题名

以價值共創模型為基礎探討虛擬社群之關鍵因素：臉書粉絲專頁

并列篇名

Evaluation of Critical Factors in the Virtual Community Base on Value Co-Creation Model: Facebook Fan Pages

DOI

10.6285/MIC.201808_7(S2).0005

作者

翁瑞聰(Jui-Tsung Wong)；許旭翔(Hsu-Hsiang Hsu)；方佳琳(Jia-Lin Fang)；江明靜(Ming-Jing Jiang)；何宥庠(You-Siang He)；謝秉諺(Bing-Yan Sie)；方振宇(Chen-Yu Fang)

关键词

虛擬社群 ； 臉書 ； 層級程序分析法 ； 價值共創 ； Virtual Community ； Facebook ； Analytic Hierarchy Process ； Value Co-Creation

期刊名称

管理資訊計算

卷期/出版年月

7卷特刊2（2018 / 08 / 01）

页次

41 - 48

内容语文

繁體中文
中文摘要

隨著網際網路的普及與科技產品日新月異，一般大眾取得資訊也愈來愈多元，這也造就每個世代產生不同的主流媒體。有別於一般社會大眾傳播媒體，虛擬社群(virtual community)是能讓成員間分享觀點與交流意見、經驗的網路平台，進而了解社群成員的想法並進行溝通。虛擬社群藉由與成員間的互動，其大學學系的經營理念能擴散快速且更能被社群成員所認同，進而吸引更多的潛在消費者，這是傳統行銷方式較無法達到的。如何找出一個高績效的虛擬社群經營策略則成為企業該對面之重要議題，然而如何經營出成功之虛擬社群平台為一個高複雜度之議題，本文將採用多準則決策(multi-criteria decision-making, MCDM)來探討其成功關鍵因素，本文以臉書(Facebook)做為虛擬社群之研究對象，本文使用層級程序分析法(analytic hierarchy process, AHP)來找出價值共創為基礎之成功虛擬社群的關鍵因素。
英文摘要

As internet connections and electronic devices become popular, people now have multiple sources for information gathering. Virtual community is an internet platform that allows members to exchange opinions and experiences. With virtual community, organizational concepts of academic departments diffuse more quickly, accepted by social media members more easily, and attract more potential consumers. This is less viable for traditional marketing methods. For companies to devise a high performance virtual community operational strategy, it's an important and complex issue. This paper plans to adopt multi-criteria decision-making (MCDM) to investigate critical factors for virtual community’s success, and Facebook is used as a research object for virtual community. This paper adopts analytic hierarchy process (AHP), in order to identify critical factors of virtual community operation base on value co-creation.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 管理學
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被引用次数
  1. 劉乙蓉,黃俊霖,黃秀君,江宜樺,江佩芸(2021)。博物館社群媒體之經營及科學傳播成效評估－以國立自然科學博物館為例。博物館學季刊，35(2)，79-99。
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