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頁籤選單縮合
題 名 | 「從無名變除名」--以質性觀點探索社交網站轉換='From Famous to Nonentity'--Exploring Heavy Users' Motivations for Social Network Site Switching |
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作 者 | 侯正裕; | 書刊名 | 明志學報 |
卷 期 | 43:2 2014.10[民103.10] |
頁 次 | 頁59-69 |
分類號 | 448.6 |
關鍵詞 | 社交網站; 轉換行為; 個案研究; 深度訪談法; Case study; Service switching; Social network site; Depth interview; |
語 文 | 中文(Chinese) |
中文摘要 | 參與社交網站成為人們在網路上最熱衷的活動。儘管使用者巨幅成長,但有些社交網站卻面臨財務危機及關閉的命運-如無名小站。因此了解使用者為何轉換社交網站的原因,藉以吸引及保留使用者,是所有社交網站經營業者的重要議題,也對其經營績效有極大影響。本研究以深度訪談法訪問23位有高人氣的無名小站使用者,以無名小站服務結束前的轉換經驗記錄,藉以歸納轉換原因,再與既有服務轉換文獻相互比較其中異同並進行討論。研究結果發現:同儕影響、創新平台功能、愉悅感增強、新鮮感、收費問題等5項為主要轉換原因。本研究並討論造成這些原因的細節,增進學術上對社交網站轉換的了解,而營運商可藉由這些觀點來改善達成顧客保留的目的。 |
英文摘要 | Becoming members of social networking websites is now one of the most popular on-line activities. Although the number of users has been growing exponentially, some social network sites (SNS) are facing a financial crisis and might be shut down in the near future. Therefore one of the most important tasks for SNS operators is to understand users’ incentives to switch to another SNS, which can improve user retention, and has great influence on their business performance. The study adopted depth interview technology to collect data from 23 heavy users of ‘wreth’ (2005-2013) in Taiwan then critical incidents technology were used to category the factors that triggered SNS service switching. The results showing five factors are extracted: peer influence, new functions of alternative, highly enjoyment, attractiveness of alternative, fee. As a result, the study suggests that operators should satisfy users’ pursuit of freshness, and carefully examine whether their services could address users’ needs of socializing and entertainment. Strengthening the sense of community may be one of the effective business strategies. |
本系統中英文摘要資訊取自各篇刊載內容。