廣告置入於社群網站遊戲之發展經營策略分析 / The Internet technology expanded in early 90’s, applications related to this technology also grew with it. Online applications are now developed not only for searching or e-mailing, but also develop to increase interaction between people and occupy more of people’s leisure time. In this business plan, we analyze Internet market trend and target users and find out possibility on investing in product placement advertising in browser games. With limited budget and man power, we select simple browser game development combine with product placement sponsorship as our core business. By catching current social-networking website’s growing trend, we will select these types of websites as platform since they are usually free to use for game developers and have generate great numbers of members already. Our specialty is to custom made games for our sponsors. Sponsors’ product or brand name will be the main theme of a game or be product placement as billboards, flesh, or special items in a game. We can also combine our website banners and events to create media integration for our sponsor. Our goal is to help sponsors to reach their target consumer more frequently in a friendly gaming environment and increase target consumer’s brand preference. Games we create can be made for nearly all kinds of industry. We will analyze and match suitable target consumer and recommend for our potential sponsors. Our target is to make two games for the first year and add one more new game in every following year. For each game, we create three types of sponsorships. Clients can select based on their current marketing need. We estimated we will have a negative balance in the first year, but will turn to positive in the second year right after we sold our three games’ sponsorship, and hopefully create more than one million year end balance in the third year. In the future, we can collect players’ data though their playing record and create our own data base center. We can analyze these data and provide research report for corporate. We can also use our game marketing experiences as our know-how to help international online game company develop Taiwanese market. And finally, we can develop into a professional online marketing and media integration company in the future.

隨著網際網路的蓬勃發展，虛擬網路社群的概念興起，高中圖書館開始應用社群網站的功能特性來拓展圖書館各種服務，讓讀者進行討論、交流，提供更便利的溝通管道與讀者互動。近年來國內外均有高中圖書館應用blog、facebook、plurk、twitter等社群網站建立家族、社團、粉絲專頁，發佈圖書館最新消息、活動公告、相簿與影音等應用程式，而粉絲讀者亦可藉此管道發表意見、增加社群粉絲間互動。 本研究之目的在瞭解國內高中圖書館網路社群之設置與經營之情形，探討讀者利用圖書館網路社群參與推廣服務之經驗，瞭解館員對於應用高中圖書館網路社群行銷服務之看法等，並透過問卷和訪談調查高中圖書館應用網路社群行銷推廣服務，進而歸納建議高中圖書館應用社群網站推展行銷圖書館服務的方向。 本研究透過內容分析法瞭解國內圖書館應用網路社群行銷情形與讀者互動情況；採用問卷調查法分析高中圖書館讀者利用網路社群參與之經驗及對於圖書館應用網路社群的看法，經由Google文件網路問卷的發放，共回收796份有效問卷。最後，並透過訪談探討高中圖書館經營網路社群之困境。 研究結果發現高中圖書館網路社群設置比例偏低、社群功能特性尚未充分發揮，圖書館館員人力資源配置不足、專業背景人才缺乏，facebook的社群互動性較blog、plurk、twitter為高；多數讀者較喜歡瀏覽blog或facebook了解圖書館最新動態，對於圖書館的回應速度與內容表示滿意，但讀者不一定會透過網路社群向圖書館提問。