虛擬社群商業化之紮根理論的研究.docVIP

虛擬社群商業化之紮根理論研究 A Grounded Theory Study of Commercialization on Virtual Community 簡俊成* 方婷婷** Chun-Cheng Chien Ting-Ting Fang (Received Jan. 29, 2005; Accepted Mar.24) 摘要：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。 關鍵詞：虛擬社群、紮根理論、角色。 Abstract: 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 a 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, websites operators and internet entrepreneurs. Keywords: Virtual community, Grounded theory, Role. 壹、緒論 全球各國網路