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題名 加我為好友-- 社群網路外部性之經濟分析
Add Friends -- The Economic Analysis of Social Networks.
作者 陳珮瑜
Chen, Pei Yu
貢獻者 周德宇
Chou, Te Yu
陳珮瑜
Chen, Pei Yu
關鍵詞 社群網站
效用函數
網路外部性
社群均衡
Social network sites
Utility function
Ntwork externalities
Equilbrium
日期 2011
上傳時間 30-Oct-2012 10:46:55 (UTC+8)
摘要 本研究分析消費者如何在不同的社群網路間作出選擇，當用戶使用社群網站的同時，產生與朋友互相連結、分享資訊、聯絡感情等正面網路外部性，且此外部性隨著社群網站的功能越強大、隱私設定越開放而大幅增加，使用戶使用越開放的平台產生的效用越高。
但此現象同時帶給使用者相對程度的威脅：越開放的平台越無法對隱私權進行有效控制，換言之，越開放的平台越 「不願意」 對隱私權進行規範。隨著新興社群網站漸趨開放，用戶一方面享受朋友高度連結產生的正面效用，另一方面承受失去個人隱私權帶來的負面效用。且當重大侵犯隱私權事件發生，此正面外部性將如同雙面刃般轉化為傷害用戶的利器，其高度的好友連結度反而用戶間無一倖免產生強烈的效用損失。
傳統社群網路不必然會被開放性的新興社群網路所取代，因此本論文分析了純粹社群均衡、雙重均衡與社群優勢均衡的情形等多種社群網路均衡型態。
This thesis analyzes social network asoption by consumers. The linkage with friends is nodeled as positive network effect. That is , the higher the amount of friends a user connects on a social network site, the higher the extra benefits she derives other than the direct ututility via usage.
On the other hand, as new social network sites demonstrate: openness inproves connecting potential but gives way to privacy cncern.A privacy breaching event will rattle the socialty connected group to a drastic degree.
Throung the interaction of both the positive and the negative network effects, we find that many types of social network equilibrium can be sustained.
參考文獻 一、中文部分
參考自2012/04/16，經濟日報吳仁麟專欄：「隱私權保鏢」和「資訊營養師」~未來新行業

二、英文部分
Boyd, d. m and N. B. Ellison (2007), “Social Network Sites: Definition ,History, and
Scholarship,” Journal of Computer-Mediated Communication, 13(1), article 11.

Domingo, F. J. (2009), “The Functionality-Security-Privacy Game,” Proceedings of MDAI, 92–101.

Dwyer, C. (2007). “Digital Relationships in the “MySpace” Generation: Results From
a Qualitative Study,” Proceedings of the 〖40〗^th Hawaii International Conference
on System Sciences (HICSS).

Dwyer, C., S. R. Hiltz, and K. Passerini (2007), “Trust and Privacy Concern within Social Networking Sites: A Comparison of Facebook and MySpace,” Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado, August.

Fagiolo, G. (2005), “Endogenous Neighborhood Formation in a Local Coordination
Model with Negative Network Externalities,” Journal of Economic Dynamics
and Control, 29(1-2), 297-319.

Gayer, A. and O. Shy (2003), “Internet and Peer-to-Peer Distributions in Markets for Digital Products,” Economics Letters, 81, 51–57.

Hagel, III. J. and A. G. Armstrong (1997), Net Gain: Expanding MarketsTthrough
Virtual Communities,：Harvard Business School Press

Huaiqing W., K. O. Lee matthew and W. Chen (1998), “Consumer Privacy Concerns
about Marketing,” Communications of the ACM 41(3), pp63-70.

Katz, M. L. and C. Shapiro (1985), “Network Externalities, Competition, and
Compatibility,” The American Economic Review, 75(3), 424-440.

Meagher, K. and E. G. S. Teo (2005), “Two-part Tariffs in the Online Gaming
Industry：The Role of Creative Destruction and Network Externalities,”
Information Economics and Policy, 17(4), 457-470.

Mercer, B. (1956), The American Community, New York：Random House.

Rheingold, H. (1993), The Virtual Community, MA : Addison-Wesley.

Rohlfs, J. (1974), “A Theory of Inderdependent Demand for a Communications
Service,” Bell Journal of Economics and Management Science, 5(1), 16-37.

Romm, C., N. Pliskin, and R. Clarke (1997), “Virtual Communities and Society:
Toward an Integrative Three Phase Model,” International Journal of
Information Management (17:4), pp.261-270.

Schwartz, P. M. (2004), “Property, Privacy, and Personal Data,” Harvard Law Review 117(7), 2056-2128

Shapiro, C. and H. R. Varian (1999), Information Rules: A Strategic Guide to the
Network Economy. Cambridge, MA: Harvard Business School Press.

