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以微網誌觀點探討網路合作與利社會行為驅力

Drives of Cooperation and ProSocial Behavior on Cyberspace: Case Study on Microblogs

作者:李宗霖
畢業學校:國立聯合大學
出版單位:國立聯合大學
核准日期:2010-09-13
類型:Electronic Thesis or Dissertation
權限:Copyright information available at source archive--National United University....

中文摘要

網際網路從開放商業化後,各式各樣的網路應用服務紛紛推出,根據多家網路調查公司的統計結果顯示,網路社群比起其他的網路應用服務,擁有更多的使用者與較長的停留時間。網路社群已經對虛擬環境中使用者的行為模式造成了改變,而微網誌的推出更加快了網路社群成員間的資訊傳遞與交換速度。然而,雖然微網誌的使用者儼然在網路上形成一股新興的群眾力量,但這股力量卻沒有被適當的進行深入的探索與分析。
本研究中結合使用者行為與社會心理學的觀點,提出虛擬社群中網路合作行為的驅動模式,該模式將網路的使用者互動行為分為四個階層,並探索各階層間移動演化的向上驅動與向下驅動的社群演化情形,並從中找出網路使用者產生合作與利社會行為的驅力。本研究採用多重個案研究法,以微網誌社群為觀察樣本個案,從不同類型的個案中找出相同理論的復現;個案選擇則是由資訊品質與互動關係的強度來進行區隔與分群。
本研究研究結果發現,高資訊品質與高互動關係的社群,有較高機會產生具有社會支持的言論,並維持成員間的合作與利社會行為。最後,本研究依據研究結果提出以下管理建議:(一)提問的方式發表主題可以增加參與者貢獻,(二)經驗分享會吸引具有相同經驗的參與者加入討論,(三)由於微網誌的討論都是非常即時性,欲討論主題需要不斷的發佈才能維持討論熱度,與(四)非主流意見具有較高的資訊品質,管理者透過誘發參與者發表非主流意見,能獲得較高資訊品質的回覆。

英文摘要

Since the commercialization of internet, there are many kinds of internet services have been implemented. Reports of internet research companies indicate internet communities have more members and longer stay time than other internet services. This phenomenon reveals that internet uses behaviors have been changed. After microblog technology appears on cyberspace, it accelerates the efficiency of information diffusion and information exchange. However, although microblogs aggregate huge users power, this great power does not apply and study suitably.
In this research, we investigate the viewpoints from user behavior and social psychology, and propose a Networked Cooperation Drive Model (NCDM). In this model, there are four levels of participants interaction. We employ this model to discuss the multi-leveled upward and backward movements, and discover the drives of cooperation and prosocial behavior on cyberspace.
Examinations of this research are designed using multi-case study; we examine different cases for theoretical replication. The cases are segment by two dimensions: information quality and relationship. According to the cross case analysis, we discover a phenomenon that if we would like to maintain social support, cooperation and prosocial behavior in the cyberspace community, it requires higher information quality and higher relationship. Finally, we propose several managerial implications for drive high quality cooperation and prosocial behavior on cyberspace: (1) Publishing interrogative sentences will increase participants interactions and contributions. (2) Sharing experience with participants could encourage contributions with whom has similar experience. (3) Analogous topics need to publish continuously for encourage sustained interactions. (4) Non-mainstream opinions come with more information sharing.

 

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