政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/59636

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/59636

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题名:	價值共創環境、誘因機制與知識管理對興趣型社群平台營運之影響 The Methodology for the Operation of Communities of Interest: Value Co-Creation, Incentives, and Knowledge Management
作者:	吳岡陵 Wu, Kang Ling
贡献者:	李仁芳吳岡陵 Wu, Kang Ling
关键词:	興趣型社群平台價值共創誘因機制知識管理 Communities of Interest Value Co-Creaion Incentives Knowledge Management
日期:	2012
上传时间:	2013-09-03
摘要:	在傳統的企業思維中，價值乃是由企業創造的，由企業單獨決定其產品和服務提供什麼價值，消費者僅僅代表對公司產品的需求；但隨著產業環境的發展，尤其是網路經濟時代的來臨，生產者與消費者之間的界限開始模糊。在過去資訊單向流通的網路世界中，人們在網路上代表的僅僅是一個創造流量的虛擬人物，然而隨著資訊科技的進步，網路技術的發展，人們在網際網路中開始彼此協作，發揮集體智慧向全世界發聲，即「價值共創」的概念。從Linux開放原始碼成功以來，許多企業已經逐漸了解到使用者參與創新、使用者虛擬社群參與企業產品開發的重要性，企業不再能獨自生產和管理知識，而是需要與它們的使用者共同創造知識；同時，人們也了解到透過結合價值共創的概念，虛擬社群平台可以發揮多大的效用，並且在其他領域也有許多類似概念的應用。科技的協助讓使用者可依據其個別的興趣、需求等動機組成或進入不同的興趣型虛擬社群平台，此類平台除了結合對某一特定議題或事物有共同喜好的人們、高度人際之間的互動與溝通、經由網站所提供之平台分享交流彼此的心得與看法之外，尚有組織設計正式化程度低與集權化低之特色，以及此類社群對於參與者無特殊專業知識與技能之進入門檻之特色。因上述之特色，興趣型虛擬社群平台需要集眾多使用者之分享，才能在無特殊專業門檻的情況下，以內容累積出具有價值之資料庫。本研究針對興趣型虛擬社群平台進行探討，透過文獻中得知之社群經營成功關鍵要素：「價值共創的環境」、「誘因機制」、「知識管理」檢視個案興趣型虛擬社群平台，並發現三者之間有順序性之關係。首先透過良好設計的「價值共創」社群平台環境，吸引使用者參與，其結果可以加強社群平台自身之競爭優勢。第二階段興趣型社群平台應該透過明顯且簡易得到之金錢誘因吸引使用者，使其有動機參與進入興趣型社群平台，而在使用者數量提升之後，透過管理機制之設計，產生心理誘因，加強使用者之重複拜訪與投入的行為，即透過正確而有效的「誘因機制」提升興趣型社群平台運作之人流量與忠誠度。於累積足夠的使用者及高度黏著度之後，興趣型社群平台應該透過「知識管理」建立機制，將社群平台上累積之知識形成資料庫，以吸引更多的使用者加入，串聯具互補性質的合作夥伴，同時促進更高的社群平台黏著度，並且進而利用資料庫，創造可能的多樣化獲利來源。 The research aims to focus on the communities of interest, which is now the mainstream of communities on the Internet. With respect to the lack of related research on the operation of communities of interest, this research will examine three factors that are key to the operation of this kind of communities and research how these three factors work and how business managers plan a strategy for the operation of communities of interest. The research will take iPeen and Fandora, both of which are rising stars communities in Taiwan, as case study communities. The study reveals that there are some factors that are key to the success of communities. By examining the factors, we can see how they work and how they would lead to the victory in the heated online communities war. According to the research, a value co-creation environment, the incentives and knowledge management would be the key to the success of operation of communities of interest. The management team of communities of interest can use these three key factors step by step through strategic planning. In the final conclusion and suggestion, the research aims at the future participants in the industry and provides solutions to the strategic planning regarding previously found key factors and referred cases. 圖目錄 VI 表目錄 VIII 第一章緒論 1 第一節研究背景與動機 1 第二節研究目的與研究問題 3 第二章文獻探討 4 第一節虛擬組織 4 第二節使用者社群價值共創 10 第三節誘因機制 23 第四節知識管理 30 第五節小結 36 第三章研究方法 39 第一節研究架構 39 第二節研究變項 41 第三節研究方法 43 第四節研究設計與資料蒐集 45 第五節研究流程 47 第六節研究流程 48 第四章個案介紹 49 第一節 IPEEN愛評網 49 第二節 FANDORA 64 第五章個案分析與研究發現 70 第一節個案分析 70 第二節研究發現 104 第六章研究結論與建議 119 第一節研究結論 119 第二節實務建議 121 第三節後續研究建議 122 參考文獻 123
參考文獻:	中文文獻王怡棻譯（2011），共同創造到底多厲害！（原作者：Ramaswamy, V. & Gouillart F.）。台北：商周出版（原著出版年：2010）王嵩音、池熙璿（1997），原住民網路新聞討論群之研究—以 tw.bbs.soc.tayal 為例，中研院社會學研究所籌備處第二屆「資訊科技與社會轉型」研討會王亨佳（2004），使用者社群創新協作平台建構之研究—以數位內容產業為例，國立政治大學科技管理研究所碩士論文李仁芳（1999），財產權結構、專質性知識與管理統制效能之探索—台灣便利商店厚基組織論觀點的個案研究：統一超商 7-Eleven，管理資本在台灣，台北市：遠流出版社李仁芳、詹子瑩（2003），使用者網路協作創新社群組織平台之理論建構，產業創新與知識經營研討會暨論文研討會論文集李仁芳、詹子瑩（2003），線上使用者社群參與新產品創新模式之差異比較，中華民國科技管理學會年會暨論文研討會論文集李芳齡（2011），開放式服務創新：賣對手的產品更賺錢（原作者：Chesbrough, H.）。台北：天下雜誌（原著出版年：2011）吳思華（2001），知識經濟、知識資本與知識管理，知識資本在台灣，台北：遠流蘇芬媛（1996），Exploring Virtual Community in Computer Networks--A study of MUD，交通大學傳播研究所碩士論文羅時瀚（2005），營利與非營利虛擬社群的管理議題—以維基百科、Yahoo!奇摩知識＋為例，國立政治大學科技管理研究所碩士論文顧淑馨譯（2004），消費者王朝：與顧客共創價值（原作者：Prahalad, C. K. & Ramaswamy, V.）。台北：天下雜誌（原著出版年：2004）英文文獻 Alchian, A. (1965), The Basis of Some Recent Advances in the Theory of Management of Firm, Journal of Industrial Economics, 14(1), 30-41. Alchian, A. & Demsetz, H. 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