多數館員認為網路社群有助於圖書館服務之行銷，未來圖書館結合虛擬社群平台是時代趨勢；資訊素養影響圖書館網路社群行銷推廣服務品質。 最後建議高中圖書館擴大行銷推廣服務，應用不同行銷模式並增加不同網路社群平台工具，滿足讀者的需求，積極回應讀者的提問。 關鍵字：blog、facebook、plurk、twitter、網路社群、社群網站 / In recent years, both domestic and abroad, high school libraries have used blogs, facebook, plurk, twitter, and other social-networking sites to establish specially designed pages for families, communities, and fans (e.g., Disseminating news, event announcements, photo albums, videos, etc.). Furthermore, fans can also use the channels or sites to express their opinions for the purpose of increasing community interaction among other fans or members. The purpose of this study was to gain a better understanding of the settings and operating conditions of the Internet communities within senior high school libraries. Specifically, this study evaluated the experiences of readers who participated in these activities which promoted community services through libraries. In addition, this study evaluated the perceptions of high school librarians about the application of marketing services via the Internet community within high school libraries. Furthermore, the study investigated the efficacy of high school libraries at promoting marketing services through the Internet community. Based on the summarized results of the data, suggestions were made for high school libraries regarding how to apply Internet community sites to promote and market services. The survey showed that the number of Internet communities within high school libraries has grown. Promoting library extension services by using Internet communities has become a mission for many high schools. Using “content analysis,” this study attempted to analyze the interaction between the situation of applied marketing by the Internet community within libraries and the readers’ experiences. The study utilized a questionnaire to understand the participating experiences for high school library readers utilizing the Internet community and the perceptions regarding library applications of the Internet community. Through the release of a “Google Docs” online-questionnaire, 796 valid-questionnaires were yielded for the study. The results showed that the proportion of high school library network-groups is low; community features are not well-developed; libraries lack human resources and librarians lack professional background regarding Internet community services. The interaction of the facebook community is higher than that of a blog, plurk, or twitter. Most readers prefer to gain the latest news by browsing a blog or facebook. In general, readers are satisfied with the speed and contents of Internet responses, but may or may not ask questions of the library through the Internet community. Most librarians believe that the Internet community helps in the promotion of library services. The trend is for libraries to incorporate a platform