網路合購之空間性分析—以PTT合購板之研究為例

Abstract

蓬勃的網路應用與創新，帶來了嶄新的生活經驗，地理學做為一門研究與空間有關的智慧，多半處理的是「看得見」的真實空間，但「虛擬空間」(cyberspace) 則是在網路興起之後才出現的空間概念。本研究選定「網路合購」消費行為，並以台灣最大的BBS站PTT之「合購板」為觀察對象，了解個體如何集結，創造交易行為並同時規範出一套可行的遊戲規則等。 本研究以文本分析輔以深度訪談為主，並將「網路合購」切分三大構面—網路介面、消費行為、虛擬社群，了解其重重交疊處的社會意義與空間意涵。首先，透過網路合購的消費動機分析及交易成本分析，了解網路合購的種種風險；其中，在風險與信任的拉扯下，透過網路合購社會空間的解讀，了解「網民」們如何參照真實世界的模式，在有形的制度—板規、站規、歷史記錄，與無形的信任感—習慣、默契、身份想像、儀式行為等等所搭建的信任機制中，完成每一次的合購行為。最後則是在網路合購社群的經濟行為和社會互動之中，觀察他們如何挪用物理空間的地理意涵，歸結出網路合購的「空間性」，其「固著」與「流動」的界線模糊，並且受到虛擬與真實空間所相互形塑。

The vigorous network application and the innovation, has brought the brand-new experience of life. The geography starts to ponder the significance of cyberspace. This research is about online group-buying and takes the “BuyTogether board” in “PTT”, which is the most popular BBS station in Taiwan as the object of observation, to understand how the individuals gather, create transaction behavior and make a set of rules through the text analysis and in-depth interview. There are three dimensions in online group-buying, including the network interface, consumption behavior and virtual community. First, online group-buying helps the consumers get economic benefits, but the other side the cost and risk is too high to support them. Second, they have to construct a mechanism of trust, including the system of management and the tacit agreements belongs to the” online-villagers” in PTT. Finally I make a discussion about the space and the spatiality. The real space and cyberspace interweave and are appropriated each other in the world of BuyTogether board.