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.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098359025 |
| Creators | 陳韻如, Chen, Yun Ru |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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