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| Title: | 價值共創環境、誘因機制與知識管理對興趣型社群平台營運之影響
The Methodology for the Operation of Communities of Interest: Value Co-Creation, Incentives, and Knowledge Management |
| Authors: | 吳岡陵
Wu, Kang Ling |
| Contributors: | 李仁芳
吳岡陵
Wu, Kang Ling |
| Keywords: | 興趣型社群平台
價值共創
誘因機制
知識管理
Communities of Interest
Value Co-Creaion
Incentives
Knowledge Management |
| Date: | 2012 |
| Issue Date: | 2013-09-03 |
| Abstract: | 在傳統的企業思維中，價值乃是由企業創造的，由企業單獨決定其產品和服務提供什麼價值，消費者僅僅代表對公司產品的需求；但隨著產業環境的發展，尤其是網路經濟時代的來臨，生產者與消費者之間的界限開始模糊。在過去資訊單向流通的網路世界中，人們在網路上代表的僅僅是一個創造流量的虛擬人物，然而隨著資訊科技的進步，網路技術的發展，人們在網際網路中開始彼此協作，發揮集體智慧向全世界發聲，即「價值共創」的概念。從Linux開放原始碼成功以來，許多企業已經逐漸了解到使用者參與創新、使用者虛擬社群參與企業產品開發的重要性，企業不再能獨自生產和管理知識，而是需要與它們的使用者共同創造知識；同時，人們也了解到透過結合價值共創的概念，虛擬社群平台可以發揮多大的效用，並且在其他領域也有許多類似概念的應用。
科技的協助讓使用者可依據其個別的興趣、需求等動機組成或進入不同的興趣型虛擬社群平台，此類平台除了結合對某一特定議題或事物有共同喜好的人們、高度人際之間的互動與溝通、經由網站所提供之平台分享交流彼此的心得與看法之外，尚有組織設計正式化程度低與集權化低之特色，以及此類社群對於參與者無特殊專業知識與技能之進入門檻之特色。因上述之特色，興趣型虛擬社群平台需要集眾多使用者之分享，才能在無特殊專業門檻的情況下，以內容累積出具有價值之資料庫。
本研究針對興趣型虛擬社群平台進行探討，透過文獻中得知之社群經營成功關鍵要素：「價值共創的環境」、「誘因機制」、「知識管理」檢視個案興趣型虛擬社群平台，並發現三者之間有順序性之關係。首先透過良好設計的「價值共創」社群平台環境，吸引使用者參與，其結果可以加強社群平台自身之競爭優勢。第二階段興趣型社群平台應該透過明顯且簡易得到之金錢誘因吸引使用者，使其有動機參與進入興趣型社群平台，而在使用者數量提升之後，透過管理機制之設計，產生心理誘因，加強使用者之重複拜訪與投入的行為，即透過正確而有效的「誘因機制」提升興趣型社群平台運作之人流量與忠誠度。於累積足夠的使用者及高度黏著度之後，興趣型社群平台應該透過「知識管理」建立機制，將社群平台上累積之知識形成資料庫，以吸引更多的使用者加入，串聯具互補性質的合作夥伴，同時促進更高的社群平台黏著度，並且進而利用資料庫，創造可能的多樣化獲利來源。
The research aims to focus on the communities of interest, which is now the mainstream of communities on the Internet. With respect to the lack of related research on the operation of communities of interest, this research will examine three factors that are key to the operation of this kind of communities and research how these three factors work and how business managers plan a strategy for the operation of communities of interest.
The research will take iPeen and Fandora, both of which are rising stars communities in Taiwan, as case study communities. The study reveals that there are some factors that are key to the success of communities. By examining the factors, we can see how they work and how they would lead to the victory in the heated online communities war.
According to the research, a value co-creation environment, the incentives and knowledge management would be the key to the success of operation of communities of interest. The management team of communities of interest can use these three key factors step by step through strategic planning.
In the final conclusion and suggestion, the research aims at the future participants in the industry and provides solutions to the strategic planning regarding previously found key factors and referred cases.
圖目錄 VI
表目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與研究問題 3
第二章 文獻探討 4
第一節 虛擬組織 4
第二節 使用者社群價值共創 10
第三節 誘因機制 23
第四節 知識管理 30
第五節 小結 36
第三章 研究方法 39
第一節 研究架構 39
第二節 研究變項 41
第三節 研究方法 43
第四節 研究設計與資料蒐集 45
第五節 研究流程 47
第六節 研究流程 48
第四章 個案介紹 49
第一節 IPEEN愛評網 49
第二節 FANDORA 64
第五章 個案分析與研究發現 70
第一節 個案分析 70
第二節 研究發現 104
第六章 研究結論與建議 119
第一節 研究結論 119
第二節 實務建議 121
第三節 後續研究建議 122
參考文獻 123 |
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網站
愛評網：www.ipeen.com.tw
Fandora：fandora.tw |
| Description: | 碩士
國立政治大學
智慧財產研究所
100361007
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1003610073 |
| Data Type: | thesis |
| Appears in Collections: | [智慧財產研究所] 學位論文
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