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題名 風行群衍:線上遊戲社群成長策略之探討
The growth strategy of MMORPG :A case study of perfect world作者 陳韻如
Chen, Yun Ru貢獻者 蕭瑞麟
Hsiao, Ruey Lin
陳韻如
Chen, Yun Ru關鍵詞 線上遊戲
線上社群
成長策略
個案研究日期 2010 上傳時間 4-九月-2013 11:55:56 (UTC+8) 摘要 隨著網路科技的發達，人們越來越依賴在網路上蒐集資料、分享個人經驗、與同好建立關係，進而形成互動頻繁的線上社群。當使用者越來越依賴線上社群滿足生活需求時，對於企業者來說，線上社群成為散播影響力的重要溝通平台。由於線上社群具有網絡外部性，參與成員數越多，線上社群便能夠創造更多元的效益。因此，如何經營線上社群便成為各家企業關注的重要議題。過去學者強調良好的社群運作機制，包含資訊透明環境、名譽機制、明確的社群規範有助於降低社群營運的風險。另一派學者則強調善用社群內的意見領袖，將有助於加速社群成長的速度。然而，我們卻不清楚平台經營者是如何針對成員行為發展因應的社群運用機制，或是意見領袖如何針對潛在使用者的異質化，發展出因應的說服策略？如果無法理解此過程，我們便無法在快速變動的環境下經營線上社群，讓社群穩定成長。本研究採用個案研究法，選擇中國前五大遊戲營運商完美時空作為本研究個案。透過公開論壇交流、個人訪談、非參與式觀察研究等方法蒐集完美時空歷年的策略佈局與營銷作為。本研究聚焦於探討平台經營者如何掌握玩家社群脈絡，並從中發展回應作為，進而促進社群成長的過程。本研究從個案公司不同階段的回應作為中，發現三種行為特性的玩家社群：領先玩家、粉絲玩家、蝗蟲玩家等社群型態。針對不同的遊戲動機、與互動脈絡，完美時空在不同的營運階段，分別運用回應原則去影響玩家社群採納或是延長玩家在線時間。本研究針對三類型玩家社群歸納成三項成長原則，藉此說明此研究的理論與實務貢獻。
This article examines the developmental process of growing an online community. Due to the explosion of Internet, people begin to move a significant part of their social activities online. They establish online communities to engage in business transactions, social interactions and knowledge sharing. But, what may account for the growth or decline of an online community? Our research aims to address this issue by going beyond the governance and network effect theses. Through a case study of an online game firm, we elaborate the firm’s growing strategies. From a process perspective, we consider the firm as an innovator whose mission is to grow online game communities in specific period of time. Borrowing innovation diffusion theory, our analysis traces how the innovator finds out users’ (online gamers) behavioural patterns and devises practices to sway the users’ decisions on whether to stay in the online game community. The findings report three growing stages of online game community and observe strategising practices in each stage: staying steady, staying speedy and staying sticky. Our analysis suggests implications to online community studies in specific and innovation literature in general.參考文獻 中文參考文獻詹子瑩、李仁芳(2003)，「社群創新模式與產業政策發展-使用者網路協作創新社群於軟體創新開發之運用」，資策會資訊市場情報中心，台灣，台北。英文參考文獻Adler, P. S. 2001. Market, hierarchy and trust: The knowledge economy and the future of capitalism. Organization Science, 12(2): 215-234.Al-Natour, S., & Benbasat, I. 2009. The Adoption and Use of IT Artifacts: A New Interaction-Centric Model for the Study of User-Artifact Relationships. Journal of the Association for Information Systems, 10(9): 661-685.Allen, D. K., Colligan, D., Finnie, A., & Kern, T. 2000. Trust, power and inter-organizational information systems: the Case of the electronic trading community TranLease. Information Systems Journal, 10: 21-40.Armstrong, A., & Hagel III, J. 1996. The Real Value of Online Communities. Harvard Business Review, May-June.Barrett, M. I. 1999. Challenges of EDI adoption for electronic trading in the London Insurance Market. European Journal of Information Systems, 8(1): 1-15.Bonaccorsi, A., & Rossi, C. 2003. Why Open Source software can succeed. Research Policy, 32(7): 1243-1258.Bostrom, R. P., & Heinen, J. S. 1977. MIS problems and failures: a socio-technical perspective - Part I: the causes. MIS Quarterly, September: 16-32.Burnett, G. 2000. Information exchange in virtual communities: a typologyInformation Research, 5(4).Churchill, E. F., & Halverson, C. A. 2005. social networks and social networking. IEEE Internet Computing, 9(5): 14-19.Daft, R. L., & Lengel, R. H. 1984. Information Richness: A New Approach to Managerial Behavior and Organization Design, Research in Organizational Behavior, Vol. 6: 191-233: JAI PRess.Dunn, M. H. 1988. Trust and political agency. In D. Gambetta (Ed.), Trust: making and breaking cooperative relations. New York: Blackwell.Etzioni, A., & Etzioni, O. 1999. Face-to-Face and Computer-Mediated Communities, A Comparative Analysis. Information Society, 15(4): 241-248.Fayard, A.