虛擬社群之網絡溝通情緒與回應關係之研究——以3C產品為例

Relationships between Emotional Communication and its Reaction in Social Network of Virtual Communities－A Case of 3C Products

虛擬社群已成為消費者重要的採購資訊來源，本研究以mobile01論壇為例，針對不同3C產品討論區探索該議題網絡結構與互動性，研究分為兩個階段，第一階段收集回應量20-70間的3C產品討論區共380筆樣本資料，並以社會網絡分析法探索討論區反應結構，將反應結構分為「輪狀」與「網狀」兩種主要的反應結構，輪狀結構又細分成「集中式」與「衍生式」輪狀結構，網狀結構則細分為「多核式」與「發散式」網狀結構。研究結果在第一階段顯示「發散式網狀結構」與「智慧型與傳統手機」的議題引發多數人討論，「多核式網狀結構」節點較分散，形成多個網絡核心。
第二階段研究則以「衍生式」、「多核式」與「發散式」結構深入探討各回應者的情緒反應狀況，總共收集417筆節點樣本資料，研究參考文獻內容，彙整六個層級情緒反應，本研究分析節點反應與本身數量、均值，在相關性則呈現顯著性，為了瞭解相關程度，研究進一步運用迴歸分析，經由節點研究結果顯示社群成員情緒反應、社群成員回覆節點數量、節點本身發言數量與節點本身回應各成員情緒反應有相互影響力。

Virtual community has become one of the important information sources of purchase. This study discusses the reaction structure of a famous 3C forum using social network analysis. Data are collected with totally 380 data which the reaction numbers are within 20–70 in the forum. The reaction structures are then catalyzed into two main reaction structures which are structures of wheel type and network type. For the wheel type it also can be found having two further types: centralized and extended types. And for the network type there are multi-kernel and diverse type can be found. Results show the diverse type and forum of cell phone causes higher number of discussion. The density of multi-kernel type is lower than other types.
This study further analyzes reactors’motion situation while reading contents in the forum. There six types of motion situation exacted from literature review and 417 reaction data are collected. Furthermore, the depth analysis is conducted with four reaction variables using regression analysis and there are significant finding for the analysis.