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題名：虛擬社群商業化之紮根理論研究
書刊名：管理評論
作者：簡俊成 引用關係／方婷婷 引用關係
作者(外文)：Chien, Chun-cheng／Fang, Ting-ting
出版日期：2005
卷期：24:3
頁次：頁43-67
主題關鍵詞：虛擬社群；紮根理論；角色；Virtual community；Grounded theory；Role
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(4) 博士論文(3) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:1249
  • 點閱點閱:71
本研究旨在探討虛擬社群之商業化歷程。我們應用質性研究方法，深度訪談研究參與者，依循紮根理論之研究程序，進行內容分析及理論建構。主要的研究結論如下：(1)虛擬社群之商業化歷程，包含有聊天、合購與交易模式三個階段；(2)友誼群體是聊天模式演進合購模式的關鍵驅力，創業群體則是合購模式演進交易模式的關鍵驅力；(3)在聊天模式中主要的成員角色有三類，他們是分享者、發問者及瀏覽者；在合購模式中，除了聊天模式的三個角色之外，另有三個新角色出現，他們是發起者、合購代表及代購者；在交易模式，除了之前的六個角色之外，另有四個角色出現，他們是轉售者、開發者、創新者及模仿者； (4)不同的虛擬社群演化階段，有著不同的社群特徵。最後，本文依據初步研究發現，分別針對B2C經營模式、網站經營者及創業者三方面，提出管理實務上的原則性建議。
This research aims to reveal the commercial progress within the virtual community. We apply the quality research approach, and use in-depth interviews with qualified participants. Our research procedure follows the grounded theory study, promoting content analysis and theories construction. The main research conclusion is as follows: (1) The commercialized process of the virtual community, includes the three stages of chat mode, joint-purchase mode, and trade mode. (2) A friendship colony is the primary driving force in an individual’s progress from chat mode to joint-purchase mode. An enterprise colony is the key force in moving an individual from joint-purchase mode to trade mode. (3) There are basically three roles within chat mode; a person who shares information, a person who asks questions and person who is “just browsing”. After the transition to joint-purchase mode, three new roles appear; they are the promoter, the purchasing representative, and the consumer representative. In the trade mode, four different roles appear; they are the re-saler, the developer, the innovator, and the imitator. (4) During the stages of evolution, different virtual communities develop unique characteristics. Finally, based on our preliminary finding, we offer practical advice in principle to B2C business model, website’s operators and internet entrepreneurs.
期刊論文
1.Foreman, S. K.(1999)。Marketing: marketing organization and virtual communities。Manager Update，11(1)，11-21。  new window
2.Price, L.、Feick, L.、Higie, R.(1987)。Information Sensitive Consumers and Market Information。Journal of Consumer Affairs，21(2)，328-341。  new window
3.Slama, M.、Tashchian, A.(1985)。Elected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement。Journal of Marketing，49(1)，72-82。  new window
4.Boczkowski, Pablo J.(1999)。Mutual Shaping of Users and Technologies in a National Virtual Community。Journal of Communication，49(2)，86-108。  new window
5.Rothaermel, Frank T.、Sugiyama, Stephen(2001)。Virtual Internet Communities and Commercial Success: Individual and Community-Level Theory Grounded in the Atypical Case of Timezone.com。Journal of Management，27(3)，297-312。  new window
6.Kozinets, Robert V.(1999)。E-tribalized Marketing? The Strategic Implications of Virtual Communities of Consumption。European Management Journal，17(3)，252-264。  new window
7.Wirth, Louis(1938)。Urbanism as a Way of Life。American Journal of Sociology，44(1)，1-24。  new window
8.Bagozzi, Richard P.(1975)。Marketing as Exchange。Journal of Marketing，39(4)，32-39。  new window
