虛擬社群商業化之紮根理論研究

A Grounded Theory Study of Commercialization on Virtual Community

10.6656/MR.2005.24.3.CHI.43

簡俊成(Chun-Cheng Chien)；方婷婷(Ting-Ting Fang)

虛擬社群 ； 紮根理論 ； 角色 ； Virtual community ； Grounded theory ； Role

管理評論

24卷3期（2005 / 07 / 01）

43 - 67

繁體中文

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：(l)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 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, website's operators and internet entrepreneurs.

1. 齊力(2003)。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。
   連結：
2. Internet Community Primer Overview and Business Opportunities
3. Bagozzi, R. P.(1975).Marketing as Exchange.Journal of Marketing,39,32-39.
4. Balasubramanian, S.,V. Mahajan(2001).The Economic Leverage of the Virtual Community.International Journal of Electronic Commerce,5,103-138.
5. Bar-tal, D.(1976).Prosocial Behavior: Theory and Research.Washington:Heisphere Publishing Corporation.
6. Bearden, W. O.,R. G. Netemeyer,J. E. Teel(1989).Measurement of Consumer Susceptibility to Interpersonal Influence.Journal of Consumer Research,15,472-480.
7. Beggs, J.J.,V.A. Haines,J.S. Hirlbert(1996).Revisiting the Rural-Urban Contrast: Personal Networks in Nonmetropolitan and Metropolitan Settings.Rural Sociology,61(2),306-325.
8. Boczkowsk, P.J.(1999).Mutual Shaping of Users and Technologies in a National Vitual Community.Journal of Communication,49(2),86-108.
9. Catterall, M.,P. Maclaran(2002).Researching Consumers in Virtual Worlds: A Cyberspace Odyssey.Journal of Consumer Behaviour,1(3),228-237.
10. Dyson, E.(1997).Release 2.0.New York, NY:Broadway Books.
11. Economides, N.(1996).The Economics of Networks.International Journal of Industrial Organization,14(6),673-699.
12. Eisenhardt. K.M.(1989).Building Theories from Case Study Research.Academy of Management Review,4(4),532-550.
13. Elofson, G.,W. Robinson(1998).Creating a Custom Mass-Production Channel on the Internet.Communications of the Association for Computing Machinery (CACM),41(3),56-62.
14. Feick, L. F.,L. L. Price,R. A. Higie(1987).Information Sensitive Consumers and Market Information.The Journal of Consumer Affairs,21(2),328-341.
15. Virtual Communities: Abort, Retry, Failure?
16. Figallo, C.(1998).Hosting Web Communities: Building Relationships, Increasing Customer Loyalty, and Maintaining a Competitive Edge.NY:John Wiley and Sons, Inc..
17. Foreman, S.K.(1999).Marketing: Marketing Organization and Virtual Communities.Manager Update,11(1),11-21.
18. Glaser, B.G.(2001).The Grounded Theory Perspective: Conceptualization Contrasted with Description.Mill Valley, CA:Sociology Press.
19. Glaser, B.G.(1978).Theoretical Sensitivity: Advances in the Methodology of Grounded Theory.Mill Valley, CA:Sociology Press.
20. Glaser, B.G.,A. Strauss(1967).The Discovery of Grounded Theory, Strategies for Qualitative Research.Chicago:Adline Publishing Co..
21. Granovetter, M.(1985).Economic Action and Social Structure: The Problem of Embeddedness.American Journal of Sociology,91,481-510.
22. Hagel III, J.,A. G. Armstrong(1997).Net Gain: Expanding Markets through Virtual Communities.
23. Inbaria, M.,C. Shayo,L. Olfman(1999).On Becoming Virtual: The Driving Forces and Arrangements.Proceedings of SIGCPR` 99.
24. Kambil, A.(1997).Doing Business in the Wired World.IEEE Computer,56-61.
25. Kassarjian, H.(1981).Low Involvement: A Second Look.Advances in Consumer Research,8(8),31-34.
26. Katz, M.,C. Shapiro(1985).Network Externalities, Competition, and Compatibility.American Economic Review,75(3),424-440.
27. Keri, S.,B. Francis(1997).Understanding Grounded Theory: Principles and Evaluation.Nurse Researcher,4(3),17-30.
