台灣寂寞商機的興盛，以及網路的蓬勃發展，使網路交友平台越來越熱絡，紛紛進入產業分食大餅，但並非各個網路交友平台皆能吸引龐大用戶的興趣，進而長駐於平台之內，使平台順利成長。有些網路交友平台缺乏自我特色，最終落得合併與收場的地步；然而，有部分擁有強烈特色與清楚定位的網路交友平台，不僅穩坐產業前幾名寶座，更是不斷自我成長，讓用戶與平台間的關係越趨緊密、密不可分，本研究試圖回答以下兩大問題： 一、 交友平台如何建立用戶專屬陷入成本，增加其對平台的黏著性？ 二、 交友平台企業如何創造對客戶的價值？ 為回答上述兩大問題，本研究依序分析平台機制設計、探討平台建立用戶信任感的因素、研究平台專屬資產的類型、以及平台創造顧客價值的層面，並根據分析結果，本研究針對實務與後續研究提出建議。本研究提出以下結論： 一、 網路交友平台的定位明確，掌握以定位出發的核心機制設計，衍生開發功能，善用插旗、築牆、圍城策略，環環相扣，能提昇用戶對平台的黏著度。 二、 網路交友平台善用社群策略，洞悉用戶網路外部性的運作，會提昇平台對用戶的價值，也會對企業成長產生正向回饋。 / With a view to business opportunity of single people and a flourishing Internet, it is getting great demand of online dating businesses in Taiwan in order to divide up the market. However, not every online dating business can arouse enthusiasm in their members, not to mention building up the stickiness of platform business. Some of them are lack of characteristics and it result in the condition of mergers and acquisitions, and even ending up their businesses in the long run. But some possess strong styles and clear position, they not only having good ratings but also make tighter relationship between members and themselves. Specifically, the present study tries to answer the following two questions: 1. How do the online dating business build up asset specificity cost and increase the customer stickiness? 2. How do online dating businesses make value creation? By analyzing the platform mechanism, this study concludes that: 1. The clear position of platform and mastering core mechanism, and making progress in developing interrelated functions can increase the customer stickiness of members toward online dating businesses. 2. Online dating businesses which are good at strategy of community and Internet externality can increase the platform value, and also have positive impact on the growth of platform business.

近年來平台商業模式與網路交友的盛行，使得許多網路交友平台應運而生。平台的收費模式不以傳統使用者付費的觀念建立，而是以整體平台的互動作為收費的考量，以較優惠或是免費的方式來吸引會引起正向跨邊網路效應的使用者加入，讓他們作為平台的被補貼方，藉此吸引平台的付費方群體加入。 本研究以雙邊平台的觀點來研究網路交友平台是如何設計讓使用者願意加入此平台、如何設計互動機制讓平台上雙方群體進行互動，如何訂定合適的管制讓使用者能方便使用並信任此平台上使用者的真實性，讓適當的顧客匯集。即使同為網路交友平台，其交友的目的、交友的模式也有所不同，因此本研究先探討各交友平台是如何設計互動模式，來促進使用者間的交流，並比較各平台的不同之處。 理解平台的互動機制後，接著探討平台的補貼準則。因為各網路交友平台的設計不同也使得補貼準則有所差異，透過文獻裡所述的補貼準則來分析平台是透過哪種方式來向使用者進行收費，以及分析使用者願意支付費用的原因。 透過幾個交友平台的個案分析，本研究觀察到雖都為網路交友平台，但是其交友的機制都會因其設計理念、交友目的而有所不同。因此本研究整理出哪些補貼準則被應用在網路交友平台上，而各交友平台如何設計收費時機在互動模式上，以理解網路交友平台的整個收費訂價的方式。 / Platform business model and online dating has become popular in recent years, therefore more and more online dating platforms are being set up. Platform pricing model is not set up by user charge alone, how users interact on the platform is also considered. Platform controller attract users who can cause positive cross-side network effect by offering them better price so that they can attract users who are willing to pay the fee. This research depends on two-side market theory to explain how online dating platforms attract users to enter their platforms, design interaction mechanism and set rules to allow users to use platforms easily. Depending on different dating purposes, every online dating platform has its own design. Therefore, this research discusses how different online dating platforms design interaction mechanism and compare the differences between them. After understanding how platforms design interaction mechanism, platform pricing model is then discussed. Every platform has its own pricing model, because of different design. This research analyzes platform pricing model by subsidy rules from previous studies, and why users are willing to pay. By analyzing several online dating platform cases, this research concludes that platforms have different interacting mechanisms because of website design purpose and user dating purpose. This research demonstrates which subsidy rules are used on online dating platform and how these platform design charge timing in order to understand online dating platform pricing model.