以正規化概念分析建構3C產品虛擬社群之知識結構

10.29931/MR.201212.0002

李來錫；郭政峰

虛擬社群 ； 知識分享 ； 知識結構 ； 正規化概念分析

行銷評論

9卷4期（2012 / 12 / 01）

396 - 416

繁體中文

近年來3C產品已變成人們生活的必需品，愈來愈多的人們透過虛擬社群來討論3C產品相關資訊。本研究目的在探討這些社群討論內容的知識分享所形成的知識結構，以瞭解社群成員分享知識內容的概念和概念間的關聯性。研究是以一個著名討論3C產品的虛擬社群作為資料抽樣的來源，並利用系統抽樣的方式取得757筆有關3C產品討論的文章資料，接著從蒐集的資料中萃取出「價格」、「產品品質」、「產品規格」、「產品特色」、「產品維護」和「購買資訊」等6種知識概念，再利用正規化概念分析法來建立3C產品討論內容的知識結構，進而探討知識概念的關聯性。研究結果顯示，「產品特色」和「產品規格」是最重要的兩個知識概念。另外，本研究也進一步探討不同討論群組間之知識概念關聯性的差異，以提供社群管理者作為未來管理之參考依據。

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