以正規化概念分析探討不同產品週期之3C產品知識分享結構－以蘋果產品為例

Explore Knowledge Structure of Information Sharing on Different Stages of Life Cycle of 3C Products using Formal Concept Analysis - A Case of Apple Products

李來錫(Lai-Hsi Lee) ； 林怡君(Yi-Jun Lin)

《管理科學研究》 9卷2期 (2013/06) Pp. 1-20

https://doi.org/10.6873/MSR.201306_9(2).0001

摘要

3C產品普及但產品汰換頻率很高，導致經營管理困難。本研究目的是針對不同產品週期的3C產品，探討在虛擬社群的討論內容及內容的相關性。研究是以蘋果之產品為例，探討三個產品在虛擬社群上討論內容的差異，而以Mobile01論壇作為資料分析來源，並使用正規化概念分析建立不同的3C產品的討論知識本體及其知識本體間的關聯性。研究利用系統抽樣方式取得900筆有關3C產品討論資料，透過內容分析法由蒐集的資料中，萃取出「產品價格」、「產品品質」、「規格特色」、「產品維護」、「購買資訊」、「電信業者支援」、「軟體支援」及「周邊產品」八項概念類型。研究結果顯示「規格特色」被討論在iPod、iPhone、iPad佔比例皆最高，而在各產品中即使擁有相同概念，所討論之內容還是有所差異。iPad經常討論之規格特色以螢幕為主軸；iPhone以設備所支援各類之格式及所提供之功能為主，iPod則以討論各型號差別為主。iPad、iPhone相同的「軟體支援」概念在討論的軟體類型也不同；iPad、iPod之相同概念為「周邊產品」，而iPad著重在討論保護設備外觀的配件上如：保護殼，iPod討論主題以耳機為主。

關鍵字

虛擬社群 ； 知識分享 ； 正規化概念分析

並列摘要

To-day numbers of 3C products have been invaded into all markets, however, short product cycle cause serious management and marketing problems. This study aims to explore the knowledge structure of information sharing of 3C products on virtual communities using formal concept analysis. 900 discussion messages of Mobile01, a famous virtual community, are collected by systematic sampling to analysis product message in different stage of life cycle. Products iPod, iPhone, iPad of Apple Corporation are taken as examples to exam the difference of discussion in virtual communities. Those collected message are first classified into eight categories as basic concepts using content analysis, which are product price, product quality, specification, maintenance, purchase information, communication support, software support and peripherals. The results show the concept of specification had been discussed in messages of all the three products. This study also compares the content of concepts on the three products. For the concept of specification it is discussed popularly on specification of monitor for iPad, on specification format for iPhone, and on product type for iPod. For the concept of software support, it is discussed on reading and entertainment types of Apps for iPads and Apps of living tools for iPhone. Finally, for the concept of peripherals it is discussed on the looking of protection facilities for iPad, and it is earphone that discussed for iPod.

並列關鍵字

Virtual Community ； Knowledge Sharing ； Formal Concept Analysis ； Product Life Cycle