台灣網路社群系統行動化發展之市場研究

Abstract

隨著網路應用的普及與行動科技的發展，人與人之間的關係與其聯結方式也隨之改變，在此同時亦帶來新的人際溝通契機。在社群網站的使用者由單向接受資訊轉為雙向訊息傳遞之主角的同時，電信科技與行動通訊的進步亦使得行動電話的由撥號講話之單一功能走向整合上網、交易、遊戲、導航等多元化服務；藉由上述網路社群與行動通訊兩方產業界線模糊化後所產生的新興人際溝通平台，也就是網路社群系統行動化之趨勢，將讓每個人都有機會用自己的力量來影響他人，驅動世界改變。 為了瞭解台灣社群網站使用者的行為與重視因素，並瞭解其發展為行動化之後在手機介面上的市場，本研究彙整Web2.0的概念，針對其所延伸出最具代表性的社群網站服務分為四部分作問卷調查。第一部份以功能取向來研究台灣社群網站使用者的偏好網站；第二部份調查社群網站使用者在整體網站、隱私權考量與行動介面考量上的重視因素；第三部分調查台灣三大社群網站：無名小站（Wretch）、MSN與Windows Live，以及Facebook，的使用者行為與滿意度；第四部分乃調查社群網站使用者對於在手機的介面上使用社群網路系統（Social Networking System）服務的最終使用意願。 經過本研究之推論統計因素分析，發現社群網站使用者重視因素分為五構面，分別為：「隱私權考量」、「行動化使用」、「網站工具」、「拓展新人脈」與「網站內容分享」；再經過集群分析，發現社群網站使用者可區分為四大族群：「孤立型」、「跟隨型」、「先驅型」與「社交型」。此四大族群之不同特質對於台灣廠商在推廣社群網路系統行動化之新產品時，可比對學者Everett M. Rogers提出之創新擴散理論。因此，台灣廠商可依據此結果，在推展此類新產品進入台灣市場之不同階段，針對各階段主要目標客群特質來推展市場進行促銷，提供各階段目標使用者不同需求與價值，達到社群系統行動化之創新產品市場擴散之最佳成效。

With the popularization of internet applications and the mibile technology development, the relationship and the way of links between people have changed greatly. In the meanwhile, this change also brings the new opportunity for interpersonal communication. Social Networking Website users transform their role from one-way information receiver toward bi-direction messages transmitter. The advanced progress of telecommunication also enables cell phone from single dial-up function toward multifunctional services which integrate the Internet access, trading, games, navigation, ect. By the blurring lines between Internet social network and mobile communication industries, there comes a whole new communication platform, the trend of internet social networking system mobilization, letting everyone have chance to use his own power to influence others and change the world. In order to understand Taiwan internet social networking users’ behavior and respected factors, and the mobilization development market, this study generate the concept of Web2.0 and the extension of the most representative Social Networking Service(SNS) to do the questionnaire survey. The 1st part is to find the most popular SNS wesite in Taiwan; the 2nd part is to investigate the respected factors for users in overall websites, privacy considerations, and mobilization interface; the 3rd part is to check the detail behavior and satisfaction of Taiwan SNS web users for 3 polular websites: Wretch, MSN & Windows Live and Facebook; the 4th part is to do the final survey of SNS web users’ intension for new mobilized interface service of social networking system. After the factor analysis of this survey, we found 5 respected dimensions of SNS web user, namely: “privacy consideraion”, “mobilization consideration”, “Website tools”, “developing new contacts”, and “Web content sharing”; moreover, by using cluster analysis, we could devide the Web SNS users into 4 groups: “isolated type”, “follower type”, “pioneer type” and “social type”. The difference between these 4 major groups could correspond to Everett M. Rogers’ Innovation Defussion Theory of. Therefore, Taiwan companies could take this result to promote this kind of mobilized SNS product according to different procedures with different target customers. By offering different value for each target customer, they can achieve the most remarkable defussion success of innovatively mobilized SNS product.