網路"庄頭"形成之行為研究

隨著web2.0的發展，網際網路已經由單人對單人，進而轉化為多人對多人的群體互動；而此類互動就有如早期社會的村莊與部落，人們因為有共同的興趣或是目標聚集在一起，並同時分享資訊與訊息。網際網路創造了互動的轉變，也帶起了許多網路社群的發展。人們將網路當作媒介，就算不直接與人面對面對談，也能將個人的資訊或是想法透過社群做出表態；以社群網站Facebook做為舉例：Facebook有著足夠的自我發展空間，使用者可以運用其所提供的平台，建立出一個屬於自己的分享圈或粉絲團，並召集情投意合的網友一起加入討論且共享資訊。本研究發現在FB中的使用者或社團、粉絲專頁的經營者會做出“伸張正義＂的這項舉動而感到興趣，到底這樣的作法能帶來何種效益？還是為了達到某些目標而做？因此本研究提出了一個研究示意圖將其分為形成、成長、收割三階段作為探討之用，並蒐集網路個案以用來驗證與分析。最後提出以伸張正義為手法的行銷方式，確實是能提高自身在社群中地位與形象的一種作法，並且對未來想行銷或經營社團的使用者提出實用的建議。

關鍵字

伸張正義；社群網站；網路部落；網路社群

並列摘要

With the development of web 2.0 , the Internet has from the single to single, and then transformed into many groups of people interact ; And such interaction is villages and tribes as early society, because people have a common interest or goal together, and share information and messages at the same time. The Internet created interactive transformation, also takes up a lot of the development of the online community. People will the Internet as a medium, even if not directly face to face conversation with people, also can to personal information or idea through the community; With social networks Facebook as an example: Facebook has enough personal development space, users can use the provided platform, create a belong to their own sharing circle or fans discuss and share information together. 　　This study found that user or group in the FB fan pages; operators will make "justice" of the move and is interested, whether such a practice can bring what benefit? Or we do in order to achieve certain goals? Therefore, this study proposes a research plan will be divided into the formation, growth, harvest as discussed with three stages, and collect network case to verify and analysis. Finally offered to justice as the technique way of marketing, is indeed can improve their image and status in the community of a kind of practice.

並列關鍵字

Network tribe ； community website ； behavior of justice ； Network community

參考文獻

I-ping Chiang, Chia-chen Lin, Kaisheng M. Wang. (2011). Sense of Virtual Community: Antecedents and Consequences. Journal of e-Business,13 (1),1-26.

（王熙哲、丁耀民，2008）。人際關係網路對虛擬社群使用意願的影響。資訊管理學報，15，53-72。

白鎮瑋(2012)。社群使用者的歸屬感需求與廣告效果之關係研究－以Facebook 為例(未出版之碩士論文)。國立中央大學，桃園縣。

（方珍玲、許雯珊，2008)。網路訊息信任度、風險知覺與風險降低偏好度之關聯分析－以台灣禽流感為例。第十一屆電子商務學術研討會(EC2008)，台灣：台北縣。

Arun L., & H. Shanker Krishnan. (2011). The Aha! Experience: Insight and Discontinuous Learning in Product Usage. Journal of Marketing, 75(6), 105-123.

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網路"庄頭"形成之行為研究

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