美國模式如何適應中國故事──由Facebook到人人網與由Twitter到新浪微博之功能差異及使用感受比較研究

Abstract

隨著全球社群網站(Social Network Site：簡稱SNS)迅速發展普及，中國在近年開始嘗試發展出一系列本土化的社群網站（SNS）。經過一段時間的檢驗，有些產品適應了大陸的土壤，蓬勃發展（如新浪微博），有些卻逐漸走向沒落（如人人網）。 本研究為了探討人人網與新浪微博在中國不同適應情況之原因，主要對網站功能性方面進行深入的分析。首先以功能差異分析找出人人相較於Facebook，新浪微博相較於Twitter之間的功能差異，經焦點小組訪談探討得出新浪微博的功能改變更適應中國的國情，再以問卷結果進行驗證，得到與訪談結果相吻合。經由統計得出新浪微博的使用感受同意度得分高於人人網。本研究最後建構出一個社群網站是否符合國情與使用者感受的相關模型，透過此模型，可以系統性地探討各個因素之間的關係，為網站之改造提供理論基礎。

關鍵詞：社群網站、人人網、新浪微博、功能差異、使用需求、使用感受

With the rapid development and popularity of Social Network Site (SNS) all over the world, China has made efforts to develop a series of local SNSs in recent years. With the test of time, some products have adapted themselves to the mainland and witnessed vigorous development (e.g. Sina weibo) while others have soon declined (e.g. RenRen).

In order to study how RenRen and Sina weibo adapted to the actual conditions in China, this paper carried out in-depth analysis on site function of both sites. The paper firstly found the functional difference between RenRen and Facebook, Sina weibo and Twitter. The result of focus group interview concluded that functional changes of Sina weibo fitted China's national condition better than RenRen did. The result of questionnaire is consistent with interview result. According to statistics of questionnaire data, Sina weibo achieved a higher score than RenRen in consistent experience of use and user satisfaction. Finally, the paper adopted a SEM analysis to construct a model to show how accordance with the national conditions of a country and user experience of a SNS will affect its user satisfaction. With this model, the relationship among various factors can be studied in a systematical manner, which will provide the theoretical basis for site improvement.

Keywords: social network site, RenRen, Sina weibo, functional difference, user need, user satisfaction.