大型線上社交網絡分析

Analysis of Large-scaled Social Network Services Online

蘇柏全(Bo-Chiuan Su)；陳正忠(Victor Jeng-Chung Chen)；王詩齡(Shih-Ling Wang)

電子商務 ； 社交網絡 ； 人際關係 ； 群集效應 ； 臉書 ； Electronic Commerce ； Social Service Network ； Interpersonal Relationships ； Cluster Effect ； Facebook

商略學報

5卷4期（2013 / 12 / 01）

251 - 267

繁體中文

社交網站近年來快速發展，全球最大社交網站Facebook會員數已達十二億人，形成實體人際關係虛擬化的有趣現象。本研究建立分析型模型，以Facebook進行資料蒐集，透過校內及校外進行研究實驗，並分析兩種樣本的結果差異，參與研究實驗合計共226人，其朋友總數為34,681人，並形成627,804條關係連結。研究證明親屬、同學、同事、朋友關係皆會顯著影響群集的連結，且群集類型顯著受到個人背景及個人背景間交互作用效果所影響，唯獨校外樣本上同事關係並不顯著，說明了同事間事實上是存在利害關係的。朋友數量為顯著影響群集效應之因素，但朋友數量卻無顯著影響群集內是否有積極的資訊傳遞角色（例如：意見領袖）。本研究推導出個人與群集建立關係之條件機率、導出關係模型函數，研究也證明隨機交友方式並不容易在社交網絡上形成群集。綜合研究結果將能幫助業界利用社交網站快速準確地切割出目標市場、以及做為行銷、電子商務的重要參考。

Online social service network (SSN) is extremely popular in recent years, such that the Facebook's members have reached 1.2 billion. It creates an interesting phenomenon of virtual-real interpersonal relationships. The sample frame of this research is on the university campus and off the campus. The study also analyses the difference between two samples. Outside the campus are volunteers to participate in the experiment from National Taiwan University Postal Telegraph and Telephone (PTT). The number of participants is 226, which have 34,681 friends and create 627,804 relation links. The study found that all the four kinds of relation types such as family relationships, student relationships, colleague relationships and friend relationships affect the cluster forms ignificantly. Besides, personal relationship has the significant affect on relation types of clusters. The number of friends is the significant factor influencing the cluster effect, but it does not have the significant impact on whether main information senders (i.e. opinion leader) exist in the clusters. Additionally, the study establishes and predicts the probability of connection between the individuals and the clusters. The study also proves that it is not easy to create the clusters on online social network service through making friends randomly. The study develops the relationship function of social service network, and provides true conditional probability of all clusters. The findings will help practitioners precisely create the target market over the online social service network.

