近年來，由於網際網路的興起，網際網路已成為新聞媒體重要的傳播管道之一，許多新聞網站如雨後春筍般的成立，而讀者也樂於使用這類更加便利、高互動性的新聞網站。但是媒體使用網路作為傳播管道，同時也面臨在傳統傳播模式所未遭遇的新挑戰，網路新聞媒體被迫需要創造獨特的內容吸引使用者，也需發展具黏性的社群經營服務，才能與其他具有類似社群互動機制的Web 2.0網站一較長短，留住廣大的使用者群。 本研究嘗試利用新聞為日常生活人們獲得資訊不可或缺管道的獨特優勢，提出一套有效利用新聞使用社群集體智慧(Collective Intelligence）機制，能夠自動化依據使用者顯隱性回饋，針對每篇新聞分析出分歧度、熱門度、話題性三個社群資訊，並以上述三個社群資訊挑選出合適的焦點新聞，以此促進新聞社群使用者對於焦點新聞的討論與互動，進而提昇新聞傳播的效益與新聞社群的凝聚力。實驗結果證實，本研究所提出的機制確實能夠探勘出滿足大多數使用者關注焦點新聞資訊的需求，並且對於輔助記者掌握讀者對於新聞資訊需求及促進新聞社群經營方面都有很大的助益。 / In recent years, due to the rise of the information and communication technologies, the internet has become one of most important communication channel for Journalism. A long with drastically flourished on-line Journalism, models of readers’ information reception changed while they are enjoyed more convenient and interactive websites providing instant information. At the same time, while mass media utilize internet as communication channel, it has also brought unprecedented challenge to traditional communication. On-line Journalism has not only need to create unique content (information) to attract readers; but it also need to develop a more engaging community management services to interact with other communities with similar mechanisms of Web 2.0 sites to retain user’s attention. This study attempts to exam the proposed on-line journalism system for University Press community, which could automatically analyze readers’ community dataset of University newspaper; including opinion deviation indicators, popularity indicator, and topicality indicator of each news (information). This system selects targeted news (information) according to above indicators to promote discussion and interactivity within readers’ community in hope to promote efficiency of news (information) communication and engagement within readers’ community. Experiment results reveal this proposed mechanism could satisfy most readers’ need for headline news; as well as assist Journalists’ understanding on their readers’ need while promoting on-line journalism social networking management.

千年以來，人類不斷遭遇各種疫病的侵襲，流行速度更勝戰火蔓延，影響整體人類重大，然而隨著醫學知識的進步與衛生環境的改善，許多傳染病已經受到控制乃至根絕，但是生活周遭仍然面臨諸多威脅生命健康的潛藏危機，如果稍有疏失或不慎，傳染病不僅對於人體造成傷害，甚至恐將危害社會、經濟和政治層面，而近年的SARS、H1N1等流行病毒皆造成全球恐慌。 防疫工作重點在於及早掌握疫情趨勢以利制定相關因應政策，目前各國對於傳染病的掌握主要透過層層監測系統與歷史平均，藉以判斷該年特定傳染病流行與散佈程度。這些方法受到各種人為與環境因素影響，導致推估疫情成效有限之外，同時所得資料無法直接反應未來疫情，因此導致各國相關單位逐漸嘗試其他預測方法。 近年應用預測市場機制預測疫情模式引起公衛領域的重視，相關學術期刊與著名雜誌相繼介紹此一新興模式，同時肯定其在預測傳染病方面的成效與貢獻，而美國和台灣政府部門先後透過此項機制改善現有防疫體系的不足。那麼，預測市場用以預測疫情的成效是否確實如同其在眾多領域取得的成效一樣出眾？鑑於前述問題，本研究分別透過質化與量化的方式發掘公衛、醫學或流病學等其他領域對於「傳染病預測市場」是否能夠成為有效的預測機制或是成為常規的參考方法，結果證實使用的疾管局人員與參與的專業醫事人員認為「傳染病預測市場」確實可以應用於我國疫情預測的層面，但是兩者意見具有程度的差異。 / For centuries, the spread of various diseases damage countless human beings, which surpass wars in the world. Those diseases not only endanger people’s life, but also invade the other dimensions, including society, economic and politics. With the advancement of medical knowledge and the improvement of public health, many infectious diseases have been brought under control and even eradicated. But humans still face and experience threats from pandemic viruses such as SARS and H1N1 constantly. Epidemic prevention work focuses on understanding the variation of situation as soon as possible. Then governments can set up suitable decisions and policies based on epidemic situation. Though the monitoring system and the historical average are the mainstream to control the trends of infections for related departments, scientists believe that the two methods are subject to humans and environmental factors. In other words, it is difficult to draw effective information and direct response of the future trends from present methods. And it leads to national units gradually try other epidemic forecasting methods. In recent years, using prediction markets to predict flu causes the attention of public health. Thus academic journals and well-known magazines not only introduce this application but approve its effectiveness and contribution in predicting infectious diseases. The departments of US and Taiwan have tried to improve the deficiencies of the existing prevention system through prediction markets. Is this application really as successful as PM in many issues and fields? To response the question, this research intends to through qualitative and quantitative ways respectively to explore the evaluations on Epidemic Prediction Markets behind public health, medical, epidemiology, etc. The result confirms that CDC staff and health workers identify the feasibility of Epidemic Prediction Markets, but with the degree of variation.

