Abstract Since the opening reformation, the economy has been developing fast in Mainland China. The net foundation structure becomes established, net population grows rapidly, so net career and e-commerce are the hot investment in mainland China in these two years. At the same time, the education department is implementing ¡§schools-all¡¨ project. It creates the net education environment in high and primary schools, and also creates the manage value in the mainland China net educational market. This market is special and there are a lot relating issues to it. it is a worthy research topic. This research is based on market of the net education in primary and high schools and social group development. A serial strategy activity is aimed on e- commerce opportunity. The point of this research is the discussion of how do Taiwan businessmen enter this market in mainland China. The individual case of this research is an on-going investment plan. It is the plan of the entering of Taiwan Loxa education network to mainland China market. The strategy of Loxa education network is to focus on educational service and begin with the provision of the net service for schools and develop its own net social groups to provide the members of social groups extra service, enhance the loyalty of the members, enlarge the market opportunity of e- commerce and maximize the business profit and value. The researcher collected and analyzed information of the current develop situation of network in mainland china, the network development in schools and family education consuming markets to clarify the shaping and size of markets. From the interview with related field workers and specialists to understand the market needs and developing tendency. The research is based on the current situation of Loxa education network, business cooperators in mainland China, potential competitors and current market leading companies. To sum up this research, according to the competent strategy of Michael Porter, and new business model of Gray Hamel, I analyzed the manage strategy and tested the manage style of Loxa educational network. From the result of this research, we found the competent strategy of Loxa education is very different from the current competitors in mainland China. From the test of career style and by efficiency, unique, addition service and profit promoter to be the reference of decision and strategy making and to provide the related workers the resource of continuing research in future.

By the increasing use of the internet, people are used to make friends with strangers on the Internet. Would virtual relationship affect the brand image of consumer as real relationship¡HWould virtual relationship influence indirectly the loyalty of the media letting people know each other¡HThe motivation of studying these questions is to realize the indifference of real and virtual relationship. The main purpose of this study wants to analyze three questions¡G 1.Would the on-line marketing activities contribute to close interactions of the members on the web¡H 2.Would the depth, scope and positive attitude of the interactions of the web members affect the e-loyalty of this web¡H 3.Which is the best way to encourage the interactions of the web members¡H This study obtains some important findings. First, the more on-line marketing activities, the more interactions of the members belongs the web. Second, the more interactions of web members, the more friends on this web, and the more positive interactions with members could promote the loyalty of this website. Third, the more interactions of web members would make the person to introduce this website to others. But these commendations of the web members do not reflect the loyalty, the finding maybe be caused by some factors, especially by the tactics of friend-making for finding couple.

No / PANIVE (PC-based Architecture Networked Interactive Virtual Environments) is an extensible architecture in which various networked virtual environment applications can be realized. This chapter describes our efforts in realizing applications in the area of “3D virtual community building”, in which people can virtually meet each other, speak to each other, interact with each other, etc. in a virtual equivalent of conventional social communities. The overall architecture will be discussed briefly. Some attention will be given to the realization of the audio component in the system (speech input and 3D sound output) that supports intuitive interaction among the participants in a shared virtual environment. The main part of the chapter discusses and illustrates some demonstrative example applications that highlight the potential for realizing 3D networked virtual communities in the architecture.

With the continuous development of Internet technology, the mode of website operation has become much closer to users. Various types of network operation appear constantly as Web2.0 technology becomes matured, and the shiniest one is Virtual Community. The early development patterns of virtual community were BBS systems, blogs and then the recent social network and micro-blogging(or microblog). Rheingold et al. scholars also believe that virtual communities have become new methods of interaction among people, and this developing pattern is inevitable. Although virtual community is developing rapidly, the relevant domestic literatures and researches on development strategy for virtual community are still very limited. Hence, this research aims to use a systematic way to collect literatures by which we can understand the development background of virtual communities, the operation pattern of virtual community, and how to create the value which between virtual community and Internet users. In addition, this research also chooses a representative case for deep analysis by which we can understand what is the business environment for virtual community in domestic, how to find a niche market to avoid direct contention with competitors when the resources are insufficient, and we can also explore the development strategy for the case and give future recommendations. In conclusion, this study found that virtual community has the following characteristics: website members are not only consumers but also producers, and they can strengthen the interaction features and deepen website users¡¦ preference. Moreover, by combining virtual and physical mode to create win-win situations, focusing on a niche market can create a higher identification among users. Finally, how to overcome the market differences will be the key to expand overseas markets.

The Internet as a new media has two distinct and powerful advantages: interactivity and data collection. The emergence of Web2.0 has taken advantage of these characteristics to provide a powerful platform for sharing opinions and communication in virtual communities. However, successfully managing a virtual community is the same as managing a company. The most important thing is to maintain a good relationship with its customers and retain loyal customers. Much previous research has reported that maintaining a good relationship with customers can produce long-term benefits to the organization. The purpose of this research was to investigate whether customer relationship and loyalty can be affected by the perceived interactivity of a website. We developed a research model and conducted an online survey on eight representative websites to collect data. The results show that there is no direct positive influence between the interactivity of a website and customer loyalty. However, significant indirect relationships exist. That is, the perceived interactivity of a website can affect the relationship quality, which will in turn affects customer loyalty. Relationship quality has a mediating effect between website interactivity and customer loyalty.

