以社會網絡分析探討虛擬社群知識分享之回應結構

The Reflection Forms for Knowledge Sharing in Virtual Communities Using Social Network Analysis

李來錫(Lai-Hsi Lee)；張順評(Shun-Ping Chang)

虛擬社群 ； 網路溝通 ； 社會網絡分析 ； virtual community ； network communication ； social network analysis

Electronic Commerce Studies

11卷1期（2013 / 03 / 31）

79 - 99

繁體中文

本研究利用社會網絡分析法，探討虛擬社群知識分享過程中發文者與回應者的互動關係所形成之回應結構對於溝通成效的影響。研究的方法是以社會網絡分析為基礎，採用輪狀結構、網狀結構及鏈狀結構等三種溝通形式作為回應結構，研究收集三個知名網站上的討論區之談論資料，針對不同回應數的討論議題進行其回應結構的探討。結果顯示，討論區發言人數多集中於6至10人，而回應結構多為輪狀結構，代表成員發言多以回應發文者為主；另外當發言人數增加時回應結構會由輪狀結構逐漸轉為網狀結構，表示參與發言人數增加時，成員會逐漸與其他成員互動，而鏈狀結構亦會轉為網狀結構，而一對一的個別討論也將演變為多對多的互動交流。

This paper discusses the reflection forms on virtual communities among authors and repliers. Three common communication forms: wheel, net, and chain are employed as the basic reflection forms for virtual communities. Data are collected from three famous virtual communities, which are transformed into social network indexes using social network analysis. It is observed that the average numbers of reflection in virtual communities are 6-10 persons. The most popular reflection form is the wheel form, which implies that most community members will reply the message sent by the issue starter. Furthermore, when the numbers of replier are increased most reflection form will be the net form, which means members will increase communication with others. The communication chains will thereby increase rapidly.

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