隨著網路科技的發達，人們越來越依賴在網路上蒐集資料、分享個人經驗、與同好建立關係，進而形成互動頻繁的線上社群。當使用者越來越依賴線上社群滿足生活需求時，對於企業者來說，線上社群成為散播影響力的重要溝通平台。由於線上社群具有網絡外部性，參與成員數越多，線上社群便能夠創造更多元的效益。 因此，如何經營線上社群便成為各家企業關注的重要議題。過去學者強調良好的社群運作機制，包含資訊透明環境、名譽機制、明確的社群規範有助於降低社群營運的風險。另一派學者則強調善用社群內的意見領袖，將有助於加速社群成長的速度。然而，我們卻不清楚平台經營者是如何針對成員行為發展因應的社群運用機制，或是意見領袖如何針對潛在使用者的異質化，發展出因應的說服策略？如果無法理解此過程，我們便無法在快速變動的環境下經營線上社群，讓社群穩定成長。 本研究採用個案研究法，選擇中國前五大遊戲營運商完美時空作為本研究個案。透過公開論壇交流、個人訪談、非參與式觀察研究等方法蒐集完美時空歷年的策略佈局與營銷作為。本研究聚焦於探討平台經營者如何掌握玩家社群脈絡，並從中發展回應作為，進而促進社群成長的過程。 本研究從個案公司不同階段的回應作為中，發現三種行為特性的玩家社群：領先玩家、粉絲玩家、蝗蟲玩家等社群型態。針對不同的遊戲動機、與互動脈絡，完美時空在不同的營運階段，分別運用回應原則去影響玩家社群採納或是延長玩家在線時間。本研究針對三類型玩家社群歸納成三項成長原則，藉此說明此研究的理論與實務貢獻。 / This article examines the developmental process of growing an online community. Due to the explosion of Internet, people begin to move a significant part of their social activities online. They establish online communities to engage in business transactions, social interactions and knowledge sharing. But, what may account for the growth or decline of an online community? Our research aims to address this issue by going beyond the governance and network effect theses. Through a case study of an online game firm, we elaborate the firm’s growing strategies. From a process perspective, we consider the firm as an innovator whose mission is to grow online game communities in specific period of time. Borrowing innovation diffusion theory, our analysis traces how the innovator finds out users’ (online gamers) behavioural patterns and devises practices to sway the users’ decisions on whether to stay in the online game community. The findings report three growing stages of online game community and observe strategising practices in each stage: staying steady, staying speedy and staying sticky. Our analysis suggests implications to online community studies in specific and innovation literature in general.

在傳統資訊系統開發過程中，需求分析通常被視為非常關鍵的步驟。但在Web-based的資訊系統開發中，需求分析卻很少被提及。這篇論文提要主要強調傳統資訊系統與Web資訊系統的差異，並提出一個社群導向系統的需求擷取架構。這個架構將需求擷取分成三個階段：初步分析、關鍵使用者需求分析以及一般使用者的反應。目前Web的開發技術以及社群設計的方法，通常只做初步分析，在系統開發過程中並不直接蒐集使用者的需求。本文提出的三階段架構強調關鍵使用者的重要性，並建議採用社會網路分析作為辦識關鍵使用者的工具。 關鍵使用者區分為資訊、溝通、交易以及娛樂四大類別。初步預試這四種不同類別的關鍵使用者是否會產生較多該類別的資訊需求，以及是否產生較多的需求總數。結果發現只有資訊的關鍵使用者產生較多的資訊需求以及總需求，而其他類別的關鍵使用者與產生需求數量上的關係都不顯著。而另一項有趣的發現是：20％資訊關鍵使用者可以產生大約80％的需求總數，與Pareto規則的預測相似。資訊關鍵使用者的意見是否可以代表全體的意見，預試的結果顯示80％以上的需求重要性評估，關鍵使用者與全體的意見沒有顯著差異。 實地研究採用則探究兩個線上社群，一為關係導向社群，另一則為興趣社群，用以探索使用者角色，涉入程度以及需求知覺間的關係。多變量共變數分析的結果顯示：去除涉入程度的影響後，使用者角色會顯著影響使用者對於需求的知覺，雖然影響的方式以及程度並不相同。高涉入的使用者對於需求的敏銳度，普遍比低涉入者需求要高，並不因為需求種類而有所不同，最後並討論管理的意涵以及日後的研究方向。 / Although the requirement analysis is generally considered a critical stage in traditional information systems development (ISD), but it does not get enough attention in most Web-based information systems development (WISD) or the emerging community-oriented design. The thesis highlighted the difference between ISD and WISD, and proposed a three-stage model of user requirements elicitation for community-oriented design. This model divides the requirements definition in three stages: initial analysis, key user requirements elicitation, and regular user responses. Most current WIS and community design methodologies consider only initial analysis or attempt to build common system architecture, and neglect actual users’ requirements. Key user input is emphasized in this model, and social network analysis (SNA) is proposed as a tool for identifying key users. The pilot study empirically tested the relationship between the number of key users and that of elicited requirements. The study applied SNA to identify key users (defined as their influence) in “information”, “purchase”, “communication” or “entertainment” networks, and then elicited their requirements of two WIS. The preliminary results demonstrated that the number of key users in “information” dimension was significantly correlated with the numbers of elicited “information” requirements and overall requirements. However, the number of key users in “purchase”, “communication” and “entertainment” dimension had no significant