9.Romm, Celia、Pliskin, Nava、Clarke, Rodney(1997)。Virtual Communities and Society: Toward an Integrative Three Phase Model。International Journal of Information Management，17(4)，261-270。  new window
10.Economides, Nicholas(1996)。The Economics of Networks。International Journal of Industrial Organization，14(6)，673-699。  new window
11.Ridings, Catherine M.、Gefen, David、Arinze, Bay(2002)。Some Antecedents and Effects of Trust in Virtual Communities。Journal of Strategic Information Systems，11(3/4)，271-295。  new window
12.Katz, Michael L.、Shapiro, Carl(1985)。Network Externalities, Competition, and Compatibility。The American Economic Review，75(3)，424-440。  new window
13.Bearden, William O.、Netemeyer, Richard G.、Teel, Jesse E.(1989)。Measurement of Consumer Susceptibility to Interpersonal Influence。Journal of Consumer Research，15(4)，473-481。  new window
14.Balasubramanian, Sridhar、Mahajan, Vijay(2001)。The Economic Leverage of the Virtual Community。International Journal of Electronic Commerce，5(3)，103-138。  new window
15.Granovetter, Mark S.(1985)。Economic Action and Social Structure: The Problem of Embeddedness。American Journal of Sociology，91(3)，481-510。  new window
16.Eisenhardt, Kathleen M.(1989)。Building Theories from Case Study Research。Academy of Management Review，14(4)，532-550。  new window
17.Kambil, A.(1997)。Doing Business in the Wired World。IEEE Computer，5，56-61。  new window
18.Kassarjian, H. H.(1981)。Low Involvement: A Second Look。Advances in Consumer Research，8，31-34。  new window
19.Catterall, M.、Maclaran, P.(2002)。Researching Consumers in Virtual Worlds: A Cyberspace Odyssey。Journal of Consumer Behaviour，1(3)，228-237。  new window
20.Elofson, Greg、Robinson, William N.(1998)。Creating a Custom Mass-production Channel on the Internet。Communications of the ACM，41(3)，56-62。  new window
21.Beggs, John J.、Haines, Valerie A.、Hurlbert, Jeanne S.(1996)。Revisiting the Rural-urban Contrast: Personal Networks in Nonmetropolitan and Metropolitan Settings。Rural Sociology，61(2)，306-325。  new window
22.Biley, F. C.、Smith, K.(1997)。Understanding Grounded Theory: Principles and Evaluation。Nurse Researcher，4(3)，17-30。  new window
23.Sallazar, J. M.、Tsao, R.、Preece, J.(1999)。One Foot in Cyberspace & the Other on the Ground A Case Study of Analysis and Design Issues in a Hybrid Virtual and Physical Community。WebNet Journal: Internet Technologies, Applications & Issues，1(3)，49-57。  new window
24.Sindhav, B.(1998)。Net Gain: Expanding Markets through Virtual Communities。Journal of Marketing，62(1)，120-121。  new window
25.Ward, Katie J.(1999)。The Cyber-ethnographic (Re)Construction of Two Feminist Online Communities。Sociological Research Online，4(1)。  new window
26.Whittaker, Steve、Isaacs, Ellen、O'Day, Vicki(1997)。Widening the Net: Workshop Report on the Theory and Practice of Physical and Network Communities。SIGCHI Bulletin，29(3)，27-30。  new window
27.Wimpenny, Peter、Gass, John(2000)。Interviewing in Phenomenology and Grounded Theory: Is There a Difference?。Journal of Advanced Nursing，31(6)，1485-1492。  new window
會議論文
1.Inbaria, M.、Shayo, C.、Olfman, L.(1999)。On Becoming Virtual: The Driving Forces and Arrangements。The 1999 ACM SIGCPR Conference on Computer Personnel Research，27-41。  new window
2.Klang, M.、Olsson, S.(1999)。Building Communities Online。0。43-52。  new window