三、網路資源

調查網站checkfacebook.com
http://www.checkfacebook.com/

Community vs. Social Network http://lithosphere.lithium.com/t5/Lithium-s-View/Community-vs-Social-Network/ba-p/5283

維基百科 http://zh.wikipedia.org/wiki/Web_2.0

Jorn, B. (1997), Weblog resources FAQ. Retrieved December 25, 2008
http://www.robotwisdom.com/weblogs/

Merholz, P. (2002), Play With Your Words, Retrieved December 24, 2008 http://www.peterme.com/archives/00000205.html

美國comScore研究機構 http://www.comscore.com/

美國網路調查機構Pew Research Center 2010年網路使用報告http://www.pewinternet.org/~/media//Files/Reports/2012/PIP_Privacy_management_on_social_media_sites_022412.pdf

創世紀市場研究2011年09月月刊 http://news.ixresearch.com/?p=4655

全球網路資訊公司Global Alexa Page Ranking http://www.alexa.com/topsites/global;1

創世紀「ARO網路測量研究」2011 年09月月刊報告書。 http://news.ixresearch.com/?p=4655

InsigntXplorer 創世紀「ARO網路測量研究」2012年1月的月刊報告書http://news.ixresearch.com/?p=5079


根據調查網站Compete.com http://www.compete.com/us/

Google Trend http://trends.google.com/websites?q=facebook.com%2C+www.wretch.cc&geo=TW&date=all&sort=1

聯合知識網http://muse.lib.nccu.edu.tw:8080/SSO/ResourceStation/pages/resourceUserMore.jsp?nId=168

天下雜誌群資料庫
http://new.cwk.com.tw/cgi-bin2/Libo.cgi?
描述 博士
國立政治大學
財政研究所
99255027
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099255027
資料類型 thesis
dc.contributor.advisor 周德宇zh_TW
dc.contributor.advisor Chou, Te Yuen_US
dc.contributor.author (Authors) 陳珮瑜zh_TW
dc.contributor.author (Authors) Chen, Pei Yuen_US
dc.creator (作者) 陳珮瑜zh_TW
dc.creator (作者) Chen, Pei Yuen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 10:46:55 (UTC+8)-
dc.date.available 30-Oct-2012 10:46:55 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 10:46:55 (UTC+8)-
dc.identifier (Other Identifiers) G0099255027en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54352-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 財政研究所zh_TW
dc.description (描述) 99255027zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本研究分析消費者如何在不同的社群網路間作出選擇，當用戶使用社群網站的同時，產生與朋友互相連結、分享資訊、聯絡感情等正面網路外部性，且此外部性隨著社群網站的功能越強大、隱私設定越開放而大幅增加，使用戶使用越開放的平台產生的效用越高。
但此現象同時帶給使用者相對程度的威脅：越開放的平台越無法對隱私權進行有效控制，換言之，越開放的平台越 「不願意」 對隱私權進行規範。隨著新興社群網站漸趨開放，用戶一方面享受朋友高度連結產生的正面效用，另一方面承受失去個人隱私權帶來的負面效用。且當重大侵犯隱私權事件發生，此正面外部性將如同雙面刃般轉化為傷害用戶的利器，其高度的好友連結度反而用戶間無一倖免產生強烈的效用損失。
傳統社群網路不必然會被開放性的新興社群網路所取代，因此本論文分析了純粹社群均衡、雙重均衡與社群優勢均衡的情形等多種社群網路均衡型態。		zh_TW
dc.description.abstract (摘要) This thesis analyzes social network asoption by consumers. The linkage with friends is nodeled as positive network effect. That is , the higher the amount of friends a user connects on a social network site, the higher the extra benefits she derives other than the direct ututility via usage.
On the other hand, as new social network sites demonstrate: openness inproves connecting potential but gives way to privacy cncern.A privacy breaching event will rattle the socialty connected group to a drastic degree.
Throung the interaction of both the positive and the negative network effects, we find that many types of social network equilibrium can be sustained.		en_US
dc.description.tableofcontents 第一章 緒論 1
第一節、研究動機 1
第二節、研究範圍 2
第三節、研究架構 3
第二章、社群網路平台環境介紹 5
第一節、虛擬社群文化發展起源 5
第二節、部落格何去何從 7
第三節、新興社群網站異軍突起 12
第四節、小結 27
第三章、文獻回顧 28
第一節、社群 28
第二節、網路外部性 29
第三節、負面網路外部性 33
第四節、網路使用者效用函數之相關文獻 35
第五節、小結 38
第四章、網路外部性存在下使用者社群網路選擇之探討 39
第一節、模型設定 39
第二節、模型推導 42
第三節、社群網路均衡分布(SN*) 53
第四節、小結 79
第五章、結論與建議 80
第一節、模型總結 80
第二節、研究貢獻與限制 81
第三節、未來展望 82
參考文獻 83
附錄 87		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099255027en_US
dc.subject (關鍵詞) 社群網站zh_TW
dc.subject (關鍵詞) 效用函數zh_TW
dc.subject (關鍵詞) 網路外部性zh_TW
dc.subject (關鍵詞) 社群均衡zh_TW
dc.subject (關鍵詞) Social network sitesen_US
dc.subject (關鍵詞) Utility functionen_US
dc.subject (關鍵詞) Ntwork externalitiesen_US
dc.subject (關鍵詞) Equilbriumen_US
dc.title (題名) 加我為好友-- 社群網路外部性之經濟分析zh_TW
dc.title (題名) Add Friends -- The Economic Analysis of Social Networks.en_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、中文部分
參考自2012/04/16，經濟日報吳仁麟專欄：「隱私權保鏢」和「資訊營養師」~未來新行業

