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題名:以系統動力學模型進行台灣社群式網站經營陷阱之初探
作者:李世珍
作者(外文):Shyh-Jane Li
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
指導教授:楊碩英
學位類別:博士
出版日期:2010
主題關鍵詞:創新擴散第二代網際網路系統動力學Innovation DiffusionWeb 2.0System Dynamics
原始連結:連回原系統網址new window
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  • 點閱點閱:54
隨著網路使用的人口愈來愈多,平均每人每天上網的時間愈來愈長,網路已成為電視以外影響人類生活最大的媒體。從網路世界的發展來看,IT產業曾經是大家夢想能為人類提供很多服務的場所,隨著泡沫化教訓過後,人們對於網路世界的經營,也愈趨務實。
近年來,拜媒體之賜,Web 2.0的發展迅速崛起,Web 1.0與Web 2.0的轉換界線發生在2003年左右,短短幾年的快速發展,從2005年開始,Web 2.0似乎已成為一個最流行的名詞,社群網站一詞也很快地打進民眾心中。然而,就在網站快速成長的二年中,許多網站也因發展不利而關站,主要的原因是社群網站的經營比想像中複雜,經營者一不小心就會掉進自己製造的經營陷阱中。
正因如此,本研究透過理論的探討回顧,發現有關Web 2.0與社群網站的研究並不多,重要的研究有梅特卡夫定律、擴散模式,從這二類理論中可以得到網站經營會放在會員成長上。本研究也透過個案研究發現會員成長確實為網站經營者著重的主要政策。而本研究從文獻所發現理論的不足,會員的成長終究還是會引發負環的調節結構,因此,透過系統動力學的模擬,尋找可能的經營陷阱。
本研究在研究上的貢獻包括:1. 發現社群網站理論發展之不足;2. 推動會員成長引發之負回饋環路的發現;3. 提出社群網站的收費觀點。最後,本研究歸納出三個重要的經營陷阱:陷阱1:經營者不知網站潛量有限,愈努力推動只是愈快達到瓶頸,若無法突破瓶頸限制,其政策會徒勞無功;陷阱2:推動會員成長的政策若未適時適當地搭配服務產能或收費政策,很容易造成會員不滿意,進而退出;陷阱3:社群網站的任務是設計平台讓網友有更多的互動,但品質不佳的內容會讓會員不滿意,進而降低互動意願。
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