垂直性社群平台將定位聚焦在特定主題，匯聚對特定主題有興趣的人。由於 使用者在不分眾社群平台與分眾社群平台之間，表現出多棲的行為。在Facebook崛起後的台灣社群平台市場，分眾是進入社群平台市場的機會點。然而，對平台企業而言，成功經營的關鍵挑戰是能夠以平台創造的價值建立收益流。因此本研究探討以下問題： 一、 垂直性社群平台如何獲取價值？ 二、 影響垂直性社群平台營收模式發展方向的關鍵因素為何？ 三、 驅動垂直性社群平台營收持續成長的關鍵策略為何？ 為回答上述三大問題，本研究採取多個案研究法，針對三家個案平台依序分 析其營收模式的建立、主要營收驅動力的作用過程、營收成長策略。從分析結果，本研究得到以下的結論： 一、 垂直性社群平台獲取價值的方式主要有兩種型態：其一是藉由掌握對大量 高同質性「社群成員邊」及「外部的資訊搜尋者邊」購買決策的影響力，吸引以此群人為目標客群的廠商，並與廠商在新市場進入策略或行銷或銷售等面向合作。其二是藉由對目標客群偏好需求的瞭解，推出實體商品。 二、 社群成員的特質是影響垂直性社群平台營收模式發展方向的關鍵因素。 三、 社群成員成長策略是驅動垂直性社群平台營收持續成長的關鍵。 / The position of a vertical social networking platform focuses on a specific topic, and members of the vertical social networking are interested in this specific topic. Due to multi-homing behavior of users between social networking platforms which focus on specific topics and social networking platforms which do not focus on specific topics, after the growing of Facebook in Taiwan, focusing a specific group gives platform-based companies opportunities to enter the social networking platform market. However, what the biggest challenges in running a successful platform is to establish revenue streams by the value that the platform creates. The present study tries to answer the following three questions: 1. How does a vertical social networking platform capture value？ 2. What are the key factors that affect the development direction of revenue model for a vertical social networking platform？ 3. What are the key strategies a vertical social networking platform use to drive revenue growth？ By analyzing the platform value capture mechanisms, this study concludes that: 1. Vertical social networking platforms capture value by two way mainly: first, on the basis of influence on consumer decision-making, vertical social networking platforms attract firms to cooperate on market entry strategies or marketing. Second, vertical social networking platforms could launch physical products based on understanding needs and preferences of users. 2. The common characteristic of the community members is the key factor that affects the development direction of revenue model for a vertical social networking platform. 3. The community member growth strategy is the key to drive community platform revenue growth.

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.

本研究企圖探討當代插畫創作者之於角色的創作能力生成歷程，因應行動網路成熟與社群網路崛起，插畫創作者如何運營社群平台，提供角色展演舞台，並能更進一步衍生角色商品。據此，本研究試圖討論：（1）插畫創作者如何形塑角色？（2）參與社群平台的插畫創作者如何以角色衍伸經濟效益？ 本研究將引用李仁芳（2008，2015）、李世暉（2013）與黃鈺茗（2015）分別主張之「創意心靈」、「A型團隊」、「角色」、「情感資本」、「粉絲」、「漣漪效應」作為架構主體，以次級資料分析法、深度訪談法為資料蒐集方式，借質性研究之解釋型個案研究，對研究個案整理歸納、分析後詮釋。本研究依據角色之生命週期而擇定處於養成期初、後階段與流行期之三個案：吃貨雞仔、保羅先生與Duncan（當肯）。 本研究發現：創意心靈為插畫創作者孕育角色之技術、內容與情感的孵化器，且其飽滿度影響角色的感染力。藉由社群平台的傳播效力，對於角色產生認同與感動的粉絲，由於來自社群平台的參與感而更累積情感資本，並依附情感資本於角色商品。插畫創作者還可與守門人以A型團隊的合作模式，額外增加經濟效益。 / This paper attempts to explore the shaping process of the charactors established by illustrators in recent years, and to discover, with the flourishing of Internet and Social Networking, how illustrators manage their own SNSs that the characters could perform on, furthermore, how illustractores change the characters into the characterized products. Consequently, the research questions are: (1) How do illustrators shape the stylization of the charactors? (2) How do economic benefits come with illustrators engaging in social networking? The study applies concepts of “Creative Mood”, “A-type Team”, “Character”, “Affective Capital”, “Fans” and “Ripple Effect” as the research framework, and develops according to Explaining Qualitative Research Methods as Secordary Date Analysis and In-Depth Interviewing and Case Writing. Three cases investigated in this study are (1) Eating-Chick, (2) Mr. Paul and (3) Duncan complying with the life period of characters. Summarized as follows: Illustrators with the creative mood could inject technology, content and emotion into the characters. The deeper the creative mood saturation is, the more the influences of the characters have. Besides, with the communication effects of SNS, the fans that have made identify and impressions on the characters will join SNSs accompanying with storaging more affective capital for the characterized products. Illustators and gatekeeper could cooperate as A-type team for additional economic benefits.