of Virtual Internet Community. Information literacy will affect the quality of promotional and marketing services of a library within the Internet community. In summary, this survey-study suggested that high school libraries should set up social network communities to meet readers’ needs, actively respond to readers’ questions, expand the services of marketing and promotion, use a variety of different marketing models and increase various community platform tools. Keywords: blog, facebook, plurk, twitter, online communities, social networking site

本篇論文主要探討，社群網站如Facebook的加入，對於現存的「名人文化」所產生的影響和改變。借用觀展表演典範的概念，試圖描繪媒體、名人、粉絲崇拜三者間，從媒體景觀到媒介上身的轉變。 研究先以參與觀察的方式，直接面對社群網站的文本進行資料搜集，針對熱門名人社群專頁進行觀察歸納，以作為深度訪談的依據，並與受訪者的經驗觀察相互對照。再透過深度訪談，了解使用者對於此一文化現象的觀察、看法，以及實際參與的情形。 研究發現，在大眾媒體背景下應運而生的「名人文化」，在Facebook加入後，確實對名人文化產生攪動和改變，預示著在「名人文化」中，由絕對的大眾媒體走向個人媒體的趨勢。 研究發現新科技平台進入「名人文化」後，主要帶來四個層面的影響：第一，Facebook此一元素進入名人文化後，使用者會透過自身的使用經驗與需求，重新詮釋Facebook所扮演的角色。第二，Facebook進入名人文化後，相對削弱原本得以決定名人形象、面目，掌握訊息內容的大眾媒體權力，形成一種權力關係的重組。名人扮演主導的地位，得以為自己發聲、平反、形塑自己的新形象，引導使用者的關注行為。第三，Facebook造成名人形象與資訊更為完整，成為觀視與展演的重要資源，而名人頁面形象，也成為粉絲溝通的共享語言符碼和默契。第四，與在媒體景觀下提出的觀展表演典範進行對話，延伸「界線模糊」的特質，Facebook的進入，是一種有目的性的混淆「公共」與「私人」領域訊息的手段，以達到表演的效果，使Facebook成為了名人與粉絲共享的「表演新舞台」。

本論文以社群網站品牌權益為研究主題，社群網站最大的特色在於使用者扮演「生產性消費者」的角色，且社群網站事業經營者面對的是網站、使用者和廣告主的三邊交換關係。本研究的目的有三：第一、提出社群網站品牌權益的觀念架構；第二、發展一套社群網站品牌權益量表；第三、提出社群網站使用者基礎品牌權益的影響前因，實證分析影響社群網站品牌權益的前置因素，做為社群網站事業經營者擬定品牌策略及建立品牌權益的依據。 Study 1採取文獻探討和田野調查方式蒐集資料，包括6家社群網站共計8位經營者、3場社群網站使用者焦點座談共計15個受訪者，以及2位品牌專家。歸納質性訪談結果，本研究認為社群網站的品牌權益以使用者為基礎所建立 (User-Based Brand Equity, UBBE)，包括以下3個要素：第一、使用者投入資源；第二、使用者形成的人際網絡；以及第三、使用者形成的社群影響力，特別是對購買決策與消費行為的影響。 Study 2發展社群網站使用者基礎品牌權益的量表題項，並進行2次量表施測，分別回收283份和319份樣本數，經由信度與效度驗證，社群網站使用者基礎品牌權益量表分為投入的時間、投入的資訊/知識、人際網絡廣度、人際網絡聯繫強度，以及社群影響力等5個構面，分別有3個題項，總共15個題項。 Study 3探索影響社群網站使用者基礎品牌權益的前置變數，依據使用者在社群網站面對的交換關係，提出網站品質、關係品質和移轉成本為影響使用者基礎品牌權益的重要前因，而網站品質和關係品質透過移轉成本的部分中介機制達成影響效果，針對社群網站使用者共回收500份樣本數，實證結果發現，上述前置因素與中介機制皆獲得支持。 過去行銷領域文獻中，學者以買賣雙方的直接交換關係出發，分別提出以企業為觀點或以消費者為基礎的品牌權益；本研究提出社群網站使用者基礎品牌權益，補充過去品牌權益文獻較少觸及的複雜交換關係。過去資訊管理領域文獻中，學者以網站系統本身及系統管理者觀點出發，重視網站系統的設計與運作；本研究則以使用者為基礎，社群網站事業成功的關鍵除了系統平台的完善程度之外，使用者在社群網站系統平台上的貢獻度、互動性和影響力，才是影響社群網站成功與否的重要因素。

本研究旨在探討Web2.0時代下社群網站的服務品質要素，以剛進入國內的世界最大社群網站「Facebook」為研究對象。以焦點團體訪談（Focus group）方式，輔以文獻支持，針對Facebook的使用者做深度訪談，探索使用者所在意的社群網站服務品質要素。訪談結果共整理出24個B2C，及12個C2C等共36個社群網站服務品質要素。再將36個服務品質要素結合Kano模式，探討每個要素的二維品質特性。同時 加入涉入程度、網站社交強度及使用者經驗為調解變數，探討不同涉入程度、網站社交強度及使用者經驗下，服務品質要素的二維品質分類特性。研究結果歸類出4個魅力品質、8個一維品質、16個必須品質及8個無差異品質。另外在不同涉入程度、網站社交程度及使用者經驗下，對於網站服務品質的二維品質皆有不同的分類。

《財富》雜誌對美國頂尖企業執行長所作的意見調查中「創新」被列為經營策略的重要考量，由此可見創新是企業維持競爭力、持續成長的重要關鍵。在涵蓋全球廣大市場、使用人數保持50%驚人成長的網際網路產業，創新更是必須修練的學分，近年智慧型手機帶動的新紀元中，以社群網站facebook的崛起最令人驚艷，不但在短短五年裡成為Yahoo!、Google廣告勁敵，也改變過去入口網站、搜尋引擎獨霸的市場版圖。 本研究以價值創新的角度，探討facebook如何將社群網站的特性截長補短，透過企業結合顧客共創價值的方式，將創新迅速擴散，突破過去社群網站的成長瓶頸，成為網路世代最常互動的社交場域。 在文獻探討部分，本研究將不同學者對創新的定義歸納統整出一套分析架構，再深入描述facebook的企業實務內容，並與「價值創新」與「創新擴散」理論相互印證，得出階段性、全面性的成功經營策略，希望提供社群網站、網路資訊仲介業者及一般企業進行創新時的參考。