-L., & DeSanctis, G. 2008. Kiosks, Clubs and Neighborhoods: The Language Games of Online Forums. Journal of the Association for Information Systems, 9(10): 677-705.75Franke, N., & von Hippel, E. 2003. Satisfying heterogeneous user needs via innovation toolkits: the case of Apache security software. Research Policy, 32(7): 1199-1215.Gladwell, M. 2000. The tipping point : how little things can make a big difference (1st ed.). Boston: Little, Brown.Gould, R. V. 1993. Collective action and network structure. American Sociological Review, 58(2): 182-196.Granovetter, M., & Soong, R. 1986. hreshold models of interpersonal effects in consumer demand. Journal of Economics Behavior &Organization, 7: 83-99.Hendry, J. 1995. Culture, community and networks: The hidden cost of outsourcing. European Management Journal, 13(2): 193-200.Ibarra, H., Kilduff, M., & Wenpin, T. 2005. Zooming In and Out: Connecting Individuals and Collectivities at the Frontiers of Organizational Network Research. Organization Science, 16(4): 359-371.Kanter, R. M. 1968. Commitment and Social Organization: A Study of Commitment and Mechanisms in Utopian Communities. American Sociological Review, 33: 499-517.Markus, M. L., Manville, B., & Agres, C. E. 2000. What makes a virtual organization work? . Sloan Management Review, 42(1): 13-26.Matzat, U. 2010. Reducing Problems of Sociability in Online Communities: Integrating Online Communication With Offline Interaction. American Behavioral Scientist, 53(8): 1170-1193.McKenna, K. Y. A., Green, A. S., & Gleason, M. E. J. 2002. Relationship Formation on the Internet: What’s the Big Attraction? Journal of Social Issues, 58(1): 9.McMillan, D. W., & Chavis, D. M. 1986. Sense of community: A definition and theory. Journal of Community Psychology, 14: 6-23.Miller, K. D., & Chen, W.-R. 2004. Variable Organizational Risk Preferences: Tests of the March-Shapira Model. Academy of Management Journal, 47(1): 105.Morris, M. W., Menon, T., & Ames, D. 2000. Culturally Conferred Conceptions of Agency: A Key to Social Perception of Persons, Groups, and Other Actors. Personality and Social Psychology Review.Murray, F., & O`Mahony, S. 2007. Exploring the Foundations of Cumulative Innovation: Implications for Organization Science. Organization Science, 18(6): 1006-1021.Rheingold, H. 1993. Cold knowledge and social warmth. Newsweek, 122(10): 49.Rogers, E. M. 1980. Diffusion of innovations (4 ed.). New York: Free Press.Wellman, B., & Gulia, M. 1999. Net surfers don`t ride alone:virtual communities as communities: 167-194. New York: Routledge. 描述 碩士
國立政治大學
科技管理研究所
98359025
99資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098359025 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey Lin en_US dc.contributor.author (作者) 陳韻如 zh_TW dc.contributor.author (作者) Chen, Yun Ru en_US dc.creator (作者) 陳韻如 zh_TW dc.creator (作者) Chen, Yun Ru en_US dc.date (日期) 2010 en_US dc.date.accessioned 4-九月-2013 11:55:56 (UTC+8) - dc.date.available 4-九月-2013 11:55:56 (UTC+8) - dc.date.issued (上傳時間) 4-九月-2013 11:55:56 (UTC+8) - dc.identifier (其他 識別碼) G0098359025 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/60001 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理研究所 zh_TW dc.description (描述) 98359025 zh_TW dc.description (描述) 99 zh_TW dc.description.abstract (摘要) 隨著網路科技的發達，人們越來越依賴在網路上蒐集資料、分享個人經驗、與同好建立關係，進而形成互動頻繁的線上社群。當使用者越來越依賴線上社群滿足生活需求時，對於企業者來說，線上社群成為散播影響力的重要溝通平台。由於線上社群具有網絡外部性，參與成員數越多，線上社群便能夠創造更多元的效益。