An Integrated Research of Theoretical Basis, Usage Behavior, Profitability Model, Future Development, and Strategic Thinking of Social Networking Sites

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Project title

Code/計畫編號

NSC100-2410-H019-001

Translated Name/計畫中文名

社群網站理論基礎、使用行為、獲利模式、未來發展與策略思維之整合性研究

Project Coordinator/計畫主持人

Wen-Hung Wang

Funding Organization/主管機關

National Science and Technology Council

Co-Investigator(s)/共同執行人

梁瓊如

Department/Unit

Department of Shipping and Transportation Management

Website

https://www.grb.gov.tw/search/planDetail?id=2332334

Year

2011

Start date/計畫起

01-08-2011

Expected Completion/計畫迄

31-07-2012

Bugetid/研究經費

350千元

ResearchField/研究領域

工業工程

儘管近年來社群網站如：MySpace與Facebook等均展現強大的發展與豐沛的社會互動規模，其背後影響因素卻還未相當明確。本研究預計將以四年的計畫時間，每年針對不同的社群網站相關議題，逐年、逐步透視社群網站理論基礎、使用行為、獲利模式、未來發展以及策略思維等相關重要、有趣的議題。各年度研究計畫的重點分述如下：第一年：由於社群、資訊網路系統的成功採用與相關預測理論的發展相當缺乏，本研究第一個年度將探究社群軟體績效模式（Social Software Performance Model），並以之為解釋社群網站使用行為與相關革新的基礎。第二年：雖然社群網站近年蓬勃發展，但仍不乏因使用者不願意持續使用、或因新社群網站出現而消失的社群網站。本年度計畫的目標在探究影響使用者持續參與社群網站意圖的相關因素，如此將有助於網站提供者提供更符合使用者需求的服務，並延續社群網站的壽命。第三年：由於娛樂與行銷溝通之間的界線越來越含糊，品牌相關的娛樂（branded entertainment）近年來逐漸受到學術界與實務界的重視。再者，年輕的網站使用者逐漸由線上多媒體網站移轉至擁有大量尋找娛樂訊息的年輕使用者的社群網站。因此，本年度計畫的重點在於研究品牌相關娛樂與社群網站的關係，且研究結果將有助於進一步瞭解理論與實務上對於SNS品牌與獲利模式的應用。第四年：在社群網站亮眼的網路流量背後存在兩個問題：首先，這些網站如同資訊筒倉一樣，且他人無法使用筒倉內的資訊；其次，社群網站的使用者無法控制他人對於個人資訊的散播，而這將導致潛在的隱私問題。因此，第四年的研究重點在於藉由提出一個社群網站扁平化模型，如此使用者將不必受限於特定社群網站，除了可進一步與各大社群網站的使用者進行跨平台的高頻率互動以外，使用者對於個人的資料可擁有更高的控制權限，進一步解決上述兩大問題。"Social networking sites such as MySpace and Facebook thrive on energetic social interaction, but the factors that assure this are not well understood. This research is designed for a four-year project, with specific and progressively aims per annum. First of all, as there is a lack of theory that can describe and predict the successful adoption of new social computing systems, the first part of this study introduces and investigate the Social Software Performance Model, and uses it to interpret the evolution and usage of social networking sites. Drawing from socio-technical systems theory, task technology fit, and structuration theory, this model identifies the components of social software, and describes their role in the evaluation and adoption of these systems. The results of three studies would be presented, providing initial empirical evidence for the model. Second, while the number of social networking site is increasing rapidly in the recent years, many internet users have started to use these sites to meet friends and share information. However, some of the sites face the problem of the reluctance of the members to continue participating in the site since there are many new sites appeared. The aims of this yeat are investigating the factors affecting the individuals’ intention to continue participating in the site, so that the vendors can operate the site in the better way and extend the life of the sites. This study focuses on those who have visited the social networking site and those who have use d the function providing by the site. In order to sustain a social networking site, the site vendors should apply the finding of this year to focus on the determinants of success for their site. Third, as the line between entertainment and marketing communication becomes increasingly blended or even erased during recent years, the notion of branded entertainment has received considerable attention from scholars and practitioners alike. The third year of this study is a nascent attempt to understand branded entertainment in social networking sites, because young users are shifting away from other online media to SNS and branded entertainment may be more effective in SNS that have large numbers of entertainment-seeking young users. The objectives of the year are to: characterize the product categories that present branded entertainment the most; categorize the different types and features of branded fun, and; depict how various play themes are incorporated into branded entertainment. The findings of this year should provide both theoretical and practical implications. Fourth, while social networking forms an important part of online activities of Web users with millions of users using them everyday, these sites present two problems. Firstly, these sites form information silos. Information on one site is not usable in the others. Secondly such sites do not allow users much control over how their personal information is disseminated, which results in potential privacy problems. Therefore, this study presents how these problems can be solved by adopting a decentralized approach to online social networking. With this approach, users do not have to be bounded by a particular social networking service. This can provide the same or even higher level of user interaction as with many of the popular social networking sites we have today. In addition, it also allows users to have more control over their own data. And these are all strategic thinkings and possible developments of SNS in the future."

Keyword(s)

社群網站
理論基礎
使用行為
獲利模式
品牌相關娛樂
策略性思維
Social Networking Sites
Theoretical Basis
Usage Behavior
Profitability Model
Branded Entertainment
Strategic Thinking

DSpace CRIS

An Integrated Research of Theoretical Basis, Usage Behavior, Profitability Model, Future Development, and Strategic Thinking of Social Networking Sites

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