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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/60001

    Title: 風行群衍:線上遊戲社群成長策略之探討
    The growth strategy of MMORPG :A case study of perfect world
    Authors: 陳韻如
    Chen, Yun Ru
    Contributors: 蕭瑞麟
    Hsiao, Ruey Lin
    Chen, Yun Ru
    Keywords: 線上遊戲
    Date: 2010
    Issue Date: 2013-09-04 11:55:56 (UTC+8)
    Abstract: 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。
    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.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0098359025
    Data Type: thesis
    Appears in Collections:[Graduate Institute of Technology and Innovation Management] Theses

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