為落實「善用資訊科技、共享數位資源、激發創意思考」之教育理念，本研究分別以採用具備社群互動與資源傳遞功能之社群平台PasteWall的實驗組，以及採用一般實體面對面學習互動模式的對照組，進行創造思考學習活動，以探究社群平台是否有助於提昇學習者創造思考與聚斂評估能力，也進一步分析在電腦中介溝通的學習環境中，同儕資源分享與想法回應情形，是否優於傳統體面對面學習互動。研究結果歸納如下： 一、實體面對面互動的對照組同儕互動程度高於使用PasteWall社群平台之實驗組，但兩者的資源分享量無顯著差異；實驗組訊息回應量顯著高於互動密切的對照組，顯示應用社群平台有助於促進學習資源的傳遞與分享。 二、使用PasteWall社群平台進行互動的實驗組學習者，分享互動後的流暢力與獨創力表現顯著高於對照組學習者；實驗組低創造傾向的學習者在變通力與獨創力表現上顯著優於對照組低創造傾向學習者；研究結果支持PasteWall社群平台有助於提升實驗組與低創造傾向學習者部分擴散思考表現。 三、實驗組獲得正向評價的想法被發表之百分比明顯高於獲得中間評價想法；對 照組獲得正向評價的想法被發表的百分比明顯高於獲得中間及負向評價的 想法；顯示同儕評價向度與學習者的想法發表具有部分關聯。 四、實驗組學習者在創造思考學習任務的成效表現，顯著優於對照組學習者。 此外，根據本研究教學實驗結果，提出以下教學實務建議： 一、教師可應用學習社群平台規劃團體腦力激盪的合作式學習，激發學習者的擴散思考能力。 二、教師應適當應用電腦中介溝通的特點，協助不同特質的學生發展其創造思考關鍵能力。 三、同儕回饋對學習者分享學習成果的意願有一定程度影響，教師可適時應用學 習社群平台提供虛擬互動的學習環境，提升學習者向同儕分享想法的動機。 / In order to fulfill the educational philosophy of Using Information Technology Optimally, Sharing Digital Resources and Activating Creative Thinking, this study used two groups to implement creative thinking and learning activities, including a experimental group, which adopted the community platform of PasteWall with the function of community interaction and resource transfer, and a control group respectively, which adopted usual learning mode of physical face-to-face interaction. If the community platform is helpful to upgrade the learners’ creative thinking and convergent evaluation abilities was explored. Furthermore, if the resources sharing and thought responding among peers in the learning environment with computer-mediated communication are better than that with traditional face-to-face learning interaction was analyzed. The results of the study are summarized as below: 1. The interactive level among peers in the control group with physical face-to-face interaction is higher than that in the experimental group adopting the community platform of PasteWall. However, the volumes of resources sharing between two groups have no significant difference. The volume of response to thought in the experimental group is significantly higher than that in the control group with closer interaction, which indicates that the community platform benefits the improvement of resources transfer and share. 2. For the learners in the experimental group utilizing the community platform of PasteWall to interact, the performance of fluency and originality after interaction is significantly higher than that in the control group. Learners with low creative tendency in the experimental group perform significantly better in flexibility and originality than the learners in the control group with low creative tendency. The results of the study indicated that the community platform of PasteWall was helpful to upgrade the performance of divergent thinking for learners with low creative tendency in the experimental group. 3. The percentage of thought with positive evaluation which is posted in the experimental group is obviously higher than that with intermediate evaluation. For the control group, the percentage of thought with positive evaluation which is posted is also obviously higher than that with intermediate and negative evaluation. It indicates that the evaluation dimension of peers has some correlation with the posting of the learners’ thought. 4. Learners in the experimental group have achieved better performance in the learning tasks with creative thinking than those in the control group. In addition, suggestions are put forward for teaching practice on the basis of the results of the study: 1. Teachers should utilize learning community platform to plan group brainstorming cooperative learning and activate learners’ divergent thinking ability. 2. Teachers should properly utilize the characteristics of computer-mediated communication to assist students with different personalities to develop the critical ability of creative thinking. 3. The responses from peers have some impact on learners’ willingness to share the achivements of learning. Teachers can timely apply learning community platform to provide virtual interactive learning environment and upgrade the motivation of learners to share their thoughts with peers.