relationships with the number of the elicited requirements. The requirements collected from 20 percent of “key users” accounted for approximate 80 percent of total requirements, similar to the results predicted by Pareto’s rule. In addition, the representativeness of requirements from key users opinions was also tested. Two online communities were designed to explore the relationship between user roles, user involvement and users’ perception towards requirements. And the MANCOVA results showed that user role (with user involvement as a blocking variable) has a major impact on an individual’s perception towards requirements, though the difference varies in a certain way. User involvement has also a determining effect on a user’s perception toward each type of requirements. Managerial implications were also discussed.

本研究之目的在於探討線上社群協作與其前置因素之關係，並且檢驗社群投入度之中介效果。首先，本研究應用角色內與角色外行為分類，提出角色內與角色外線上社群協作之類型。其次，依據社會認知理論與社會交換理論，本研究提出線上社群協作之前置因素，包括對個人之結果預期、對社群之結果預期、知覺社群信任、知覺社群規範、知覺社群支持與知覺社群認同。最後，本研究基於投入度觀點，檢驗社群投入度對於線上社群協作及其前置因素之中介效果。 本研究之研究情境為玩家公會社群，本研究自一知名大型多人線上遊戲中收集340份有效問卷進行資料分析與假設檢驗，研究結果顯示：(1) 除社群禮貌外，社群投入度對於社群合作行為、助人行為與運動家精神皆有正向影響；(2) 對個人之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(3) 對社群之結果預期與線上社群協作行為之關係，會受到社群投入度所中介；(4) 知覺社群信任與線上社群協作行為之關係，會受到社群投入度所中介；(5) 知覺社群規範與線上社群協作行為之關係，會受到社群投入度所中介，但社群規範對於運動家精神亦有直接負向效果；(6) 知覺社群認同與線上社群協作行為之關係，會受到社群投入度所中介，但社群認同亦會直接正向影響社群合作與助人行為；(7) 然而，知覺社群支持與線上社群協作行為之關係，並不會受到社群投入度所中介。針對上述之研究結果，本研究進一步闡述其學術研究意涵、實務管理意涵，以及研究限制與未來研究方向。 / The purpose of this study is to investigate the relationships between online community collaboration and its antecedents by examining the mediating effect of community engagement. First, this study proposes a classification of online community collaboration by following the typology of in-role and extra-role behaviors. Accordingly, this study will further examine some of online community collaboration behaviors, including community cooperation, helping behavior, community courtesy, and sportsmanship. Second, drawing upon social cognitive theory and social exchange theory, this study identifies several antecedents of online community collaboration, including person-relevant outcome expectancy, community-relevant outcome expectancy, perceived community trust, perceived community norms, perceived community support, and perceived community identification. Finally, from the perspective of engagement, this study will examine the mediating effect of community engagement on the proposed model. The research setting of this study is online gaming communities. After collecting 340 valid responses from a famous Massive Multiplayer Online Game (MMOG), our results show that (1) community engagement affects community cooperation, helping behavior and sportsmanship positively, but does not have a significant effect on community courtesy; (2) the relationships between person-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (3) the relationships between community-relevant outcome expectancy and three online community collaboration behaviors are mediated by community engagement; (4) the relationships between perceived community trust and three online community collaboration behaviors are mediated by community engagement; (5) the relationships between perceived community norms and three online community collaboration behaviors are mediated by community engagement, but perceived community norms also has a direct and negative impact on sportsmanship; (6) the relationships between perceived community identification and three online community collaboration behaviors are mediated by community engagement, but perceived community identification also has direct and positive impacts on community cooperation and helping behavior; (7) the relationships between perceived community support and online community collaboration behaviors are not mediated by community engagement. According to these findings, this study concludes with research implications, managerial implications, research limitations and future research directions.