The Internet is a common technology nowadays in our daily life. More and more people think it will soon replace traditional mass media and become the new age public forum. However, the cyberspace is not as open, free, and democratic as we may imagine. Actually more and more regulations and rules are imposed on it. But deviating behaviors such as conflicts, crimes, and violence did not decrease with all the regulations and rules. And the hierarchy of power and class did not disappear from the cyberspace as the internet utopians described. The researcher investigated one of the biggest and most popular virtual community in Taiwan, Gassiping Board in PTT Bulletin Board System, in particular regulation and power aspects, and tried to find out what is behind the regulations and how the collective behaviors of the users collide with the power of the administrators and the order of the board. Do they reflect any social value or internet culture? And what is the connection with the real world? With the idea of regulation in Lawrence Lessig¡¦s book Code v2 and the concept of cyberpower, the researcher analysed the important changes and conflicts occurred on Gassiping Board. Gassiping Board can be seen as a free speech market by Lessig¡¦s concept, and the rules serving as laws, which give power to the administrators, along with the internet norms, regulate the behaviour of the users. By the code, the administrators can execute the rules. However, the common users have their own power given by the design of the code to rival the administrators, and they can even change the rules, the norms, and the free speech market of Gassiping Board. Also, some changing effects come from outside the virtual community, namely from the real world. Although the administrators have superior power of technology, most of the time they are low in authority. It is hard for them to regulate all the users under the anti-control culture in the cyberspace. The users of Gassiping Board will gather all their powers when it is necessary, and will even destroy the order and overthrow the power of the administrators. However, this phenomenon indicates self-centredness and lack of respect to others, no matter if it is led by the common users or the administrators. Even though the internet is a modern technology product, in practice modern values such as the quality of democracy, law and order can not work with the internet users in making the virtual community a public sphere with both freedom and order.

The era of increasingly well-developed communication, network, along with this wave of change, and the globalization, the economic opportunities brought by virtual world, is nothing more than companies do their utmost to pursue the scope. Increase the added value of products or services to enhance corporate profitability, originally only be used for sales of products and services in the physical store, joined network store sales and let the results of the rapid growth of invisible. But, what's the difference with the physical store, when in contact with the consumer products and services through web services. Will internet service changes product attributes in response of the consumers decision-making behavior? What's the important factor in rely on the procurement of online shoppers? The special attributes of the virtual economy, let us know, why trust is the reason of consumers purchase goods and services on recognized intermediary platform, and they gradually accumulating customer loyalty and purchasing intention. For this reason, we explored the trust antecedents, attribute dimensions, and how trust link to the loyalty and purchasing intention, as well as their composition and influencing factors. And based on the objects of online potential shopping group for the research topic, the trust associated with e-commerce community loyalty and customer purchase intention. By the stratified random sampling, a total of 248 samples were taken, and use of path analysis and stepwise regression to analyze the data in parallelly. In this study, convenience sampling questionnaire survey found that: "Personality-based trust", "institution-based trust" and "knowledge-based trust", link to the" customer loyalty "and" " purchase intention" via "Intermediaries trust. Trust in intermediaries¡¦ link to online shopper¡¦s purchases intentions, through "customer loyalty" with direct and indirect effects. The significant differences found, by analysis of the online shoppers demography of with and without the shopping experience in the past three months show on the trust of intermediaries. Therefore, we confirmed once again that the trust of the E-commerce community and its strong related items.

Internet has changed People¡¦s life and brought new communication problems. Community website is a platform which combines website¡¦s content and community. This platform had changed users not only to be a message receiver, but also to be a sender, who is more active. This characteristic promises the active audience, one of the basic assumptions in Uses and Gratifications Theory. Otherwise, in previous researches, computer mediated communication lacks of some media cues. But as basic network setting has changed, the conclusion maybe has been changed. In order to understand what are user¡¦s motivations and if there are any differences among different media. This survey conducts 41 questions to evaluate user¡¦s needs and the degree of social presence based on previous studies. As a result, there are 442 valid questionnaires in this study. As for motivations, a factor analysis revealed five motivations to use community websites: communication, information, surveillance, persuasion, and entertainment. Communication is the most important motivation of all. As for social presence, the ranking decreasingly is instant message, real-time video, e-mail, chat room, and forum. These two properties, motivations and social presence, obviously affect user¡¦s using intensity.

Virtual communities have become more and more popular in the Internet world. Members of a virtual community can disseminate information rapidly to create word- of-mouth (WOM) effect in marketing. Therefore, in-depth studies of the increase use of word-of-mouth marketing in the electronic world become more important. The object of this study is to use "the virtual book club¡¨, as the subject to investigate the factors that may affect member attitudes by the word-of-mouth. Four main factors were included in the research framework as independent variables, which are the knowledge of the message sender, knowledge of the receiver, quality of the message, and relationship strength between the sender and the receiver. Trust between the sender and the receiver is treated as a mediating factor. The dependent variable is the receiver¡¦s attitude. A quasi-experimental design was conducted and the findings include the following: 1. The knowledge level of the send can significantly affect the trust of the receiver. 2. The strength of the relationship can significantly affect the trust. 3. The quality of the message content can significantly influence the receiver¡¦s attitude.

xii, 188 p. This file has been removed at the author's request. A print copy of this title is available from the UO Libraries, under the call number: SCIENCE GV1469.34.S52 H63 2007 / As digital entertainment becomes more advanced, the medium of the video game has gained a broader audience. Today, more women are spending their leisure time enjoying video games. This research focuses on serious (or ‘hardcore’) women who play games traditionally believed to appeal primarily to males. Interviews and observation were used to explore their experience as gamers and as members of women-only communities. Results showed that these women are choosing the experience of playing shooter games because it is interactive, social, and enjoyable, not to be resistive. This study also analyzes the role of these women gamers within game culture, considers how they are being perceived, and identifies the ways the gaming community and games industry has responded to these women. Textual and discourse analysis was used to study social constructions of gender. This analysis showed that the ways women are framed by game culture and in the media limits their potential to be regarded as skilled gamers and legitimate contributors. / Adviser: Dr. H Leslie Steeves