因此，如何經營線上社群便成為各家企業關注的重要議題。過去學者強調良好的社群運作機制，包含資訊透明環境、名譽機制、明確的社群規範有助於降低社群營運的風險。另一派學者則強調善用社群內的意見領袖，將有助於加速社群成長的速度。然而，我們卻不清楚平台經營者是如何針對成員行為發展因應的社群運用機制，或是意見領袖如何針對潛在使用者的異質化，發展出因應的說服策略？如果無法理解此過程，我們便無法在快速變動的環境下經營線上社群，讓社群穩定成長。本研究採用個案研究法，選擇中國前五大遊戲營運商完美時空作為本研究個案。透過公開論壇交流、個人訪談、非參與式觀察研究等方法蒐集完美時空歷年的策略佈局與營銷作為。本研究聚焦於探討平台經營者如何掌握玩家社群脈絡，並從中發展回應作為，進而促進社群成長的過程。本研究從個案公司不同階段的回應作為中，發現三種行為特性的玩家社群：領先玩家、粉絲玩家、蝗蟲玩家等社群型態。針對不同的遊戲動機、與互動脈絡，完美時空在不同的營運階段，分別運用回應原則去影響玩家社群採納或是延長玩家在線時間。本研究針對三類型玩家社群歸納成三項成長原則，藉此說明此研究的理論與實務貢獻。 zh_TW dc.description.abstract (摘要) This article examines the developmental process of growing an online community. Due to the explosion of Internet, people begin to move a significant part of their social activities online. They establish online communities to engage in business transactions, social interactions and knowledge sharing. But, what may account for the growth or decline of an online community? Our research aims to address this issue by going beyond the governance and network effect theses. Through a case study of an online game firm, we elaborate the firm’s growing strategies. From a process perspective, we consider the firm as an innovator whose mission is to grow online game communities in specific period of time. Borrowing innovation diffusion theory, our analysis traces how the innovator finds out users’ (online gamers) behavioural patterns and devises practices to sway the users’ decisions on whether to stay in the online game community. The findings report three growing stages of online game community and observe strategising practices in each stage: staying steady, staying speedy and staying sticky. Our analysis suggests implications to online community studies in specific and innovation literature in general. en_US dc.description.tableofcontents 第壹章 緒論 61.1研究動機與背景 61.2研究問題與目標 71.3研究架構 9第貳章 文獻分析 102.1構成社群的要素 102.2 線上社群的類型 112.3 治理機制可降低社群潛在風險 132.4網絡影響力可促進社群採納 152.4研究小結 17第參章 研究方法 183.1個案選擇策略 183.2資料收集方式 203.3 資料分析方式 22第肆章 個案背景 254.1 中國大陸線上遊戲發展歷程 254.2 中國線上遊戲產業供應鏈概述 264.3 主要競爭態勢分析 284.4 個案公司發展背景 304.4.1 創立背景與發展概述 304.4.2 組織定位與營運架構 314.4.3 優勢產品介紹 324.4.4完美時空運營特色 344.4.5 完美時空產品表現 35第伍章 研究發現 375.1第一階段：請君入網 375.1.1社群行為：領先玩家的致命口碑 385.1.2創新者回應：穩定才能發展 405.1.3創新成效分析：以退為進 435.2第二階段：一飛沖天 445.2.1 粉絲玩家 45社群行為：粉絲的集體信仰 45創新回應：題材娛樂化 46創新成效分析：順絲而為 515.2.2 蝗蟲玩家 52社群行為：蝗蟲玩家的逐水草而居 52創新回應：免費包機服務試玩 53創新成效分析：不勞而獲 555.3第三階段：玩家群的雞肋困境 575.3.1領先玩家 58社群行為：升級競速 58創新者回應：飛升與跨服PK賽事 59創新成效分析：誰與爭鋒 605.3.2粉絲玩家 63社群行為：時裝暢銷的秘密 63創新者回應：強化互動設計 64創新成效分析:細水桃花 665.3.3蝗蟲玩家 66社群行為：90級的百慕達魔咒 66創新者回應:免費掛機設計 67創新回應分析：開心時滬 68第陸章 結論與建議 696.1 研究意涵 696.2 實務意涵 706.3 研究結論 73中文參考文獻 74英文參考文獻 74 zh_TW dc.format.extent 1815276 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098359025 en_US dc.subject (關鍵詞) 線上遊戲 zh_TW dc.subject (關鍵詞) 線上社群 zh_TW dc.subject (關鍵詞) 成長策略 zh_TW dc.subject (關鍵詞) 個案研究 zh_TW dc.title (題名) 風行群衍:線上遊戲社群成長策略之探討 zh_TW dc.title (題名) The growth strategy of MMORPG :A case study of perfect world en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 中文參考文獻詹子瑩、李仁芳(2003)，「社群創新模式與產業政策發展-使用者網路協作創新社群於軟體創新開發之運用」，資策會資訊市場情報中心，台灣，台北。英文參考文獻Adler, P. S. 2001. Market, hierarchy and trust: The knowledge economy and the future of capitalism. Organization Science, 12(2): 215-234.Al-Natour, S., & Benbasat, I. 2009. The Adoption and Use of IT Artifacts: A New Interaction-Centric Model for the Study of User-Artifact Relationships. Journal of the Association for Information Systems, 10(9): 661-685.Allen, D. K., Colligan, D., Finnie, A., & Kern, T. 2000. Trust, power and inter-organizational information systems: the Case of the electronic trading community TranLease. Information Systems Journal, 10: 21-40.Armstrong, A., & Hagel III, J. 1996. The Real Value of Online Communities. Harvard