業長期利潤。而上述要素亦為社群網站成功與否之關鍵。
顧客終身價值(Customer Lifetime Value)模型為行銷學上計算顧客價值之利器，本研究欲利用此模型衡量社群網站價值。然而，直接將顧客終身價值模型應用於社群網站實非易事，故本研究將修改並重新定義此模型若干變數。
本研究亦利用此模型實際對一家台灣社群網站「Unis」進行模擬。縱然結果尚非完善，研究仍指出本議題未來可能探討方向。

關鍵字

顧客終身價值 ； 社群網站

並列摘要

Web 2.0 services are acknowledged as the leading online trend. Since mid-2007 Social Network Sites (SNSs) have become an extremely successful component of Web 2.0 services . However, the characteristics of social networks services make evaluation inherently problematic.
If a social network website is representative of a company, meaning that the members are its customers, a social network website model appears compatible with certain business models. Customer Acquisition, Customer Retention and Customer Expansion determine the long-run profitability of a firm. Social network websites are faced with similar considerations.
The present research proposes a model based on Customer Lifetime Value (CLV) model, a marketing metric measure of customers’ value, to determine value in SNSs. However, it is not easy to directly apply them to a social network website. This research will transform Customers Lifetime Value into a non-monetary index, and establish the model as a self-supported cycle.
The model is implemented to simulate the value of a social network website based in Taiwan. Though the results are found wanting in some respects, they remain suggestive of fruitful avenues to explore in future research.

並列關鍵字

customer lifetime value ； social network sites

參考文獻

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