本內容為手機社群平台介面設計創作論述。PostHere 是一個讓使用者在智慧型手機上分享和接收情境內容的社群平台。使用者根據所在的情境，產製出一則則多媒體數位故事，並利用全球定位系統（GPS) 與數位羅盤技術，將內容留在空間中，共同建立地點資料庫。其他使用者便可從不同地點的資料庫中讀取內容，並利用擴增實境、數位地圖或街景重新建構的情境觀看內容，有如在真實空間中覆蓋一層數位故事空間。平台使用了社群機制進行內容排序和篩選，並刺激使用者更踴躍分享內容。 本論述探討了關於情境內容、社群服務和使用者介面與經驗設計的文獻，並進行個案分析，作為介面設計之基礎。設計的過程中也咨詢了介面設計領域專業人員的意見。 PostHere的主要目標族群為21至35歲的社青，有四個主要功能。使用者可創作情境故事留在特定地理位置上、閱讀其他使用者在目前位置上留下的故事、搜尋其他地點的故事、以及與有興趣的使用者聯結。本社群平台將先鼓勵使用者分享微旅遊紀錄，作為內容範例。 / This paper presents the prototype design of PostHere, a mobile social networking platform that will enable users to share and receive context aware content through an application on the smartphone. Digital stories in multimedia forms created by the mass users in relation to their spatial and temporal context are “planted” and left on a location using Global Positional System (GPS) and compass technology. These stories are stored in a location database for other users to retrieve and view in recreated context through augmented reality, world map or street view, like over layering a digital space on top of the physical space. Social mechanisms are used to sort out and filter content, while motivating users to share content actively. Literature review on context aware content, social networking and user experience design, together with case study on current mobile social networking app act as the basis of the development. Professionals from the app development field were consulted throughout the course of the user interface and user experience design. The final prototype has four main functions, targeted at urban young adult ranging from the age of 21 to 35. User may create and leave stories on a geographical spot, explore stories at their current location, search for interesting stories shared by others and connect with users they are interested in. Micro- travel log is chosen as the main content to help build up content paradigm. The prototype received positive feedback from test participants in Taiwan and will be ready for development into an actual product.

本研究探討建構發展桌遊社群平台之營運模式及其關鍵成功因素，以形成執行策略與行動計畫。 本研究採文獻探討、深度參與、資料分析、探索性個案式研究，先以「SWOT矩陣分析」，來分析探討個案現況；再以「商業模式九宮格」以及「新創事業之精實商業模式十一格」兩者，來探討個案分析；之後，再以SWOT之分析結果，針對兩種宮格分析結果每一宮格之內容項目，再進行探討分析；也就是在兩種宮格分析後，每一格，再用SWOT去探討分析，由此呈現出更深入具體之執行策略與行動計畫。最後再輔以創新擴散模型來推論計算，各階段社群平台推廣之臨界數量與營運目標。終能更完整建構桌遊社群平台之營運模式，形成關鍵策略、競爭策略、行動策略等流程圖，並表列出各種行動方案之執行建議。 當手談趣在台灣成為會員數或開店數排名第一的桌遊社群平台之後，或可研究進入中國或全球之桌遊市場，探討中國或全球市場之桌遊社群平台營運模式；亦可考慮進入台灣、或中國、或全球之其他產業市場，進一步研究探討，台灣、中國、或全球市場其他產業之社群平台營運模式。 / This research tried to develop and complete the business model of table game online community platform also find out the key success factors of it, thus, we can form the executive strategy and action plans. This research used SWOT matrix to analyze the case situation, then used Business Model Canvas and Lean Canvas to examine the case analysis. Afterwards, we used the SWOT matrix to examine and analyze the Business Model Canvas and Lean Canvas by each canvas element again. Then, we used Innovation Diffusion Theory to calculate the critical mass and determine the quantitative objective of every stage. We can study on China or global market of table game online community platform or other industries via this research process after Sotanfun platform reaches success of the first or second stage of its quantitative objectives.