網際網路問世和知識經濟時代來臨，現代人的生活形態深深受其影響。隨著網際網路觸角延伸到世界各地，上網人數快速增加，將具有共同興趣，但來自不同地域的人連結起來，在越來越多的網路用戶參與所造成的影響下，形成了許多虛擬社群。 Web2.0 概念的出現於2004年，其「網路即為平台」的基礎原則更將這股虛擬社群風潮推向高峰，成為一股不可忽視的網際網路力量。使用者所編織的集體智慧，變成了網際網路資源建立之核心，促使網際網路從以資訊為主的網路連結演變成以人為主的架構。 個案研究對象以台灣最大旅遊業者雄獅旅遊集團作為探討對象，利用研究者在雄獅旅遊集團之自身實習經驗以及與高階主管訪談過程中，得知雄獅旅遊集團在公司旅遊電子商務網站、品牌管理與其外部社群網站操作之實際做法。研究架構則是沿用邱志聖（2010）的4C策略行銷分析，整理出雄獅旅遊網在外顯單位效益成本、資訊搜尋成本、道德危機成本與專屬陷入成本之行銷運用，探究個案如何運用其旅遊電子商務網站經營與消費者行銷建立關係。此外並在外部選取全球成功且具代表性之旅遊電子商務網站與平台—Expedia作為標竿案例，針對該個案公司本身的電子商務網站經營以及其旗下TripAdvisor網站之 Web 2.0應用，作次集資料搜集與整理。Expedia身為美國線上旅遊市場之龍頭代表，背後的成功關鍵就是在整合電子商務網站與社群網站之經營。 在研究最後利用雄獅旅遊所興建平台與Expedia平台之比較與行銷4C分析，提出雄獅旅遊可學習與改善之處，提出其建議與結論。建議部分除包含對雄獅旅遊平台可參考之實際作法外，也試圖提出旅遊業建構電子商務社群網站可考慮之架構與資源分配之原則。 / The modern lifestyle has been intensely affected right after the invention of Internet and the era of knowledge economy. With the Internet usage expended all over the world, the rapid increasing in the number of Internet users will share many common interests. However, due to the fact that they are all from different geographical areas, these huge amounts of Internet users will become participating in the formation of many online virtual communities in order to gather and share their ideas and thoughts. The Web2.0 concept first appeared in 2004, the fundamental principle of “network as platform” makes this trend has a much cleared definition. The collective intelligence that users build became the core of Internet resource. The Internet has transformed from an information-based network to a human based network, from giving one way to multiple ways exchanging. This research mainly focuses on the largest travel agency in Taiwan, Lion Travel Corporation. Utilize the researcher’s internship experience and interviews with the head of E-Commerce department to intensely study the marketing methods that the company employs through Lion Travel’s official website, liontravel.com, in addition to its online brand management and its marketing strategies on the outer virtual community sites such as Facebook and YouTube Channels. The thesis employs Chiu’s (2010) four cost (4C) analysis to examine Lion Travel Corporation online marketing activities via a constructively critical lens. These four costs include external unit costs, information search costs, moral hazard costs and firm-specific assets costs. Moreover, this thesis chooses an international renowned online travel agency Expedia Inc. to set as a benchmarking case study sample for Lion Travel. Expedia Inc. has not only many very successful online e-commerce travel web stores but also established TripAdvisor virtual community to enhance its e-commerce utilities. TripAdvisor is a excellent example in managing collective intelligence, gathering travelers from all over the world to help them building travel industry knowledge. From comparing Lion Travel Corp. and Expedia Inc.’s online marketing strategies utilizing 4C analysis, the thesis has made several notable conclusions for Liontravel.com to imitate. The recommendations include not only some Expedia and TripAdvisor’s website practical methods but also given some advices for resource allocations.