Facebook自從在台灣推出以來，已有超過一千三百萬的使用者帳號，是最熱門的社群網站，其中蘊含了龐大的使用者資料。從使用者學歷、工作經歷和喜歡的粉絲頁中可以一定程度上地判斷出使用者的背景與喜好，若能利用分析過的資訊將使用者分群，以供交友或導向到可能喜歡的粉絲頁，就能開發潛在客戶進而掌握商機。 本研究旨在完成一個線上系統，透過Facebook上可供擷取個人的資料：學歷、工作經歷以及喜歡的粉絲頁等資訊，針對這些量化過的資訊，經Kmeans將使用者分群分類，藉以作為協同過濾式推薦。目前實驗結果將有效個人資料4417筆進行分群，以使用者喜歡的粉絲頁比例(本研究整合成48種)加上工作經歷與學歷，最終分成10群，以作為交叉推薦之憑據和延伸研究。研究過程分實驗組與對照組，實驗組是本研究推薦的10筆粉絲頁，也就是使用者與所屬群集質心比例相差較多的粉絲頁類型；對照組則是選取使用者與母體中有較多比例差距的10筆，以證明本研究的推薦模型有效。 最後由使用者針對兩組推薦結果進行滿意度評分之比較，總共收回使用者回饋68筆，實驗組與對照組的平均推薦滿意度分數分別為0.5743、0.4268，對兩者作信心水準為95%的t檢定，結果為有充分證據支持實驗組大於對照組，可證明本研究對於推薦準確性的幫助，達成本研究目的。 由此實驗可以確定在Facebook上以使用者屬性為基礎的粉絲頁與人脈推薦是有意義與價值的，也說明真實數據能應用在社群網站的研究。希冀本研究的結果能帶動其他社群網站研究朝使用真實數據去分析佐證，讓社群網站的研究結果能更貼近使用者的真實行為。 / Facebook is one of the most popular social websites in Taiwan, and it has over 13 million accounts with lots of user data. One can tell a user’s background and preference by his education, work experience, and preferred fan pages. If we direct the right user to the right fan pages by analyzing information and clustering users through recommendation or personal connections, we will be able to reach potential customers and to further business opportunities. The goal of this study is to complete an online system to assume collaborative fan page recommendation. Base on users’ education degree, work experience and preferred fan pages, users’ background. Then use the Kmeans algorithm to cluster quantified personal information to recommend fan pages and social relationships. Currently, the result of the experiment shows 10 clusters, which contain 4417 users, and we use it as a foundation of crossing recommendation. To prove the effect of this study, we divide study into two groups, an experimental group and control group. The former one represents recommended top 10 fan pages that include the fan page types with highest difference of percentage between user’s attributes and cluster centroid; the latter one represents top 10 fan pages that include the fan page types with highest difference of percentage between users’ attributes and proportion respectively. Finally, we use users score satisfaction for each group to compare. There are 68 pieces of feedback, and the average satisfaction scores of the experimental group and the control group are 0.5743 and 0.4268, respectively. On both a confidence level of 95% for t-test, the result shows there is more sufficient evidence to support the satisfaction of experimental group than the control group. We can prove accuracy for recommendation to achieve the goal in this study. This experiment determines not only the fan page recommendation based on user attributes on Facebook is meaningful and valuable, but also shows real data can be used in social networking studies. We hope the results of this study can lead other social networking studies to analyze with real users’ data in order to make future study on social networking better reflect real users’ behavior.

