臺灣博碩士論文加值系統

　　近年來虛擬社群中之拍賣競標行為蓬勃發展，本研究以虛擬社群Facebook的「球鞋交易中!!!」社團作為研究對象，收集共600筆球鞋競標文樣本資料，以社會網絡關係探討社群成員的競標行為。研究方法是以社會網絡分析法（Social Network Analysis , SNA），探討虛擬社群內球鞋競標文中，前三小時發文者與競標者之間的網絡結構和後三小時得標者與競標者之間的網絡結構。將發文者與競標者之間的網絡關係分為循序競標結構、相互競標結構、單純群聚結構與複雜群聚結構；將得標者與競標者之間的網絡關係分為循序得標結構、介入得標結構、相互競標得標結構。後續進行差異分析發現，平均SNA指標會因網絡結構之不同而產生差異，且在競標前三小時每增加一位競標者時，對於其中心性值降低的幅度較緩。

　　In recent years, auctions or biddings in the virtual community grow rapidly. In this study, 600 pieces of shoes bid sample are collected from a virtual community Facebook "shoes trading" community so as to explore the bidding behavior by observing social network relationships. The method is social network analysis which explores the network structures of biddings at the prior three hours and post three hours. The network relationship of bidding at prior three hours between the author and the bidder is classified into sequential bidding structure, mutual bidding structure, simple cluster structure and complex cluster structure. And the bidding relationship at post three hours is classified into the winning structure of the sequential, the winning structure of the intervention bidding and the winning structure of the mutual bidding structure. Furthermore, the mean index will be changed by different cluster. And the centrality will be decline slower when bidders increase.

致謝 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 2
第三節、研究流程 3
第四節、研究限制 4

第貳章、文獻探討 5
第一節、虛擬社群 5
第二節、網路拍賣 10
第三節、社會網絡分析 15

第參章、研究方法 21
第一節、抽樣對象 21
第二節、社會網絡分析程序 25
第三節、評分者信度 30

第肆章、競標網絡結構 31
第一節、前三小時競標之網絡結構 31
第二節、後三小時競標之網絡結構 35

第伍章、網絡結構差異分析 38
第一節、SNA指標與網絡結構之差異分析 38
第二節、SNA指標與網絡結構回應人數之散佈圖分析 41
第三節、各結構散佈圖差異分析 45

第陸章、結論與建議 56
第一節、結論 56
第二節、建議 59

第柒章、參考文獻 60
一、中文文獻 60
二、英文文獻 60

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