Business Review, May-June.Barrett, M. I. 1999. Challenges of EDI adoption for electronic trading in the London Insurance Market. European Journal of Information Systems, 8(1): 1-15.Bonaccorsi, A., & Rossi, C. 2003. Why Open Source software can succeed. Research Policy, 32(7): 1243-1258.Bostrom, R. P., & Heinen, J. S. 1977. MIS problems and failures: a socio-technical perspective - Part I: the causes. MIS Quarterly, September: 16-32.Burnett, G. 2000. Information exchange in virtual communities: a typologyInformation Research, 5(4).Churchill, E. F., & Halverson, C. A. 2005. social networks and social networking. IEEE Internet Computing, 9(5): 14-19.Daft, R. L., & Lengel, R. H. 1984. Information Richness: A New Approach to Managerial Behavior and Organization Design, Research in Organizational Behavior, Vol. 6: 191-233: JAI PRess.Dunn, M. H. 1988. Trust and political agency. In D. Gambetta (Ed.), Trust: making and breaking cooperative relations. New York: Blackwell.Etzioni, A., & Etzioni, O. 1999. Face-to-Face and Computer-Mediated Communities, A Comparative Analysis. Information Society, 15(4): 241-248.Fayard, A.-L., & DeSanctis, G. 2008. Kiosks, Clubs and Neighborhoods: The Language Games of Online Forums. Journal of the Association for Information Systems, 9(10): 677-705.75Franke, N., & von Hippel, E. 2003. Satisfying heterogeneous user needs via innovation toolkits: the case of Apache security software. Research Policy, 32(7): 1199-1215.Gladwell, M. 2000. The tipping point : how little things can make a big difference (1st ed.). Boston: Little, Brown.Gould, R. V. 1993. Collective action and network structure. American Sociological Review, 58(2): 182-196.Granovetter, M., & Soong, R. 1986. hreshold models of interpersonal effects in consumer demand. Journal of Economics Behavior &Organization, 7: 83-99.Hendry, J. 1995. Culture, community and networks: The hidden cost of outsourcing. European Management Journal, 13(2): 193-200.Ibarra, H., Kilduff, M., & Wenpin, T. 2005. Zooming In and Out: Connecting Individuals and Collectivities at the Frontiers of Organizational Network Research. Organization Science, 16(4): 359-371.Kanter, R. M. 1968. Commitment and Social Organization: A Study of Commitment and Mechanisms in Utopian Communities. American Sociological Review, 33: 499-517.Markus, M. L., Manville, B., & Agres, C. E. 2000. What makes a virtual organization work? . Sloan Management Review, 42(1): 13-26.Matzat, U. 2010. Reducing Problems of Sociability in Online Communities: Integrating Online Communication With Offline Interaction. American Behavioral Scientist, 53(8): 1170-1193.McKenna, K. Y. A., Green, A. S., & Gleason, M. E. J. 2002. Relationship Formation on the Internet: What’s the Big Attraction? Journal of Social Issues, 58(1): 9.McMillan, D. W., & Chavis, D. M. 1986. Sense of community: A definition and theory. Journal of Community Psychology, 14: 6-23.Miller, K. D., & Chen, W.-R. 2004. Variable Organizational Risk Preferences: Tests of the March-Shapira Model. Academy of Management Journal, 47(1): 105.Morris, M. W., Menon, T., & Ames, D. 2000. Culturally Conferred Conceptions of Agency: A Key to Social Perception of Persons, Groups, and Other Actors. Personality and Social Psychology Review.Murray, F., & O`Mahony, S. 2007. Exploring the Foundations of Cumulative Innovation: Implications for Organization Science. Organization Science, 18(6): 1006-1021.Rheingold, H. 1993. Cold knowledge and social warmth. Newsweek, 122(10): 49.Rogers, E. M. 1980. Diffusion of innovations (4 ed.). New York: Free Press.Wellman, B., & Gulia, M. 1999. Net surfers don`t ride alone:virtual communities as communities: 167-194. New York: Routledge. zh_TW