社群媒體創造了人們生活的新支點，也為文學發展注入新的元素，除了網路作家之外，對於傳統作家也悄悄帶來了影響。本研究目的有六：1.探討文學家經營社群網站的現況與動機。2.探討部落格與文學家的創作是否有關係及有何影響。3.探討Facebook與文學家的創作是否有關係及有何影響。4.探討文學家如何運用部落格、Facebook與讀者互動。5.探討文學家對於運用社群網站創作以及與讀者互動的看法。6.比較文學家部落格與Facebook之異同。 為瞭解資訊時代中部落格、Facebook等傳播媒體的變革是否為臺灣的文學家帶來創作上以及與讀者間互動的質變，本研究於經營部落格與Facebook的作家中各選取十位進行觀察並紀錄，紀錄表之項目主要由更新頻率、文章類型、文章內容題材、與讀者的互動、與文學社群的互動等五個面向延伸而來。 進行觀察後擬定訪談大綱，於部落格與Facebook中各邀請五名作家進行深度訪談，以獲取第一手資料。最後以觀察記錄與訪談資料進行分析。根據研究結果，可獲得以下結論： 一、 文學家經營部落格的原因與動機與其作品有明顯關聯；經營Facebook的原因與動機與其作品則無關聯。 二、 文學家經營Facebook的現況明顯較部落格熱烈與積極。 三、 部落格與Facebook皆與文學家之作品有顯著關聯。 四、 Facebook對文學家創作的影響力明顯大於部落格。 五、 文學家的部落格文章與其出版作品之風格基本上一致；而Facebook的文章風格則與其出版作品之風格有一致也有分歧。 六、 文學家運用Facebook與讀者的互動明顯優於部落格。 七、 文學家對於Facebook上創作文字的出版多抱持正面態度。 八、 文學家認為在網路上與讀者互動利多於弊，且多樂在其中。 九、 文學家認為Facebook相對於部落格在文學上具備更多新的可能。 / Social media had made the new point of human life; meanwhile, they inject new elements into the development of literature. Social media impact not only Internet writers but also traditional writers. There are six objectives of the research: 1. To investigate the current situations and the motivations of literature creators operating the social network sites. 2. To investigate the relations and the influences between blogs and literature creators’ writing. 3. To investigate the relations and the influences between Facebook and literature creators’ writing. 4. To investigate how literature creators interact with readers on blogs and Facebook. 5. To investigate literature creators’ opinions of writing on social network sites and the interaction with readers. 6. To compare the similarities and dissimilarities of literature creators’ blogs to Facebook. In order to realize whether blogs and Facebook changed literature creators’ way of writing and the interactions with the readers, the researcher selected ten writers each from blogs and Facebook to observe and record. Out of the 20 writers, there were five writers of blogs and five of Facebook interviewed under the qualitative research methods. The data were analyzed, and the results are as follows: 1. Literature creators’ motivations and reasons of managing blogs are significantly related to the works, whereas the motivations and reasons of managing Facebook are unrelated to the works. 2. The current situations of literature creators’ operation to Facebook are more active than blogs. 3. Both of blogs and Facebook are related to literature creators’ works. 4. Facebook’s influences on the literary creations are significantly greater than blogs. 5. The styles of literature creators’ posts on the blog are essentially consistent with the published works; however, the styles of literature creators’ posts on Facebook are partly consistent and partly divergent. 6. The interactions with readers through Facebook are much better than blogs. 7. Literature creators hold positive attitudes toward publishing their works post on Facebook. 8. Literature creators think that the advantages of interacting with the readers on the Internet outweigh the shortcomings, and most of them enjoy doing so. 9. Literature creators think that Facebook provides more literary possibilities than blogs.

