臺灣博碩士論文加值系統

近年來選擇透過虛擬社群進行交易的人與日俱增，本研究目的為透過社會網絡分析法（Social Network Analysis , SNA），探討競標者在互動狀態下的網絡結構，並加入時間軸的概念以及競標者的競價方式，試圖找尋競標者可能偏好的競標時機與是否會因價格群別不同而有所差異。本研究以虛擬社群Facebook中之競標社團「球鞋交易中!」為資料抽樣來源，共收集300筆球鞋競標貼文。研究結果顯示，競標者具有偏好的出價時機，且會因商品之價格群別不同而有所差異。而在競標者互動狀態部分，本文依其特性分為簡單競標結構、依序競標結構、多位競標結構、複雜多位競標結構與介入競標結構，其中以介入競標結構最具社會網絡規模，本研究也進一步探討介入競標結構所具備之特性。研究結果可做為拍賣者和社群管理人員找到適當的拍賣時機與價格的參考依據。

Bidding behavior increases rapidly in recent years. The aim of this study is to explore the social network structure of bidders by observing the bidding timing, bidding price and related interactions among bidders. Data are collected from the community of "bidding shoes!" of Facebook. Totally, 300 bidding transaction records are collected. The results of the study show that bidders have preferred timings for bids, and they will vary depending on the price group of the product. Furthermore, in the interactive state of bidders, the study is divided into simple bidding structure, sequential bidding structure, multi-bid structure, complex multi-bid structure and intervention bidding structure according to their characteristics. The most involved social network scale is the intervention bidding structure. And a further study is then explored to identify characteristics of the intervention bidding structure. Results are expected as a reference for sellers and community managers to find appropriate auction opportunities and prices.

誌謝　I
摘要　II
Abstract　III
目錄　IV
表目錄　VI
圖目錄　VII

第壹章、緒論　1
　第一節、研究背景與動機　1
　第二節、研究目的　3
　第三節、研究架構　5
　第四節、研究限制　7

第貳章、文獻探討　8
　第一節、虛擬社群　8
　第二節、網路拍賣　12
　第三節、競標行為　16
　第四節、社會網絡分析　20

第參章、研究方法　26
　第一節、資料抽樣　27
　第二節、社會網絡分析指標　29
　第三節、定義研究變數　33
　第四節、評分者信度　35

第肆章、競標時機分析　37
　第一節、前提說明　37
　第二節、數據分析　38

第伍章、競標網絡結構　46
　第一節、競標網絡之結構分類　46
　第二節、競標網絡結構之差異分析　52
　第三節、價格群別之結構比例分配　54
　第四節、介入競標結構之特性　58
　第五節、小結　65

第陸章、結論與建議　66
　第一節、結論　66
　第二節、後續發展與建議　68

參考文獻　69

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