28. Klang, M.,S. Olsson(1999).Building Communities Online.Proceedings of Fourth International Workshop on Cscw in Design.
29. Koshiur, D.(1997).Understanding Electronic Commerce.Redmond:Microsoft Press.
30. Kozinets, R.(1999).E-tribalized marketing? The Strategic Implications of Virtual Communities of Consumption.European Management Journal,17(3),252-264.
31. Lazar, J.,R. Tsao,J. Preece(1999).One Foot in Cyberspace and the Other on the Ground: A Case Study of Analysis and Design Issues in a Hybrid Virtual and Physical Community.Internet Technologies, Applications, and Issues,1(3),49-57.
32. Loader, B.(1998).Cyberspace Divide: Equality, Agency and Policy in the Information Society.London:Routledge.
33. Malhotra A.,S. Gosain,A. Hars(1997).Evolution of a Virtual Community-Understanding Design Issues through a Longitudinal Study.Proceedings of the Eighteenth International Conference on Information Systems.
34. Morse, J. M.(1994).Handbook of Qualitative Research.Thousand Oaks:Sage.
35. Patton, M. Q.(1990).Qualitative Evaluation and Research Methods.Newbury Park, CA:Sage.
36. Preece, J.(2000).Online Communities: Designing Usability, Supporting Sociability.Chichester, UK:John Wiley and Sons.
37. Ragin, C. C.(1994).Constructing Social Research: The Unity and Diversity of Method.Thousand Oaks:Pine Forge Press.
38. Rheingold, H.(1993).Virtual Community: Homesteading on the Electronic Frontier.Reading, MA:Addison-Wesley Inc..
39. Ridings, C.M.,D. Gefen,B. Arinze(2002).Some Antecedents and Effects of Trust in Virtual Communities.Journal of Strategic Information Systems,11,271-295.
40. Romm, C.,N. Pliskin,R. Clarke(1997).Virtual Communities and Society: Toward and Integrative Three Phase Model.International Journal of Information Management,17(4),261-270.
41. Rothaermel, F.,S. Sugiyama(2001).Virtual Internet Communities and Commercial Success: Individual and Community-Level Theories Grounded in the Atypical Case of TimeZone.com.Journal of Management,27(3),297-312.
42. Shapiro, C.,H. R. Varian(1999).Information Rules.
43. Sindhav, B.(1998).Net Gain: Expanding Markets through Virtual Communities.Journal of Marketing,62(1),120-121.
44. Slama, M. E.,A. Tashchian(1985).Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement.Journal of Marketing,49,72-82.
45. Strauss, A.(1987).Qualitative Analysis for Social Scientists.Cambridge, UK:Cambridge University Press.
46. Strauss, A.,J. Corbin(1990).Basics of Qualitative Research: Grounded Theory Procedures and Techniques.Newbury Park:Sage.
47. Suttles, G. D.(1972).The Social Construction of Communities.Chicago:University of Chicago Press.
48. Van Maanen, J.,J. M. Dabbs, Jr.,R. R. Faulkner(1982).Varieties of Qualitative Research.Beverly Hills, CA:Sage.
49. Sociological Research Online
50. Whittaker, S.,E. Issacs,V. O`Day(1997).Widening the Net: Workshop Report on the Theory and Practice of Physical and Network Communities.SIGCHI Bulletin,29(3),27-30.
51. Working paper
52. Wimpenny, P.,J. Gass(2000).Interviewing in Phenomenology and Grounded Theory: Is There a Difference?.Journal of Advanced Nursing,31(6),1485-1492.
53. Wirth, L.(1938).Urbanism as a Way of Life.American Journal of Sociology,44,1-24.
54. 全球13個國家網路人口數超過一千萬人
55. 陳向明(2002)。社會科學質的研究。台北:五南。
56. 楊堤雅(2000)。國立中正大學企業管理研究所。
57. 欒斌、羅凱揚(2002)。笑傲E世紀：電子商務與綱路行銷。台北:碁峰。

1. 蔡明達、劉宇傑(2013)。網路品牌社群認同與投入對消費者行為之影響。電子商務學報，15(2)，295-318。
2. 黃祈恩、張簡微凡、翁瑞聰、李意瑄、尤鈺雯(2017)。以Malmquist 生產力指標評估社群媒體的績效：綠色通路產業。管理資訊計算，6(S2)，37-48。
3. 鄭惠琦、曾忠蕙、王又鵬(2015)。行動商務時代下虛擬社群網站之粉絲團的關係強度、知覺風險與商品購買意願間關係之研究。Electronic Commerce Studies，13(4)，481-503。