大學校園資訊服務一般是以教學、行政、服務等公務性為主，較缺乏針對學生校園生活之互動性功能，如社團訊息溝通、相簿共享等學生較喜愛之功能。本論文是以某大學所建置學生校園社群網站(http://dono.tw)進行個案研究並線上問卷調查，來評量校園社群網站的使用者滿意度、分析使用者滿意度與各構面關係、以及分析使用者滿意度與使用者基本資料關係。在本論文的滿意度分析中，本研究所提出的五個假設，有三個假設成立，分別為「會員間互動對於滿意度有正相關」、「網路結構對於滿意度有正相關」、「網路科技對於滿意度有正相關」。針對所研究之網站，本論文有下列管理性建議：要改變學生於網路的使用習慣及行為，是相當不容易。建議學校可由整合社群網站功能於學校的學術及行政運作體系或增加使用社群網站之誘因，來提升網站使用率。 / The information services of university campus are usually focused on public affairs such as teaching, administration, and services. And there is lack of interactive functions for student campus life such as the messages communication of campus clubs, the photos sharing, etc., those are the favorite functions of students. Based on the campus student community networks created by an university, this paper conducts a case study and making an online survey. It assesses the user’s satisfaction of the community networks, analyze the relationship between user’s satisfaction and each dimension, and analyze the relationship between the user’s satisfaction and user’s background data. In the satisfaction analysis, we proposed five hypotheses. There are three hypotheses are valid. They are ：”It is positive correlation to satisfaction among the members’ interaction”, “It is positive correlation to satisfaction for web structure”, and “It is positive correlation to satisfaction for web technology”. For the research web, we have the following managerial suggestions: It is not easy to change the custom and behavior of students on network. To improve the utilization rate, we suggest that the university can integrate the community network functions into the academic and administrative affairs system, or to make some incentives to use the community network. Keywords: Virtual Community, Campus Community, Community Web, Web 2.0

Facebook與噗浪是近年國內最多人使用之社群網站,其將朋友圈突破為開 放式之架構,成為最具影響力之傳播平台。在眾多企業與組織皆利用其作 為服務與行銷工具的同時,圖書館也順勢推出了社群網路服務,希望 本研究之目的在提供大學圖書館社群網路服務未來經營內容 與方向之具體建議。首先利用「內容分析法」對三者進行功能、訊息與回 應多面向之服務情形分析,其次採用「問卷調查法」瞭解使用者之經驗與 想法,共回收727份問卷,最後再經由與館員們的「深度訪談」確認館方 之想法與態度。 研究結果發現: 一.社群網路服務對圖書館深具重要性,因其擁有以 下特點:(一)提供了圖書館主動出擊的機會、(二)圖書館可以將 Facebook 視為圖書館滿意度評估的工具、(三)與圖書館其它服務管道做結合,截 長補短,為圖書館服務加做加值;二.使用者期許圖書館社群網路服務更 有系統之經營;三.大學圖書館館員對社群網路服務應抱持著積極正面的 經營態度;四.大學圖書館 Facebook 與噗浪之經營策略與重點為:(一) 經營初期需要策略,宜讓更多館員參與且定期維護、(二)需要全體員 工共同經營,而非僅由少數館員把關、(三)了解平台特性與具備經營熱 情遠比平台選擇重要、(四)提供隱私權相關說明,讓使用者能安心使 用平台。 最後,提出未來圖書館社群網路之經營建議:一.注意「訊息最佳化」, 以活動、公告為主要發佈類型,內容以簡單扼要為宜,並應附上詳細連 結;二.建立「圖書館社群訊息守則」,建立館內發佈訊息之一致性與共識; 三.社群網路需要主動宣傳才能有效達到「曝光管道最大化」;四.鼓勵使用者的參與、五.定期做使用者意見調查;六.持續更新與即時管理。 / In recent years, Facebook has become one of the most popular social networking sites in the world. It has not only made it easier than ever for people to connect with each other, but is also a great influence on this generation of youths. The method of marketing library services through Facebook without intrusions into peoples’ privacy is worth pondering. The purpose of this study is to analyze the contents of university library Facebook/Plurk page and to explore it from viewpoints of librarians as well as readers. The research used content analysis to analyze the user activities on Facebook and Plurk among both National Taiwan University and Providence University students. In addition, a questionnaire was designed to understand readers’ experiences and viewpoints on the use of Social Networking Services by libraries. The questionnaire was sent over the internet and 727 responses were received and processed. Furthermore, the study interviewed library staff to investigate viewpoints of librarians on the social networking use by libraries. Based on the summarized results of the data, suggestions were made for university libraries regarding how to use Social Network to promote library services. The results of this study shows that National Taiwan University and Providence University use different management strategies on social networking. National Taiwan University has a social networking team with established standard operating procedures, as such, most of NTT’s postings are university activities and announcements. For Providence University, social networking is managed by one person and as a result, the posts are more personal, active and dynamic.