影響微網誌服務使用率之社會網路結構因素

Exploring the Influence of Social Network Structure Factors on the Frequency of Micro-blog Service Use

林義庭(Yi-Ting Lin)

指導教授 ： 王俊程

國立清華大學/科技管理學院/服務科學研究所/碩士(2010年)

摘要

The huge trend of Web 2.0 makes people thinking about something never come to their mind. Micro-blogging is a relatively whole new social network site in the modern world and it facilitates enormous users to attend. The traffic of the website for marketing of company is crucial because it is the efficient way to make the marketing goal and expand the revenue. Therefore, this study attempts to figure out the factors that might be needed to consider keeping the users’ frequency of use. And then the traffic of the communication platform will keep, even grow up to the whole new level.
The data we analyzed comes from the micro-blog site called “Plurk” in this work. We apply social network analysis to find out the influent factors on users’ frequency of use. Eventually, the results illustrate that degree centrality, number of subgroups and users’ intention to stay have positively effects on users’ frequency of use. Companies could use the consequences to set up the marketing strategies or other managerial policies in this kind of communication platform.

關鍵字

微網誌 ； 虛擬社群 ； 社會網路分析

並列摘要

在Web 2.0 的巨大浪潮之下，迫使人們開始思考之前從來沒有出現過的念頭，像微網誌這樣的全新社會網路社群吸引了為數眾多的使用者參與，產生了可觀的使用者流量。由於流量可以有效地達到行銷目的並且增加利潤，因此網站的使用者流量對於企業的行銷策略而言是個關鍵性的因素。所以本研究嘗試找尋影響使用者之使用頻率的考量因子，希望從中讓溝通平台的使用流量維持、甚至再創新高。
本研究的資料擷取自微網誌：噗浪 (Plurk)，利用社會網路分析方法論探討使用者之使用頻率的影響因素，最終研究發現網路成員的程度中心性 (degree centrality)、網路的小群體的個數 (number of subgroups) 以及使用者的停留意願 (users’ intention to stay) 對於使用頻率有著正向的影響。企業可以利用此結果針對網路社群制訂合宜的行銷策略或是管理方針，藉以獲得最佳的市場成效。

並列關鍵字

micro-blog ； virtual community ； social network analysis

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