二、英文部分
Boyd, d. m and N. B. Ellison (2007), “Social Network Sites: Definition ,History, and
Scholarship,” Journal of Computer-Mediated Communication, 13(1), article 11.

Domingo, F. J. (2009), “The Functionality-Security-Privacy Game,” Proceedings of MDAI, 92–101.

Dwyer, C. (2007). “Digital Relationships in the “MySpace” Generation: Results From
a Qualitative Study,” Proceedings of the 〖40〗^th Hawaii International Conference
on System Sciences (HICSS).

Dwyer, C., S. R. Hiltz, and K. Passerini (2007), “Trust and Privacy Concern within Social Networking Sites: A Comparison of Facebook and MySpace,” Proceedings of the Thirteenth Americas Conference on Information Systems, Keystone, Colorado, August.

Fagiolo, G. (2005), “Endogenous Neighborhood Formation in a Local Coordination
Model with Negative Network Externalities,” Journal of Economic Dynamics
and Control, 29(1-2), 297-319.

Gayer, A. and O. Shy (2003), “Internet and Peer-to-Peer Distributions in Markets for Digital Products,” Economics Letters, 81, 51–57.

Hagel, III. J. and A. G. Armstrong (1997), Net Gain: Expanding MarketsTthrough
Virtual Communities,：Harvard Business School Press

Huaiqing W., K. O. Lee matthew and W. Chen (1998), “Consumer Privacy Concerns
about Marketing,” Communications of the ACM 41(3), pp63-70.

Katz, M. L. and C. Shapiro (1985), “Network Externalities, Competition, and
Compatibility,” The American Economic Review, 75(3), 424-440.

Meagher, K. and E. G. S. Teo (2005), “Two-part Tariffs in the Online Gaming
Industry：The Role of Creative Destruction and Network Externalities,”
Information Economics and Policy, 17(4), 457-470.

Mercer, B. (1956), The American Community, New York：Random House.

Rheingold, H. (1993), The Virtual Community, MA : Addison-Wesley.

Rohlfs, J. (1974), “A Theory of Inderdependent Demand for a Communications
Service,” Bell Journal of Economics and Management Science, 5(1), 16-37.

Romm, C., N. Pliskin, and R. Clarke (1997), “Virtual Communities and Society:
Toward an Integrative Three Phase Model,” International Journal of
Information Management (17:4), pp.261-270.

Schwartz, P. M. (2004), “Property, Privacy, and Personal Data,” Harvard Law Review 117(7), 2056-2128

Shapiro, C. and H. R. Varian (1999), Information Rules: A Strategic Guide to the
Network Economy. Cambridge, MA: Harvard Business School Press.

三、網路資源

調查網站checkfacebook.com
http://www.checkfacebook.com/

Community vs. Social Network http://lithosphere.lithium.com/t5/Lithium-s-View/Community-vs-Social-Network/ba-p/5283

維基百科 http://zh.wikipedia.org/wiki/Web_2.0

Jorn, B. (1997), Weblog resources FAQ. Retrieved December 25, 2008
http://www.robotwisdom.com/weblogs/

Merholz, P. (2002), Play With Your Words, Retrieved December 24, 2008 http://www.peterme.com/archives/00000205.html

美國comScore研究機構 http://www.comscore.com/

美國網路調查機構Pew Research Center 2010年網路使用報告http://www.pewinternet.org/~/media//Files/Reports/2012/PIP_Privacy_management_on_social_media_sites_022412.pdf

創世紀市場研究2011年09月月刊 http://news.ixresearch.com/?p=4655

全球網路資訊公司Global Alexa Page Ranking http://www.alexa.com/topsites/global;1

創世紀「ARO網路測量研究」2011 年09月月刊報告書。 http://news.ixresearch.com/?p=4655

InsigntXplorer 創世紀「ARO網路測量研究」2012年1月的月刊報告書http://news.ixresearch.com/?p=5079


根據調查網站Compete.com http://www.compete.com/us/

Google Trend http://trends.google.com/websites?q=facebook.com%2C+www.wretch.cc&geo=TW&date=all&sort=1

聯合知識網http://muse.lib.nccu.edu.tw:8080/SSO/ResourceStation/pages/resourceUserMore.jsp?nId=168

天下雜誌群資料庫
http://new.cwk.com.tw/cgi-bin2/Libo.cgi?		zh_TW