臺灣博碩士論文加值系統

GOGOBOX為目前台灣發展頗具規模且成功的Web2.0網路服務應用。其具有系統性與互動性的介面功能、特有的站台升級制度以及自主的站內管理政策，引發了較獨特的使用者資訊分享行為；因此，探討GOGOBOX網路社群的資訊分享行為，有助於瞭解目前複雜且多元化的網路社群服務平台及其發展，可提供新媒體環境中使用者行為研究的參考。本研究針對GOGOBOX網路社群中「站台經營者」與「會員」間的資訊分享行為，探討以下兩點研究問題：一、探討GOGOBOX網路平台特性，對於社群成員的資訊分享行為的影響？二、探討GOGOOBOX網路社群，站長和會員資訊分享行為的動機及影響？
本研究採用網路民族誌與訪談法，研究者親身於線上經營GOGOBOX站台，操作分享資訊的種類、站內政策制定與會員交流互動等，以從中觀察及歸納站長與會員間資訊分享行為的特徵與差異。輔以訪談驗證線上之參與觀察的結果，試圖瞭解在其資訊獲取與分享行為背後所隱藏著更深層的意義與動機，以輔助在網路民族誌中，無法觀測到潛藏於人類行為中較為深層的意涵。
　　彙整本研究結果，歸納出以下七項結論：一、GB社群對平台使用經驗之觀感的良度與否，深度影響資訊分享的態度；二、GB平台的使用設計與升級制度的限制，促使站台經營者與社群成員延伸其資訊分享行為至其他線上場域，形成多元的交流；三、站台經營者的分享動機多元且具動態性，以自我利益與互惠關係最為常見；四、會員的資訊分享動機相較於站台經營者單純，通常初始態度較為被動、消極，經常必須經由站台制度引導或社群關係發展的輔助；五、GB網路社群的資訊偶遇和資訊獲取行為，經常與資訊分享行為交錯表現且相互影響；六、GB網路社群成員的資訊分享行為，可以是個人主義式或是社會化的資訊使用行為；七、站台經營者持續的資訊分享行為，對於網路社群信任與網絡關係等社會資本具有強化的效果，並具有相互影響的關係。本研究探討網上新興科技平台上的資訊獲取與分享行為，可以進一步瞭解網路技術的演化中，人類資訊行為的轉變，有助於拓展資訊使用行為相關研究，讓資訊使用行為模式更趨於完整，並貼近於現實生活中的情況。

GOGOBOX, the virtual community service platform is the well- developed and successful application of serves of Web2.0 in Taiwan. GOGOBOX owning the systematic and interactive interface; unique institution for upgrading platform; and the policy for autonomously managing individual station has elicited the more unique information sharing behavior from users. Accordingly, studying the information sharing behavior of GOGOBOX virtual community is helpful to comprehend the complexity and diversification of virtual community service platform and its development that may provide a chance of study of the user behavior in new media environment. This study focuses on the information sharing behavior of the stationmaster and members of GOGOBOX, probing two research questions: First, How do the characteristics of the GOGOBOX online platform influence the information sharing behavior of the members in GOGOBOX? Second, what are the motivations of stationmaster and members of GOGOBOX to sharing information, and how do they impact the information sharing behavior.
This study adopts on-line experimentation research method, and Researcher actually manages the GOGOBOX platform on-line to observe and summarize the characteristics and difference of information sharing behavior between the stationmaster and members, by operating the types of sharing information, formulating the inner policy of station and arranging the interactions of members, etc. Moreover, through the auxiliary of interview, Researcher would try to realize the deeper meaning and motivations behind the behaviors of sharing information that can’t be observed by on-line experimentation research method.
The findings could be summarized in the following seven conclusions: 1. The impression on experiences of members using GOGOBOX platform is good or not, deeply impacting the attitude of information sharing; 2. The restrictions of the design and rank system in GOGOBOX platform that makes the community member extending their information sharing behavior to other online field, and forming the multiple communication; 3. Motivations of the stationmaster to sharing information are multiple and dynamic, and most common motivations are 「self-benefits」or 「reciprocal relationship」; 4. Motivations of the members to sharing information are more simple than the stationmaster, and they hold the passive and negative attitude initially, that needs the guiding of site policies or development of community relationship to enhance them sharing information. 5. The behavior of Information encountering and Information acquiring of members in GOGOBOX Community often interchanges with information sharing, and interacts each other. 6. The performance of information sharing behaviors of Members may depend on their individualism or Socialization. 7. Stationmaster keeping sustained sharing information which could enhance the social capitals as trust and network relationship among members, and those interact each other. The study explores people’s information acquiring and sharing behavior of online emerging technology platforms that helps us more understanding the changes of people’s information behavior and extending the related research to make the model of people’s information behavior more complete, then closing the situations of real life.

目次…………………………………………………………………………………………v
表次…………………………………………………………………………………………vi
圖次…………………………………………………………………………………………vii
第一章 緒論…………………………………………………………………………1
第一節 研究背景與動機………………………………………………………1
第二節 研究目的與問題………………………………………………………6
第三節 研究範圍與限制………………………………………………………7
第四節 研究貢獻………………………………………………………………8
第二章 文獻探討……………………………………………………………………9
第一節 資訊獲取與分享行為………………………………………………9
第二節 網路社群………………………………………………………………18
第三節 GOGOBOX網路社群平台……………………………………………25
第四節 小結……………………………………………………………………35
第三章 研究設計與實施……………………………………………………………37
第一節 研究設計………………………………………………………………38
第二節 研究對象………………………………………………………………41
第三節 研究流程………………………………………………………………44
第四章 研究結果與分析……………………………………………………………52
第一節GOGOBOX網路社群平台中產生資訊分享行為………………………….52
第二節GOGOBOX站台經營者的資訊分享行為………………………………65
第三節GOGOBOX站台會員的資訊分享行為……….………………………80
第四節 小結……………………………………………………………………………92
第五章 研究結論與建議……………………………………………………………98
第一節 研究結論………………………………………………………………98
第二節 研究討論……………………………………………………………102
第三節 研究建議……………………………………………………………108
參考文獻……………………………………………………………………………112
附錄…………………………………………………………………………………………116

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