3.Malhotra, Arvind、Gosain, Sanjay、Hars, Alexander(1997)。Evolution of a Virtual Community: Understanding Design Issues through a Longitudinal Study。Atlanta, GA。59-74。  new window
研究報告
1.Wiertz, Caroline、De Ruyter, Ko、Streukens, Sandra(2003)。On The Role Of Normative Influences In Commercial Virtual Communities。0。  new window
學位論文
1.楊堤雅(2000)。網際網路虛擬社群成員之角色與溝通互動之探討(碩士論文)。國立中正大學。  延伸查詢new window
圖書
1.欒斌、羅凱揚(2001)。笑傲e世紀：電子商務與網路行銷。台北：碁峰資訊股份有限公司。  延伸查詢new window
2.Ragin, C.(1994)。Constructing Social Research。Thousand Oaks：Pine Forge Press。  new window
3.Glaser, B. G.、Strauss, A. L.(1967)。Grounded Theory。New York：Aldine。  new window
4.GLASER, B. G.(2001)。The grounded theory perspective: conceptualisation contrasted with Description。Mill Valley：Sociology Press。  new window
5.Adler, P. R.、Christopher, J. A.(1998)。Internet community primer overview and business opportunities。New York, NY：HarperCollins Publishers。  new window
6.Bar-Tal, Daniel(1976)。Prosocial Behavior: Theory and Research。Washington, DC：New York：Hemisphere Pub. Corp.。  new window
7.Preece, Jenny(2000)。Online Communities: Designing Usability, Supporting Sociability。John Wiley & Sons。  new window
8.Dyson, E.(1997)。Release 2.0: A Design for Living in the Digital Age。Locus Publishers。  new window
9.Shapiro, C.、Varian, H. R.(1999)。Information Rule: A Strategic Guide to the Network Economy。Harvard Business School Press。  new window
10.Kosiur, David R.(1997)。Understanding Electronic Commerce。Microsoft Press。  new window
11.Strauss, A.(1987)。Qualitative Analysis for Social Scientist。Cambridge University Press。  new window
12.Loader, Brian D.(1998)。Cyberspace Divide: Equality, agency and policy in the information society。New York：Routledge。  new window
13.Figallo, Cliff(1998)。Hosting Web Communities: Building Relationships, Increasing Customer Loyalty, and Maintaining a Competitive Edge。New York, NY：John Wiley & Sons, Inc.。  new window
14.Hagel, John III、Armstrong, Arthur G.(1997)。Net Gain: Expanding Markets Through Virtual Communities。Harvard Business School Press。  new window
15.Rheingold, Howard(1993)。The Virtual Community: Homesteading on the Electronic Frontier。Addison-Wesley Publishing Company。  new window
16.陳向明(20020000)。社會科學質的研究。臺北：五南。new window  延伸查詢new window
17.Glaser, Barney G.(1978)。Theoretical Sensitivity: Advances in the Methodology of Grounded Theory。Sociology Press。  new window
18.Strauss, Anselm L.、Corbin, Juliet M.(1990)。Basics of qualitative research: Grounded theory procedure and techniques。Sage。  new window
19.Patton, Michael Quinn(1990)。Qualitative Evaluation & Research Methods。Beverly Hills, CA。  new window
20.Hunter, A.、Suttles, G.(1972)。The Expanding Community of Limited Liability。The Social Construction of Communities。Chicago, IL。  new window
21.Van Maanen, John、Dabbs, James M., Jr.、Faulkner, Robert R.(1982)。Varieties of Qualitative Research。Beverly Hills, CA：Sage Publications。  new window
其他
1.Ferback, J.，Thompson, B.(1995)。Virtual communities:abort, retry, failure?，http://www.rheingold.com/texts/techpolitix/Vccivi.html， 2012/10/22。  new window
圖書論文
1.齊力(2003)。質性研究方法概論。質性研究方法與資料分析。嘉義：南華大學教育社會學研究所。  延伸查詢new window
2.Morse, Janice M.(1994)。Designing funded qualitative research。Handbook of qualitative research。Thousand Oaks, CA：Sage。  new window
 
 
 
 
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