1. Anil, B., Bhatia, A., 1999. A Roadmap to Implementation of Customer Relationship Management, CRM (1st ed.), IT Toolbox Portal for CRM, available http://crm.ittoolbox.com/documents/document.asp?i=361
2. Alba, R. D.(1973).A Graph-theoretic Definition of a Sociometric Clique.Journal of Mathematical Sociology,3(1),113-126.
3. Barabási, A.,Jeong, H.,Néda, Z.,Ravasz, E.,Schubert, A.,Vicsek, T.(2002).Evolution of the Social Networks of Scientific Collaborations.Physica A: Statistical Mechanics and Its Applications,311(3-4),590-614.
4. Burt, R. S.(1992).Structural Holes: The Social Structure o f Competition.Cambridge, MA:Harvard University Press.
5. Cross, R.,Parker, A.,Prusak, L.,Borgatti, S. P.(2001).Knowing What We Know: Supporting Knowledge Creation and Sharing in Social Networks.Organisational Dynamics,30(2),100-120.
6. Dou, Y.,Niculescu, M. F.,Wu, D. J.(2013).Engineering Optimal Network Effects via Social Media Features and Seeding in Markets for Digital Goods and Services.Information Systems Research,24(1),164-185.
7. Edmond, C.,Weill, P. -O .(2012).Aggregate Implications of Micro Asset Market Segmentation.Journal of Monetary Economics,59(4),319-335.
8. Ibarra, H.(1993).Network Centrality, Power and Innovation Involvement: Determinants of Technical and Administrative Roles.Academy of Management Journal,36(3),471-501.
9. Knoke, D.,Kuklinski, J. H.(1982).Network Analysis.Newbury Park, CA:Sage.
10. Krugman, P.(1991).Geography and Trade.Cambridge, MA:MIT Press.
11. Mayer, A.,Puller, S. L.(2008).The Old Boy (and Girl) Network: Social Network Formation on University Campuses.Journal of Public Economics,92(1-2),329-347.
12. Milgram, S.(1967).The Small World Problem.Psychology Today,1(1),61-67.
13. Milgram, S.(1970).The Experience of Living in Cities.Science,167(13),1461-1468.
14. Mitchell, J. C.(Ed.)(1969).Social Network in Urban Situations.England:Manchester University Press.
15. Morlacchi, P.,Wilkinson, I.,Young, L.(2005).Social Networks of Researchers in B2B Marketing: A Case Study of the Imp Group 1984-1999.Journal of Business-to-business Marketing,21(2),3-34.
16. Newman, M. E. J.(2001).The Structure of Scientific Collaboration Networks.Proceedings of the National Academy of Science,98(2),404-409.
17. Peffer, J.(1983).Organizational Demography.Research in Organizational Behavior,5,299-357.
18. Porter, M. E.(2008).On Competition.Cambridge, MA:Harvard Business Press.
19. Rheingold, H.(1993).The Virtual-community: Homesteading on the Electronic Frontier.New York, NY:Addison-Wesley.
20. Scott, J.(2002).Social Networks: Critical Concepts in Sociology.New York, NY:Routledge.
21. Shriver, S. K.,Nair, H. S.,Hofstetter, R.(2013).Social Ties and User-generated Content: Evidence from an Online Social Network.Management Science,59(6),1425-1443.
22. Smith, W. R.(1956).Product Differentiation and Market Segmentation as Alternative Marketing Strategies.Journal of Marketing,21(1),3-8.
23. Stein, A. D.,Smith, M. F.,Lancioni, R. A.(2013).The Development and Diffusion of Customer Relationship Management (CRM) Intelligence in Business-to-business Environments.Industrial Marketing Management,42(6),855-861.
24. Tarasi, C. O.,Bolton, R. N.,Gustafsson, A.,Walker, B. A.(2013).Relationship Characteristics and Cash Flow Variability: Implications for Satisfaction, Loyalty and Customer Portfolio Management.Journal of Service Research,16(2),121-137.
25. Vidgen, R.,Henneberg, S.,Naudé, P.(2007).What Sort of Community Is the European Conference on Information Systems? A Social Network Analysis, 1993-2005.European Journal of Information Systems,16(1),5-19.
26. Wasserman, S.,Faust, K.(1994).Social Network Analysis.New York, NY:Cambridge University Press.
27. Wilcox, K.,Stephen, A. T.(2013).Are Close Friends the Enemy? Online Social Networks, Self-esteem and Self-control.Journal of Consumer Research,40(1),90-103.
28. Xu, Y.,Guo, X.,Hao, J.,Ma, J.,Lau, R. Y. K.,Xu, W.(2012).Combining Social Network and Semantic Concept Analysis for Personalized Academic Researcher Recommendation.Decision Support Systems,54(1),564-573.
29. 卓秀足、陳沁怡、楊仁壽(2005)。社會網絡密度和群體中心性對團體效能的影響－以某休閒餐廳為例。第四屆21世紀產業經營管理國際學術研討會
30. 陳鴻基(2004)。行政院國家科學委員會專題研究計畫行政院國家科學委員會專題研究計畫,未出版
31. 章英華編、傅仰止編、瞿海源編(1995)。社會調查與分析：社會科學研究方法檢討與前瞻之一。台北:中央研究院民族學研究所。
32. 楊政穎譯、陳伯岳譯、Peebles, P. Z., Jr.(2004)。隨機程序與機率。台中:滄海書局。
33. 蔡順慈、林雨慧(2009)。以Web2.0方式增進台灣藝術家數位典藏系統之研製。ICIM2009 第二十屆國際資訊管理學術研討會

1. 廖梨伶、黃婉萍、張麗春、洪麗玲、林潔君(2016)。學童視力保健之健康訊息關注：以新視力保健FB粉絲專頁之訊息偏好分析為例。學校衛生，68，25-43。
2. 劉仲矩、林宜慧(2015)。臉書使用者價值與忠誠度關聯研究：網路信任的干擾效果。企業管理學報，104，43-72。