請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/9345
標題: | 虛擬社群經營與社群互動活絡研究 – 以巴哈姆特電玩資訊站為例 Virtual Community Management and Stimulation of Users’ Interaction Research – A case study of BAHAMUT |
作者: | Mu-Chieh Huang 黃睦傑 |
指導教授: | 黃俊堯(Chun-Yao Huang) |
關鍵字: | 虛擬社群,巴哈姆特,Web2.0,社群經營,網路社群, Virtual Community,BAHAMUT,WEB2.0,Community management,Community Contribution, |
出版年 : | 2009 |
學位: | 碩士 |
摘要: | 隨著資訊科技的進步,網路社群已經慢慢成為當代社會社交的重要途徑,近年來網路社群的管理者慢慢注意到Web2.0概念可能為社群資訊流通帶來很大的價值,而引進Web2.0架構更活絡了社群發展。
巴哈姆特電玩遊戲資訊站是台灣網路社群的先驅者,巴哈姆特為台灣第一大的社群網站,也為台灣第七大的網站,巴哈姆特在近年來不斷的引進更新其服務,從原始的bbs介面轉變到web介面,進而引進Web2.0概念推出wiki介面的遊戲資料庫,小屋(部落格)等服務,然而巴哈姆特對於學術界上一直蒙著一層面紗,以往沒有研究嘗試了解巴哈姆特社群裡面是怎麼運作,為什麼這麼活絡? 本研究嘗試藉由採訪各式不同的巴哈姆特使用者來進行個案研究,了解使用者們接受到了一個怎樣的巴哈姆特社群,使用者們在社群內怎麼互相聯繫,怎麼互動,而且為什麼而付出,並由此可知一個成功的網路社群應該如何經營,如何刺激社群的活絡。 本研究一共進行了十次採訪,採訪了十五位訪談者,最後將社群內部解構成三個構面,分別是管理者構面,競爭構面與社會化行為構面,簡單的概念就是管理者的行為能增加社群的競爭力,吸引新的社群參與者和現有參與者的付出加深了社會化行為,而社會化行為會進一步有益於競爭者行為。 巴哈姆特有著特殊的網路社群模式,在管理者構面下有著獨特的歷史傳承,BBS的長久歷史使得巴哈姆特有著不同的自治管理架構,並累積了許多知識密度,這成為巴哈姆特的競爭利器,巴哈姆特創辦者背景與對電玩的熱愛使得創辦者在幾次巴哈姆特服務變革上很能貼近使用者的需求,並且設計出一套實體化的帳號獎勵制度,勇者制度成功的激勵使用者付出,並製造在社會化溝面的階級,付出與榮譽,這些付出進而加深了巴哈姆特的知識密度,活絡社群社交的能力,加深了巴哈姆特的競爭力。 巴哈姆特社群互動活絡其實也有著不同子社群間的衝突,這取決在因為網路使用者世代的差異,這造成使用習慣與文化間的不認同而造成爭議,這些爭議可能引起一些資深的使用者減少對社群的付出,但是新的使用者或許是巴哈姆特未來發展的主力,如何在兩者間權衡將是巴哈姆特發展問題之一,同時巴哈姆特可能也需要思考其低成本的自治制度在與討論品質之間如何替換。 巴哈姆特的商業模式值得其他網路社群經營者學習,在獎勵制度與其自治社群管理制度上也很值得未來持續研究觀察。 By the progressing of information technology, internet communities have become a vital social channel in the today’s modern society. Recently, the managers of online communities realize that by introducing the “WEB 2.0”framework into their online business mode, the concept of “WEB 2.0” might create great value for their communities’ information flows and developments. BAHAMUT Games Information Website is a pioneer in Taiwan’s internet community business. BAHAMUT is the biggest online community and rank no.7 website in web traffic in Taiwan. BAHAMUT continually introduces new services for their users. From the original BBS system to Web interface and from Web 1.0 to Web 2.0, BAHAMUT has introduced wiki-based ACG data base, blogs and more. Besides all the achievements, BAHAMUT is still a mystery for academia in Taiwan. There is no thorough study of how BAHAMUT community works and how BAHAMUT propel the users ‘online interactions. In order to understand what kinds of community the BAHAMUT users perceived, how the users communicate and interact with each other and why they contribute to this online community, we have interviewed several users to clarify the case study. By studying this successful experience, it might help us to understand how to manage a virtual community and how to stimulate the users’ interactions within a community. Interviews were conducted ten times. In total 15 BAHAMUT users were interviewed. Finally, we dismantled the community activities into three basic constructs, namely The Management Construct, The Competition Construct, and The Social Behavior Construct. The basic idea is quite intuitive. If managed correctly, the community’s competitive advantages will increase and thus attract more new comers and stimulate the users ‘contributions in the social behavior construct. This Social behaviors and contributions will enhance the community’s attraction and will more over increase community’s competitive advantages repeatedly to become an ever increasing cycle. BAHAMUT online community model is really special. Because of the BBS historical heritage, BAHAMUT is self-governing by the users and their long history also able them to accumulate lots of game knowledge. These again become BAHAMUT’s competitive edges. The founder of BAHAMUT has the passion in ACG (Animations Comics and Games) and leads several innovations to make BAHAMUT really fulfill the users ‘need. A successful Avatar system materializes the reward and thus stimulates the user’s contributions. This kind of rewarding system creates different explicit classes in the community and vitalizes the social activities in the virtual community. These prosperous interactions inevitable create some conflicts between sub-groups and sub-groups, because of the different mindsets and identities between different internet user generations. The conflicts might reduce the seasoned users ‘will to contribute for the community, but the new generations might become the main users in the future. How to balance the two sides would be a crucial question for the future development of BAHAMUT. In the mean time, BAHAMUT might study the cost and benefit of the autonomous virtual community. Would a cost efficient self-governing online community lower the quality of users’ articles? BAHAMUT online community business model will help us to understand how to run a virtual community. Their rewarding and self-governing system is especially worthy for further studying and observation. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/9345 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 商學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-98-1.pdf | 4.37 MB | Adobe PDF | 檢視/開啟 |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。