以Facebook的使用者經驗探討元宇宙的成功關鍵

Abstract

隨著科技的發展與智慧手機的出現，社群媒體已成為人們日常生活中的一部分。主流社群媒體——Facebook曾為老少閒宜、人人皆愛的社群媒體，然而，隨著科技的進步各個平臺的興起，社群媒體的競爭越來越激烈，Facebook的地位大不如前，甚至流失了許多年輕客群。 本研究採用個案研究法，使用多重方法搜集資料，透過半結構式的電話訪談搜集用戶對於Facebook及其他社群媒體的使用者經驗分享，並根據Alex Osterwalder 在《價值主張年代》中提出的「價值主張圖」，整理出使用者的 「顧客素描」與個案企業的「價值地圖」，欲探討Facebook目前所提供之價值地圖，是否有與顧客素描成功適配。 將適配結果整理歸納後，本研究發現，Facebook自成立以來，期望透過新穎的產品與服務吸引用戶持續於平臺上活躍互動，然而，Facebook需更加聚焦於其於「劍橋分析事件」爆出後，其用戶出走的負面網路效應，以及「酸民文化」在平臺上帶給用戶的負面情緒體驗；除此之外，Facebook亦忽略了某年齡層之互動性下降、部分使用者已轉移至其他社群平臺，並於該平臺上形成了「想像的共同體」的事實。 隨著各大科技公司爭相探索元宇宙，除了追求技術限制與應用的突破之外，本研究顯示，元宇宙的三大成功關鍵在於，在虛擬平臺上透過互動形塑一個「想像的共同體」，讓用戶可以在「個人資料不被濫用或盜用」的環境下互動交流，並能以正確、適當的方法明確地「辨認用戶身份」，同時亦整合多邊市場創造網路效應，產生有利的正向回饋循環。

With the development of technology and the emergence of smart phones, social media has become a part of people's daily life. Mainstream social media - Facebook used to be a most used social media for everyone. However, with the advancement of technology and the rise of various platforms, the competition in social media has become more and more fierce, Facebook's status is not as good as before, and it has even lost many young users. This research adopts a case study method and uses multiple means to collect data. Through semi-structured telephone interviews, users' experience on Facebook and other social media is collected. After the interview, according to the 'value proposition map' proposed by Alex Osterwalder in “Value Proposition Design: How to Create Products and Services Customers Want.”, the user's “customer profile” and the “value map” of the Facebook are constructed to understand the fit between Facebook’s current value map and customer profile. After constructing and analyzing the fitting results, this study found that since its establishment, Facebook has hoped to attract users to continue actively interacting on the platform through novel products and services. However, Facebook needs to focus more on the negative network effects after the “Cambridge Analytica” broke out, and the negative emotional experience that “the Culture of Haters” brings to users on the platform. Besides, Facebook also ignores the fact that the interactivity of a certain age group has declined, some users have moved to other social platforms, and formed an “imagined community” on those platforms. With above mentioned, as major tech companies are currently exploring and creating their own “metaverse”, apart from searching for breakthroughs in technological limitation and broader application in industries, this study shows that the success of metaverse is dependent on 3 factors: forming an “imagined community” through interaction on a virtual platform, making users interact and communicate in an environment where “personal data is not misused” and clearly identifying “users’ identities” while integrating multi-side markets to create network effects and generating a favorable positive feedback loop.