探討網際網路事件達成關鍵多數之影響因素

陳奕璋

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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 , Masters　　Advisor：張東生;陳德釗　　

繁體中文

創新擴散；關鍵多數；網路外部性；紮根理論； grounded theory ； network externality ； innovation diffusion ； critical mass

Abstract │ Reference (156) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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

Reference ( 156 ) 〈TOP〉

4.葛拉威爾(Malcolm Glagwell) 著，引爆趨勢：舉手之勞成大事(The tipping point : How little things can make a big difference. US: Little Brown.) 齊思賢譯，時報出版，2005。
連結：
6.休斯(Mark Hughes) （2005）著，3張嘴傳遍全世界─口碑行銷威力大（Buzzmarketing: Get People to Talk about Your Stuff），李芳齡譯，天下雜誌，台北，2006。
連結：
20.內田廣由紀，共感力－暢銷商品的祕密，城邦文化事業股份有限公司/尖端出版，台北，2009。
連結：
27.林芳珍，「網路外部性下關鍵存續量之估計—時間序列法在WWW伺服器市場之實證」，中原大學，碩士論文，民國92年。
連結：
30.徐亞瑛，「茁根理論之介紹—以台灣地區殘病老人家庭照顧品質研究為例」，護理研究，4(3)，263-278，1996。
連結：

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